What is Conversion Rate Optimization?

Conversion rate optimization is the art of increasing the number of user actions on a website or landing page. These actions include making a purchase, downloading a document or e-book, clicking a submit button or other call-to-action, and responding to an email campaign. A conversion is a goal where the user reaches a specific page and takes a specific action, such as download, register, fill out a form or take a survey. Conversion rate optimization uses a combination of disciplines from creative design and content, psychology, science and statistics to achieve the goal.

The typical process starts with figuring out where the user is getting blocked from achieving the goal. Next, creative elements are tested to statistical confidence. Finally, the winning design is implemented and the process starts again.

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