What is CRO and How to Calculate it?

Mikołaj Sykuła
Mikołaj Sykuła
github icongithub icon
Jul 5, 2023
What is CRO and How to Calculate it?


As digital marketing strategies evolve, businesses are constantly seeking ways to maximize the results from their online presence. Conversion Rate Optimization (CRO) is one such strategy that helps businesses improve their website's performance and increase conversions.

Understanding CRO

What is CRO?

Conversion Rate Optimization (CRO) is a systematic process of increasing the percentage of website visitors who complete a desired action. This could be anything from making a purchase to filling out a form or even clicking on a link.

Why is CRO important?

CRO is crucial as it allows businesses to lower their customer acquisition costs by getting more value from the existing visitors and users. By optimizing the conversion rate, businesses can increase revenue per visitor, acquire more customers, and grow their business.

The Elements of CRO

The process of CRO can be broken down into three key elements: Traffic, Conversion Goals, and User Experience.


Traffic refers to the users who visit your website. Without traffic, there are no conversions. The quality and quantity of your traffic will directly impact your conversion rate.

Conversion Goals

Conversion goals are specific actions that you want your website visitors to take. These goals can vary depending on your business model and can range from making a purchase, filling out a form, or subscribing to a newsletter.

User Experience

User experience (UX) is a crucial element of CRO. A positive UX can help drive conversions, while a negative experience can drive potential customers away.

How to Calculate CRO

Calculating your conversion rate is relatively straightforward.

Define Conversion Goals

The first step is to define what constitutes a conversion for your business. This could be any action that you want your visitors to take.

Gather and Analyze Data

Next, gather data on the number of visitors to your site and the number of conversions. This data can usually be obtained through analytics tools like Google Analytics.

Calculation Formula

The formula to calculate CRO is:

Conversion Rate = (Number of Conversions / Total Number of Visitors) * 100

This will give you your conversion rate as a percentage.

Strategies for Improving CRO

There are several strategies you can implement to improve your CRO.

A/B Testing

A/B testing involves creating two versions of a webpage and seeing which one performs better. This method allows you to make data-backed decisions about what works best for your website.

User Experience Optimization

Optimizing the user experience can significantly improve your conversion rate. This could involve improving your site's navigation, reducing page load times, or making your site mobile-friendly.

Use of High-Quality Content

High-quality, relevant content can help engage your visitors and guide them towards a conversion.

Mobile Optimization

With more and more people using their mobile devices to access the web, it's crucial to ensure that your site is optimized for mobile.

Tools for Calculating and Improving CRO

There are several tools available that can help you calculate and improve your CRO. Some of these include Google Analytics, Optimizely, and Hotjar.


CRO is a powerful tool that businesses can use to optimize their online presence, improve their user experience, and increase conversions. By understanding what CRO is and how to calculate it, businesses can make data-driven decisions that lead to sustainable growth.