Funnel & Conversion

Conversion Rate Optimization (CRO)

Also: CRO

The practice of systematically increasing the share of visitors who take a desired action, through testing and removing friction, rather than just buying more traffic.

Why it matters

Improving conversion makes every other channel more efficient: the same traffic yields more pipeline. It is often cheaper to convert more of the visitors you have than to acquire more.

What good looks like

Mature CRO is hypothesis-driven: it identifies where the funnel leaks, tests specific changes, and measures lift against a control, rather than redesigning on opinion.

Related terms

Conversion RateLanding PageForm ConversionA/B Testing
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