CRO (Conversion Rate Optimization)

Unlike a redesign "because it should look nicer," CRO is a data-driven process: auditing the flow, identifying specific points of friction, and measuring the impact of each change. The goal is not a prettier website, but measurably more orders or enquiries from the same traffic.

Typical points of friction: a long or untrustworthy form, slow loading (see Core Web Vitals), missing information the customer needs before deciding, poor readability on mobile. Each of them has a measurable impact that can be quantified with the same model as the loss calculator.

CRO is not a one-off project but audit + optimization + measurement - this website names exactly this process as three phases (audit, optimization, measurement). Without measuring after the change, CRO is just guessing with a nicer design.