Hang on, they’re confused about a call-to-action. That photo isn’t quite right. Now, they’ve baulked at completing the form because it asks for their date of birth.
Conversion rate optimisation is the detailed analysis of design, layout, imagery and wording. It can be where a button is positioned, or what that button says. It requires testing of unique scenarios to refine them to the best result.
Conversion Rate Optimisation (or ‘CRO’) is a long-winded way of saying “more success, more often”
How much does an increase of 5% sales mean to your bottom line, or perhaps 10% more enquiries? The detail makes a difference.