CRO is conversion rate optimization, the discipline of improving the percentage of users who complete important actions.
It matters because more traffic is not always the answer. CRO and lead generation terms help teams improve the path from visitor to qualified opportunity, often producing more revenue from the same audience.
Example
Example: A CRO test might compare a long form against a shorter form with the same offer. The winning version should be judged by qualified leads, not just total submissions.