Conversion Rate Optimization

Conversion Rate Optimization is a structured and systematic approach to improving the performance of your website, Informed by insights—specifically, analytics and user feedback. CRO is defined by your website’s unique objectives and needs (KPIs) that takes the traffic you already have and making the most of it. These are concepts and ideas that will come up again and again in this guide, so now is the time to familiarize yourself with them.

Call to Action (CTA)

The primary button, link or other user interface element that asks the user to take an action that leads to (or towards) a conversion. A “Buy Now” button on, a “Sign Up” button on an email registration field, a “Download Now” on an app landing page are examples of different Calls to Action.

Conversion Funnel

The primary pathway (or flow) of the user experience where visitors complete a conversion. On the funnel may be Home page > search results page > product page > checkout.

A/B or Split Testing

The testing of one version of a page or interface element against another version of the same thing. Each element is measured by its effectiveness in comparison to the other. For example, a red button measured in effectiveness to a green button. In A/B testing only one thing is tested at a time.

Multivariate Testing (MVT)

The testing of multiple variations of many different page elements in various combinations to determine the best performing elements and combinations. For example, a multivariate landing test may test many variations of the pictures, copy, and calls to action used on the page in many combinations to find the best performer.