Conversion Rate Optimization
Also called CRO
Conversion rate optimization: systematically improving the share of visitors who take a desired action, through testing copy, design, flow, and offers, rather than buying more traffic.
Why it matters
CRO grows results from the traffic you already have, which is far cheaper than acquiring more. A better-converting funnel also lowers your effective acquisition cost, making every channel more viable.
For example
Rather than buy more traffic, the team rewrites the signup page and adds testimonials, lifting conversion from 3 to 5 percent on the same visitors.
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Related terms
Also in Starting Up
See how founders actually handle this on Growing and marketing, part of the Starting Up hub.
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