Some people may not have come across this phrase before and it is a fairly new concept.
Companies spend vast amounts of money promoting themselves digitally but actually very little to test and check whether their website is best designed for the purpose it was meant.
Many companies do not dedicate any resources to testing the experience customers receive on their website.
Companies need to take CRO seriously and with the increase in the amount of browsing or online shopping going on, if companies do not test their website they risk getting lost in the crowd. Websites cannot be built and forgotten, they must be nurtured and developed. They are an ever changing phenomenon.