What is Conversion rate optimisation?
Conversion rate optimisation is the process of improving the likelihood of a website visitor performing a goal you wish them to take.
Conversions and goals
This goal is set as something that is deemed valuable to your company, and is often set as a purchase. If 100 visitors visit your site but only 1 of them purchases your product or service you can be said to have a 1% conversion rate. This can then be optimised by reducing the friction in each stage of your sales funnel.
A conversion is a deemed action on your website taken by a visitor, and as conversions are marked by goals that are valuable to your business, optimisation of this conversion rate is by definition profitable.