Conversion Rate Optimization (CRO) is about optimizing the conversion rate. It is about encouraging users to take certain actions.
The CRO process is concerned with increasing the number of clicks or purchases made by users on the website. The increase in user activity can be achieved by improving the usability of the website. In doing so, the user needs to realize and be convinced that they can reach their online destination quickly. Customizing the layout and content increases interaction with the user and helps to increase the conversion rate. So do changes in navigation through the product offering.
Conversion rates can be improved with A/B testing and with personalized marketing. Both techniques use analytics to gain customer insights that help you deliver the right information to the right person at the right time.