What is the role of conversion rate optimization (CRO)?

The role of conversion rate optimization (CRO) is primarily focused on increasing the percentage of users who complete a desired action. This could range from making a purchase, signing up for a newsletter, or any other goal that indicates a successful interaction with a website or landing page. CRO involves analyzing user behavior, identifying obstacles that prevent users from converting, and implementing strategic changes to the website or user experience that encourage users to take the desired action.

By optimizing the process through which users interact with a site, businesses can significantly enhance the effectiveness of their existing traffic. This means that even if the amount of traffic remains the same, the number of conversions can increase, leading to a more efficient use of resources and better overall performance for marketing efforts.

While aspects such as brand awareness and advertising ROI can be influenced by improved conversion rates, the core focus of CRO is specifically on enhancing user actions that drive business goals. Reducing costs per click, on the other hand, pertains more to advertising strategies and budgeting rather than directly addressing how users engage with a website.