05. CRO or Conversion Rate Optimisation can be defined as the process by which products are optimised. Obviously the main objective is to improve our return on investment (ROI) but not only that, it also aims to: Reduce the cost of acquisition per customer. When we keep the marketing budget the same but manage to generate more customers, the acquisition cost per customer is reduced. Increasing profits each month allows us to reinvest more in our strategy to continue to grow.