Conversion rate optimization (CRO) – is a systematic way to convert browsers into action takers. It is important because it allows you to lower your customer acquisition costs by getting more value from the visitors and users you already have.

By optimizing your conversion rate you can increase revenue per visitor, acquire more customers, and grow your business.

CRO typically involves generating ideas for elements on your site or app that can be improved and then validating those hypotheses through A/B testing and multivariate testing.