Contrary to how it might sound, Conversion Rate Optimization is not a single step or procedure. It’s part of a comprehensive program that should include A/B testing, user testing, and/or the application of business intelligence in order to optimize different aspects of a website, and ultimately, increase the number of conversions that take place.
At the heart of CRO is attempting to understand user behavior. What encourages users? What confuses them? What stops them? Uncovering those findings not only allows you to provide users with the best experience possible but also allows you to understand the positives of your website, as well as its potential pitfalls.