Conversion rate optimization (CRO)
Definition
Conversion rate optimization (CRO) is the step-by-step improvement of a web shop so more visitors actually order, request a quote, or create an account. In B2B, this isn't just about more sales, but also fewer phone calls and manual quotes.
Small changes, measurable effect
CRO tests concrete changes: a clearer call to action, fewer steps in the checkout process, or a visible price instead of "request a quote".
B2B conversion differs from B2C
A business buyer often compares several suppliers, needs sign-off from a colleague, and rarely decides on impulse. CRO for B2B therefore focuses on trust and ease: clear pricing, fast quotes, a reorder button.
Practical example
A wholesaler adds "reorder" buttons to past orders. Customers who used to call to repeat the same order now do it in two clicks.
Related terms
Start with the basics.
Build from there.
Fonda Basic is free and immediately gives you a central place for all your product data and digital assets. You can take the step to a complete B2B webshop with customer-specific prices when you are ready.
Specifically built for B2B SMEs with 20–300 employees · Support based in Ghent