### Conversion rate optimization (CRO) is a process of tweaking websites to increase conversions by improving user experience, content, design, and technical parameters. It involves analyzing data from various sources such as interaction metrics, heatmaps, customer personas, surveys, and reviews to identify areas for improvement. CRO helps businesses put their existing traffic to work, reducing customer acquisition costs and increasing the effectiveness of marketing efforts. By implementing best practices such as tackling speed and performance issues, crafting efficient CTAs, adding social proof, offering easy ways to contact them, and revising content, businesses can improve user experience and increase conversions. CRO is a valuable toolkit that requires testing, analysis, and human intuition to succeed, but it offers numerous benefits including improved conversion rates, deeper understanding of target audiences, and enhanced user experience.