Conversion Rate Optimization (CRO)

CRO is the commonly used abbreviation for conversion rate optimization and represents an ongoing commitment to improving user experience and conversion paths across websites, apps, and funnels. It leverages heatmaps, funnel analysis, A/B testing, and direct user feedback to identify behavior patterns and friction points.

Teams make targeted enhancements such as reorganizing content, improving form usability, refining headlines, or repositioning proof elements like testimonials near CTAs. These adjustments make it easier for users to take the action they already intend to take, rather than forcing decisions.

Across landing pages, pricing pages, onboarding flows, and product interfaces, CRO builds smoother, more intuitive paths to completion. Consistent CRO efforts improve conversion efficiency over time, reduce acquisition costs, and increase long-term customer value — making it a core growth discipline for digital-first businesses.