Abbey is a digital marketer, copywriter, and lead editor. She has worked on over 200 client campaigns and WebFX, and she specializes in marketing strategy analysis and industry-specific digital marketing plans. Outside of writing and editing, you’ll likely find her taking pictures of her cat, making a new playlist, or tending to her houseplants.
As more businesses establish their online presence, improving your customer’s experience with your website and landing pages is more important than ever. Enter conversion rate optimization (CRO).
CRO is the process of improving your website or landing page to entice more visitors to perform your desired action, such as making a purchase on your website or signing up for your newsletter. CRO strategies can improve user experience and ease them into doing business with you.
Explore the latest CRO trends this 2025 on this post, and get valuable insights and strategies to stay ahead of the curve!
If you look at trends in conversion rate optimization every year, you probably see personalization on the list every time. That’s because personalization continues to play a critical role in helping your business earn more leads, sales, and revenue. In fact, 89% of marketers see a positive return on investment (ROI) when using personalization in their campaigns.
Personalization enables you to deliver an experience tailored to individuals in your target audience. This customization allows you to deliver the right message at the right time to better connect with your prospects.
When paired with the development of AI, personalization is not only more accessible than ever — it’s also more relevant than ever. AI-based personalization tools can allow businesses to take their personalized marketing to the next level without the faults of over-segmentation.
Expert insights from
Jackie R.Senior Conversion & UX Specialist
“I think 2025 will be the year that personalization tools gain ground on offering AI-driven personalization specifically for lead generation companies.”
Jackie adds: “While ecommerce companies have been able to offer AI-driven personalization for a long time through ‘You may also like’ type sections, lead generation has always been behind here due to privacy concerns and lack of data.”
As we see more growth in AI tools, we can expect even more opportunities to streamline custom content for your audience, including everything from emails to blog posts to service pages.
What you can do about this CRO trend
If you’re ready to give AI-powered personalization a try, test it in your email campaigns and website copy. Here are some ways:
Personalize dynamic email elements
Most email marketing platforms like EmailMarketingFX and MailChimp have dynamic elements like first-name built-in to them, which you can use to make the email feel more personalized.
Use AI tools for segmentation
Segment your email list subscribers with AI tools to deliver more personalized messages and relevant offers to each audience segment.
If you’re marketing your travel company, for example, you can segment your recipients according to their preferred destinations. With the help of AI tools, you can segment more granularly by creating a group based on their preferred destinations, behaviors on your website, and packages they’ve previously purchased.
Tools like ActiveCampaign and Klaviyo offer such features. These tools feature AI to segment your email list according to demographics, interests, and behaviors.
Personalize website copy
Another way you can capitalize on this CRO trend is by personalizing website content for your audience segments. You can customize recommended products, copy, and offers according to your audience’s location, interests, and browsing habits.
2. Using AI to improve your messaging
AI is not just for generating images and using customer service bots. Companies can leverage AI to improve their marketing messages in 2025.
Content that resonates with your target audience can keep them engaged on your site. Pair your useful content with compelling calls to action, and you’ll see higher conversion rates.
What you can do about this CRO trend
Prompting AI platforms to spew content for your site won’t generate engaging copy. Instead, you can use these tools as an assistant. Some examples of using AI for CRO include:
Evaluating customer feedback: Use AI tools to summarize customer feedback and survey results to identify your brand’s strengths, weaknesses, and unique selling points (USPs).
Brainstorming: Use tools like TeamAI for suggested content topics for your audience. Detect the tone of your calls to action (CTAs) and ask for suggestions from your AI tool.
Creating marketing and sales personas: Use AI tools to help you create your buyer personas and get suggested content for each persona.
Pro tip: Use AI tools responsibly and ethically. Put safeguards in place to secure your customer data.
3. Optimizing the customer journey for micro-moments
As consumers’ attention spans become shorter, every touchpoint matters. Micro-moments are short, high-intent interactions that your prospects have with your website or brand.
These brief moments are windows of opportunity for your business to capture your audience’s attention and lead them into conversion. Examples of micro-moments are:
A user searches for your product on their smartphone
A prospect reads a review of your product online
A user compares your product with your competitor’s online
Marketing teams must monitor the micro-moments they get from prospects and optimize them to keep their audience engaged.
