Conversion Rate Optimisation (CRO) is the systematic practice of improving a website or landing page so that a higher percentage of visitors take the desired action, without needing to increase traffic.
Also written as CRO.
It grows results without growing the traffic bill. CRO improves what already-arriving visitors do, so a small business can lift enquiries without spending more to attract people.
It compounds with every other channel. A better-converting site makes SEO traffic, ad clicks and social visits all worth more, so CRO multiplies the return on everything else.
It is method, not guesswork. CRO looks at where visitors drop off, forms a clear idea of why, changes one thing, and checks the result, rather than redesigning on a hunch.
A real estate agency's appraisal page gets plenty of visitors but few form submissions. The form asks for twelve fields, including ones people are reluctant to give early.
CRO trims the form to the three fields that actually matter at this stage, makes the heading state the benefit clearly, and moves a testimonial up beside it.
Same traffic, but the share of visitors who submit the form rises noticeably. The agency got more leads with no extra spend, just a better-built page.
In-House runs CRO through the web agent: identifying where pages lose visitors and executing focused, evidence-led improvements rather than speculative redesigns.