Glossary
Conversion Rate Optimization (CRO)
Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of website visitors who complete a desired action (purchase, signup, form submission, call). CRO combines quantitative data (analytics, heatmaps, session recordings) with qualitative research (user testing, surveys) and experimentation (A/B testing, multivariate testing) to remove friction and improve conversion paths. In 2026, AI-powered CRO tools automatically surface winning variants and implement them without developer involvement, accelerating the test-learn-deploy cycle.