CRO is the systematic process of increasing the percentage of website visitors who complete a desired action - a purchase, lead form submission, call, or sign-up. If your site currently converts 1% of visitors and you spend ₹50,000/month on ads, doubling the conversion rate to 2% doubles revenue without changing ad spend. CRO works by diagnosing friction in the user journey through heatmaps, session recordings, and form analytics, then testing changes to remove those frictions. CRO is fundamentally a UI/UX design discipline - the best CRO wins come from improving navigation clarity, reducing visual clutter, and making the call-to-action unmissable on mobile.