Definition
CRO (Conversion Rate Optimization) is the systematic discipline of improving the percentage of website visitors who perform a desired action (conversion). Conversions can be macro (purchase, sign-up, quote request) or micro (add-to-cart, download, CTA click). CRO uses methods like A/B testing, heatmap analysis, user surveys, navigation path analysis, and form optimization to identify and remove friction in the conversion funnel. In SEO, CRO is fundamental because it maximizes the value of existing organic traffic: rather than seeking more traffic, you increase the return on investment of traffic already acquired. SXO (Search Experience Optimization) was born from the convergence of SEO and CRO.
Key Points
- Increasing the percentage of visitors who perform a desired action
- Methods: A/B testing, heatmaps, path analysis, form optimization
- Maximizes the value of existing SEO traffic without needing more visitors
Practical Examples
CTA A/B test
An A/B test reveals that changing the button from 'Submit' to 'Get My Free Quote' increases the conversion rate by 35%. CRO identifies these high-impact optimizations.
SEO + CRO
Your page receives 10,000 organic visits per month with a 2% conversion rate. By applying CRO techniques to reach 3%, you gain 100 additional conversions without increasing traffic.
Frequently Asked Questions
Both are complementary and can run in parallel. However, if your site already has organic traffic but a low conversion rate, CRO offers quick ROI. If you have no traffic, start with SEO.
It depends on the industry and conversion type. In e-commerce, 2-3% is average. In B2B (lead generation), 5-10% is common. The important thing is to measure your current rate and improve it progressively.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07