Conversion rate optimization in digital marketing is an organized step towards increasing the percentage of visitors of a website by manipulating the different aspects of a website and tweaking the website to better suit the users. A major technique for conversion rate optimization are A/B testing which works by trying out different versions of website pages and selecting the one that performs the best in revenue and retention.

Increasing profit margins can be achieved using integrative measures of increasing the conversion rate defined by data analytics. This approach uses customer behavior analytics to aid businesses in making decisions that align with the customer base. For instance, the company Protalus, which deals with corrective insoles, had implemented some CRO optimization techniques which, according to Shanebakers.com has increased their direct sales by nearly 91%. Another example would be Laura Geller, a cosmetic company, which optimized its website by employing CRO techniques and saw its conversion rates boost by 43%.