What is Conversion Rate Optimization?

Doubling traffic is expensive; doubling the share of visitors who act is often cheaper and compounds with every campaign. CRO is the discipline of finding out why visitors do not convert and removing those reasons: an unclear offer, a hidden call to action, a form that asks for too much, missing trust signals, slow pages, or a mismatch between the ad and the landing page.

Good CRO is evidence-led. Analytics show where people leave, session recordings and surveys show why, and an A/B test proves that a change helped rather than merely looked better. Small sites without traffic for testing still benefit from the checklist end of CRO: the fixes that improve almost every page, such as a visible primary action and a specific value proposition above the fold.