Growth and conversion
Conversion rate optimization (CRO)
Also called CRO
Conversion rate optimization (CRO) is the practice of increasing the share of visitors who take a valuable action, such as booking a demo or starting a trial, by testing and improving pages, offers and forms.
How CRO works
- Measure where visitors drop off, with analytics and session recordings.
- Form a hypothesis: what change could fix it, and why.
- Test the change, ideally with an A/B test when there is enough traffic.
- Keep what wins, then move to the next biggest drop-off.
Where SaaS companies usually gain the most
- The first screen of the homepage: what you do, for whom, and the next step.
- Pricing pages that answer the questions buyers bring.
- Shorter demo and trial forms.
- Landing pages that match the promise of each ad.
Frequently asked questions
A/B tests need enough conversions to reach a reliable result. With little traffic, start with clear fixes based on research and user feedback instead.
They work together. SEO brings visitors; CRO turns more of them into leads and customers.