What is Conversion Rate
Optimization?

Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals.

Many websites are designed to convert website
visitors into customers. These conversions occur all
over the website — on the homepage, pricing page,
blog, and landing pages
— and all of these can be
optimized for a higher number of conversions.

Jeff Burkett, Vice President of Ad Innovations, USA Today Networks

What is a conversion?

A conversion is the general term for a visitor completing a site goal. Goals come in many shapes and sizes. If you use your website to sell products, the primary goal (known as the macro-conversion) is for the user to make a purchase.

How to Calculate Conversion Rate

If a user can convert each time they visit the site:
Imagine we own an ecommerce site — Roger’s Robotics. A user could make a new purchase each session. We want to optimize so they make as many purchases as possible. If a user visited the site three times, that would be three sessions — and three opportunities to convert.

Let’s closer at our user’s three sessions and how they behaved:

Session 1: No conversion — user was familiarizing themselves with the site and poking around.
Session 2: User bought a shiny new antenna. This is a conversion!
Session 3: User came back and bought a new set of gears and a blinking light — another conversion! Even though they bought two items, this is a single unique order and thus counts as a single conversion.

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