Why it matters to a buyer
More traffic is only worth paying for if the site turns it into enquiries or sales. CRO works on the visitors you already have, so an improvement applies to every visit from every channel, paid and organic. For a buyer it is often the cheaper lever: a page that doubles its conversion rate delivers the same result as doubling its traffic, and it usually takes less time to find out whether it worked.
How it is measured or applied
CRO starts with research rather than guesses: analytics to find where visitors drop out, recordings and heatmaps to see what they do on the page, and user feedback to hear why. Each finding becomes a hypothesis about a change. Where traffic is high enough, the change is tested against the original in an A/B test and kept only if it wins by a statistically meaningful margin. Where traffic is too low to test, clear fixes are shipped and watched. It is measured as the conversion rate of each page or step, and as the revenue or leads that follow.
Sources
- Conversion Rate: Definition as used in UX and web analytics, Nielsen Norman Group
