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Conversion rate optimisation (CRO) is a data-driven marketing strategy that focuses on enhancing the effectiveness of a website or digital platform to increase the percentage of visitors who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. In a marketing context CRO always means conversion rate optimisation - it’s a different concept from a Chief Revenue Officer or a Contract Research Organization, which use the same abbreviation in other industries. By analysing user behaviour, conducting A/B testing, and making data-informed adjustments to various elements of the website, such as layout, design, and content, marketers can improve the overall user experience and ultimately boost conversion rates. Many teams start with a small minimum viable test before committing to a full experiment, and mapping ideas against the consumer decision journey helps decide which stage of the funnel to fix first. CRO is an essential practice for businesses looking to maximize their online presence and achieve a higher return on investment (ROI) from their digital marketing efforts. One essential technique for increasing conversions through copywriting is explored in our guide to conversion copywriting. For a deeper look at why a small number of tests drive the majority of CRO results, see The CRO Power Law: Why 80% of Wins Come From 20% of Tests.
An example of conversion rate optimisation (CRO)
Here is an example of how it works:
Growth Method, a SaaS company offering marketing automation tools, noticed that their website visitors were not converting into paying customers at a desirable rate. To improve their conversion rate, they decided to implement the following CRO strategies:
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A/B Testing: Growth Method tested two different landing page designs, one with a video explaining their product and another with a simple, text-based explanation. They found that the video-based landing page increased sign-ups by 25%.
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Streamlining the Sign-Up Process: Growth Method reduced the number of steps required to sign up for their service, making it easier for potential customers to get started. This resulted in a 15% increase in sign-ups.
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Offering a Free Trial: Growth Method introduced a 14-day free trial, allowing potential customers to test their product before committing to a paid plan. This led to a 30% increase in conversions.
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Personalised Content: Growth Method used website visitor data to display personalised content based on the visitor’s industry and company size. This made their product more relevant to potential customers, resulting in a 20% increase in conversions.
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Social Proof: Growth Method added testimonials and case studies from satisfied customers to their website, showcasing the success of their product. This increased trust in their brand and led to a 10% increase in conversions.
By implementing these CRO strategies, Growth Method was able to significantly increase their conversion rate, resulting in more paying customers and higher revenue.
How does conversion rate optimisation (CRO) work?
Conversion rate optimisation (CRO) works by systematically testing and improving various elements of a website or marketing campaign to increase the percentage of visitors who complete a desired action, such as making a purchase or signing up for a newsletter. Marketers use data-driven insights, user feedback, and A/B testing to identify areas of improvement and implement changes that enhance the user experience, streamline the conversion funnel, and ultimately boost the overall conversion rate. By continually refining and optimising their strategies, marketers can maximise the return on investment (ROI) of their marketing efforts and drive sustainable business growth.
CRO vs A/B testing vs SEO
CRO gets used almost interchangeably with A/B testing and SEO, but each solves a different problem:
| Conversion rate optimisation (CRO) | A/B testing | SEO | |
|---|---|---|---|
| Primary goal | Convert more of your existing visitors | Prove which variation performs better | Attract more visitors from search |
| What’s tested or changed | Page layout, copy, forms, user flow | One specific variable at a time | Content, structure, technical signals |
| Where it acts | Post-click, on-page experience | Any page or flow (often used within CRO) | Pre-click, search visibility |
| Typical timeframe | Ongoing programme | Days to weeks per test | Months, with compounding results |
Expert opinions and perspectives
Here are how some of the world’s best marketing and growth professionals think about conversion rate optimisation (CRO).
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“Conversion rate optimisation is not about one page, one form, or one shopping cart. It’s about one person - your customer.” - Bryan Eisenberg, Co-founder of BuyerLegends and CRO expert
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“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.” - Jeff Eisenberg, Internet Marketing Strategist and CRO expert
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“Never stop testing, and your advertising will never stop improving.” - David Ogilvy, Founder of Ogilvy & Mather and Advertising Legend
Questions to ask yourself
As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to conversion rate optimisation (CRO):
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What are the key performance indicators (KPIs) that I need to track and improve to boost my conversion rates?
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How can I better understand my target audience’s needs, preferences, and pain points to create more effective marketing campaigns and landing pages?
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What are the most impactful A/B tests I can run to identify the best-performing elements and strategies for my website and marketing campaigns?
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How can I leverage data and analytics to continuously optimize my marketing efforts and make data-driven decisions for CRO?
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What tools and technologies can I use to streamline my CRO efforts and maximize the efficiency of my marketing campaigns?
About Growth Method
Growth Method is built around the same test-and-learn mindset that makes CRO work: ship a change, measure it against a real baseline, and let the result tell you what to do next rather than following a fixed playbook. Our agents help marketing teams turn CRO ideas into tracked campaigns, pull in the before-and-after numbers automatically, and explain what worked and why. Get started to run your next CRO test inside Growth Method.
Frequently asked questions
What does CRO stand for in marketing?
In marketing, CRO stands for conversion rate optimisation - improving the percentage of visitors who complete a desired action, such as a purchase or sign-up.
Is CRO the same as A/B testing?
No. A/B testing is one specific method used within CRO. CRO is the overall discipline of improving conversion rates; A/B testing is a technique for comparing two versions of a page or element to see which performs better.
What’s the difference between CRO and a Chief Revenue Officer?
They share the same abbreviation but are unrelated. A Chief Revenue Officer is an executive role responsible for revenue strategy. In a marketing context, CRO always means conversion rate optimisation.
What is a good conversion rate to aim for?
This varies widely by industry, traffic source, and page type, so the more useful benchmark is your own baseline. Track your conversion rate before a change and measure the uplift after, rather than chasing an industry average.