Breaking Down Conversion Rate Optimisation

Website conversion optimisation is a highly effective method because it lets you profit from web traffic you already have. Therefore, when you optimize your conversion rate you:

  • Convert Website Visitors and Users
  • Generate New Leads
  • Generate More Revenue

You can treat this as revenues acquired without any advertising costs, and you effectively reduce your customer acquisition cost and improve the return on investment.

Elements for Conversion Rate Optimization

There are several elements of a conversion, which include, but not limited to, the following:

  • Call-to-Action
  • Conversion Path
  • A/B Testing
  • Lead Quality
  • Useful Content

Following are three elements that are strictly related to conversion optimization.


A call-to-action (CTA) does what it says — calls the user to take a desired action. CTAs are mandatory for any landing or product page and carefully placing a CTA button in your conversion patterns will greatly influence how visitors turn into leads and customers. You can have multiple CTAs on your website, but it should not crowd any of your pages.

Conversion Path

The conversion path (CP) and call-to-action work hand-in-hand. You should have a clear understanding of where your want the user to go step-by-step. The conversion path leads the user step by step after clicking a CTA to the final goal of conversion.

The conversion path is made up of the following four components:

  • Useful or Valuable Content Offer
  • Call-to-Action
  • Landing Page
  • A Thank You Page

To convert website visitors into leads, the visitor sees your offer for useful content, and clicks your call-to-action button to gain access. Next, they are directed to your landing page. On the landing page form, they provide the information required to access the content offer.

After filling and submitting the form, they are directed to a “thank you page” where they receive the content, completing the whole process of a conversion path.

A/B Testing

A/B testing is a key aspect of conversion rate optimization because it allows you to make better data-driven decisions. With A/B testing you can try out different configurations and combinations to improve your conversion metrics. This means you will only make changes to your conversion path that lead to better results for your conversion, effectively boosting your return on investment.

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