Web glossary
What is conversion rate optimization?
Conversion rate optimization (CRO) is the practice of increasing the percentage of visitors who take a desired action — buying, booking, signing up — by improving the experience rather than just driving more traffic.
If 100 visitors arrive and 2 buy, your conversion rate is 2%. CRO is about lifting that number — to 3% or 4% — so the same traffic produces more revenue. Because you've already paid (in time or ad spend) for those visitors, improving conversion is often cheaper than buying more clicks.
The real levers are unglamorous but powerful: faster page speed, clearer messaging and value proposition, stronger calls to action, visible social proof, and removing friction from forms and checkout. Good CRO is evidence-led — you measure, change one thing, and check the impact.
We build conversion into the design from the start — fast pages, clear narrative and frictionless paths to action — so the sites we ship don't just look good, they perform.
Common questions
Is CRO better than spending on more ads?
What has the biggest impact on conversion rate?
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