# CRO & Conversion

> The cheapest way to grow a site’s results — sales or leads — isn’t buying more traffic: it’s converting better what you already have. That’s what CRO means, and it holds identically for an ecommerce store, B2B lead generation or a B2C quote request: data, hypotheses, tests, UX.

## How I got here

Conversion is the single thread of my career. Ecommerce since 2008 — Magento, product and category pages, the same topics I brought to #SEOCMS — and then increasingly CRO beyond ecommerce: B2C and B2B lead generation, funnels, forms, landing pages, lead qualification. Two worlds, same laws: understand why someone postpones a decision and remove that reason.

## What I believe

- **A conversion is a decision: your job is to remove the reasons to postpone it.** True for a cart and for a contact form alike.
- **An A/B test without a hypothesis is a lottery.** If you don’t know what you expect and why, the result teaches you nothing.
- **In B2B, conversion doesn’t end at the form: a wrong lead is a cost, not a result.** Optimising for lead volume without looking at quality moves the problem, it doesn’t solve it.
- **The product page is the most underrated page on the web.** Its lead-gen equivalent is the landing page that talks about you instead of the customer’s problem.
- **Speed is a sales feature, not a technicality.** Every second of wait on mobile is a cart going cold.

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Simone Bussoni — Co-founder & Digital Strategist, 56K Agency.