The CRO Glossary

Conversion is more than a buzzword. It’s the key to any successful marketing campaign. Turning qualified leads into happy customers is hard work, but it doesn’t have to be so complicated. These are the terms, tips and insights you need to convert.

Select the letter(s) and explore the key concepts behind Conversion Rate Optimisation.

A/B testing

A/B testing lets you test changes on a web page against the current design, to see if the changes produce a better conversion. It’s a way to check changes before making them permanent.


Bounce rate

The percentage of visitors who exit your site after viewing one page (the page they entered on).

Buyer/Customer personas

A personal, relatable representation of your customer segment. A buyer persona describes not just demographics, but what the customer values, what motivates them, and what frustrates them.


Community testing/Usability testing

A way of testing the usability of your product/site by having representative users perform certain tasks, and looking for problems and determining user satisfaction.

Content Management System (CMS)

A system used to manage the content of a website. WordPress is arguably the best-known example.


When a person responds to your call to action. This could be buying a product, submitting an enquiry, following you on social media, watching a video… the list is endless.

Conversion Rate Optimisation

The process of improving your website using A/B or multivariate testing to create a better experience for users and a higher proportion of visitors who convert into customers or leads.



Friction is what slows or stops your visitors converting. Reducing friction is one of the best ways to increase conversion. It usually involves reducing time or hassle for the user. Reducing the number of fields in a form is one example of how to reduce friction.


Key Performance Indicator (KPI)

A way to define and measure performance towards your goals. KPIs can be both financial and non-financial.


Landing page

A standalone web page that has a single conversion goal. Commonly used in conjunction with PPC advertising and other campaigns.


Measurement Plan

Within Google Analytics, this involves setting Key Performance Indicators (KPIs), deciding how you want to segment your data, then setting up the required tags that can then be coded into your website and used for ongoing reporting.


Pay-per-click (PPC)

An internet advertising model where you pay the publisher when your ad is clicked. Google Adwords is the most commonly-known example of PPC.


Search engine marketing (SEO)

What you do to increase the visitors to your website by ranking highly on search engines (often known as organic search).


ROI – Return on Investment.

In the context of conversion optimisation, it’s the profitability of your return on investing in different marketing campaigns and channels. A high ROI means better profitability.



User Experience Design. Improving how a user feels when interacting with your digital product. It’s about designing with data to improve usefulness, ease of use, attractiveness and engagement of your site or app.