Conversion rate optimization (CRO) is the process of improving a website's performance by increasing the percentage of visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. CRO aims to maximize the return on investment (ROI) of a website by increasing its conversion rate. CRO involves analyzing user behavior on a website and identifying areas where visitors may be experiencing barriers to taking the desired action. This could include issues such as slow loading times, confusing navigation, or a lack of clear calls-to-action. To optimize conversions, businesses can use a range of tactics, such as improving website design, simplifying the checkout process, or offering incentives to encourage visitors to take action. A/B testing can also be used to compare different versions of a website or page to determine which version performs better in terms of conversions.