What is conversion rate optimization?

Conversion rate optimization is a technique for increasing the percentage of your website traffic that makes a purchase, also known as a conversion. It uses the psychology of persuasion to encourage people to take a desired action.

Conversions are a big deal. They’re that great moment when a casual visitor to your store finally buys one of your products. And, on a much smaller scale, conversions are happening all the time leading up to that moment, too.

For instance, a conversion on your homepage might mean having a visitor click through to a product. A conversion on a product page might mean a customer clicking Add to Cart. Conversions can be entirely dependent on the purpose that a specific part of your website serves.

Typical website conversions for ecommerce brands include:

• Online sales

• Visitor adding product to cart

• Visitor adding item to wishlist

• Email signups

But you aren’t limited to the above examples. You can track and optimize for any key performance indicators (KPIs) or metrics that are specific to your business. Conversion is a broad subject because it impacts many different aspects of your website and digital marketing channels.

To increase conversions to an online store, you need to be constantly testing each and every aspect of your website.