Conversion rate optimization (CRO) is the practice of increasing the desired action on your website that includes signup to your offers, buying product or filling the “Request FREE QUOTE” form as leads or Call your business to ask for more information. For example, if you have an online store then you expect your visitors to buy your products or if you are offering some service then your ultimate objective is to  call your business phone number or fill the form to get more information before hiring your service. Now this is not so simple because buyers would first browse your online store, will read the product description, will compare the price on other sites, may see refund policy and shipping time before adding the desired product to the card and then lastly they will pay for the product to proceed with the final buying journey. This is called a product buying journey that may vary from product to product and service to service your website offers. 

Remember, all this happen after your website is found online that means your website is already indexed and ranked for the given product or service. Many businesses fail here because they mostly focus on ranking and spend most of the budget in ranking only. It’s useless if your website is ranked but no one is buying your product and service due to many factors like lack of information, prices too high or the features they will get through your website. This is where CRO comes to play it’s role that need to be worked out to improve sales, conversions and leads.