A CRO (conversion rate optimization) agency is a business that specializes in assisting companies with improving the performance of their landing pages or websites by raising the proportion of visitors who take a desired action, such as submitting a form or completing a purchase.

To find areas for improvement and maximize conversions, CRO companies employ various approaches, including A/B testing, user testing, heat mapping, and user behavior analysis.
They might also provide services like revamping websites or landing pages to enhance user experience, utilizing social proof to establish credibility and trust, making websites mobile-friendly, and employing strong calls to action to persuade visitors to take desired actions.

To assist organizations in understanding how to raise their conversion rates and put best practices for conversion optimization into practice, many CRO agencies also provide consultation and training services.