Conversion rate optimization (CRO) has become an essential strategy for businesses looking to improve their sales and revenue. It can make the difference between a casual visitor and a loyal customer.
CRO trends for 2025 are already here, driven by technological advancements and changes in consumer behavior. By embracing these trends, you can improve your online presence, connect with your audience, and increase your conversion rates.
1. Personalization for all users
If you look at conversion optimization trends each year, you’ll probably see personalization as a recurring element. That’s because it continues to play a crucial role in helping businesses get more leads, sales, and revenue.
Personalization allows you to offer an experience tailored to the individual needs of your target audience, delivering the right message at the right time to better connect with your prospects.
With the development of artificial intelligence (AI), personalization is more accessible and relevant than ever. AI-based tools allow businesses to take their personalized marketing to the next level, avoiding the pitfalls of over-segmentation.
2. Incorporate chatbots for superior customer service
Although chatbots are not a new tool for 2025, their importance and impact continue to grow. Despite this, less than half of B2C companies actively use them.
Like other CRO trends for 2025, AI is transforming the user and business experience with chatbots. Historically, chatbots have had a greater impact on e-commerce sites, offering high-quality customer service even when the business is closed or there are no agents available.
Website visitors can ask questions and receive quick answers, making them more likely to make a purchase. In 2025, B2B companies will also be using chatbots more for lead generation opportunities, helping prospects sign up for a demo, schedule a meeting, or subscribe to a newsletter.
3. Bet on ABM
Another crucial CRO trend for 2025 is account-based marketing (ABM). ABM is a B2B marketing approach based on account awareness, where an organization considers and communicates with individual accounts as if they were unique markets.
ABM is highly targeted, prioritizing the most important accounts to provide them with personalized attention. This strategy takes personalization a step further, offering individual experiences.
ABM has evolved significantly through data integration and automation, allowing companies to automatically collect and analyze data to understand accounts at a deeper level.
4. Integrate more user-generated content (UGC)
The next trend on this list is leveraging user-generated content (UGC)—content created by users rather than a brand—on your website.
An example of UGC on an ecommerce site is displaying Instagram posts from users using your products. For B2B companies or software sites, this could be reviews from platforms like G2 or Clutch.
UGC is a great way to show social proof of your products or services. These authentic experiences act as votes of confidence that can boost conversion rates.
5. Use AI to improve your messages
AI isn’t just used to generate images or manage chatbots. In 2025, businesses can leverage AI to improve their messaging and, therefore, their conversions.
Some examples include:
- Evaluate customer feedback to identify strengths, weaknesses and unique selling points (USPs).
- Use customers’ natural language to improve content or write calls to action (CTAs).
- Create targeting groups to tailor your content to different demographics and buyers.
AI accelerates basic tasks for CRO professionals, making it easier to focus on the end user.
6. Have a solid retargeting email strategy
90% of marketers say that personalization significantly improves profitability. That’s why developing a personalized retargeting strategy can help you recover lost leads.
Your email retargeting strategy can improve conversions with people who have already shown interest in your business. These emails vary depending on your services. For example, in ecommerce, abandoned cart emails can remind users what they are missing out on.
7. Invest in user research
Due to growing privacy concerns with Apple and Google, companies with weak analytics are losing access to relevant data for personalization.
However, direct user research can still guide your optimization efforts. Knowing more about your prospects through your own research helps reduce security concerns and builds trust.
8. Focus on intuitive design for everyone
We all know the importance of good design, or at least, we should. Most website owners recognize the importance of an intuitive design and the consequences of not having a user-friendly site. However, there are still pages that do not meet the standards.
Web accessibility has become a household term as users become frustrated with poor user experiences (UX). People know how to spot good design and don’t waste time on complicated sites.
An intuitive design for everyone simplifies UX and drives conversions in a natural and efficient way. By making your site easier to use, you offer a better overall experience and project a more positive image of your brand.
9. Improve trust signals
One of the biggest CRO trends for 2025 is the integration of trust signals. Today’s market is full of options and brands that users are discovering for the first time.
That’s why incorporating trust signals is crucial to improving your conversion rate. If someone is learning about your brand for the first time, you need to build trust in their purchasing decision.
By 2025, we can lean on the evolution of AI to reinforce these signals. With the rise of AI-generated content, many consumers are looking for proof of authenticity, such as content and photos created by real humans.
10. Prioritize branding
Since CRO became popular in the digital marketing world, many companies have rushed to implement best practices on sites that needed a makeover.
While this strategy worked for outdated sites, it resulted in web pages with generic, forgettable designs.
Today, users are looking for unique companies with clear value propositions. Taking advantage of this trend also means auditing your site content, updating important topics you haven’t yet addressed.
11. Harness the power of video
Over 55% of people use YouTube to make purchasing decisions. Videos are a powerful medium to increase your business’ conversions.
Videos allow you to convey a lot of information in a short amount of time and in an engaging way. This medium helps you present crucial information to your audience in an entertaining way, increasing conversions.
12. Use CRO to support in-person events
Conversion rate optimization doesn’t always have to focus on a purchase. Sometimes, the ultimate goal may be to attract more people to interact with your business, strengthening relationships.
Live events and networking are back. These gatherings allow you to connect face-to-face and make a good impression on behalf of your company. CRO helps you generate interest in events and encourage registration.
13. Unify sales and marketing for comprehensive experiences
Another CRO trend for 2025 is bringing sales and marketing teams together to create seamless experiences. This process allows everyone in the company to understand what stage of the sales process users are in and to tailor the information they receive.
For example, if you know a user is in contact with your sales team and has recently closed a deal, you can personalize your website to display messages that strengthen their connection with your brand.
You can even implement advanced personalization with 1:1 landing pages for high-value prospects.
14. Publish quality SEO content
Searches have become more complex thanks to voice search and AI-generated queries. Therefore, companies must improve the quality of their content if they want to gain the trust of their audience and convert them.
Your SEO content should answer customer questions and demonstrate your expertise on the topic.
Increase your authority by publishing content that anticipates your customers’ search needs. Be sure to include innovative ideas and team insights to highlight your experience and expertise.
15. Track micro-moments
As consumer attention spans dwindle, every touchpoint counts. Marketing teams must monitor micro-moments with prospects and optimize to keep them engaged.
Your remarketing campaigns, automated emails, and personalization efforts should re-engage your prospects.
To take advantage of this trend, it’s essential to understand your customers’ decision-making process. Map out their customer journey and identify the triggers that lead them to make a purchase.
