Simply put Conversion Rate Optimization (CRO) is how you increase your looker to booker ratio so in other words improving the relationship between the number of people visiting a site vs the number of people taking a purchase related action

How often are we posed with the question what more can be done to improve our website or drive more conversions ?  This for most digital marketers is a perineal question that comes so often despite even if a site is performing well year-on-year.