CRO or Conversion Rate Optimization is a process focused on improving the performance and effectiveness of a website, marketing campaign or other digital channel, with the goal of increasing the conversion rate, i.e. the percentage of visitors who complete a desired action, such as completing a purchase, registering for a newsletter or downloading a resource.
CRO is an essential discipline in digital marketing, as it focuses on optimizing each stage of the conversion funnel to get users to perform the desired action. Rather than simply increasing traffic to a website, CRO focuses on making the most of existing traffic and improving the user experience to drive more conversions without increasing ad spend.
The CRO process involves the use of data analysis, testing and experimentation to identify pain points in the conversion process and develop effective solutions. Some common CRO tactics include A/B testing, key page redesign, form optimization, usability and user experience improvements, among others.
CRO is an ongoing and iterative activity, as user preferences and behaviors can change over time. By making progressive and measurable improvements, companies can significantly increase their conversion rate, resulting in higher ROI and sustainable online business growth. Conversion rate optimization is a valuable practice that enables companies to improve their competitiveness and stay relevant in an ever-evolving digital marketplace.
The Marketing Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.