What you can do about this CRO trend
“There will be a lot of pressure on CRO to not just map the user journey, but to create real strategies to keep users moving through the customer journey,” says Jackie.
To capitalize on this CRO trend, you must understand the decision-making process of your customers. Here are other tips:
Identify key micro-moments: Start by mapping your customer journey. Then, identify the triggers – or moments – that lead to your desired actions. For example, watching your tutorial video is a micro-moment if it leads your audience to fill out your lead form.
Run remarketing campaigns that deliver relevant content: Did a user leave an item on their cart? Send an email reminding them about their abandoned cart and an offer that might entice them to proceed with their purchase. With nearly 45% of cart abandonment recovery emails getting opened, your recipient may re-engage with you and revisit their cart.
Optimize your checkout or conversion process: Make it easy for your site visitors to complete your desired action, such as purchasing from you or downloading your gated content. Implement checkout optimization best practices, and simplify your forms for your audience.
4. Leaning into user research with zero-party data
With increasing privacy concerns with Apple and Google, analytics (and, unfortunately, personalization) is becoming less data-driven for companies that don’t have strong analytics in place.
However, user research can help continue to inform your website optimization efforts. You can collect zero-party data, which is information that your customers proactively share with you.
What you can do about this CRO trend
Learning more about your prospects through zero-party data can help you reduce safety concerns and build trust with users. Here are some methods to collect data:
Interactive surveys and quizzes
Engage your site users with surveys and quizzes that ask about their preferences.
Gated content
Provide valuable downloadable content such as white papers, exclusive research, templates, and checklists that require user information (such as email) to get access.
Preference centers
Let your users manage their profiles, interests, communication preferences, and data sharing in a central location. By understanding their preferred way to hear from you and their interests, you will know how to reach them and what messages to deliver that will make them convert.
Post-purchase feedback
Find out what your customers think about your product by sending them a feedback form. This will help you get insights into their shopping experience and preferences.
Were they satisfied with their journey? What pain points did they encounter? Feedback forms will uncover answers to these questions and ideas to optimize conversion.
5. Improving trust signals with social proof and user-generated content
One of the biggest conversion rate optimization trends for 2025 is integrating trust signals. Today’s market is tricky to navigate — there are thousands of options to choose from, and users are discovering new brands for the first time.
If someone just found your brand for the first time online, you need to build their confidence in buying from you. Integrating trust signals such as the following can help build that confidence:
Social proof: Testimonials, customer reviews, and case studies are examples of social proof that build trust and drive conversion.
User-generated content (UGC): Pulling in content by your customers from social media or third-party review sites is an excellent way to showcase authentic experiences, fostering trust among your new site visitors.
What you can do about this CRO trend
With 93% of buyers reading online reviews first before making a purchase, it’s important to boost your social proof to ease your audience into conversion. Here are some ways:
Guarantees: Many businesses will offer money-back guarantees if customers aren’t happy. This type of trust signal can build confidence with shoppers and make them want to buy.
Testimonials and case studies: Get permission from your satisfied customers to publish their glowing testimonials, which can foster trust among new site visitors. B2B businesses can also publish case studies, which provide details about how they’ve helped a customer grow or solve a pain point.
Customer reviews: Encourage your customers to leave a review on your website.
Customer feature: Let your customers mention you on their social media posts or use a hashtag to get featured on your official page or website.
Associations: If you’ve partnered with some big-name brands, it’s great to mention your association with them. This trust signal can help build confidence with shoppers who know and trust big-name brands.
Memberships: Memberships to accredited groups can help build confidence. Being a BBB-accredited business, for example, helps shoppers know your company is legit.
6. Using augmented reality (AR) and virtual reality (VR)
AR and VR technologies provide immersive experiences for online users. AR combines the real world and computer-generated 3D content, enabling users to visualize what a product looks like in person. Meanwhile, VR shows a product virtually and in a virtual world.
Here are some creative ways you can engage your audience with AR or VR:
Show products in 3D: Will your online shoppers benefit from virtually trying on your product? Use AR to let them choose the right shade, size, or shape. Cosmetics companies can let online shoppers virtually try on different makeup shades, while furniture shops can showcase how their pieces fit in a shopper’s room.
