What Is CRO - Conversion Rate Optimization

In this article, I’m going to explain exactly what CRO Marketing is and why CRO Marketing is important to your company.

What is CRO - Conversion rate Optimization?

Conversion Rate Optimization - or CRO - is the systematic process of increasing the percentage of visitors to your site who take the desired action. CRO Marketing is simply a focus on CRO and finding the ways you can increase it with the right audience.

Conversions could be clicking a call to action, filling out a form, downloading an asset, or engaging with your chatbot.

How do you get more of those visitors to take action? That’s where a CRO Marketing strategy comes into play. 

Why is CRO important for your company?

You know that producing online traffic through SEO, referral links, social media, and paid search is an investment in time and money. But those efforts are wasted if your site isn’t converting visitors into leads and customers.

Rather than focusing on content for content’s sake, turning your attention to creating what your customers need and what will get them to convert means your marketing team is more efficient. Views are a vanity metric that doesn’t matter if those viewers aren’t taking the next step. 

How can you use CRO for your marketing and sales?

Rather than offer an example or two on CRO Marketing, in this video I’m going to lay out a method to help you get into the CRO Marketing mindset. 

This will feel a bit like the scientific process you probably learned way back in high school or college. You’re  making observations and predictions, conducting tests, examining the results, and revising your approach accordingly.

So the first step is preliminary research. You’ll want to decide which online actions are significant to you and establish KPIs based on those desired actions. Of course it’s critical that your team understands your buyer personas, ideal client profiles, and the individual goals of your company.

Then use you KPIs to calculate your conversion rate. That’s the total number of conversions diveded by the total number of site sessions.

Next, create your hypothesis. You’re going to want to develop a testable hypothesis to focus your potential CRO marketing techniques on. Which tweaks to your website will result in major increases in conversion rates? Which will be incremental? Remember to be specific and realistic. Marketing is all about testing and iterating.

Which brings me to the next step: Put your hypothesis to the test! Take benchmark measurements so you know where you’re starting. Set your significance level, sample size, and test duration. Then create A/B tests. Focus on one variable at a time - A/B, not A/B/C/D. Once you understand this portion, consider multivariate testing. That’s where you make more than one change at a time. 

Now for the next step: analyze your results. Figure out if your hypothesis was right or off the mark, what went well and what fell short, then make the changes dependant on those answers. Here’s an encouragement: a failed test is as valuable of a learning experience as a successful one. Because you know what doesn't work. So don’t see a failed hypothesis as a failure.

Finally, revise, rinse, repeat. Find a new hypothesis, find new variables, re-examine your KPIs… whatever you need to do to continue improving your conversion rates. That’s the backbone of CRO Marketing! 

About the Expert

George B. Thomas

George B. Thomas is an Inbound Marketing Marketer, Video Jedi and HubSpot Certified Trainer with more than 25 years of sales and marketing experience. He leads the Impulse Creative crew in HubSpot certifications with 19 including Inbound, Email, Contextual, and Content Marketing.


George utilizes his love of teaching and learning to help companies find their way to growth via workshops, speaking engagements, business audits, and of course, Sprocket Talk.