From CRO to CJO: the evolution of customer experience optimization

In the digital world, optimization is key to achieving sustainable results. However, the way companies understand and apply this optimization has evolved significantly. Previously, the focus was on the CRO (Conversion Rate Optimization)while today we talk about CJO (Customer Journey Optimization)The change responds to new consumer expectations and the need for more complete and personalized experiences.

What is CRO and why does it fall short?

The CRO o Conversion Rate Optimization is to improve specific metrics that impact conversions, such as clicks, form completions or sales. It is a useful, but limited, approach because it focuses on specific actions y short- to medium-term resultsgenerally through changes in specific pages.

In other words, CRO answers tactical questions: how do I get more users to click here, how do I reduce abandonment on this form? Although these optimizations are necessary, do not consider the entire user experience and, therefore, do not always generate long-term loyalty and engagement.

CJO: a holistic and strategic vision

The Customer Journey Optimization (CJO) is a profound change. Rather than looking at isolated metrics, CJO analyzes and improves the entire customer experiencefrom the first point of contact to loyalty. This involves:

✔ Understand all points of interactionWeb, social networks, email, e-commerce, customer service, etc.
✔ Implementing changes that prioritize user satisfactionnot just immediate conversion.
✔ Designing long-term strategies to build lasting relationships.
This approach is in line with the current trend towards the customer-centric experience (CX)where brands compete not only on price or product, but by offering consistent, fluid and personalized interactions throughout the entire journey.

Real example:
Imagine that Laura wants to take out health insurance.
-With a CRO approach, the insurer would optimize the landing page to make Laura complete the form faster (for example, by reducing the fields or changing the color of the button).
-With a CJO approach, the insurer thinks the whole way through:
-Laura receives a personalized ad on networks based on their interests.
-When visiting the website, you will find content relevant to her on coverages that fit your profile.
-If you do not complete the purchase, you will receive an email with clear comparisons and the option to talk to a consultant via chat.
After signing up, access an app with exclusive benefits and receive a reminder to take advantage of free medical check-ups.

This approach not only aims at conversion, but also builds confidence, courage and fidelity at each point of interaction.

Main differences between CRO and CJO

Appearance	CRO	CJO
Approach	Point optimization	Holistic optimization
Target	Improve conversion metrics	Improve customer experience
Scope of action	Specific page or section	The whole journey
Time horizon	Medium term	Medium and long term

Why is this change key for companies?

Consumer behavior has changed: more channels, more points of contact and more expectations. Today, customers expect consistency, customization and value added in every interaction. It is not enough to optimize a form; you have to design comprehensive experiences that build trust and loyalty.
According to studies by leading consulting firms, companies that prioritize the customer experience increase retention by up to 2.5 times and customer lifetime value (CLV) by up to 1.7 times. versus those that do not.

How to implement CJO in your strategy?

1. Map the entire Customer Journey: identifies every point of contact, friction and opportunity.
2. Integrates data and technology: uses advanced analytics and personalization tools (AI, CDP, multichannel A/B testing).
3. Define experience-focused KPIs: satisfaction, NPS, resolution time, purchase recurrence.
4. Design coherent and consistent experiences: aligns marketing, sales and customer service.
5. Itera and adjusts: optimization must be continuous, based on real insights.

Moving from CRO to CJO is not just a change in terminology, but a strategic transformation that puts the customer at the center. It is the logical evolution in an environment where experience is everything.
Is your company still optimizing only conversions or is it already working on optimizing the entire customer journey? Let's talk and transform your customers' experience.