CRO is one of the most popular acronyms in growth marketing, right after CAC or LTV. But it’s a field so broad and complex that it’s often reduced simply to A/B testing. This post demonstrates the breadth of the conversion rate optimization process and takes us through the steps involved in analyzing and optimizing conversions. And if you want additional proof that shows CRO is not just about complex testing, you’ll see how one simple error message update brought a business 30 000 pounds ($42 000) in lost sales daily.