Conversion Rate Optimisation (CRO) is the process of systematically refining and enhancing a website or marketing campaign to maximise the percentage of visitors who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. It involves analysing user behaviour, conducting experiments, and implementing changes to improve key metrics. CRO encompasses various strategies, including optimising website design, streamlining the user experience, crafting compelling content, and fine-tuning calls-to-action (CTAs), with the ultimate goal of increasing conversion rates and driving business growth.