B2B conversion rate optimization (CRO) is the systematic process of increasing the percentage of prospects who take a desired action, often on a B2B website or landing page. The desired action is typically filling out a form, downloading a gated resource, or completing a purchase.

Imagine you’re at a busy trade show, where every conversation could lead to a big sale. B2B CRO is like working toward having the best pitch at the show, fine-tuned through every interaction to maximize the impact and returns.

It isn’t just about making minor changes; it’s about deeply understanding what drives and motivates your prospects, and then crafting experiences that speak to those motivations.

Whether you’re focused on improving the visitor experience on your sales pages, personalizing your interactions, or simplifying the path to conversion, every tweak and every CRO test aims to make your “digital trade show booth” as compelling as possible.

The formula for calculating conversion rate is quite simple in practice, but you’ll first need to decide which elements will make up each variable in the formula.

First, here’s the formula:

Put simply, it’s your success rate of a given action.

On a landing page: CR = Form submissions / landing page visits

At a conference booth: CR = Badge scans / booth visitors

On a product page: CR = purchases completed / product page visits