Conversion Rate Optimization (CRO) is the art and science of making your site visitors to take actions that benefit you, like a Purchase, Donation, or Newsletter Subscription. CRO uses a wide variety of techniques, including Persuasive Copywriting, Credibility-Based Web Design, and Multivariate Testing of Alternatives to convert prospects into buyers.
The idea behind CRO is to minimize your "Bailout Rate" and maximize your "Conversion Rate" by making your website more appealing and easier to navigate. By proper planning, designing, and optimizing of the website, you can ensure that it will act as a more efficient sales tool. You can think of a Conversion-Optimized site as a successful digital salesperson that works for you 24/7, 365 days a year who qualifies the leads, builds rapport, and even closes the sales.