What is the goal of conversion rate optimization?

The goal of conversion rate optimization (CRO) is primarily to improve the percentage of conversions. This means that the focus is on enhancing the effectiveness of a website or landing page to encourage visitors to take specific actions that align with business objectives, such as making a purchase, signing up for a newsletter, or requesting more information.

CRO involves a variety of strategies, including A/B testing, user experience improvements, and analyzing user behavior to identify and remove barriers to conversion. By optimizing these elements, businesses can increase the number of people who complete desired actions without necessarily needing to increase the overall traffic to their site. This approach establishes a more efficient use of existing traffic, ultimately leading to a higher return on investment.

Other options mentioned, such as increasing the number of visitors or lowering advertising costs, do not directly address the conversion rates themselves, while enhancing website aesthetics, while important, does not guarantee an increase in conversions unless it is paired with strategic optimization techniques that focus on user engagement and decision-making.