Optimization typically involves a combination of personalization, analytics, and surveying; the aim is to get a greater understanding of your customers and find out what works, and equally, what doesn’t.
CRO will lower your customer acquisition costs by getting more value from the customers you already have. Your efforts will also see more people visiting your site and going on to convert.
Beyond this, your CRO efforts will allow you to get closer to your customers and understand them better. As you get to know your customers in more depth, your business will benefit enormously from the more data-driven decisions that you will be able to make.