Conversion rate optimization (CRO) is the process of improving your website’s ability to get visitors to take a specific action (conversion). The specific action can be anything from filling out a contact form to purchasing a product. CRO can be applied to any website, from e-commerce stores to online communities, as well as offline advertising campaigns. The most important thing to remember about CRO is that it’s an iterative process. It isn’t something that you do once and then forget about until you have to do it again in six months. It’s something that you need to be constantly thinking about, testing, and improving.