“I understand what optimisation is, but what is conversion and how do you rate it?”. Our definition is simple. Conversion is when a visitor on your website takes an action that you want them to take. This could be signing up for your newsletter, making a purchase, downloading your brochure, or something completely different.

Whatever it is that you want visitors to your website to do, is what you should measure and then optimise. Conversion Rate Optimisation is:

  • Defined by your business needs and objectives
  • Taking the traffic you already have and making the most of it
  • Driven by analytics and user feedback, not guesses
  • A structured approach to improve your site’s performance
Conversion rate is not about getting as many visitors as possible. It is about getting quality visitors and keeping them engaged.



The primary button, link or other user interface element that asks the user to take an action that leads to or towards a conversion. Some examples are:

  • “Buy Now” button in your online store
  • “Sign Up” button on your newsletter subscription page
  • “Download Now” on a specific landing page

The thing to remember about A/B testing is that only one thing is tested at a time.


The Conversion Funnel is the path visitors take to complete a conversion. This is sometimes referred to as Primary Flow. For your online store, the funnel may be:

Home page > product category page > product page > checkout page

We mentioned before that Conversion Rate Optimisation is based on analytics and using those numbers to design an action plan. Most people will get these numbers through Google Analytics, or another analytics service.

Let’s start by looking at the numbers we are planning to improve. Researching your Bounce RateExit Rate, and Engagement Metrics, is the first step in really understanding your conversion rate.



The testing of one interface element against another version of the same thing. Examples can be:

  • A red button measured against a green button for effectiveness
  • A checkout button on the right versus a the same button on the left

The testing of multiple variations of many different page elements in various combinations to determine the best performing elements and combinations.


Quick recap. A conversion is whatever you want your visitors to do on your website. An example of this might be buying one of your products or services. Your Total Conversions is number of people who bought your products or (or whatever else you defined as a conversion). To get your Conversion Rate, you divide the total number of conversions by the number of visitors.