Conversion Rate Optimization (CRO) platforms enable Product and growth teams to systematically test and improve user-facing experiences — running A/B and multi-variate experiments on landing pages, onboarding flows, checkout sequences, and in-app surfaces to increase conversion, activation, and retention rates. Core capabilities include visual editor for variant creation, audience targeting and segmentation, experiment scheduling and traffic allocation, statistical analysis and significance calculation, personalization engines, and integration with analytics and CDP platforms. The category spans dedicated CRO platforms (Optimizely Web Experimentation, VWO, AB Tasty, Convert) and growth experimentation tools (Mutiny for B2B personalization).