# What is Conversion Rate Optimisation

## What is conversion rate optimisation?

[Conversion rate](/content/what-is/conversion-rate/ "What is the conversion rate? The conversion rate is the number of conversions divided by the total number of visitors. So if a website receives 500 visitors in a month and has 100 sales, the conversion rate would be 100 divided by 500. This evaluates to 20%."/index.html) optimisation ( [CRO](/content/what-is/cro/ "What is CRO? CRO (Conversion Optimisation or Conversion Rate Optimisation/index.html) is the process of increasing the percentage of conversions from a website or mobile app. CRO typically involves generating ideas for elements on your site or app that can be improved and then validating those hypotheses through A/B testing and multivariate testing. Full details about…") or [Conversion Optimisation](/content/what-is/conversion-optimisation/ "What is conversion optimisation? Conversion optimisation (CRO or Conversion Rate Optimisation/index.html) is the process of increasing the percentage of conversions from a website or mobile app. CRO typically involves generating ideas for elements on your site or app that can be improved and then validating those hypotheses through A/B testing and multivariate testing.") is the process of increasing the percentage of [conversion](/content/what-is/conversion/ "A conversion is the process of turning website visitors into customers or clients through various conversion tactics such as lead generation forms, click-to-call buttons, and e-commerce transactions. The goal of a web conversion is to turn website visitors into paying customers or clients and increase the return on investment (ROI/index.html) of a website. This is…") s from a website or mobile app. Conversion rate optimisation typically involves generating ideas for elements on your site or app that can be improved and then validating those hypotheses through [A/B testing](/content/what-is/ab-testing/ "A/B testing (also known as split testing or bucket testing/index.html) is a method of comparing two versions of a webpage or app against each other to determine which one performs better. AB testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine…") and [multivariate testing](/content/what-is/multivariate-test/ "A multivariate test helps businesses test multiple page elements at the same time to find the best-performing combination for conversions, usability, and overall user experience."/index.html).

Kraken Data is software agnostic, we work with your  testing software of choice. Amoungst the ones we support and recommend are:

[Optimizely](https://www.optimizely.com/)

[Adobe Target](https://www.adobe.com/au/marketing-cloud/target.html)

[ABTasty](https://www.abtasty.com/au/)

[VWO](https://vwo.com/)

Full details of how Kraken Data can help you with a conversion rate optimisation program can be found [here](/content/conversion-rate-optimisation/index.html)

### Related Terms

- [What is A/B/N Testing](/content/what-is/a-b-n-testing/ "What is  A/B/N Testing"/index.html)
- [What is Click-Through Rate](/content/what-is/click-through-rate/ "What is  Click-Through Rate"/index.html)
- [What is a Hypothesis in CRO? Definition, Examples & Testing Framework](/content/what-is/hypothesis/ "What is a Hypothesis in CRO? Definition, Examples & Testing Framework"/index.html)
- [What is CRO](/content/what-is/cro/ "What is  CRO"/index.html)
- [What is Conversion Optimisation](/content/what-is/conversion-optimisation/ "What is  Conversion Optimisation"/index.html)