In a highly competitive online environment, simply attracting users to a website is not enough. A business’s key goal is to convert visitors into customers, leads, or subscribers. This is precisely what CRO (Conversion Rate Optimization) achieves. This approach allows you to improve website performance without increasing your advertising budget and get more results from your existing traffic.
Conversion optimization is especially relevant for online stores, service websites, corporate resources, landing pages, and SaaS projects, where every target action directly impacts profits.
What is CRO in simple terms
CRO is a systematic process of improving a website or app aimed at increasing the percentage of users who complete a target action. A conversion can be any significant action: placing an order, submitting a form, calling, registering, subscribing to a newsletter, or downloading an app.
If a website receives 10 000 visits per month and only 200 of them submit a request, the conversion rate is 2%. The goal of CRO is to increase this rate by improving the interface, logic, content, and user experience, not by increasing traffic.
What does conversion rate optimization consist of
CRO encompasses a comprehensive set of analytical and practical activities. It’s a continuous process based on data, testing, and hypotheses.
Key elements of CRO optimization:
- analyzing user behavior on the website;
- sales funnel analysis;
- identifying points of failure and barriers;
- improving UX/UI design;
- working with content and commercial blocks;
- testing changes and scaling successful solutions.
Unlike intuitive edits, CRO relies on numbers, analytics, and verifiable results.
Average conversion rate: market benchmarks
Conversion rates aren’t universal. They depend on the niche, product type, traffic sources, geography, and complexity of the target action. However, average data can be used as a guide.
Average conversion rates by industry:
- eCommerce and retail — 2,6–2,8%
- tourism and booking — 2,5–2,7%
- financial services — 2,5–2,6%
- IT и SaaS — 2,4–2,6%
- health and beauty — 2,4–2,5%
- automotive topics — about 2,4%
- education and online courses — 2,3–2,5%
- telecommunications — 2,3–2,4%
- B2B and professional services — 2,2–2,4%
- real estate — 2,2–2,3%
It is important to consider that even a 0.5–1% increase in conversion can result in a significant increase in revenue.
Key CRO metrics and performance indicators
Key web analytics metrics are used to evaluate optimization effectiveness.
Conversion rate (Conversion Rate)
Shows the percentage of users who completed the target action.
Formula:
CR = (number of conversions / number of visitors) × 100%
CAC — customer acquisition cost
Reflects how much funds are required to acquire one client.
Formula:
CAC = marketing expenses / number of clients
ROAS — advertising payback
Allows you to evaluate the profitability of advertising campaigns.
Formula:
ROAS = advertising revenue / expenses
Bounce Rate — bounce rate
The percentage of users who left the site without interacting.
Formula:
BR = (refusals / visits) × 100%
Time on Site — time on site
Average user session duration.
Formula:
TOS = total time / number of sessions
All these metrics are directly related to CRO and are used for decision making.
What’s the difference between CRO and SEO
While SEO and CRO are closely related, their goals are different.
SEO (Search Engine Optimization) is responsible for attracting traffic from search engines. It includes:
- working with the semantic core;
- optimizing content and meta-tags;
- technical optimization;
- link profile growth.
CRO (Conversion Rate Optimization) focuses on traffic quality and user experience. It aims to:
- increased leads and sales;
- reduced bounce rates;
- increased engagement;
- increased website trust.
SEO attracts users, and CRO converts them into customers. Without CRO, even high traffic can be ineffective.
Where is CRO used and why is it important for business
The CRO strategy is universal and applicable to almost any digital environment.
Online stores
Increases sales by improving product cards, simplifying the shopping cart, and simplifying the checkout process.
Service websites
Increases the number of requests, calls, and consultations.
Content projects and blogs
Helps increase subscriptions, registrations, and audience engagement.
Mobile apps
Impacts installs, registrations, and user retention.
Social media
Increases subscriber conversion and engagement.
CRO is especially important in an environment of rising advertising costs, when every visitor has value.
How to increase conversion rate: a step-by-step strategy
Step 1. Define goals
Clearly define the key actions for your business.
Step 2. Funnel analysis
Identify the stages where users most frequently leave.
Step 3. Collect data
Use analytics, heatmaps, session recordings, and surveys.
Step 4. Forming hypotheses гипотез
Predict what changes might affect the outcome.
Step 5. Testing
Conduct A/B or multivariate tests.
Step 6. Scaling and iterating
Reinforce successful solutions and continue optimizing.
Practical ways to increase conversion
- simplified forms and fast payment methods;
- clear and noticeable CTA buttons;
- a strong first screen with a unique selling proposition;
- relevant pop-ups and triggers;
- reviews, case studies, and social proof;
- logical navigation and search;
- abandoned cart management;
- high page loading speed;
- online chats and messengers;
- retargeting and personalization.
Tools for CRO optimization
- Yandex.Metrica — behavior analysis, goals, clickmaps, and scrolling.
- Google Analytics — in-depth traffic and conversion analytics.
- Google Optimize — A/B testing of page elements.
- Google Forms — collecting feedback and user data.
CRO is one of the most effective tools for online business growth. It allows you to increase sales, leads, and profits without increasing advertising costs. Combined with SEO, conversion rate optimization delivers maximum impact and ensures sustainable growth.
