CRO (conversion rate optimisation)
DefinitionGrowth
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.
Evidence from the library
Rally the team around creative efficiency metrics rather than in-platform conversionsPrinciple+29% / +86%Adding radio and OOH lifted Meta CTR by 86% at stable spendCase1% / 15%Advertising conversion rates - about 1% typically, 15% at best - have not changed in 100 years despite a century of advances in creativity, targeting and testing.StatTotal ROI judges a channel, marginal ROI decides where the next euro goesPrinciple+5pp awareness = +5pp Share of SearchAt low awareness, brand growth converts into search demand roughly one for oneStat
Source
Marketing Definitions
standard digital marketing practice
More from this source
DefinitionCustomer acquisition cost (CAC)DefinitionCustomer lifetime value (LTV)DefinitionLTV:CAC ratioDefinitionROASDefinitionMER (marketing efficiency ratio)DefinitionConversion rateDefinitionClick-through rate (CTR)DefinitionCPMDefinitionHook rateDefinitionHold rateDefinitionChurn rateDefinitionCreative fatigue