CRO stands for Conversion Rate Optimization. It refers to the process of improving the conversion rate through the analysis of the website’s performance and the customer’s behavior, among many other techniques. For example, if the conversion isn’t working as expected, CRO helps to understand the reasons for why that is happening and develop action plans to accomplish better results.

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Some CRO best practices are: 

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• Collect information and make tests to measure what changes are needed and how to carry them out. To have the necessary data, you can use analysis tools and even conduct surveys with your customers; 
• Improve your web page, use CTA (call-to-action) elements, create good landing pages and make sure that the website is mobile-friendly;
• Make sure to always track your results.

Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher.

‍Source: WordStream, 2021

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The importance of CRO lies in the fact that it is the best way to improve conversion rates and achieve better results. Through CRO, the user experience is upgraded and it’s possible to optimize your time and how you spend your money on tools and software. 

The objective of Search Engine Optimization (SEO) is to optimize websites and its content relevance to attract more visibility in search engines and reach potential customers, while CRO aims to increase the number of conversions. Although they are not the same, both have some things in common, such as the importance of delivering good content and improving the web page layout. 

‍EICOM Institute also recommends that you look at this case from Pinterest to learn more.