If you’re investing your marketing budget to drive traffic to your website, you also need to make sure that as many visitors are converting as possible (e.g., turning into leads and/or customers) so you can maximize your ROI.
In particular, with the increasing costs associated with online advertising (e.g., PPC,) you can’t afford to pay for clicks that don’t convert if you want to generate more profits.
To get the most from your marketing efforts, you need to make sure that your landing pages and website are designed to drive conversion. Here’s where conversion rate optimization (CRO) comes in.