Conversion Rate Optimization is a process of increasing the number of website visitors who take the desired action (convert). As Moz explains, this is achieved through a series significant improvements over time. Start by measuring conversions. It is possible to have 10,000 people visit your website each month and convert 100 (make a purchase or send an email), fill out a contact sheet, call, etc. This is a conversion rate of 1%. Split testing, also known as A/B testing, is used to test if a new version of a website can be created that is comparable to the current page. Next, the two versions of the page are tested together to determine the winner.

Who is taking the test? Your website visitors. These are the people who matter the most. Website visitors are shown both versions of each page in equal, but random amounts. Once enough statistical validity tests have been completed (called statistical validity), the winner is determined. In an effort to increase conversion rates, this process can be continued indefinitely. This continuous improvement process provides powerful insight into customer behavior and increases sales.