Conversion Rate Optimization (CRO)

What is CRO?

Conversion Rate Optimisation is the systematic process of increasing the percentage of website visitors who take a desired action — whether that’s making a purchase, filling out a form, or signing up for a trial.

What CRO professionals do

• Analyse user behaviour with heatmaps, session recordings, and funnel analysis
• Identify friction points and hypothesis for A/B tests
• Design and run controlled experiments using tools like Optimizely or VWO
• Implement winning variants and iterate continuously

When to hire a CRO specialist

If you have a meaningful volume of traffic but a conversion rate below industry benchmarks, CRO is the highest-leverage investment you can make — it multiplies the ROI of every other channel.