What is Conversion Optimization?

Conversion optimization, or conversion rate optimization (CRO), is the process of enhancing a website or landing page to increase the likelihood that visitors complete a desired action, such as making a purchase or filling out a form. The goal is to improve the conversion rate—the percentage of visitors who take the intended action—through various strategies and techniques.

In digital marketing, CRO is essential for maximizing returns without increasing traffic. Common methods include A/B testing, where different versions of a page are tested to see which one performs best, and improving website design for better user experience. Optimizing elements like page load speed, call-to-action buttons, and mobile responsiveness are also key to improving conversion rates and driving business success.