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Conversion rate 

Percentage of site visitors that 

perform a particular action such as making a purchase.

Conversion rate optimisation (CRO) 

Improving 

the commercial returns from a transactional site 

through increasing conversion to key goals such as sales, 

quotes or bookings or leads. CRO combines customer 

and competitor research with evaluation of customer 

behaviour using web analytics and AB and multivariate 

testing. (See Chapter 12 for details.)

Cookies 

Cookies are small text files stored on an  end- 

 user’s computer to enable websites to identity them.