Conversion rate optimization (CRO) is the practice of improving the percentage of visitors to a website who take a desired action, such as making a purchase or signing up for a newsletter. Common techniques for CRO include A/B testing, multivariate testing, and usability testing.
A/B testing is a technique in which two or more versions of a web page are shown to visitors, and the version that results in the most conversions is used as the permanent page. A/B testing can be used to test different page layouts, headlines, calls to action, and other elements of the page.
Multivariate testing is a technique in which multiple elements of a web page are tested at the same time. This allows for more comprehensive testing than A/B testing, as it can identify which combination of elements works best.
Usability testing is a technique in which users are asked to complete specific tasks on a web page, and their performance is observed and analyzed. This can identify areas of the page that are confusing or difficult to use, which can be addressed to improve the conversion rate.