Conversion Rate Optimization / Marketing Terms Conversion Rate Optimization Conversion rate optimization, or CRO, is the process of improving a website, landing page or marketing campaign to increase the percentage of users who complete a desired action. This action could be anything from making a purchase or signing up for a newsletter to filling out a contact form or making a donation. CRO involves analysing user behaviour, identifying friction points, and testing changes that may improve performance. The goal is to convert more of your existing traffic, rather than relying solely on attracting new visitors. CRO includes both qualitative and quantitative techniques. Marketers use tools such as heatmaps, session recordings, A/B testing, surveys and analytics platforms to understand how users interact with content. Insights gained from this data guide decisions about copy, layout, call to action placement, page speed, and form design. Even small changes, such as changing the text on a button or rearranging sections of a page, can have a meaningful impact on conversion rates. CRO is often an ongoing process that balances user experience with business objectives. Conversion rate optimization benefits businesses and nonprofits by increasing the value of each visitor, improving user satisfaction and reducing acquisition costs. A well-executed CRO strategy can help achieve campaign goals faster, improve return on investment and inform broader marketing decisions. Whether you are optimising a donation page, a product trial sign-up, or a lead generation form, CRO gives you a framework to test, learn and improve. It turns guesswork into strategy and helps teams make data-informed choices that drive measurable results.