Good Riddance CRO

Hi folks. Sara here. Principal at Command C. Writing to say that I am officially abandoning the phrase”conversion rate optimization” (CRO). This phrase has been bugging me for a long time. The phrase is inherently misleading– it’s unlikely any store owner’s only focus is conversion rate. 

“Conversion Rate Optimization” encourages a narrow focus on one metric, often at the expense of the bigger picture. Optimizing for conversion rates alone is like celebrating a packed restaurant without caring whether the food is good or the customers will come back. In ecommerce, that’s a recipe for short-term wins but long-term failure. It’s time to rethink this outdated term and the mindset it represents. 

Here’s why “CRO” is broken—and what we should be focusing on instead.

1. Conversion Rate Isn’t the Only Metric That Matters
   Focusing solely on conversion rate ignores the broader context of ecommerce success. A high conversion rate doesn’t mean much if your average order value (AOV) is low, customer lifetime value (CLV) is stagnant, or your margins are razor-thin. For example:

• A flash sale might spike conversion rates, but it could harm brand perception or profitability.
• Offering steep discounts might bring in customers who never return, tanking CLV.

True optimization considers a balanced ecosystem of metrics, not just conversions.

2. CRO Often Ignores Customer Experience
   Optimizing for conversion rate can lead to tactics that feel manipulative or frustrating for customers, like aggressive pop-ups, countdown timers, or misleading messaging. These tricks might improve short-term metrics but can harm your brand and customer loyalty in the long run. Prioritizing customer experience over gimmicks builds trust and sustainable growth.
3. It’s Too Focused on the Bottom of the Funnel
   “Conversion rate optimization” tends to focus only on the final stages of the customer journey, neglecting the top and middle of the funnel. There are likely optimization opportunities off your site (improving email automations, making your social media more shoppable), but CRO’s focus on the bottom of the funnel can mean you might overlook them. What about:

• Attracting higher-quality traffic?
• Nurturing leads who aren’t quite ready to buy?
• Educating first-time visitors to improve engagement?

An optimized ecommerce site needs a holistic approach that accounts for every stage of the customer journey—not just closing the sale. 

4. It Encourages Siloed Thinking
   By calling it “CRO,” teams often separate optimization work from other critical areas like branding, product development, or marketing strategy. But ecommerce doesn’t work in silos. A truly optimized ecommerce experience requires cross-functional collaboration to align design, tech, marketing, and data. Without this integration, even the best “conversion rate” hacks will fall flat.
5. It Misses the Bigger Picture of Profitability
   Would you rather sell 1,000 items with a slim profit margin or 800 items with a healthy margin and higher CLV? The focus on conversion rate often blinds teams to these nuanced trade-offs. Growth is about maximizing profitability and sustainability—not just increasing conversions at all costs.

What Should We Call It Instead?

Rather than “conversion rate optimization,” we should be talking about customer experience optimization or profitability optimization or even simply, conversion optimization. These approaches emphasize:

• Balancing metrics like CLV, AOV, and customer satisfaction.
• Improving the overall shopping experience.
• Building long-term loyalty and sustainable growth.

The obsession with “CRO” is a relic of a metrics-obsessed mindset that prioritizes quantity over quality, and short-term wins over long-term sustainability. Let’s focus on strategies that truly optimize for growth, profitability, and customer happiness. Because when you zoom out and think holistically, conversion rate is just one small piece of the puzzle—and a dangerous one to over-prioritize.

It’s time to retire the term “conversion rate optimization” and the narrow thinking it perpetuates. At our agency, we’re officially renaming it—and reframing the way we approach it—as “conversion optimization.” This isn’t just a semantic shift; it’s a mindset shift. Conversion optimization means looking beyond a single metric to holistically improve the customer journey, drive sustainable growth, and balance profitability with long-term customer loyalty. Let’s stop chasing conversion rates and start optimizing for what really matters.