CRO(CRO)
Conversion and UX
Conversion and UX
CRO is conversion rate optimisation: getting more out of the traffic you already have through research and experiments.
The cycle is always the same: find where visitors drop off (data), understand why (user research, recordings, customer calls), design a change, measure whether it really performs better, and record the outcome.
CRO is often cheaper than buying more traffic. Going from 1.5% to 2% conversion is 33% more enquiries without a euro of extra ad budget.
In practice
Testing on a page with too few visitors produces noise. Below a few hundred conversions a month, choose reasoned improvements over A/B tests.
Related terms
- ConversionA conversion is an action you defined as valuable: an enquiry, purchase, download or phone call. The conversion rate is the share of visitors who take it.
- A/B testIn an A/B test you show two versions of a page or element to comparable groups of visitors and measure which performs better on one predefined goal.
- HeatmapA heatmap uses colour to show where visitors click, move and how far they scroll on a page.
- Landing pageA landing page is where a visitor arrives from an ad, email or search result, focused on one question and one action.