What is conversion rate optimisation?
Not a set of tricks for making buttons bigger. A method for finding where intent is being lost, and fixing the reason rather than the symptom.
What is conversion rate optimisation?
Conversion rate optimisation is the practice of increasing the share of visitors who complete a meaningful action, by studying where and why they stop. It is research first and testing second: the test is how you confirm an explanation, not how you find one.
Key takeaways.
- It starts with a question, not a hypothesis A hypothesis you cannot trace to an observation is a guess with better grammar.
- Traffic quality bounds the ceiling The wrong visitors convert badly no matter how good the page is.
- Small samples lie confidently Most reported wins are noise, read early.
Sample content, created for layout review. Replace or remove it before this site goes live.
The short version
Find where people leave. Work out why. Change that specific thing. Confirm the change did what you expected. Repeat.
Why it is usually done badly
Because the testing tool is easier to buy than the research is to do, teams start with variants instead of questions. The result is a long list of inconclusive tests and a working theory nobody can state.
Sources
- Sample source, replace before publishing Placeholder citation, present so the sources block renders.
Turning this into a decision?
Bring us the situation behind the question. A discovery conversation is where the general answer becomes a specific one.