Since you’re reading an article on this blog, you probably already know what conversion rate optimization is. But I like to make sure we’re all on the same page. Wikipedia defines “conversion rate optimization” as “a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.” Boil that down and it’s basically finding out where and why users abandon the conversion, and then fixing it.
The key concept behind CRO is maximizing the value of your traffic, not necessarily getting new visitors to your site. This distinction really matters. Forcing more water through a leaky pipe will fill your bucket, but fixing the pipe will save you time and money doing it.
Now, a short vocab lesson. While some of you might be familiar with these concepts, everyone should know them.