TL;DR
Conversion Rate Optimization (CRO) is the process of increasing the percentage of users who perform desired action (purchase, form, subscription). With CRO you can increase conversions without increasing ad budget. Here's how to do it in 2026.
Who this is for
- Website owners
- Marketers wanting to increase conversions
- Companies optimizing sites for conversions
Keyword (SEO)
conversion rate optimization, cro, how to increase conversions, conversion optimization, a/b testing
What is CRO?
CRO (Conversion Rate Optimization) is:
- Optimization process – continuous testing and improvement
- Increasing conversions – more users perform action
- Data-driven – decisions based on data
- ROI – better use of existing traffic
Why is CRO important?
Benefits:
- More conversions – without increasing ad budget
- Better ROI – better use of traffic
- Lower costs – than acquiring new users
- Better UX – better user experience
Example:
- 10,000 users/month
- Conversion rate: 2% = 200 conversions
- After optimization: 3% = 300 conversions
- 50% increase without increasing traffic!
CRO process
1. Data analysis
What to analyze:
- Conversion rate (overall and per page)
- Bounce rate
- Time on page
- Pages per session
- User flow (where users leave)
Tools:
- Google Analytics
- Hotjar / Microsoft Clarity
- Google Search Console
2. Problem identification
Where to look for problems:
- High bounce rate (> 70%)
- Low conversion rate (< 2%)
- Many abandoned carts
- Long checkout process
How to identify:
- Heatmaps (where users click)
- Session recordings (how users behave)
- User feedback (what users say)
- A/B testing (what works better)
3. Hypotheses
Hypothesis format:
- If [change], then [result], because [reasoning]
Examples:
- If I simplify form, then I'll increase conversions, because fewer fields = fewer barriers
- If I make CTA more visible, then I'll increase clicks, because better visibility
- If I add social proof, then I'll increase trust, because others' opinions build trust
4. Testing
A/B testing:
- Test one change at a time
- Sufficient sample (min. 1000 users)
- Statistical significance (95% confidence)
- Test duration (min. 2 weeks)
Multivariate testing:
- Test multiple changes simultaneously
- Requires larger sample
- More complex
5. Implementation and iteration
After test:
- Implement winning version
- Monitor results
- Iterate and test further
Key optimization areas
1. Landing page
Elements to optimize:
- Headline
- Subheadline
- CTA (call-to-action)
- Social proof (reviews, certificates)
- Form (number of fields)
Best practices:
- Clear value proposition
- Visual hierarchy
- One main CTA
- Trust badges
- Mobile-first
2. Forms
Optimization:
- Minimum number of fields (only needed)
- Progress indicator (for long forms)
- Inline validation (errors immediately)
- Autocomplete (saving data)
- Guest checkout (no registration)
Example:
- Before: 10 fields = 5% conversion rate
- After: 5 fields = 12% conversion rate
- 140% increase!
3. CTA (Call-to-Action)
Optimization:
- Text (action-oriented: "Buy now", "Subscribe")
- Color (contrasting with background)
- Size (large enough)
- Position (above the fold, visible)
- Number (one main CTA)
Testing:
- "Buy now" vs "Add to cart"
- Red vs green button
- Large vs small button
4. Social proof
Types of social proof:
- Customer reviews
- Star ratings
- Number of customers
- Certificates and awards
- Case studies
Where to place:
- On landing page
- Next to CTA
- On product page
- In checkout
5. Trust signals
Trust elements:
- SSL/HTTPS (green lock)
- Security certificates
- Return guarantees
- Privacy policy
- Contact (phone, email, address)
6. Mobile optimization
Mobile-first:
- Responsive design
- Touch-friendly buttons (min. 44px)
- Fast loading (< 2s)
- Simple checkout
- Mobile payments
A/B testing
How to run A/B test?
1. Define goal:
- What do you want to improve? (conversion rate, clicks, time on page)
2. Create hypothesis:
- If [change], then [result]
3. Prepare versions:
- Version A (current)
- Version B (with change)
4. Set up test:
- Tool (Google Optimize, VWO, Optimizely)
- Duration (min. 2 weeks)
- Sample (min. 1000 users per version)
5. Analyze results:
- Statistical significance (95% confidence)
- Difference in conversions
- Other metrics (bounce rate, time on page)
6. Implement winner:
- Version with higher conversion rate
- Monitor results after implementation
A/B testing examples
Test 1: CTA button
- Version A: "Buy now" (red)
- Version B: "Add to cart" (green)
- Result: Version A won (+15% conversions)
Test 2: Form
- Version A: 10 fields
- Version B: 5 fields
- Result: Version B won (+80% conversions)
Test 3: Headline
- Version A: "Best products"
- Version B: "Save 50% today"
- Result: Version B won (+25% conversions)
CRO metrics
1. Conversion rate
- Overall conversion rate
- Conversion rate per page
- Conversion rate per traffic source
- Conversion rate per device
2. Micro-conversions
- CTA clicks
- Scroll depth
- Time on page
- Pages per session
3. Funnel metrics
- Landing page → Product page
- Product page → Cart
- Cart → Checkout
- Checkout → Purchase
4. Revenue metrics
- Revenue per visitor
- Average order value
- Customer lifetime value
Best practices
1. Test systematically
- One test at a time
- Sufficient sample
- Statistical significance
- Document results
2. Iterate continuously
- CRO is continuous process
- Always something to improve
- Test regularly
- Learn from every test
3. Measure everything
- Conversion rate
- Bounce rate
- Time on page
- User behavior
4. Think about user
- CRO is not just numbers
- Better UX = more conversions
- Solve user problems
- Test with real users
Summary
CRO is continuous process of increasing conversions. Analyze data, identify problems, create hypotheses and test. Optimize key areas: landing page, forms, CTA, social proof and mobile. Use A/B testing to verify changes. Measure results and iterate. Investment in CRO pays off with increased conversions without increasing ad budget.
Want to optimize conversions?
- Contact – tell us about your project
- See our implementations – examples of optimization
- Check our process – how we work