{"id":19699,"date":"2025-03-26T10:00:14","date_gmt":"2025-03-26T09:00:14","guid":{"rendered":"https:\/\/then.agency\/articoli\/conversion-rate-optimization"},"modified":"2026-10-07T22:34:28","modified_gmt":"2026-10-07T21:34:28","slug":"conversion-rate-optimization","status":"publish","type":"post","link":"https:\/\/then.agency\/en\/articoli\/conversion-rate-optimization","title":{"rendered":"Conversion Rate Optimization: more conversions through UX"},"content":{"rendered":"

If your site has good traffic but few sales, you may have a conversion problem. This is where Conversion Rate Optimization<\/strong> (CRO) comes in: a strategic discipline that helps you turn more visitors into customers, maximizing the value of every digital interaction.<\/p>\n

If you run a website or a digital app, there is a key question you should ask yourself: what do you want a user to do when they land on your pages? Fill out a form? Make a purchase? Sign up for a newsletter? Whatever the goal, your entire user experience should be built to make that action easy. And this is where Conversion Rate Optimization<\/strong> comes in.<\/p>\n

Conversion Rate Optimization: definition and formula<\/h3>\n

Conversion Rate Optimization<\/strong> is the set of strategies, techniques and tools aimed at improving the percentage of users who take a desired action on a site or digital platform. That action can be a purchase, a registration, a download or any other interaction considered a “conversion”.<\/p>\n

Basic Conversion Rate formula:<\/strong><\/p>\n

For example, suppose you run a clothing e-commerce store. In one month you receive 5,000 unique visitors and 150 of them complete a purchase. The conversion rate calculation will be:<\/p>\n

(150 \/ 5,000) x 100 = 3%<\/p><\/blockquote>\n

A 3% conversion rate is generally considered good, but with targeted Conversion Rate Optimization techniques it is possible to increase it further, improving the site’s profitability without increasing traffic.<\/p>\n

Conversion Rate = (Number of conversions \/ Number of visitors) x 100<\/p><\/blockquote>\n

If out of 1,000 unique users, 20 make a purchase, your conversion rate is 2%.<\/p>\n

The goal of Conversion Rate Optimization<\/strong> is to intervene in a targeted way on the experience to improve this metric, without necessarily increasing traffic.<\/p>\n

Conversion Rate Optimization: why it is essential<\/h3>\n

Many businesses focus on increasing traffic, convinced that more visitors automatically equal more customers. But it is not that simple. If your site is not optimized to convert, every euro invested in advertising or SEO risks being wasted.<\/p>\n

Imagine two scenarios:<\/p>\n