CRO Dictionary

CRO Dictionary

CRO (Conversion Rate Optimization) refers to the analysis and techniques used to improve the number of conversions that take place on a website, whether they are purchases, subscriptions, downloads, etc. Discover in our CRO dictionary the main concepts of this digital marketing technique.

Abandoned basket

In the field of e-commerce, an abandoned basket is usually referred to as the set of products associated with an order that has not been completed correctly. Abandoned baskets provide very valuable information for the optimization of the online store and if worked correctly can be transformed into sales. In an online purchase, the first […]

Anticipatory search

What are anticipatory searches The forward-looking searches are those used by users who are in the first stage of the conversion funnel – discovery – or those users whose level of knowledge of the market or the search engine is very primary and are therefore also at an early stage of investigation or discovery. Anticipatory […]

Behavioral segmentation

What is behavioral segmentation? Behavioral segmentation refers to the practice of targeting and serving ads or displaying personalized content to groups of people who show similarities not only in their location, gender or age, but also in the way they act and react in their online environment. Controlled and segmented behaviors include the areas of the […]

Bounce rate

We usually refer to the absence of the expected response from the user to an online marketing action as a bounce. In e-mail marketing, bounces are those advertising e-mails that have not been accepted by the server, often because they have been identified as spam. In content analysis, we call bounce rate the percentage of users […]

Click-through rate (CTR)

The CTR, Click-through rate, is the percentage of users who clicked on a link or an ad with a link. It is usually one of the most important performance indicators in online advertising campaigns. CTR is one of the most important performance indicators in online advertising campaigns. This indicator is calculated by dividing the total […]

Confianza Online

Confianza Online is an Spanish association created in 2003 by Autocontrol and Adigital whose purpose is to give confidence to users when they make purchases on the Internet or browse websites. To this end, a seal is used that is displayed on those websites that have been evaluated and have passed an analysis of more […]


What is conversion We can define this term as those steps taken by the user on a specific website that generate value for the company: purchase, subscription, registration, registration, download, reservation, request for contact, request for quotation… These actions must be defined in any company’s marketing strategy. It is essential to know what will allow […]

Conversion funnel

The conversion funnel represents the behavior of our target from arrival to conversion. Discover its phases and how to optimize it.

Conversion Rate Optimization (CRO)

CRO (Conversion Rate Optimization) is the professional activity that deals with the analysis and continuous improvement of the conversion rate of a website. Its objective is to persuade as many users as possible to execute the action or actions we have set as objectives. Depending on the business, the website may have different objectives. For […]

Cost per acquisition (CPA)

Cost per acquisition or CPA is the total cost invested in promoting a website to achieve a sale. In online advertising, it is usually the most advantageous system for the advertiser, more so than other models such as CPC or CPM, because only one cost is borne for each sale made. The cost per acquisition […]


Cross-selling is a technique used in online stores to encourage the user to increase the number of products in their shopping cart and therefore increase the average order value. It consists of offering complementary products in the moments prior to the completion of the purchase and success will depend on the products offered, when they […]


Dropshipping is an e-commerce model where the online store does not have stock of the products offered. At the moment a purchase is made, the online store manager issues a request to the product supplier to ship the item to the end customer. This business model is a common entry into e-commerce for entrepreneurs because […]

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Purchase decision

What is the purchase decision? The purchase decision process comprises the different stages that a user goes through from the consideration of a need to the purchase of a product or service. Among the target audience of a website or business, there can and usually are multiple profiles with: Different needs. Different purchase motivations. Different […]

Seasonal search

Seasonal searches are those term queries that have temporal fluctuations that are repeated in a similar way each year and usually coincide with seasons or dates. The most obvious examples are the searches related to summer and winter vacations, and the most deeply rooted cultural and commercial holidays in each country. In Spain, these could […]


The upselling applied to online stores consists of the execution of techniques that favor the user to end up buying products of a higher amount than he had initially considered. Not to be confused with cross-selling, another strategy consisting of cross-selling complementary products. In the online shopping process there are two key places where up-selling […]