CRO (Conversion Rate Optimization) What is CRO?


CRO (Conversion Rate Optimization) refers to the  process or processes to increase the percentage of conversions that a website or application obtains.
It is an analysis of the process that users follow and trying to improve all its phases so that, with an equal number of web traffic, conversions increase.

Why is CRO important?

Optimizing the conversion rate means increasing the performance of the traffic received. Obtaining visits to a website involves an economic cost, whether by generating SEO-optimized content, through paid searches (SEM) or through the use of different online advertising techniques Optimizing the process by which these visitors become consumers or clients will therefore mean an improvement in metrics to evaluate the benefit of digital marketing actions, such as ROAS.         

Phases of the conversion rate optimization process

We can divide the different phases of the CRO process into the following:

  • Establishment of objectives or KPIs:   Define important metrics to have them as a reference for points to improve.

  • Data collection and analysis:  Obtain the data to analyze it.

  • Formulate hypotheses:  Establish theories of possible failures in the conversion process.

  • Carry out tests to improve the conversion rate:  Test new improvements on the site, perform a/b tests, etc…  

  • Analyze the results and start the process again:  CRO is a cyclical process since the conversion rate can almost always be improved.

Measurement methods in the CRO

There are two types of methods with which we can measure conversion rate optimization:


  • Analytics:  Allow us to collect data on user behavior on our website. Some analyzes that can help optimize the conversion rate are the number of unique users, the bounce rate or the number of page views.  

  • Heat maps:  They collect data on user behavior on the website, such as where they click, which can help identify the CTRs of calls to action to know which ones can be improved.


  • UX Studies (User Experience):  Studies focused on identifying whether the experience of the user who visits the website is satisfactory and simple, or if, on the contrary, it is frustrating for some reason.

  • User surveys and interviews:  Asking users directly for information can provide knowledge about possible weak points on a website.

  • Support:  Draw conclusions from the questions or complaints that users provide in support, whether via chat, email or telephone, which must be taken into account to implement possible improvements to the site.