It’s possible that you’re getting a few hits to your site, but little — if any — conversion. Don’t know the reason for this? There are many factors that can influence it. Therefore, knowing what CRO is and how to use it is paramount in digital business.

CRO means “Conversion Rate Optimization”. The strategy is to observe the traffic of the pages and understand the reasons why users do not follow the indicated CTA’s, such as subscribing to the newsletter.

Did you understand the importance of this strategy? So, learn more about the subject below.

What is CRO?

CRO stands for “Conversion Rate Optimization”, which in Portuguese means “Conversion Rate Optimization”. Thus, the intent of the strategy is to conduct tests to identify effective ways to achieve the best conversion rates.

It is noteworthy that the CRO does not necessarily want to attract even more visitors. The aim is only to attract qualified visits and leads. For this, it has practices and tools that can be foolproof, if used correctly by the digital business manager.

Conversion does not mean “finalize a sale”; encompasses many other actions, such as:

  • Leave the contact;
  • Start testing a service;
  • Follow on social media;
  • Click on a CTA button.

All this will bring countless benefits since the entrepreneur will get to know his audience. So, there will be a reduction in the CAC (Customer Acquisition Cost), optimization of pages and analysis of the purchase journey.

CRO Best Practices


Remarketing aims to keep the brand presence for the page visitor. Thus, the user does not forget about that company and pays more attention to the benefits offered. With that, you feel that you really need that solution.

The strategy is to launch targeted ads to leads, according to the different stages of the buying journey. This increases the conversion possibilities, as the company manages to invest in a segmented audience that is already interested, in some way, in finalizing the purchase.

Content optimization

A survey released by Rock Content, in 2019, revealed that businesses that use content marketing have up to 1.3 times more visits and 1.4 times more leads. So, it is certain that content production is important to increase website traffic.

However, to increase conversions, you need to do content optimization. That’s because there is content that is more accessed and that can be improved with, for example, a suitable CTA.

A/B tests

A/B tests aim to compare different strategies to understand which generates the highest conversion or even other important metrics for the enterprise. These tests modify only one variable so that there is no doubt about the reason for the result.

Some factors that can be modified on a landing page are:

  • CTA button colour;
  • CTA button location;
  • URL;
  • Visual elements.

But remember: don’t change everything at once. That way, it will be easier to define what converts best for the next landing pages.

Improve user experience

User experience, in this case, refers to the perceptions obtained by the visitor to a website. A study of 1500 users found that 88% of online consumers are less likely to return to a site after having a bad experience.

On the other hand, if the site manages to offer good usability, the tendency is for the individual to continue browsing. One way to offer this differential is chatbots. These virtual attendants quickly resolve user questions, which makes all the difference in the potential customer’s final decision.

CRO Tools

Google Analytics

Google Analytics is the basic tool that should be present in any CRO strategy. It monitors website traffic and allows you to understand the behavior of visitors, for example:

  • Bounce Rate;
  • User length of stay on the website;
  • The average number of pages visited;
  • Devices that are used the most.

Google Page Speed ​​Insights

Page speed is a factor that many people ignore when we talk about what CRO is. But this is even a factor analyzed by Google to rank pages in SERP.

And Google Page Speed precisely assesses the speed of the website and what may be affecting its performance. So show it:

  • The average page load time;
  • The mobile and desktop performance score;
  • Suggestions for improvements;
  • There are positive points.

Kiss metrics

The KISS metrics lets you know what matters most to users of your site. The tool performs a behavioral analysis, through which it is possible to optimize the public’s points of interest. The main features of the program are:

  • A/B test reports;
  • Data segmentation;
  • Interest-based triggering of emails ;
  • Traffic analysis.


The Unbounce is intended for testing A / B landing pages. It is noteworthy that this platform is not suitable for multivariate tests. The tool has good usability and is very effective for CRO strategies.

Among its features are:

  • Landing page creation ;
  • Tests that help improve conversion;
  • Visitor statistics.

Hello Bar

The Hello Bar is a great platform for lead generation. It’s free and easy to use. Allows you to create different pop-ups, which can either stay fixed on the page or appear according to some visitor’s action.

It is certainly possible to improve the CRO, as the pop-up can, for example, request the visitor’s email address. If filled in, it means that you are a qualified lead and that you are interested in receiving more content from the brand.

Knowing what CRO is and putting it into practice is synonymous with optimizing your conversion pages. Consequently, the company will obtain better results and increase the number of sales from CTAs.