To start with some theory, an iterative process is a process that requires several cycles before the needed result will be achieved. And each cycle should be more effective than a previous one. The optimization of the conversion rate aims to increase the number of ‘useful’ visitors. Being an iterative process by its nature, CRO helps to understand what methods work and what do not. For this reason, CRO takes time, so there’s no need to invest right away. But it will surely be beneficial to find out what decisions work best (using results from A/B testing and analytics) for your company.