What is CRO (Conversion Rate Optimization)?
Systematically improving the percentage of visitors who convert.
Definition
CRO is the systematic process of increasing the percentage of website visitors who complete a desired action. It combines data analysis, user behavior research (heatmaps, session recordings), hypothesis formation, and A/B testing. CRO focuses on removing friction from the conversion path: simplifying forms, improving page speed, strengthening CTAs, adding trust signals, and optimizing checkout flows. Even small CRO improvements compound significantly — a 1% conversion rate increase on 100,000 monthly visitors means 1,000 more conversions.
Example
A brand's CRO audit reveals that 60% of users abandon at the shipping cost reveal. They test showing shipping costs earlier and offering free shipping over $50. The change lifts conversion rate from 2.8% to 3.6%.
Related Terms
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