Chapter 5. Conversion Rate Optimization

Conversion rate optimization (CRO) is the art and science of persuading your site visitors to take actions that benefit you, by making a purchase, offering a donation, or committing to some positive future action.

CRO uses a wide variety of techniques, including persuasive copywriting and credibility-based web design, to convert prospects into buyers. By planning, designing, and optimizing your website to persuade, you can ensure that it will act as a more efficient sales tool. You can compare a conversion-optimized website to a successful (but commission- and salary-free) digital salesperson who works for you 24/7, 365 days a year, qualifying leads, building rapport, and even closing sales.