CRO has a lot of moving parts. Here’s what they all mean: Call to action (CTA): Tell your visitors exactly what to do next. Conversion funnel: This is the series of steps that someone has to take in your site in order to complete the primary goal of your site. A/B testing: A common practice to verify conversion improvements. Two (or more) versions of your site are shown to visitors. Conversion rates are measured on each version to see which one is most effective. Multivariate testing (MVT): A version of A/B testing that tests multiple variables at a time. Usability: A set of best practices and processes for making your site more user-friendly. Often, this increases conversions by removing friction in your site. Customer development: Tools and processes for understanding your customers better. When you deeply understand your customers, it’s a lot easier to design websites that convert a larger percentage of your visitors. User recordings: A tool that records users as they move through your site. Gives lot of feedback on where people get stuck and where they really want to go. It’s a great source of ideas for increasing conversions. Analytics: tools for measuring visitors and users. Measurement is a key piece of improving conversion rates. Heatmaps: A type of report that shows where people click on a page using “hot” and “cold” colors. It’s a great tool for coming up with ideas to improve conversions.