Browse Definitions :
Definition

conversion rate optimization

Contributor(s): Laura Fitzgibbons

Conversion rate optimization (CRO) is any systematic method that user experience professionals implement to maximize the number of visitors to a website, blog, or other online landing page who become customers or perform another call to action. A call to action (CTA) is any desired activity the company wants a website user to complete, such as requesting a quote, subscribing to a service,  signing up for emails, adding a product to the cart or creating an account. This rate is a combination of analytics and user feedback and is calculated by finding the percentage of visitors who convert to customers.

The first phase in the process of CRO is the research and hypothesis phase. Once patterns of barriers and successful upticks in customer behavior are discovered, companies attempt to pinpoint the conditions that led to the desired result. These conditions are then prioritized, recreated and tested with the goal of increasing conversion rates and lowering cost acquisition per customer. User experience testing is fundamental in CRO to ensure that visitors are successfully navigating the site and achieving the desired effect.

Some methods that have been proven to improve conversion rates include creating less work for visitors, making specific call to action buttons stand out with web design and getting rid of features that users find unpleasant like banners. Another method to improve CRO is to make contacting sales and support professionals as easy as possible. For example, displaying a phone number in large font at the top of the page, or implementing a live chat function helps customers save time and builds trust. The target areas to begin the CRO process are high traffic, under-optimized web pages and blog posts.

This was last updated in November 2018

Continue Reading About conversion rate optimization

Join the conversation

1 comment

Send me notifications when other members comment.

Please create a username to comment.

What was an example of a time when making a tiny change, like adding a word to a heading on your website, had a noticeable positive impact on your conversion rate?
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

SearchSecurity

SearchHealthIT

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • disaster recovery team

    A disaster recovery team is a group of individuals focused on planning, implementing, maintaining, auditing and testing an ...

  • cloud insurance

    Cloud insurance is any type of financial or data protection obtained by a cloud service provider. 

SearchStorage

  • RAID 6 (redundant array of independent disks)

    RAID 6, also known as double-parity RAID, uses two parity stripes on each disk. It allows for two disk failures within the RAID ...

  • hard disk drive (HDD)

    A computer hard disk drive (HDD) is a non-volatile memory hardware device that controls the positioning, reading and writing of ...

  • byte

    In most computer systems, a byte is a unit of data that is eight binary digits long. Bytes are often used to represent a ...

Close