Conversion rate optimization (CRO) is the art and science of persuading your site visitors to take actions that benefit you, by making a purchase, offering a donation, or committing to some positive future action using a wide variety of techniques, including persuasive copywriting and credibility-based web design, to convert prospects into buyers.
By planning, designing, and optimizing your website to persuade, you can ensure that it will act as a more efficient sales tool.