Successful SEO and advertising efforts can lead to more traffic to your website but not all traffic is created equally. This is where CRO (Conversion Rate Optimization) steps in and helps turn more visitors into paying customers. The best way to think about what CRO is and does for you is to remember that consumers behave in very predictable ways when navigating a website. They click red subscribe buttons more than any other color, they are more likely to click buttons closest to where their mouse cursor already is and even prefer certain shapes of buttons over others.

Leveraging these tendencies goes beyond just UX/UI design, they're more so closer to what's referred to as "growth hacking" in the industry - which is to design with the expressed intent to facilitate some actions over others (namely profitable ones).

By designing and modifying certain elements of a webpage, a business can increase the chances that site visitors will "convert" into a lead or customer before they leave. CRO is a repeatable process that if done well, can lead to higher profits, lower client acquisition costs and, most importantly, to better understanding your customers.

The top 10% companies across all industries experience 3-5 X higher conversion rates than average. Great CRO can help narrow the gap if the decisions are data-driven. Unfortunately, decisions are often influenced more so by personal opinion or incomplete data and this leads, unsurprisingly, to underwhelming results.