Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website. Desired actions can include purchasing a product, clicking ‘add to cart’, signing up for a service, filling out a form, or clicking on a link.
Here is a user-centric way of defining CRO: think of it as the process of focusing on understanding what drives, stops, and persuades your users, so you can give them the best user experience possible—and that, in turn, is what makes them convert and ultimately improves your conversion rate.
When you’re working to improve conversions, not every problem is quantifiable, backed by hard numbers, and with a clear-cut answer. Yes: sometimes, an obvious bug is blocking 80% of your users from doing something, and fixing that one bug will save your entire business; other times, your website functions perfectly and yet people still are not converting. When this happens, you’ll need to dig deeper to understand the why beyond the data you have—you’ll need, in other words, to focus on your users first. And that’s what CRO is actually about.