A 2024’s Guide to Conversion Rate Optimization Process


There are a number of steps that need to be taken for conversion rate optimization. First, it’s important to understand what conversion rate means and how it’s measured. Second, identify the key factors that influence conversion rate. Once you know what drives conversion, you can begin to implement techniques and tools to improve those rates.

So, let’s start from scratch, shall we?

What Is a Conversion Rate?

Conversion rate by definition is the percentage of visitors to your website who take the desired action. The desired action could be anything from making a purchase to signing up for a newsletter to downloading a white paper.

DID YOU KNOW: According to conversion rate statistics, 0.5% conversion rate is the average for 40% of marketers.

How Is Conversion Rate Measured?

In order to measure conversion rate, you need to set up conversion tracking. This involves adding a code to your website that will track the actions of your visitors. Once you’ve set up conversion tracking, you can begin to analyze the data to see where conversion rates are low and where they could be improved.

Factors That Influence Conversion Rate

There are a number of conversion factors that can influence conversion rate, and some of these include:

1. The Design of Your Website

The design of your website can have a big impact on the conversion rate. If a website is difficult to navigate or doesn’t look trustworthy, visitors are less likely to take the desired action.

However, this is easier said than achieved, so in order to determine the user-friendliness of your website and ensure good user experience, we recommend that you get familiar with:

DID YOU KNOW: Website design is the no. 1 factor for judging business credibility for 48% of website visitors.

2. The Quality of Your Content

If the content on your website is poorly written or irrelevant to the products or services you offer, visitors are less likely to convert.

For instance, if you’re writing about the best background check sites for dating, you should include information relevant to visitors searching for this term, such as:

  • What features does each background check site offer,
  • What/who is each background check site best for,
  • How much does it cost,
  • If it’s reliable, and so on, in as few words as possible.

Because, let’s face it, no one reads the whole content—even you are probably skimming through this one.

3. The Clarity of Your Call to Action

If the call to action isn’t clear, visitors may not know what you want them to do next. This can lead to confusion and ultimately result in a lower conversion rate. For example, if your content revolves around Father’s Day gifts, it should be clear to the visitor whether you’re only suggesting ideas or prompting them to buy a certain product via a link to the seller.

DID YOU KNOW: A well-phrased call to action can increase conversion rates by up to 120%.

4. The Price of Your Product or Service

This doesn’t apply to all websites, but it’s especially important for eCommerce websites. It’s essential to strike a balance between offering a competitive price and making a profit. If your prices are too high, visitors may be discouraged from converting. On the other hand, if your prices are too low, visitors may not perceive your products or services as being of high quality.

5. The Overall User Experience

The overall user experience refers to how easy it is for visitors to use your website and find the information they’re looking for. If the user experience is poor, visitors are less likely to convert, making for a lower conversion rate, meaning you need to make sure that:

  • Your landing page has all relevant categories, which can include but aren’t limited to: features, pricing, blog, customer support, FAQs, etc.
  • All pages are loading fast
  • All links open in a new tab
  • There’s a list of content (depending on the article type)
  • There’s a clear structure and subheadings

This list goes on, as there are many things that comprise a good user experience, but the ones we listed can be considered a starting point.

6. How Well Your Website Is Optimized for Search Engines

Last but not the least, if your website isn’t optimized for search engines, it’s less likely to appear in search results. This can result in fewer visitors and a lower conversion rate.

So, consider learning and implementing the best SEO practices, use SEO tools, or simply hire an SEO service, but don’t disregard the seriousness of search engine optimization for website conversion optimization.

Common Conversion Rate Optimization Techniques

There are a number of different techniques for improving conversion rates. Some of the most common include:

– A/B Testing

A/B testing is a method of experimentation where two versions of a web page are shown to visitors, and the results are compared to see which version performs better. By testing different versions of a web page, you can see which version is more effective at conversion and make changes to improve the conversion rate.

– Landing Page Optimization

Landing page optimization involves making changes to the design and content of your landing page to improve the conversion rate.

– Call to Action Optimization

Call to action optimization involves making changes to the text, design, and placement of your call to action to increase the conversion rate.

– Personalization

Personalization is the conversion optimization process of tailoring content to the individual user by showing different content to users based on their location, demographics, or past behavior. With personalized content, you can improve the conversion rate by making it more relevant to the individual user.

