Conversion rate optimisation is the practice of increasing the percentage of website visitors who take a desired action — such as buying, enquiring or signing up — by improving the page and the journey.
CRO makes the traffic you already have work harder: instead of paying for more visitors, you get more results from the same ones. It draws on analytics, user behaviour and testing to remove friction and strengthen the reasons to act.
Typical levers include clearer messaging, stronger calls to action, faster pages, simpler forms and building trust with proof. Small, evidence-based changes to a high-traffic page can meaningfully lift revenue.
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