# Conversion rate optimization

Concept · [Business and metrics](https://ecosystem.samcarlton.com/business)

Also called: CRO, conversion rate, conversion optimization, A/B testing, A/B test

Improving a website or app so a larger share of visitors take the action you want, such as signing up or buying, often by [testing](https://ecosystem.samcarlton.com/testing) changes against each other.

**For example:** A store tests a shorter checkout form and sees more visitors finish their purchase.

## Connects to (6)

- [Call to action](https://ecosystem.samcarlton.com/call-to-action): The one next step a page, email or ad asks the reader to take, such as 'Book a demo' or 'Start free trial'.
- [Sales funnel](https://ecosystem.samcarlton.com/sales-funnel): The stages people move through from first hearing about a product to buying it.
- [UX / UI](https://ecosystem.samcarlton.com/ux-ui): UI, the user interface, is what people see and tap on the screen.
- [Onboarding](https://ecosystem.samcarlton.com/onboarding): The first steps a new user takes in a product: signing up, setting it up and learning enough to get value from it.
- [Retargeting](https://ecosystem.samcarlton.com/retargeting): Showing ads to people who already visited your site or used your app, to bring them back.
- [Virtual try-on](https://ecosystem.samcarlton.com/virtual-try-on): Showing how clothing, glasses or makeup would look on a person by generating or overlaying an image, so shoppers can preview items before…

Map view: https://ecosystem.samcarlton.com/conversion-rate-optimization