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20.S: Conversion Optimization(Summary)

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  • Conversion optimisation is the process of testing to increase the conversions from a website or digital campaign. A conversion can refer to any action that a web visitor takes. Tests are either A/B tests, or multivariate tests. It’s important to understand the business and customers, so you can create appropriate, useful tests.

    The basic approach to conversion optimisation is:

    1. Gather data
    2. Analyse data
    3. Fix anything that’s broken
    4. Design tests
    5. Run tests
    6. Report and repeat.
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