Conversion rate optimization (CRO)

Conversion rate optimisation (CRO) is the process of tweaking your website in order to increase the number of visitors who will complete a specific action on the page. More often than not, a conversion tends to mean a purchase, but it can also mean a newsletter sign-up, or a whitepaper download, or an account creation.

Although easy to get confused with UX, CRO is more directly focused on business goals rather than improving the user experience.