Conversion Rate Optimisation is a system to improve a website’s conversion rate (% of website visitors that convert by completing a desired action, e.g. making a purchase) using various techniques.
Conversion rate is important for brands especially those investing in paid media campaigns as it should lead to a higher conversion rate over time. The process can take months or years to make the necessary amends to a website.
Also known as: CRO, Landing Page Optimisation