CRO (Conversion Rate Optimization)

Category: Growth

The systematic practice of increasing the percentage of visitors who take a desired action.

CRO is the operating system that turns traffic into revenue. It combines quantitative analytics (funnels, heatmaps, session recordings) with qualitative research (user interviews, on-page surveys) to form hypotheses, then validates them with controlled experiments. Great CRO teams ship 4 to 8 tests a month and treat losses as data, not failure.

Related terms

• A/B Test
• Funnel

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.