--- description: Conversion rate optimization is the systematic process of increasing the percentage of website visitors who complete a desired action, such as submitting… image: https://www.leanlabs.com/hubfs/LL%20V4.1/LL%20Featured%20Image.png title: What is conversion rate optimization (CRO)? --- B2B Websites What is conversion rate optimization (CRO)? # What is conversion rate optimization (CRO)? Conversion rate optimization is the systematic process of increasing the percentage of website visitors who complete a desired action, such as submitting a form, starting a trial, or making a purchase. It uses data analysis, hypothesis formation, and controlled testing to identify and remove barriers between visitor intent and action. The goal is better results from existing traffic, not more traffic. CRO operates at two levels. The narrow definition focuses on individual page elements: testing headlines, button copy, form length, images, or layout to improve performance metrics on that specific page. The broader definition views each page within the context of the complete user journey and makes tactical on-page changes informed by upstream and downstream behavior. Effective CRO follows a repeatable process: define the conversion goal, analyze current performance data, form a hypothesis about what change will improve results, run a controlled test, measure the outcome, and iterate. This scientific method approach distinguishes CRO from random design changes. Without a hypothesis and proper analysis, changing a button color or rewriting a headline is not CRO; it is guessing. ### Ask AI about Lean Labs [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/chatgpt.svg) ChatGPT ](https://chat.openai.com/) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/googlegemini%201.svg) Gemini ](https://www.google.com/search?udm=50) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/perplexity%201.svg) Perplexity ](https://www.perplexity.ai/search/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/claude%201.svg) Claude ](https://claude.ai/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/copilot.svg) Copilot ](https://copilot.microsoft.com/) Ask AI ```json { "@graph": [ { "@id": "https://www.leanlabs.com/#organization", "url": "https://www.leanlabs.com/", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": "ImageObject", "width": 60, "height": 60 }, "name": "Lean Labs", "@type": "Organization", 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