The practice of improving the share of visitors who take the action you want, by changing pages, offers, forms and checkout, usually tested with experiments.
Example
Meera adds size-fit photos and a WhatsApp chat button to her product pages and tests them. If her conversion rate rises from 2% to 2.5% on the same 10,000 sessions, she gets 250 orders instead of 200 with no extra ad spend.
How you'll hear it
“Before we buy more traffic, let's do some CRO on the checkout.”
Don't confuse it with
- Conversion rate: the number; CRO is the work to improve it.
- Landing page design: one part of CRO.
Related terms
Want to use this at work? AI-led PPC Excellence is aFactor's 16-week program for paid ads.
Sources
- Conversion rate optimization, Optimizely Optimization Glossary