You've probably heard of SEO, SEM, and ASO before. Nevertheless, it is possible that another acronym has escaped your digital marketing activity: CRO.
Because acquisition often rhymes with "Ads". The competitive intensity on platforms like Google and Facebook pushes the prices up. Even if the costs vary depending on the industry, it is difficult today to rank on Google, for example, without a substantial budget.
This is where CRO comes to play. The conversion rate is the ratio between the number of conversions and the traffic generated on your site. This rate can be calculated at a micro-level (certain specific pages) or at a macro-level (global conversion rate).
The goal is to work on the existing audience in order to optimise its efficiency in converting. In this way, you rationalise your costs, and you invest in a long-term and more data-driven process by understanding your digital customer journey.