Glossary
CRO
Raising the share of visitors who convert, by testing changes to the page or the funnel: headlines, forms, offers, page speed. Done with split tests, one change at a time.
Also called: conversion rate optimization.
In affiliate funnels CRO happens on the pre-lander and the lander: the angle, the proof, the length of the form, the position of the CTA, the load time on a cheap phone. Small changes move a lot when a page gets thousands of visits a day.
The tool is the split test. The discipline is not to believe a winner until it has enough conversions to be a winner.
Related terms: Conversion rate, Split test, Landing page, Pre-lander.