"We can only improve what we can measure."

- Lord Kelvin -

CRO stands for conversion rate optimization, and is the discipline that aims to improve your site's performance, understood as the ability to turn simple users into paying customers, and their purchases into more profitable sales (e.g., increasing the value of the average shopping cart). CRO wants to further the user experience, both by removing obstacles present along the buying process and by increasing the likelihood that users will perform the desired actions.