In internet marketing, conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action. At UX Team, we are true believers in using this proven, scientific formula for optimizing conversion rates developed by MECLABS Institute — a research laboratory dedicated to discovering what really works in online marketing.
The Conversion Rate Optimization heuristic is expressed as follows:
C = Probability of conversion
m = Motivation of user (when)
v = Clarity of the value proposition (why)
i = Incentive to take action
f = Friction elements of process
a = Anxiety about entering information