Definition: Conversion rate optimization (CRO) is any effort aimed at improving the performance of an online business' marketing collateral, including (but not limited to) website copy & design, landing page images, and PPC ad content. Conversion Rate Optimization is not exclusive to the conversion of product purchases and may also include actions such as filling out a survey or signing up for an email newsletter.
Conversion Rate measures the rate at which a website and its corresponding digital marketing campaigns achieve a "conversion" for every visit. CRO improves the effectiveness of current efforts, a more efficient option to solely working on brand new campaigns and other collateral.
There are many possible ways to work on optimizing your ecommerce conversion rates, but some of the most common CRO methods include:
CRO should be applied to every marketing campaign — whether directly or implicitly. Making the most out of existing assets is the best way to trim budgets and increase revenue. CRO is not a one-time action, but a never-ending process that always assumes a campaign can do better.
Learn how to optimize every aspect of an ecommerce website for conversion at the BigCommerce Blog:Conversion Rate Optimization: 22 Ways to Increase Site Speed, Performance and Security to Improve Customer Trust