Provide a virtual tour: Got a brick-and-mortar store or physical location that you want your website visitors to see? Provide virtual tours to encourage them to visit or inquire.
7. Optimizing for voice and AI search
“The increase in quality content is going to directly impact conversion rates for websites that take SEO content seriously,” Jackie points out.
Search inquiries are now more complex, thanks to voice search and AI queries. That said, businesses must improve their content quality if they want to earn their audience’s trust and convince them to convert.
Expert insights from
JackieSenior Conversion & UX Specialist
“Businesses won’t get away with fluffy content that echoes every other top-ranking site on the web. Instead, companies must publish user-focused content.”
Your SEO content must answer your customers’ questions and showcase your expertise and experience on the topic.
What you can do about this CRO trend
To publish SEO-friendly content that increases your conversion rates, here are some tips:
Know your customers well: Understand their needs, pain points, and customer journey. When you know their needs and the key touchpoints in their journey, you can identify the relevant topics that resonate with them. Then, you can also determine their next search intent, which is the topic that they’d search for after they’ve found the answer to their first search.
Publish content that satisfies their next search intent: Ensure that your SEO content features innovative thoughts and insights from your team to showcase your extensive experience and expertise.
Break up your content into logical sections: Make your content easy to skim for your readers. Doing so also optimizes it for answer search engines.
8. Focusing on intuitive design for all
We all know the importance of good design — or at least, you should. Most website owners recognize the importance of intuitive design and the threat of not having an easy-to-use website. However, there are still some sites that aren’t up to par.
Website accessibility has become more of a household term as users become frustrated with bad UX. People know what good design is, and they are quick to pick up on a difficult website. Why would they waste time on your site if it doesn’t meet their standards?
Intuitive design for all simplifies UX and encourages conversions naturally and efficiently. By making your website easier to use, you give people a better overall experience and paint your brand in a better light.
What you can do about this CRO trend
It’s important for website owners to create a website that’s seamless for all users, but it can’t be too cookie cutter, or it won’t stand out amongst competition. Most people are leaning into unique messaging and USPs to bridge the gap.
Since CRO became a buzzword in the digital marketing world, many businesses scrambled to implement CRO best practices on their websites that needed a redesign.
“While this was a good strategy for outdated websites, I believe it resulted in a lot of websites looking more templated and making them easier to forget,” Jackie points out.
Today, many websites have modernized, and users have started looking for unique businesses with clear USPs.
Capitalizing on this CRO trend also involves auditing your website content, so you can refresh outdated content and identify important topics you haven’t covered yet. This CRO trend of 2025 also means businesses must maintain a consistent experience for users across different channels, since their customer journey may take them to various touchpoints.
Expert insights from
JackieSenior Conversion & UX Specialist
“I think 2025 will be the year that site managers add more brand flair to their website to help distinguish them from competitors. Of course, site owners must be careful about the SEO implications and potential UX implications of changing their site without testing it.”
What you can do about this CRO trend
When adopting CRO best practices or redesigning your site in 2025, ensure you start with your brand style guide.
Make your unique selling points stand out without compromising the user experience. Remember, your audience wants to see memorable brands that prioritize a seamless customer journey.
10. Harnessing the power of video
Did you know that more than 55% of people use YouTube to help them make purchasing decisions? Videos are a powerful medium for helping you increase conversions for your business.
Videos help you deliver a lot of information in a short period. Additionally, video is an engaging medium to use to share that information with your audience. You can present critical information to your audience in a fun and engaging way, which helps you boost conversions.
Expert insights from
Jackie R.Senior Conversion & UX Specialist
“AI is going to make video more accessible than ever for businesses. With that, it’s also going to be a more crowded ‘market’ for video, so it’s more important to have a well-researched video strategy to ensure you’re not throwing [money] away while you try to figure it out.”
What you can do about this CRO trend
If you want to take advantage of this CRO trend, start generating video ideas for your business. You can create multiple types of videos, from promotional to informational.
Once you’ve generated a list of video ideas, you’ll want to start planning how to develop the video. What information do you need to include? What’s your goal? These are all questions you’ll want to answer before shooting your video.
When you’re ready to shoot your video, keep in mind that you don’t need fancy video equipment to film a high-quality video. Many of today’s smartphones have high-quality cameras that will suffice for making your videos.
