CRO (Conversion Rate Optimization)
The systematic discipline of increasing the percentage of website visitors who become leads or customers.
Conversion Rate Optimization (CRO) is the practice of improving website conversion rate through hypothesis-driven testing of page elements: headlines, CTAs, form fields, trust signals, social proof, page speed. CRO programs typically lift contractor conversion rates by 40-150% over 60-90 days.
CRO is the cheapest form of growth — you don't need more traffic, you need more out of the traffic you have.
Shortening a contractor contact form from 8 fields to 3 typically lifts submission rate by 50-100%.
Conversion Rate
The percentage of website visitors who take a desired action (call, form submission, booking).
A/B Testing (Split Testing)
Comparing two versions of a page or element by showing each to a random portion of traffic and measuring which performs better.
Trust Signals
Visual elements that increase visitor confidence in a business — reviews, certifications, badges, guarantees, social proof.
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