Conversion Rate Optimization

What is Conversion Rate Optimization?

In the vast realm of digital landscapes, Conversion Rate Optimization (CRO) stands as a potent alchemical practice, poised to turn mere visitors into dedicated converts. This transformative process involves elevating the percentage of conversions from a website or mobile app. The essence of CRO lies in identifying areas for improvement, formulating hypotheses, and validating these suppositions through rigorous A/B testing and multivariate testing.

Why is Conversion Rate Optimization Important?

What is Conversion Rate Optimization

CRO is a digital sorcery of sorts, for it wields the power to conjure more from what you already possess. It’s a crucial discipline because it allows you to harness your existing visitors and users, reducing the costs of customer acquisition. By optimizing your conversion rate, you unlock the potential to increase revenue per visitor, usher in more customers, and foster the growth of your business.

Consider this scenario: Imagine a landing page with a conversion rate of 10%, receiving a monthly influx of 2000 visitors. With these figures, the page generates 200 conversions per month. However, with a touch of optimization, the conversion rate escalates to 15%, instantly catapulting the number of monthly conversions by 50% to a resounding 300. This scenario exemplifies the untapped potential within CRO; the room for improvement is boundless. Top-tier companies understand this and perpetually fine-tune their websites and apps to offer an enhanced user experience and maximize conversions.

What are Conversion Metrics?

The journey of conversion rate optimization begins with a crucial step: establishing your conversion goals for each webpage or app screen. These goals, the lifeblood of your website or mobile app, vary according to your industry and unique business objectives.

For instance, e-commerce sites might consider metrics like purchases or the number of visitors adding products to their shopping carts as pivotal conversions. On the other hand, businesses catering to other companies might focus on metrics such as leads generated or the number of white paper downloads.

Here are some common conversion goals across different industry types:


  • Pageviews
  • Ad views
  • Newsletter subscriptions
  • Engagement with recommended content


  • Product sales
  • Add-to-carts
  • Shopping cart completion rate
  • E-mail newsletter sign-ups


  • Booking conversions
  • Ancillary purchases
  • Social shares


  • Leads generated
  • Deals closed

Once you’ve comprehended the significance of these conversion metrics within your unique digital interactions, you’re well-prepared to embark on the journey of conversion rate optimization.

What are the Areas to Optimize?

With conversion metrics in place, the next piece of the CRO puzzle involves identifying the focal point of your conversion funnel that warrants optimization. Typically, you’d want to start with the portion of the funnel that witnesses the highest traffic or engenders the greatest number of conversions. Concentrating your efforts on these pages ensures faster results and a more pronounced impact on your business.

Another starting point could be your highest-value pages or those pages that are underperforming in comparison to the rest of your site. Revamping these areas can generate immediate and potent changes in your conversion goals.

For instance, a clothing retailer might discover that its hat page rakes in significant traffic but registers a conversion rate substantially lower than the rest of the site. By enhancing the conversion rate of this specific page, the retailer can unlock a substantial sales boost, a testament to the power of CRO.

The realms of CRO are ripe with inspiration and real-life success stories. Companies like Sony, Microsoft, Spreadshirt, and Smarter Travel have etched their names in the annals of CRO glory by reimagining and revitalizing their websites and mobile apps.


Embarking on the journey of conversion rate optimization is a seamless endeavor, especially when you have the right tools at your disposal. One such tool, Optimizely, stands as a guiding beacon in the CRO landscape. It enables the creation of A/B and multivariate tests, forging a pathway towards digital transformation and unprecedented conversion enhancements.

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