Fractional CRO is a term used to describe the process of allocating a company's resources towards optimizing their conversion rate. This can be done in a number of ways, but often includes hiring an outside consultancy or specialist to help assess and improve the conversion rate. The main goal of fractional CRO is to increase the number of conversions (sales, sign-ups, etc.) without increasing the overall marketing budget. This is done by focusing on improving the conversion rate – that is, the percentage of visitors to a website that take the desired action.