This document discusses conversion rate optimization (CRO) and provides examples from case studies. CRO focuses on monetizing existing website traffic by improving conversions. It involves analyzing user behavior, testing page elements like layout and copy, and using tools to track metrics like form submissions and drop-off points. Case studies show testing a quote form and redesigning a "Best Sellers" section led to 23% and 20% increases in conversions respectively. The document emphasizes testing variables and evaluating results to continuously optimize conversions.