Conversion rate optimization, or CRO, is the methodology of work focused on increasing the percent of site users who become customers or leads. Marketers often use this term less specifically to mean the percentage of users who take a desired action on a website, be it fill out a form, buy a product, or sign-up for a newsletter.

Included in CRO is the process of using data analytics and user interactions/behaviors and feedback to improve the overall performance and conversion capabilities of a website. Site owners can use CRO to improve any metric that’s important for business (otherwise known as key performance indicators or KPIs).