This unit describes the skills and knowledge required to plan, implement and manage social media conversion rate optimisation (CRO) to increase an organisation’s ability to convert online traffic into leads or customers. It requires the ability to write persuasive copy, design high-converting landing pages, conduct A/B testing, apply retargeting strategies, and build email campaigns that nurture prospects. It also includes the use of artificial intelligence (AI) tools for content creation, testing, and performance optimisation. This unit applies to individuals working in marketing roles who are solely or collaboratively responsible for managing social media conversion activities, including copywriting, web optimisation, advertising, and email marketing. No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.