Conversion rate optimization (CRO) is the process of optimizing your sponsored search ads, landing pages, and overall website design to raise your conversion rate. In other words, the goal is for the highest possible percentage of visitors to your site to convert, or complete your desired action.
CRO is not necessarily pigeonholed for E-commerce per se. Completing a desired action can be a number of things, such as a phone call, a lead submission form, exposure to additional content, etc. It could be signing up for an email newsletter, creating an account with a login and password, making a purchase, downloading your app, or something else entirely.
Whatever it is you want your visitors to do, this action is what you are going to measure and what you are looking to optimize. Coincidentally, that has a ton to do with the entire point of this thread. It's essentially using data and user feedback to improve the performance of your website. That is absolutely part of automotive marketing processes and strategy, call it what you will.
