Conversion Rate Optimization
Conversion rate optimization (CRO) refers to improving the performance and experience of websites, landing pages, digital ads and other channels to increase the percentage of visitors who convert into valuable outcomes like sales, leads, or subscribers.
CRO employs testing and analysis to identify friction points along the customer journey and systematically optimize each step. Tactics may include adjustments to copy, layouts, forms, images, calls-to-action, load speed, reducing fields, enhancing personalization and more.
Improving conversion rate positively impacts sales results and return on investment from traffic and advertising spend. Effective CRO requires planning, analytics, persistence, and meticulous attention to detail. Large gains come from accumulating many small optimizations. Landing page CRO in particular aids lead generation.