CRO, or Conversion Rate Optimization, is a set of actions aimed at getting more visitors to your website to take a desired action — make a purchase, fill out a form, call you, or sign up for a newsletter. This article will show you what it’s all about, which techniques actually work in practice, and where to start — even if you’re on a tight budget. While CRO is often associated primarily with online stores, this article takes a broader view and shows that conversion optimization isn’t just for e-commerce.