What is conversion rate optimisation (CRO)?
Conversion rate optimisation is the structured practice of increasing the share of visitors who take a desired action, such as booking a call, signing up or buying. It works from evidence: analytics, recordings and user research show where people drop off, and changes are tested before they are kept.
How conversion rate is calculated
Conversions divided by visitors or sessions, times 100. A page with 2,000 visits and 50 enquiries converts at 2.5 percent. Agree first on what counts as a conversion, because the metric is only as useful as the action behind it.
What CRO work looks like
Find where people drop off, form a hypothesis, change one meaningful thing and measure it, ideally with an A/B test. Common levers are a clearer value proposition, fewer form fields, faster pages and stronger proof near the call to action.
Structure before tactics
Button colours rarely move much. Most gains come from fixing structure: the right message for the right visitor, a page order that answers objections, and paths that make the next step obvious.
