Conversion optimization is the process of improving the performance of a website or digital marketing campaign so that as many visitors as possible take the desired action, i.e. convert. This may include, for example, purchasing a product, subscribing to a newsletter, filling in a contact form or downloading some content.

Conversion optimization often includes:

• Analysing visitor data and user experience: Why aren’t visitors converting? Where in the conversion process do they pause?
• Create hypotheses: What changes could you make to your website or campaign to improve conversion rates?
• Testing: Hypotheses are tested in practice, for example through A/B testing, where some visitors see the original version and some see the modified version, and compare which version leads to a higher conversion rate.
• Recurring optimization: Improvements made based on testing are applied, and the process starts over to find new areas for improvement

The goal of conversion optimization is to boost marketing results and improve return on investment (ROI) by getting existing visitors to convert more without having to drive more traffic.

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