Conversion Rate Optimization (CRO) is a systematic process for improving the performance of a website or landing page by increasing the percentage of visitors who complete a desired target action (conversion) without increasing the volume of traffic.
Conceptually, CRO focuses on the psychology and experience of the user. It is not concerned with attracting new traffic (like SEO or PPC), but with improving the effectiveness of the existing traffic. The process involves analyzing user behavior, formulating hypotheses, implementing design and content changes, and rigorously testing (most often A/B testing) those changes.
CRO applies principles of persuasion, clarity of communication, and ease of use to make the user’s path to conversion as seamless as possible. It is an ongoing, data-driven process that is vital to maximizing return on investment (ROI) from all marketing channels.