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Conversion Rate Optimization


“Conversion Optimisation is the process of increasing the percentage of people that fulfill an action (or ‘convert’) through a series of marked improvements over a period of time.” 1)


The main objective of conversion rate optimization (CRO) is to increase the profits of a business by the following scientific processes:

  • Analyze visitors
  • Optimized the user experience
  • A/B tests to measure KPIs

Designing a website with CRO relies on experimentally-proven facts and principles, rather than inspiration or theory. CRO can be applied to any business or website.

For example, when applying CRO to a website the processes could be:

  • Analyze visitors to top landing page
  • Optimize the landing page
  • A/B tests to measure the increase of newsletter subscribers

CRO and UX Design


A website won't be profitable if people can't find it to begin with. It follows that CRO and SEO are closely related processes for optimization. Google's algorithm, with daily improvements, is more and more rewarding for websites that have good user experiences.

User-Centric Approach

UX Design and CRO both use a scientific user-centric approach


In the book Making Websites Win by the Conversion Rate Experts, they claim to have coined the term Conversion Rate Optimization in 2007. 2)


A CRO plan or process will answer the following 3 questions:3)

  1. What drives people to the website?
  2. What drives people away from the website?
  3. What persuades people to convert?

User-Centric Approach

Instead of only viewing CRO by its dictionary definition of increasing the percentage of users deciding to take a specific action, there is a more holistic way of understanding CRO from a UX standpoint.

“The process of focusing on understanding what drives, stops, and persuades your users, so you can give them the best user experience possible—and that, in turn, is what makes them convert and ultimately improves your website conversion rate.”4)


Best Practices

(Add some CRO best practices here) While there are some best practices that can be a good starting place or a good rule of thumb, there's never a one-size-fits-all solution. Otherwise, what do they need UX researchers for? Blindly following best practices can lead to disastrous results.


uxwiki/strategy/conversion-rate-optimization/conversion-rate-optimization.1645913245.txt.gz · Last modified: 2022/02/26 22:07 by pwhermanson