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Conversion optimization, or conversion rate optimization (CRO) is a set of strategies, techniques, and tools that convert traffic into clients. The audience takes the desired action on a page, and they’re being led to fulfill their needs through the blog or business offers. The internet is powerful not only because of its pretty graphics, videos, and even 3D, it’s also powerful because you can measure every single aspect of a campaign. This is the foundation of many multi-billion-dollar businesses in the form of tech giants.

By applying conversion optimization to your blog or website, you can increase the number of key actions your audience takes. In this blog post, I’ll explore some of the key terms you’ll encounter often in this field of digital marketing.

A/B test

Split tests, also known as A/B tests, are all about the competition between two versions of the same webpage to analyze which one is the better performer. If you like statistics, then you’ll love A/B tests since they’re based on hypothesis testing. It’s an analytical way of making one or more decisions based on sample statistics. Don’t worry about the little details, since you can now find platforms, plugins, and services that allow you to run these tests easily and often.
Running tests often have the added benefit of improving your conversion rates continuously. This can have a tremendous return on investment for your blog or website.

Call to Action

A call to action is a phrase or interphase element that motivates the reader to take an action such as filling out a form, joining a newsletter, buying a product, booking a hotel room, etc. Although conversion optimization is geared towards an analytics approach, it also includes space for creativity. It’s all about performing the next step. A call to action can appear after reading an article on your blog, then, when your visitor is part of your email list, you can add a call to action to an email inviting them to visit a sales page and so on.

Click Path

Have you ever wondered what your users do on your website? You’ll be surprised to know that many individuals have asked themselves the same question. You can find your answer on a click path, which is the voyage a visitor takes through your website. You use your web analytics to see how users behave on your website. It’s also a key performance indicator of great importance, and more so when dealing with e-commerce websites.
The result is that you’ll be able to create better personal profiles and target visitors more efficiently than ever before. This allows better advertising and better use of ad dollars.


Have you ever wondered how your browser communicates with a website or web server? The answer is usually presented in the form of cookies. Cookies are text files, small in size, used to exchange information. A web server knows what type of content to provide based on these cookies. These small elements are user-friendly. In some parts of the world, you have to click accept when a website tries to use cookies on your browser.
They can also save time, that’s why some cookies typically expire between thirty and ninety days. Technically, they can also remember information connected to forms. This means in many websites, you won’t have to type all your information twice.

See also  Data-Driven Decisions


Many websites want you to take a particular action. Many of these activities end up creating revenue in some way for the brand. Examples of conversions are: purchasing a product, newsletter signup, filling out a form, sharing content through social media, the click of a button, etc. Conversion rate is the number of these conversions divided by the number of web visitors, expressed as percentages.

You’ll also find the term “micro-conversion” which means the steps before a conversion is made. Asking yourself about attribution is critical to understand why your visitors perform a conversion, in answer to a call to action.


To answer the question What is Conversion Optimization? I need to talk about funnels. These elements are basic to the strategy of many blogs and online businesses. A funnel is defined as the steps a user, or users take to reach a goal, such as purchasing a product or service. As you may already know, it’s not easy to make predictions, especially in the field of marketing, but with a funnel, you can predict the volume of sales, because it shows how your audience is moving through each stage. You can also pinpoint problematic areas and act decisively to fix them.

Heat map

Data visualization tools are fun. You can spend a whole afternoon watching graphic after graphic. A heat map is a data visualization tool that allows you to picture how a user moves through a web page, by using different colors. More often than not, you’ll observe warm colors to depict an area that is clicked or observed often by the visitor. Often, cool colors show neglected areas of a web page.

This tool is extremely useful when you modify your layout, call to action, and other elements to improve your conversions. A key advantage is that you do not have to rely solely on intuition or design prowess, but you rely on hard data.

Landing page

Landing pages everywhere. Digital marketing relies on landing pages to present offers in the best possible light. A landing page is a page the visitors see at first. Technically, it can be any page on a website. More often than not, it is used to describe a page created for a specific campaign, such as an ad or content marketing campaign.

A landing page can be part of a marketing funnel or it can be a standalone initiative. A landing page often provides the first impression for your blog or business, which is why it’s also an opportunity to do great branding.


As you can see, you may be familiar with some, or all the key terms related to what is conversion optimization. As a final example: If you have a cosmetics store, you may have taken good care of positioning the elements in a suitable array mimicking your main purpose, which could be an increase in sales. You don’t know if moving the main display could make you acquire more customers. Testing would take a sizable effort of testing which position is best. On the internet, you can show one page to one set of customers and a different set to others.

The winner is the one with the most conversions. This process can be automated and performed without losing valuable time. Tweaking your website and testing it to get these improved results are all steps in conversion optimization.