CRO (Conversion Rate Optimization) is the process of improving (or optimizing) the percentage of conversions from a website or mobile app. CRO typically starts from generating improvement ideas on your platform and then validating those hypotheses through various A/B testing and analysis. As you exhaust and test every idea and hypothesis for improvement, no matter how small it is like the color of your Call-To-Action (CTA) button, you should come closer to fully optimizing the conversion rate on your platform. This is absolutely crucial in trying to improve your sign-up form or shopping cart in e-commerce products.