What is conversion rate optimization?

Conversion rate optimization (CRO) is the practice of improving your website to increase the percentage of visitors who take a desired action - filling out a form, calling, booking an appointment, or making a purchase. The average website converts 2–3% of visitors. CRO can double or triple that rate through strategic improvements to headlines, calls to action, page layout, form design, page speed, trust signals, and content clarity. CRO uses data (analytics, heatmaps, A/B testing) to identify where visitors drop off and what changes improve results. It's often the highest-ROI marketing investment because you get more leads from the same traffic.