What this is

CRO is not about increasing traffic.
It is about improving the decision process with the traffic and assets you already have.

Because traffic is never the problem.
Friction is.

How it works

• The conversion goal is clearly defined

• Behavioral and performance data is collected

• Data is analyzed to identify friction points

• Hypotheses are formulated based on observed behavior

• Variants of the existing page are designed

• Technical implementation follows

• A/B tests are executed

• Results are measured, validated and iterated

The outcome

Clear, data-driven insight into what should be changed, why it should be changed,
and what result that change is expected to produce —
with a clear explanation of why it leads to that outcome.