CRO is the process of testing elements of your website, like product pages, checkout, and CTAs, to increase the percentage of visitors who take a desired action, such as making a purchase. It follows agile principles: small, continuous improvements rather than one big redesign, so results compound over time.

Paid ads get more expensive as competition rises, and they only address one side of growth: traffic. CRO improves what happens after someone clicks, so you earn more revenue from the visitors and contacts you already have. It's how you increase revenue per visitor without increasing acquisition spend.

The average eCommerce conversion rate is only around 1-2%, meaning most brands lose up to 98% of their visitors before they convert. That gap is exactly what CRO is designed to close. There's no universal "good" benchmark since it varies by brand and audience, which is why testing matters more than copying best practices.

No. A CRO sprint runs on clear roles, strategy, UX, design, programming, copywriting, but one person can own multiple roles as long as responsibilities are clear. The framework is built to scale to your resources, not the other way around.