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CRO, or Conversion Rate Optimization, is the process of enhancing a website or landing page to increase the percentage of visitors who complete a desired action, such as making a purchase or filling out a contact form.

Conversion Rate Optimization (CRO) involves a set of practices aimed at increasing the proportion of website visitors who take a specific action that contributes to the site’s objectives, such as making a purchase, signing up for a newsletter, or completing a registration form.

This process requires an in-depth understanding of user behaviour, which is obtained through analytics, user feedback, and testing. CRO strategies might include optimizing web page design, improving navigation, clarifying call-to-action messages, and streamlining the checkout process. The ultimate goal is to make the website or landing page more effective at converting visitors into customers or leads, thereby maximizing the return on investment for digital marketing efforts and enhancing the overall user experience.

AbbreviationMeaningUsing byYear coined
CROConversion rate optimisationAdvertisers/AnalystsMid 2000’s

Example 1:

An online retailer notices that many customers abandon their shopping carts before completing a purchase. To improve their conversion rate, they implement CRO strategies such as simplifying the checkout process, adding progress indicators, offering multiple payment options, and including trust signals like security badges. These changes make the checkout experience more user-friendly and reduce friction, leading to an increase in the number of completed purchases.

Example 2:

A software company wants to increase the number of trial sign-ups for their project management tool. They use CRO techniques by creating two versions of their landing page (A/B testing), with different headlines, button colors, and testimonial placements. By analyzing which version performs better in terms of driving sign-ups, they can identify the most effective elements to incorporate into their landing page design, thereby increasing the conversion rate from visitor to trial user.

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Matt McAuliffe

Matt McAuliffe

Co-Founder of Hyper Digital

As the co-founder of Hyper Digital, a leading digital marketing agency in New Zealand, Matt McAuliffe has established himself as a prominent digital marketing analyst and consultant. With years experience and thorough knowledge of the digital marketing industry, Matt is the driving force behind Hyper Digital’s ongoing success. Matt’s innovative marketing tactics and creative concepts is the reason why so many businesses across New Zealand have achieve success in the online space.

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