Short definition
Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of website visitors who complete a desired action — such as submitting a form, booking a call or buying — by researching user behaviour and testing changes to pages, forms and checkout.
How to calculate conversion rate
Conversion rate = Conversions ÷ Visitors × 100. Example: 45 enquiries from 1,500 visitors = 3% conversion rate.
The CRO process
- Research: analytics, heatmaps, session recordings, customer feedback
- Hypothesise: what change should improve conversions, and why
- Prioritise: rank ideas by impact, confidence and effort
- Test: run A/B tests until results are statistically reliable
- Implement and learn: roll out winners and document lessons