What Is Conversion Rate Optimization (CRO)?
The systematic process of increasing the percentage of website visitors who take a desired action like purchasing, signing up, or requesting a quote.
Conversion Rate Optimization (CRO) Explained
CRO focuses on getting more value from the traffic you already have. Instead of spending more on ads to drive more visitors, you improve the experience so a higher percentage of existing visitors convert.
The process follows a loop: analyze data to find drop-off points, form hypotheses about why visitors leave, test changes through A/B experiments, and implement winners. Repeat continuously.
Common CRO improvements include simplifying forms, improving page load speed, writing clearer headlines, adding social proof, reducing steps in checkout, and making CTAs more prominent. Each change is small, but compound improvements add up quickly.
A 1% improvement in conversion rate on a site getting 10,000 visitors per month means 100 additional leads or sales. At $500 average deal size, that is $50,000 per month from the same traffic budget.
Why Conversion Rate Optimization (CRO) Matters
Most companies spend 90% of their budget driving traffic and 10% converting it. Improving conversion rate is almost always cheaper than buying more traffic. A site converting at 3% instead of 2% gets 50% more customers from the same spend.
How to Calculate Conversion Rate Optimization (CRO)
Conversion Rate = (Number of Conversions / Total Visitors) x 100Common Mistakes
- 1
Making changes based on opinions instead of data and A/B testing
- 2
Testing too many things at once, which makes it impossible to know what worked
- 3
Optimizing for the wrong metric (page views instead of revenue)
Related Terms
Customer Acquisition Cost (CAC)
The total cost to acquire one new customer, calculated by dividing all sales and marketing spend by the number of new customers acquired.
Full-Funnel Marketing
A marketing strategy that addresses every stage of the buyer journey: awareness, consideration, decision, and retention, rather than optimizing only one stage.
MQL vs. SQL
MQL (Marketing Qualified Lead) shows interest through engagement. SQL (Sales Qualified Lead) has been vetted by sales and confirmed as a real opportunity.
How Attainment Helps
Related Services
Frequently Asked Questions
What is a good website conversion rate?
Average website conversion rates are 2-3% across industries. Top performers hit 5-10%. B2B sites typically convert at 2-5% for lead generation. E-commerce sites average 1-3% for purchases. Your target depends on your industry and traffic quality.
How long does CRO take to show results?
Individual A/B tests need 2-4 weeks to reach statistical significance. A full CRO program typically shows meaningful improvements within 60-90 days. The key is running tests continuously rather than doing a one-time optimization.
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