It seems as if the modern world of online marketing is laden with a veritable “alphabet soup” of acronyms and technical terms. SEO, CRM, B2B and B2C represent a handful of examples. One lesser-known concept is known as conversion rate optimisation. Otherwise referred to as CRO, this notion will have a profound impact upon the success of any e-commerce portal. Let us take an in-depth look at the principles behind CRO as well as its applications in order to appreciate its relationship with online sales solutions in general.