What is the primary purpose of conversion rate optimization (CRO)?

The primary purpose of conversion rate optimization (CRO) is to increase the percentage of visitors who complete desired actions on a website. This involves analyzing user behavior, making data-driven changes to website features, design, and content, and running experiments to determine which variations yield the highest conversion rates.

CRO focuses on maximizing the efficiency of existing traffic by encouraging more users to take specific actions, such as making a purchase, signing up for a newsletter, or filling out a contact form. By doing so, businesses can enhance their overall performance without necessarily increasing the volume of traffic, which often involves significant marketing costs. Instead, the focus is on converting the traffic they already have into tangible results, which is a crucial strategy for improving the return on investment (ROI) for digital marketing efforts.

The other options do not align with the core aims of CRO. For instance, reducing website traffic contradicts the goal of optimizing conversions, as higher traffic can often lead to greater opportunities for conversion. Enhancing social media followers and improving content visibility may support broader marketing strategies but are not inherent functions of CRO, which is specifically focused on converting visitors into customers or leads.