– Exit Intent Popups

Exit-intent popups are a type of popup shown to visitors when they’re about to leave your website. They can be used to offer discounts or other incentives to convince the visitor to stay on your site and make a purchase. As such, they make another viable technique for optimizing conversion rate.

What Are the Best Conversion Rate Optimization Tools?

There are a number of different tools that can help with conversion rate and marketing as well as optimization. Some of the most common ones include:

– Google Analytics [Must-Have Tool]

Google Analytics is a free tool for tracking website traffic and conversion rate data. This data can be used to identify areas where the conversion rate is low and make changes to improve it.

– Optimizely [Best for Experimentation & Personalization]

Optimizely is a paid tool that allows you to create different versions of a web page and test them against each other to see which version performs better in terms of conversion rate.

Optimizely has tailored plans depending on your website niche and purpose but doesn’t openly disclose the prices.

– Crazy Egg [Best for Qualitative Data Collection]

Crazy Egg is a paid tool that provides heatmaps and other visualizations of where users click on a web page to identify areas where the conversion rate is low and make changes to them.

The plans range from $24/month to $249/month and custom pricing, as well as a 30-day free trial.

Key Takeaways

Conversion rate is the percentage of visitors to your website who take the desired action.
There are a number of factors that influence the customer conversion rate, such as: website design, content quality, the clarity of your call to action, the prices of the products or services, the overall user experience, and how well your website is optimized for search engines.
Some useful conversion optimization techniques are A/B testing, landing page optimization, call-to-action optimization, personalization, and exit-intent popups.
The best tools you can use to track conversion data are Google Analytics, Optimizely, and Crazy Egg.
Some conversion myths claim conversion rate matters the most or that more traffic means more conversions, but these aren’t necessarily true.

Bonus Section: Conversion Rate Optimization Myths You Shouldn’t Pay Attention to

There are a number of myths about conversion rate optimization that can lead businesses astray. Some of the most common include:

– Conversion Rates Are the Only Thing That Matters

Conversion rate is important, but it’s not the only thing that matters. Other conversion factors such as website traffic and conversion data can also be used to identify areas where the conversion rate is low and make changes to improve conversion.

– More Traffic Always Leads to More Conversions

More traffic doesn’t always lead to more conversions. In fact, the conversion rate is usually much lower for new visitors than for returning visitors. This means that it’s important to focus on conversion rate optimization, even if you’re getting a lot of traffic to your site.

– You Need to Be Perfect to Convert

You don’t need to be perfect to convert—in fact, the conversion rate is usually much higher for websites that aren’t perfect. This means you should focus on optimizing your conversion rate, even if your website isn’t perfect.

– Tools Aren’t Important

Tools are important for conversion rate optimization. Without tools, it can be difficult to track conversion data and make changes to improve the conversion rate.

DID YOU KNOW: Focusing solely on CRO can lead to over-optimization and have counter effects on your strategy.


Conversion optimization is a process of improving the percentage of visitors to your website who take a desired action. There are a number of optimization steps that need to be taken in order to optimize conversion rate, including understanding conversion, measuring conversion, and identifying key factors that influence conversion rate. Once you know what drives conversion, you can begin to use techniques and tools to improve your rates, disregarding the most common conversion myths.


What does conversion rate mean?

Conversion rate is a term used in online marketing to describe the percentage of visitors to a website who take action and lead to customer conversion. For example, if 100 people visit your website and 10 of them buy something, your conversion rate is 10%.

What are the steps of conversion optimization?

Some common methods include creating a compelling offer, improving your website design, making sure your website is easy to use, adding customer testimonials or social proof, offering a money-back guarantee, using images and videos, and more!

How do you implement conversion rate optimization?

There’s no one “right” way to optimize your conversion rate—the best approach is to test different methods and see what works best for your business. Some common methods of testing include A/B testing, multivariate testing, and split URL testing.

What are the four steps of the conversion process?

There are four main steps for conversion rate optimization:

1. Analysis: understanding what’s happening on your website
2. Testing: trying different solutions to see what works best
3. Implementation: making the changes on your website
4. Measurement: tracking the results to see if your efforts are paying


I am curiosity-driven and detail-oriented so you will often find me researching the latest trends, experimenting with search engine optimization, or testing software. As a keen observer of content, my teammates often like to joke that "noting escapes the eye of Beti."

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