So, you've got business website that you use to try and sell and/or promote your products and services? In an ideal world, every visitor that arrives on your landing page would leave as a customer having purchased a product, created an account or signed up for a newsletter. Of course, this isn't an ideal world and conversions aren't all that easy to come by, making Conversion Rate Optimisation (CRO) an essential part of digital marketing. CRO is the process of analysing, improving and testing a website to increase the number of conversions; but rather than get into that here, we'll let the above video do the talking.

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