credit cards scattered on a rug next to a laptop

What Is Conversion Optimization?

Conversion optimization is the practice of converting people to your product or service through well-placed, targeted ads and other advertisement campaigns. This can be done by running regular ad campaigns or creating custom ads for specific audiences.

Both approaches require a plan, as does the conversion optimization approach. A plan that includes ad creation and campaign management will help you convert more of your target audience.

Conversion optimization can be tricky. There are many ways to look at it and many ways to do it, but the key is to find the one that works for you and your business.

Three main steps

In a conversion optimization scenario, you’re asked to change how you respond to people in your business. Instead of just messaging them directly, you send them to your site or app where they can learn how to improve their conversion rates.

You can do this by visiting This is a free resource that collects data from your website or app to create a conversion rate for everyone trying to purchase something.

someone working on a laptop with various carts and graphs

The data is used to create targeted ads and email campaigns that specifically target individuals who are looking for your product or service. These people will click the ad and then buy what you’re selling!

This process can be complicated, so it’s important to do this right the first time.

someone using a stylus to write or draw on a tablet
large digital billboard displaying a sale with the silhouette of a person walking in front of it
Step 1: Understand your customer

Once you understand your customer, it’s time to convert. Understanding your customer’s needs and then converting to help them achieve their goals is the beginning of the conversion optimization process.

woman sitting at a table outside looking pleasantly surprised in front of a laptop

In this step, you take a close look at all of their communications and work to add value to them. You look for content they would be interested in, suggestions they receive from other sources, and any guidance that comes from within their organization. You also look for any gaps in communication that could be closed with a conversion strategy.

A conversion strategy involves many different things that can affect a sale. These include: offers, packages, incentives, and rewards. All of these can influence how likely a customer is to buy from you or who they might buy from. By introducing elements that influence sales in a clear, organized way, it creates confidence in the organization as a whole. This confidence in the product or product line can lead to conversions.

credit card sitting on a table under a computer monitor with various other items
Step 2: Create a path to purchase

In step two, you create a path to purchase for your potential customer. This can be as simple as having an online portfolio or online store, having a service that allows customers to create a custom pathway to purchase, or simply offering something of value with no obligation to purchase.

By offering a pathway to purchase, you increase the probability that your customer will take that step and make a purchasing decision. You also increase your chance of converting the sale into a buy because you offered something of value in addition to the free trial.

Including an offer for free products in your product package does this well. In the first month of my product’s release, I included two products – one complimentary and one paid – which I believed would be valuable additions to my customer’s lives.

a bunch of price tags advertising a sale scattered around
Step 3: Test, test, test

In step two, we counted on scientific principles to help us determine what actions our visitor wants or needs to take in order for them to complete their conversion.

In this step, we test! Our goal is to optimize conversion for as many visitors as possible so that everyone who comes here is given the opportunity to convert.

a group of busy team members sitting around a table with many laptops, tablets, and notebooks

So, how do we test? We use a variety of websites and apps to see how many people have downloaded and opened an e-book, downloaded and practiced piano music, or logged into a website they don’t normally visit.

We then compare these results with our original goals for these products. If we meet our goal of converting someone, then we know we did a good job! If not, then we learn something new about the product that could help improve it next time around.

a business man interacting with graphs that are being displayed on a tablet someone using a tablet while looking at various charts and graphs on paper
Optimizing your landing page

Conversion optimization is the practice of making changes to your landing page to gain a strategic advantage over your competition. While there are many strategies that can be applied to conversion optimization, here are some key points to consider:

Conversion Optimization Methods

Visitors looking for your product or service may not necessarily know what conversions they want to achieve. Therefore, when designing their conversion strategy, they must pay attention to what they want to achieve and match that with their landing page design and content.

There are many ways to implement conversion optimzation on a landing page.

someone connecting mobile design mockups together using pins and strings on a board
Improving your call-to-action button

A call-to-action button is a link or item you send your visitors to when they click a certain link or enter a field on your website.

Call-to-action buttons can come in many styles and sizes, making it hard to determine which one to use. Here are some tips for choosing the right one for your campaign:

a clapperboard being used to start the next scene in a film - action!

Longer links should have longer clicks, shorter links should have shorter clicks, and mixed links should have mixed lengths of clicks. This is because users may be sent different information depending on the length of the link!

Shortened links can become difficult or even impossible to find if users miss a step in finding your content. Longer links can take up more space than shorter ones due to specification of length. This may not be an issue for some, but having good conversion optimization is ensuring people get what they want out of their site.

close up of someone holding a colorful credit card above a laptop keyboard
Creating a seamless checkout process

Conversion optimization is a term that’s been around for years, but lately it’s been thrown around like crazy. Conversion optimization has become a way for companies to monetize and advertise their products and services.

As the word implies, conversion optimization means preparing your website or app to attract and convert customers. It can include creating a simple, seamless checkout process that doesn’t leave people feeling frustrated or confused.

This can be done on websites, online shopping stores, or even apps like Apple’s iOS and Android app stores. It’s really popular in the tech world due to its simplicity of use.

When someone goes through the conversion-optimized process of purchasing something, they feel more comfortable because of the way they are greeted and accepted into their account. They feel more confident that they’re buying what they want without having to question if it’s quality or not.

various apps displayed on an iphone
Understanding your customers is the first step to conversion optimization

Conversion optimization is the practice of improving your customers’ experiences by changing your site or product in some way. As the owner of a wellness-focused website, I use conversion optimization to increase my visits.

Conversion optimization techniques can be simple or complicated, short or long term. They can be done on a daily, weekly, monthly, or long-term basis.

credit cards placed next to a tablet ready to use for purchase

Short-term conversion optimization tactics include: introducing an incentive that makes the customer want to take action with what they’re trying to do (for example, offering a free sample kit), ensuring your content is of high quality so it’ll last longer on the customer’s computer (a website that looks cheap and cheesy will likely not last), and creating useful pop-ups or alerts that indicate something has changed on their account.

These are all things that need to be done immediately before a conversion occurs so they don’t affect the outcome of the conversion.