The process of improving a website or app so a higher percentage of visitors complete a desired action, such as buying or booking.
The conversion rate is the share of visitors who take a specific action, for example placing an order, filling in a contact form, or signing up for a newsletter. Conversion rate optimization, or CRO, studies why visitors do not convert and tests changes to fix it. Methods include analytics, heatmaps, session recordings, user surveys, and A/B testing.
For example, a yoga studio might notice that many people start its online booking form but abandon it. Shortening the form, showing prices earlier, and allowing booking without creating an account could raise completions. CRO usually delivers results without spending more on advertising, because it gets more value from existing traffic. Changes should be tested and measured properly, since small samples can produce misleading results.
Comparing two versions of a web page, email, or feature with different groups of users to see which performs better.
Customer Acquisition CostThe average amount a business spends on sales and marketing to win one new customer, known as CAC.
Landing PageA focused web page designed for one goal, such as collecting sign-ups or selling a product, usually reached from an ad, email, or search result.
UTM ParametersShort tags added to the end of a web link that tell analytics tools where a visitor came from, such as which campaign, source, or ad.
User ExperienceThe overall experience a person has when using a product or service, including how easy, useful, and satisfying it feels.
What conversion rate optimization is, a 5-step research-first CRO process and the common quick wins that help small business websites turn more visitors into customers.
How to calculate conversion rate, average order value and customer acquisition cost, how they fit together, and the specific levers that move each one.
A plain-English, step-by-step guide to A/B testing your website or emails: writing a hypothesis, estimating sample size, running the test and reading results honestly.