Content revised 20 October 2026.
CRO means conversion rate optimisation: improving the journey so more suitable visitors complete a defined action. It is a process of investigation and testing, not the name of a single metric.
Define the action and denominator
A conversion might be a qualified enquiry, purchase or another agreed completion. State whether the rate uses sessions, users or a different denominator, and keep that definition consistent. For example, 10 completions out of 200 eligible sessions is a 5% rate under that session-based definition; it is an illustration, not a result claim.
Check the measurement first
Make sure the event represents a real completion rather than a button click that can fail later. Review duplicate events, consent effects and which visitors are included. A higher recorded rate after a tracking change may reflect measurement rather than a better journey.
Find a specific point of friction
- Unclear scope or missing information.
- A call to action that doesn't match the next page.
- A form that asks for unnecessary detail.
- An error that leaves the visitor unsure whether the request succeeded.
Test an explainable change
State the problem, proposed improvement and success measure before changing the page. Where traffic and tooling support a sound comparison, test alternatives; otherwise use task observation and carefully interpreted before-and-after evidence. Avoid calling a handful of visits a reliable experiment.
Review quality as well as volume
More submissions don't necessarily mean more useful enquiries. Check whether the action meets the business goal and whether the page remains clear, accessible and honest. CRO supports a better customer journey; it doesn't guarantee a fixed lift or turn every visitor into a buyer.
Official guidance: Google’s website usability context.