Marketing Calendar 2026
Conversion Rate Optimisation (CRO)
CRO is the process of improving your website (or landing page, email, or app) to encourage more visitors to take a specific action. That action might be clicking a button, filling in a form, subscribing to a newsletter, or making a purchase. The “conversion rate” is the percentage of visitors who do what you want them to do, and CRO is all about raising that percentage.
It’s a bit like hosting a shop on a busy street. If 100 people come in, but only three buy something, you’ll want to know why the other 97 walked out empty-handed. Maybe the signs were confusing, the checkout process was too long, or your best product was hidden at the back. CRO helps you find and fix those friction points. CRO is:
- User-focused: It makes the path clearer and the decision easier, not pushier.
- Iterative: CRO isn’t one-and-done, it’s a continual process of testing, learning, and improving.
- About quality, not just quantity: Especially in B2B, it’s better to optimise for relevant leads than chase higher numbers.