CRO is a series of processes and approaches to identify why certain users don’t convert on a site, landing page, form, etc.

 

CRO has two aspects: one based on facts and science, and another on heuristics.

 

Not everything CRO is scientific, as marketing follows proven laws about how our brains make decisions based on emotions, biases, and mental models rather than a rational sequence.

 

We employ heuristics to challenge why a group isn’t converting.

 

All this together, art and science create variants; maybe the tone of the text is off. Maybe the “colours are wrong” or the CTA’s are too low in the navigation. Maybe the story is wrong, the page is slow, or the mobile version is confusing.

 

All these questions, and many others, are examined using user recording software to determine what interests users. This technique helps firms focus more on customer needs and less on their own views and prejudices, which in turn improves client acquisition and retention.