CRO (conversion rate optimisation)
The systematic practice of raising the share of visitors who act - through testing changes to pages, flows, copy and offers. Compounds quietly: a relative 10% lift in conversion is worth the same as 10% more traffic, at none of the media cost.
Where it's used
Used on landing pages, checkouts and signup flows. Good when traffic is expensive and small improvements affect every future visitor.
How to calculate it
Extra orders = Visitors × (New conversion rate - Old conversion rate)
Worked example
Illustrative numbersA site gets 100,000 visitors a month, converts 2% of them, and pays $1 per visit from ads. A test lifts conversion to 2.2%.
Extra orders a month
100,000 visitors × (2.2% - 2%) = 200
Visitors you would need to buy instead
200 orders ÷ 2% = 10,000
What those visitors would cost
10,000 visitors × $1 = $10,000
What it tells you
A 10% lift saves $10,000 of media every month for as long as it lasts, which is why testing can beat buying more clicks.