Conversion Rate Optimization (CRO) is the process of improving your website or landing pages to get more visitors to take a desired action — like signing up for a demo, downloading a guide, or making a purchase. Instead of just driving more traffic, CRO helps you get more value from the traffic you already have.

It’s about identifying what’s getting in the way of conversions and testing changes to fix it — from headlines and CTAs to layout and load times. The best CRO strategies are rooted in user behavior, analytics, and ongoing experimentation.

CRO matters because:

  • More conversions = better ROI from your marketing spend.
  • Small tweaks can lead to big gains.
  • It helps align your website with your customer’s real needs and intent.

Example:

Say your SaaS landing page gets a lot of traffic but few signups. Through CRO, you discover the form is too long and the value proposition isn’t clear. You shorten the form, rework the headline, and add testimonials — and your signup rate doubles.

Other terms

Call-to-Action (CTA)

A Call-to-Action (CTA) is a prompt that encourages your audience to take a specific next step — like clicking a button, filling out a form, booking a demo, or downloading a resource. CTAs guide users through the buyer journey and help turn passive visitors into engaged prospects or customers. A good CTA is clear, action-oriented, …

Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV), also called LTV, estimates the total revenue a business can expect from a single customer over the entire duration of their relationship. It’s not just about what a customer buys today — it’s about what they’ll spend across months or years if they stay loyal. For companies with recurring revenue models …

Customer Acquisition Cost (CAC)

Discover the essentials of Customer Acquisition Cost (CAC) in our comprehensive B2B SaaS marketing glossary.

Competitor Gap Analysis

Unlock the secrets of B2B SaaS marketing with our comprehensive glossary on competitor gap analysis.

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