Conversion rate optimization basics

In one line

Conversion rate optimization (CRO) is the practice of increasing the percentage of visitors who take a desired action, through clear value propositions, friction removal, strong CTAs, trust signals and testing.

The levers

  • A clear, specific value proposition above the fold
  • Obvious, compelling calls to action
  • Reduced friction: fewer form fields, faster pages, simple flows
  • Trust signals: reviews, testimonials, guarantees, security
  • Test changes (A/B) rather than guessing

Why it matters

Doubling conversion rate doubles results from the same traffic, often cheaper than doubling traffic. CRO multiplies the value of every SEO visit you earn, so the two compound: more traffic, converting better.

Frequently asked

What is a good conversion rate?

It varies widely by industry and intent, benchmark against your own trend and competitors. The goal is steady improvement, not a universal number.

How do I improve conversion rate?

Clarify your value proposition, strengthen CTAs, remove friction, add trust signals, and test changes rather than guessing.

Put this into practice

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Related

SEO + CRO: traffic that converts
Why the best results come from optimising for rankings and conversions together.
Anatomy of a page that converts
The elements a high-converting landing page gets right.