Conversion rate optimisation (CRO) is the practice of improving a website or app so that a higher share of visitors take a desired action, such as making a purchase, booking or submitting an enquiry form.
It starts with measuring where visitors drop off, using analytics, recordings and surveys. Teams then test changes, such as clearer calls to action, faster pages, simpler checkout or better product images, and keep what works.
Online retailers use CRO to get more sales from the traffic they already have, which is often cheaper than buying more visitors. Small improvements to checkout can have a large effect on revenue.
Test one change at a time, give tests enough traffic to be meaningful and focus on mobile, where many shoppers browse. Good tracking is essential before any optimisation begins.