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What CRO KPIs actually are
The CRO KPIs that actually matter
Revenue and conversion KPIs
Funnel KPIs
Lead quality and post-conversion KPIs
Engagement metrics to use carefully
How to choose the right CRO KPI for a test or initiative
This should be a clear framework.
Start with the business goal
Examples:
- increase revenue
- increase qualified demos
- improve onboarding completion
- reduce abandonment
Pick one primary KPI
Avoid trying to “win” on everything at once. This aligns with Invesp’s own advice on focusing goals.
Add 2–4 diagnostic KPIs
So you can explain movement.
Add 1–3 guardrail KPIs
So you do not create downstream damage.
Segment where it matters
Examples:
- mobile vs desktop
- paid vs organic
- new vs returning visitors
- product category or traffic source
Invesp’s CRO strategy content already emphasizes segmentation and identifying bottlenecks before testing
