A conversion rate is simply conversions divided by visitors over the same period. CRO work usually begins with diagnosis: analytics to find where visitors drop off, session recordings or heatmaps to see how pages are used, and direct feedback from customers and sales teams about what confused them. Only then does a team form hypotheses worth testing.
Common levers include clarifying the value proposition, reducing friction in forms, improving page speed, strengthening trust signals, and making the next step obvious on every page. Changes are validated through A/B tests where traffic allows, or through before-and-after measurement on lower-traffic sites. The discipline matters because most single changes are neutral or negative, and only measurement separates the winners.
Adding a conversational layer is one CRO tactic that works on pages where visitors have unanswered questions. Clerkzo sits on the page as an AI chat widget, answers those questions from your own content, and captures the visitor's details before they leave, turning silent exits into leads without redesigning the page.
Related guides
Related terms
Browse all 104 terms- Self-service rateSelf-service rate is the proportion of customer questions that get resolved without any human involvement, through help articles, site search, or automated chat.
- Conversion funnelA conversion funnel is the sequence of steps a visitor moves through on the way to becoming a customer, from first arriving on your site to completing the action you want. It narrows at each stage, and the shape of that narrowing shows where you are losing people.
- Churn rateChurn rate is the proportion of customers, or of recurring revenue, lost over a given period. It is the counterweight to acquisition: a business winning clients quickly while losing them quickly is busy rather than growing.
- Generative Engine OptimizationGenerative engine optimization, usually shortened to GEO, is the practice of structuring and writing your content so AI systems like ChatGPT, Perplexity and Google AI Overviews can find it, understand it and cite it in their answers.