Conversion Rate Optimization (CRO) is the systematic practice of improving the percentage of website visitors who complete a desired action, typically through testing changes to page design, copy, calls to action, or overall user flow.
CRO and SEO work best as complementary disciplines: SEO focuses on driving qualified traffic to a site, while CRO ensures that traffic actually converts once it arrives, meaning improvements in either area can significantly amplify the value of investment in the other.
Common CRO techniques include A/B testing different page variations, analyzing user behavior through heatmaps and session recordings, and simplifying forms or checkout processes to reduce friction.
We factor CRO principles into On-Page SEO recommendations to maximize the value of organic traffic.