Conversion Rate Optimization

It is the practice of increasing the share of existing visitors who take a valuable action, rather than buying more visitors. Moving a landing page from two percent to three percent conversion is a fifty percent increase in leads at identical media spend, which is usually cheaper than the equivalent budget increase.

Roughly a thousand visitors and a hundred conversions per month per page gives enough signal to test reliably. Below that, tests take too long to reach significance and the honest approach is qualitative research and considered redesign rather than split testing.

Whatever the evidence points at, which is usually the offer, the form, the page structure and page speed before anything cosmetic. Analytics, session recordings and heatmaps identify where people abandon, and changes are prioritised by expected impact against effort.

By testing it against the current version with enough traffic to be statistically meaningful, and by watching downstream quality rather than form fills alone. A change that doubles submissions and halves lead quality has made things worse, and only tracking through to qualified leads catches that.