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Conversion rate optimisation or CRO is the term used to define the optimisation of online content for conversions. Conversions can take on multiple forms which are usually linked to KPIs. Conversions are desired actions that should be measured. A few examples are, filling out a form, clicking through to a contact page, adding items to a cart or completing checkout. These actions form the basis and purpose of any online marketing presence and are key to any digital marketing strategy. As such the optimisation of conversions and resulting increase in the conversion percent will lead to higher conversion numbers and increase in the effectiveness of an online marketing campaign.