Improving website elements to increase the likelihood of visitors completing desired actions such as bookings or enquiries.
Conversion Rate Optimisation (CRO) is the process of increasing the percentage of visitors who complete a desired action - enquiry, booking, purchase, sign-up. CRO is often the highest-leverage growth lever because it increases the value of all existing traffic (SEO, PPC, email, referrals) without increasing acquisition costs.
Browse related definitions in the same glossary category.
A/B Testing
Comparing two versions of a web page, ad, or email to determine which performs better in conversions or engagement.
Above the Fold
The portion of a web page visible without scrolling. Critical content and CTAs should appear here for maximum visibility.
Accessibility
Designing websites so that all users, including those with disabilities, can navigate and interact easily. Also a ranking and UX consideration.
Adaptive Design
A web design approach that adjusts layouts to predefined screen sizes rather than fluidly scaling like responsive design.
Call to Action (CTA)
A prompt encouraging users to take a specific action, such as 'Book Now', 'Check Availability', or 'View Offers'.
Chatbot
Automated messaging tool used to assist users, answer questions, or guide them through booking.
Understanding "CRO (Conversion Rate Optimisation)" is just the first step. Our team at TwoSquares specializes in technical SEO and digital strategy, helping brands turn complex concepts into measurable growth.