What Is Conversion Rate Optimization?

Conversion Rate Optimization, one of the most important aspects of digital marketing today, is the entire process of removing bugs to conversion on a page. CRO is the process of increasing the conversion rate on a website or mobile app. It typically involves generating ideas on how to improve your website or app and then validating those ideas through A/B testing and multivariate testing.

This optimization is carried out by examining the actions and studying the users’ input. You can perform conversion rate optimization by correctly optimizing the size and position of a call-to-action button on the page, the length or shortness of a conversion-oriented landing page, and the keywords used on the page.

Why is Conversion Rate Optimization Important?

Conversion rate optimization is important because it decreases customer conversion costs by getting more from visitors and current users. Optimizing your conversion rate can increase your revenue per visitor, gain more customers, and grow your business. Check the conversion rate optimization tips for landing pages. There are a couple more benefits you can get from CRO:

why is cro important

You Can Always Upgrade Your Website

No matter how well-designed your website is, you can always increase your conversion rates. At the same time, you can regularly update your website according to the user-oriented, changing customer behavior. It is easier and more effective than switching to a new website design.

You Can Identify the Target Customer’s Behavior

CRO determines how visitors behave on your website by analyzing the movements of your website visitors. Increasing the chance of a conversion is the ultimate goal. CRO enables conversion by arranging user movement paths and benefiting from the user experience (UX). CRO grows businesses by showing the best or the right audiences and ways to make the best business websites.

It Is Affordable

CRO takes full advantage of your website visitor traffic. So, you do not have to constantly invest money in paid advertising campaigns. You only need to do a better job converting your website visitors into customers. CRO will increase the conversion rate on your current market expense and bump up the conversion rate percentage of your existing visitors. Thus, you can provide more resources for other expenditures.

CRO Increases Your Income

The higher the conversion rate, the more you sell. With the best conversion rates, you reach more conversions without reaching more potential customers.

How to Calculate Conversion Rate

To calculate the conversion rate, you need to divide the number of conversions by the total number of visitors. You will then multiply by 100 to get a percentage. To illustrate it, let’s say your website has 20 sales and 400 visitors for this month. The conversion rate is 0.05. After multiplying by 100, the percentage of your conversion rate is 5%.

conversion rate formula

The optimization process and improving click-through rates to increase this percentage.

Conversion Rate Optimization Services

These are only some of the conversion rate optimization services. However, these are the most used, without a doubt. Here is an overview of the conversion rate optimization services that are deemed useful;

  • A/B Testing: The A/B test determines which version attracts more visitors by changing your website. A/B testing helps us understand how the user welcomes the two different versions.
  • HeatMaps: Heatmap is a research technique frequently used in Conversion Rate Optimization to examine where users click on the page to make more use of the existing website traffic.
  • Multivariate Testing: CRO uses multivariate testing to run a successful SEO. It is a technique that greatly impacts the bounce rate used to increase your website’s conversion rate of your website.

A/B Testing

This test carries out necessary tests to protect the number of existing users and increase the number of incoming visitors. A/B testing helps take measures to increase the conversion rate on the website. It increases the revenue obtained by increasing the conversion.

While starting A/B tests, the lowest income pages should be picked up. CRO examines the most inefficient pages and applies the A/B test to the pages with the worst performance.

CRO specifies the highest and lowest conversion rate pages on your website. Using Google Analytics and other tools, CRO analyses user movements to determine why potential customers are leaving the page. To understand why the pages are not performing well, the test points are determined by using heatmaps.


With the heatmap, you can see where the user clicks on your page, where they stand, and how long they stay on it. Basically, you analyze the navigation of its users on your website to determine how user experience (UX) can be improved. The changes to be made at this point will bring us one step closer to the customer’s expectations.

Multivariate Testing

Multivariate Test is a method that allows you to see the effects of different elements and content combinations on your website. The main and trial versions of the page are shown to some visitors to your site. Multivariate testing observes their attraction to the page. This test method has comprehensively compared the combinations of elements and contents that make up the page to achieve the best results.

Multivariate testing is a must-have method in Conversion rate optimization. It allows analyzing how visitors interact with your site using other tools and technical methods. As a result, it allows changes that will result in more sales for your business.

How Conversion Rate Optimization Works

Optimizing your conversion rate will quickly increase your income. Conversion optimization allows you to get more sales from any marketing campaign, regardless of which channels your site visitors come from. Here are four steps CRO uses during the optimization:

how conversion rate optimization works

Collecting Data

By examining your website, you can identify possible causes of poor performance. You can analyze with Web Analytics (Google Analytics, etc.), Form Analysis, Heatmaps (Heatmaps), Session Replay, and Recording Tools to discover possible reasons why your visitors leave your website.

You can also operate usability (UX) tests and surveys to provide extra context to quantitative data. This information enables creating personas for your most profitable audience segments that you can target with Conversion Optimization tests in the next step.

Prioritized Test Plan

CRO provides a test plan that determines the order of tests to perform based on your website traffic, marketing, and page importance.

CRO designs this test plan to provide the highest potential impact on income. This test plan allows testing multiple hypotheses on key pages (product page, shopping cart) or page items (title, Call To Action – CTA buttons, etc.) in your sales.

Publishing and Monitoring Tests

CRO runs these tests with the Google Optimize test tool. It monitors each test daily. Some tests will increase conversion rates, while others will not produce the expected results.

Analyzing Results and Applying Changes

Whether successful or not, each test will increase your visitors’ understanding and let you know how they responded to conversion rate changes. The experiences from each test (via heatmap and session replay) will be used in some tests.

CRO reviews failed tests and use them to build better ones, and it considers successful tests to try more extensive changes. Also, learn how to get lead conversion rates.

Conclusion on Conversion Rate Optimization

In the article above, we have guided you through improving your website and boosting your sales using Conversion Rate Optimization. Following those steps can target your audience and attract more potential customers. You now know an important SEO metric; however, remember there are many more like this.

Frequently Asked Questions About

CRO should be a part of the improvement of your website. Monthly, you should aim to analyze your website, try to come up with new testing theories, and carry on a new test. If you plan to create a new website, use CRO to test ideas on your current website. If you have already invested in a new website, closely monitor performance and get testing as soon as possible.

It is higher than your current rate. You should always try to improve what you have now. It can be helpful to use tools like eBenchmarkers and Fireclick to set a realistic target, but the main aim should always be to improve continually.

CRO is the process of processing and improving your current website via A/B testing and optimization (typically focusing on your business goals). At the same time, UX is researching the most effective way to make a unique change while building a new website (and it usually focuses more on customer objectives).

Compared to the media costs and website development expenses, CRO is fairly cheaper.

You can try to understand your target audience. Before you start CRO, you can test your website in various aspects.

Ayşenur Tekin
Ayşenur Tekin

Posts: 143

After graduating from Istanbul Aydin University, English Translation, and Interpreting department, Ayşenur Tekin is interested in writing and editing articles. She started her master's degree in New Media (at IAU) and started to gain knowledge in the fields of digital marketing and SEO. She is cur... Read More
2 Comments on What Is Conversion Rate Optimization?

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  1. Adam F.
    Adam F.

    Really informative read on Conversion Rate Optimization! Understanding the key metrics and strategies for improving website conversions was incredibly valuable. The practical examples provided a clear roadmap for applying these techniques in real scenarios.

  2. Mark T.
    Mark T.

    Excellent article! I appreciated the detailed breakdown of how Conversion Rate Optimization can significantly impact a business’s bottom line. Learning about the tools and tests used in the process has definitely piqued my interest in refining our company’s approach.