What is CRO?
Conversion Optimization (or Conversion Rate Optimization) is the science and art of getting a higher percentage of your web visitors to take action and become a lead or customer.
For an e-commerce website, the focus would be to ensure that user behavior results in the purchase of a product. For a service-based website, the focus would be to increase the likelihood that user behavior results in calls, enquiries or other low commitment actions such as newsletter signups or social media link clicks. Ultimately, everything depends on the purpose of your website and your internal goals.