CRO (Conversion Rate Optimization)
Systematically increasing the percentage of visitors who take a desired action.
Full definition
CRO (Conversion Rate Optimization) is the systematic process of increasing the proportion of website visitors who complete a desired action: a purchase, inquiry, call, or subscription.
Formula: CR = (Conversions / Visitors) × 100%
Average CR by industry: e-commerce — 1–3%, B2B services — 2–5%, landing pages — 5–15%.
- •Core CRO tools:
- •A/B testing: comparing two versions of a page or element.
- •Heatmaps and session recordings: Hotjar, Microsoft Clarity.
- •User interviews and surveys.
- •Conversion funnels in Google Analytics 4.
CRO and SEO synergize: better UX reduces bounce rates (a behavioral ranking signal) and improves rankings. Simultaneously, higher conversion rates increase the value of every organic visitor.