Conversion Rate Optimization (CRO) Definition

conversion rate optimization definition

What is Conversion Rate?

Conversion rate optimization (CRO) definition: conversion rate optimization – also known as CRO – involves testing and improving a website to increase conversion percentages.

Conversion rate optimization is used to increase the likelihood that a user will take a specific desired action, like a:

  • Purchase
  • Newsletter subscription
  • Content download

The most common method of conversion rate optimization is to alter specific elements – either of a conversion path or a website page – and A/B test them to see if conversions increase.

This mode of testing allows a brand to identify, change and optimize specific roadblocks that users encounter on the way to a conversion.


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