When you have traffic on your website CRO can be used to increase conversions for example: buying a product, purchasing a service, subscribing to a newsletter, filling out a contact form, requesting information, or downloading a white paper. With CRO you don’t send extra traffic to your website, but you rather use the traffic that’s already there to take the action they and you want to take them. You can do this by doing A/B tests for example to see what works better, the current version of a page, or the one with the changes you had in mind. It’s data-driven, so no opinions are needed.