You can also use AI to help you generate ideas, write scripts, and even create full videos for your website and social media. While you should use these tools with detailed oversight, they can help you add more video without adding on a lot of work.
Once you create and edit your videos, be sure to share them through different channels your business uses, like email and social media.
11. Using CRO to support in-person events
CRO doesn’t always have to mean a purchase or a sale. Sometimes, the end goal might be to get more people in contact with your business to foster relationships with them. That’s where live events and networking come into play.
Trade shows and other in-person business events are back in full swing. These events let you connect with people face-to-face and make an impression on behalf of your company. CRO helps you get people interested in events and encourages them to sign up.
What you can do about this CRO trend
If you want to get more people attending your event, here’s how to do so:
Account-based marketing (ABM): With ABM, salespeople could flag interested prospects for the marketing team, helping them to invest in personalization strategies for post-event materials.
Page optimization: Event registration pages and post-event landing pages are huge opportunities for businesses to continue nurturing prospects.
Geofencing your audience:Geofencing opportunities drive qualified leads to your booth or website during and/or after an event. Pair this research with a promo or gift to stand out!
12. Unifying sales and marketing for end-to-end experiences
Another CRO trend in 2025 is unifying your sales and marketing to create an end-to-end experience for your users. This process helps everyone in your company understand where users are in the sales process, so you can target the information they receive.
“We’re seeing more of our clients taking advantage of end-to-end ROI reporting that connects marketing activities to revenue,” Jackie shares. “With that, I could see CRO activities reaching into the sales pipeline process in 2025.”
For example, if you know that someone is in discussion with the sales team and has recently closed with your team, you can personalize the website to show them messaging that improves their connection to your brand.
You can event implement more advanced personalization with 1:1 landing pages for high-value prospects. “This represents a fusion of CRO and sales to increase close rates for B2B businesses,” explains Jackie.
A CRM enables you to see where prospects are, improve your speed to lead, and deliver promotional materials that help them convert.
When you deliver the right information to prospects at the right time, you can improve your conversion rate more consistently.
What you can do about this CRO trend
If you want to take advantage of this CRO trend, start by looking at your sales funnel. Think about what prospects want most at each stage. Are they looking for information about a product, or do they want to see testimonials that will convince them to buy?
When you can identify what information will help prospects most, you can then create the content they need to move closer to converting.
Integrate your CRM into your marketing processes and automation tools to improve targeting, personalize the web experience, and drive more revenue for your business. If you don’t already have a CRM, you’ll want to find a CRM software like Nutshell to help you align your sales and marketing teams for success.
13. Fostering customer loyalty
In 2025 and beyond, CRO goes beyond conversions and initial purchases. Effective CRO strategies are ongoing techniques that foster loyalty among your customers to increase your customer lifetime value (CLV).
What you can do about this CRO trend
You can employ different tactics to retain your customers and keep them satisfied. Here are some tactics:
Thank-you and confirmation emails: Think of these emails as your initial conversation with a customer as you start your working relationship. You can use these messages to gather feedback from, and upsell or cross-sell among your customers.
Referral programs: Encourage your satisfied customers to refer their family or friends to your business by incentivizing every successful sale that they refer.
Loyalty programs: Reward your customers for their loyalty by offering a special membership and rewards each time they transact with you. When implemented well, this program can increase your customer satisfaction, leading to improved customer retention and CLV.
Grow your revenue with a team of CRO experts
CRO is an ongoing process to continuously improve your website to engage your audience and lead them to convert. If you need help with keeping up with the latest CRO trends and adapting your strategies, consider partnering with WebFX.
We’re a full-service digital marketing agency that has helped over 65 CRO clients optimize their websites and improve their ROI. Our team is excited to drive conversions and revenue for your business, too.
Craft a tailored online marketing strategy! Utilize our free Internet marketing calculator for a custom plan based on your location, reach, timeframe, and budget.
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View Post: Digital Marketing Trends 
Abbey is a digital marketer, copywriter, and lead editor. She has worked on over 200 client campaigns and WebFX, and she specializes in marketing strategy analysis and industry-specific digital marketing plans. Outside of writing and editing, you’ll likely find her taking pictures of her cat, making a new playlist, or tending to her houseplants.
