What is CRO?

Conversion Rate Optimisation (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — filling in a form, making a purchase, booking a call. It combines quantitative analysis (analytics, heatmaps, funnel tracking) with qualitative research (user testing, surveys) to identify friction in the user journey and test improvements. For SMBs, CRO is often more cost-effective than increasing ad spend. Rather than paying for more traffic, you extract more value from existing traffic. Even a 1% improvement in conversion rate across a high-traffic page can generate significant additional revenue without increasing the marketing budget.