Conversion rate optimisation (CRO) is the systematic process of improving website or campaign performance by increasing the proportion of visitors who take a desired action. It blends psychology, design, and analytics to eliminate barriers to engagement.
In B2B, CRO focuses on aligning content and UX with buyer intent by testing variations of layout, copy, and offer hierarchy to understand what resonates with buyers. It’s a continuous practice that turns data into growth, ensuring every click or impression contributes to pipeline efficiency.