What is CRO? Improve Sales & Conversion Rates
Learn what CRO is and how it helps improve sign-ups, sales, and user experience with behavior-driven changes.
Introduction to Conversion Rate Optimization (CRO)
You’ve spent hours building your store, but conversions still suck? Welcome to the club man. )))
Did you know that the average website conversion rate is only 2.35%? Imagine the growth if you could just double it.
Conversion Rate Optimization (CRO) is basically endless procces of optimizing the website, it can be homepage, or product page, or lnding page, to improve the chances that customer or visitor will do the action you want, in our case it is purchase, or at least add to cart.
Let’s drop into pieaces and understand
So, what Is a Conversion?
A conversion is when someone does exactly what you wanted them to do—buy something, sign up, book a call. It’s that simple. Examples of conversions:
- Making a purchase
- Booking an appointment
- Signing-up for a newsletter
To track conversions effectively, integrate tools like Google Analytics into your website. Basically we need to see how many people entered into website and how many of those did the action, so once the action is done, we need to inform the analytics script that - yes, purchase/action happened.
We break this down more in our guide: How Track Conversion The Simplest Way
What Is the Rate?
It’s just math, I know not everyone like it, but chill, it’s simple. Say 100 people visit your site and 10 buy something. That’s 10 conversions. 10 / 100 = 10%
Boom! That’s your conversion rate.
What Is Optimization?
Optimization is tweaking your site, your buttons, your copy, your layout, whatever helps people convert.
Example: You have a tiny “Add to Cart” button and only 10 people click it out of 100. So you make it bigger, bolder, and now 20 people click. That’s optimization. And yes, you just doubled your CTR. CTR is by the way - Click Through Rate ))
See? No rocket science here, right? ))
Why Is CRO Important?
Because it gets results. Period. You need to constantly improve the conversion rate, otherwise the opposite is stagnation. If something is working today it might not work tomorrow, that’s why we should always do constant updates and keep the website updated, run A/B tests, test, update.
This might feel a little bit too much work, you might think “I did not start the business to keep staying working again and again,” well, I guess we don’t have a choice and also we can always have a team to do it and we will just oversee it. Our agency is designed to help Shopify merchants with conversion rate optimization and ongoing A/B tests and support. You can check out shopify retainers or if you don’t know where to start, you can always use our Shopify CRO audit for full website audit and redesign revamp file.
How CRO Works
CRO isn’t just A/B testing (although we love that too).
It starts with:
- Identifying where users drop off
- Highlighting important areas
- Making small, smart changes
- Testing, measuring, repeating
And no—it’s not just for analytics nerds. It’s for growth.
Shopify-Specific Tips
Doing CRO on Shopify? You’ll need to know its quirks.
- Forget checkout UX changes—Shopify locks that down.
- You can’t change URL structures. So work with what you’ve got.
- Apps can help… but bloat your store fast.
You’ll need a CRO strategy built for Shopify.
Want just see what’s wrong currently with your Shopify Store and improve sales? Then start with a full Shopify CRO audit and let us to audit it and deliver 100+ findings and quick improvements.