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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

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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?
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