# CRO

CRO is the work of getting more of the people who already visit your website to order, call or get in touch.

Source: https://ibenta.no/en/glossary/cro
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

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CRO stands for conversion rate optimisation. Instead of attracting more visitors, you get more out of the ones you have. That can mean shortening the form, moving the phone number up, writing a clearer headline or showing the price where people look for it.

## Same traffic, more customers

The maths is simple. If you have 1,000 visits a month and 1 percent become customers, you get 10 customers. Raise your [conversion rate](/en/glossary/conversion-rate) to 2 percent, and you get 20 customers without spending a krone more on ads. Every ad click becomes worth more.

If you have enough traffic, you can test changes against each other with [A/B testing](/en/glossary/ab-testing). With little traffic, it usually pays more to fix the obvious mistakes first.

## What you can do today

Open your website on your phone and try to order or get in touch, as if you were a new customer. Count how many taps it takes, and notice where you hesitate or have to search. Each of those spots is a candidate for improvement. We have written about [the simple steps that actually work](/en/blog/conversion-optimisation-simple-steps-2020).