Conversion Rate Optimization (CRO)

What is conversion rate optimization?

Conversion rate optimization (CRO) is the practice of improving the percentage of visitors who complete a desired action, such as making a purchase.

CRO focuses on user experience, clarity, and reducing friction throughout the buying journey.

Why CRO matters for small brands

For small brands, improving conversion often has a greater impact than increasing traffic. Small changes can significantly affect revenue without increasing acquisition spend.

When you should care (and when you shouldn’t)

CRO matters most when:

• Traffic is consistent

• Bottlenecks are clear

• Changes can be measured

It matters less when:

• Traffic is very low

• Core positioning is unclear

• Operational issues dominate outcomes

How CRO is typically approached

CRO commonly involves:

• Improving product pages

• Reducing checkout friction

• Clarifying messaging and value propositions

Effective CRO is iterative, not one-time.

Common mistakes or misconceptions

• Copying best practices without context

• Making too many changes at once

• Expecting tools alone to drive improvements

Frequently Asked Questions

What is CRO in ecommerce?
CRO focuses on improving the percentage of visitors who complete actions like purchasing or subscribing.

Is CRO more important than driving traffic?
For many small brands, improving conversion has a larger impact than increasing traffic.

Why do CRO efforts often fail?
They fail when changes are made without enough traffic, clear hypotheses, or measurement discipline.