MARKETING
CRO
Conversion Rate Optimisation, the practice of improving the percentage of site visitors who complete the desired action (purchase, signup, enquiry), typically through testing and iteration.
The big lie of CRO content is that small UI tweaks move conversion rate. They occasionally do; mostly they don't. The biggest gains come from clarifying the offer, removing friction in checkout, and matching the landing page to the ad creative.
Real CRO is harder than A/B testing button colours. It's understanding what the visitor came for, whether the page delivers on it, and what specifically is blocking them from acting.
We run CRO alongside paid and retention work because it compounds with both. As a one-off it tends to under-deliver.
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