What Is Conversion Rate Optimization?

CRO is the disciplined process of improving how effectively a page or journey produces a defined action.

Updated September 8, 2026

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Start with the action

A conversion might be a purchase, lead, signup or another meaningful outcome. Define it first.

Diagnose before changing

Use analytics, feedback and page context to identify plausible friction or missed opportunities.

Prioritize

Work on high-impact elements such as offer, message, proof, friction and CTA before chasing minor visual changes.

Use tools after the question

Testing and analytics software become useful once the measurement question is clear.