What is Conversion rate optimisation?
Also called: CRO, Conversion rate optimization
The short answer
Conversion rate optimisation is the practice of improving the share of visitors who take a desired action, by testing changes to copy, design, speed and flow.
What people say: “get more sales from my site”.
Conversion rate optimisation, explained
The conversion rate is conversions divided by visitors. CRO finds where people drop out, forms a hypothesis about why, and tests a fix against the original.
Speed, clarity and trust move the number most; button colours rarely do.
Questions people ask about Conversion rate optimisation
What is Conversion rate optimisation?
Conversion rate optimisation is the practice of improving the share of visitors who take a desired action, by testing changes to copy, design, speed and flow.
What is a good conversion rate for a website?
It varies too much by industry, price and traffic source for one number; compare against your own past results and improve from there.
Related terms
A/B testing shows two versions of a page to different visitors at random and measures which one gets more of a chosen action.
Call to actionA call to action is the button or link that asks the visitor to take the page's main next step, such as Book now, Get a quote or Buy.
Conversion funnelA conversion funnel is the series of steps from first visit to purchase, such as landing, viewing a product, adding to cart, checkout and payment, measured to find where people drop off.
Social proofSocial proof is evidence that other people use and trust a product, such as reviews, client logos, case studies and counts, used to reduce a visitor's doubt.
Part of the Web Encyclopedia by Apex Flow Digital. Definitions are general knowledge, kept current, with no invented statistics.