What is CRO also known as conversion rate optimization?

CRO is becoming more and more mainstream. CRO stands for Conversion Rate Optimisation. It is the art of converting your visitors to take the desired action. The goal is to increase the percentage of visitors to take the desired action. 

Good to know is that CRO is data-driven, it is not based on opinions. This is extremely important since you are working in evidence-based instead of the opinion landscape.

Where did CRO start?

We all know companies like Booking, Airbnb, Netflix, etc. who have been doing conversion rate optimization for the past decade. When you visit one of their websites you are sure to be in an experiment. Have you ever tried to book a room on Booking and did you see messages like ‘There are only 2 rooms left’ or ‘5 people made a reservation before you with this hotel’. This is what we call scarcity and social proof. These are techniques used to influence the behavior of people.

If this is something you would like to apply to your company you should definitely hire a Freelance CRO specialist. They have done this process over and over again and can be valuable to get some quick wins on your website to increase revenue.

Why CRO?

CRO is for companies with lots of traffic since it is data and evidence-based. A/B tests are often the way to go with conversion rate optimization for websites and webshops. There are even free tools to do this with like: Google Optimize.


The goal of CRO is to get more people to take the desired action you have in mind. Metric that can be used are:

  • Increasing conversion;
  • improving click-through rate; 
  • increasing time-on-site;
  • decreasing bounce rate;
  • increasing email subscriptions; 
  • increasing lead generation;
  • and many more. 

A big part of CRO is psychology

Have you ever heard of cognitive biases? Cognitive biases explain why we do and think certain things. They explain the flaws of our brain.

Within CRO psychology (cognitive biases) are used to pursue visitors to get to certain goals you have previously set. Including psychology in your CRO process will increase the chance of successful experiments.

Psychology also learn you why people are taking certain actions. By doing experiments and learning about the behavior of your user you can definitely improve your website, webshop, or any digital product.

Other aspects of CRO

Next to psychology and data CRO also includes user experience design (UX), user interface design (UI), coding although this is mostly front-end and contains languages like HTML, CSS, and JavaScript.

Also, you will need advanced knowledge of analytics tools like for example Google Analytics and Google Tag Manager to collect as much relevant data as possible.


To improve your digital product and scale your product you will need CRO (Conversion Rate Optimisation) within your company. You can start by hiring a freelancer mentioned earlier in the article which can make the biggest steps in a short amount of time.

To start with CRO your products already need to have a lot of traffic, ideally a few thousand visitors per day and a few hundred conversions. If that is not the case you will not be able to get significant results. No significant results will lead to more false/positive experiment results which will in the end decrease the conversion rate instead of increasing it.