What are conversions?

Conversions are custom-defined data that measure a positive website visit or action.


  • Contact form submission
  • Online purchase
  • Account creation
  • Reviews read
  • Live chat request
  • Content download
  • Video view
  • Product comparison
  • Social share
  • Newsletter sign up
Conversion rate optimization sales funnel

What is conversion rate optimization?

Conversion rate optimization (CRO) is the implementation of a content strategy that enables website users to reach specific website goals. Once your company has determined successful user actions on their website you can begin analyzing where users disengage with content, when they decide to close your website, and how to approach solving issues with user engagement in order to convert more users.

Why does CRO matter?

Arrow increase for SEO

To understand the value of increasing conversion rates, let's use a simple example: you're a dentist in Chicago. Currently, 1 in 10 visitors to your website become patients. What if that number increases to 3 in 10? Your customers who found you via the internet triples, which -- for a lot of companies -- is of incredible value.

CRO is increasing the ratio of patients to website users. It's convincing more users to take action: call your offices, inquire about pricing, and coming in for a visit.

A successful CRO campaign determines what prevented users from converting, and targets those users with content that satisfies their needs.