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Glossary·
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CRO (conversion rate optimisation)
Systematic work on the share of visitors who complete the action that matters — signing up, paying, submitting a brief — using data rather than redesign instinct.
Why it matters
It is usually the cheapest growth available: doubling conversion has the same effect as doubling traffic, without doubling the acquisition budget.
How we approach it
We find where people actually drop out before changing anything, fix the measurable causes — load time, form friction, unclear pricing — and verify each change against the funnel.
