Conversion Rate Optimization (CRO) is systematically raising the share of users who take a desired action: buy, sign up, get in touch. It consists of testing and improving the page and the path so that the same traffic yields more results, usually through A/B testing and behaviour analysis such as heatmaps. It is often the cheapest route to growth: instead of buying more traffic, you make better use of what you already have. (Compare: A/B Testing, Landing Page, Heatmap)