Conversion rate optimization (CRO) is the process of improving your website, landing pages, or marketing campaigns to increase the percentage of visitors who take a desired action—like signing up, making a purchase, or requesting a demo. In CRO, instead of just bringing in more traffic, you’re making the most of the visitors you already have by optimizing design, copy, and user experience. It depends a lot on testing, learning what works, and fine-tuning your approach to get better results without increasing ad spend.