Conversion optimization is the process of improving the percentage of relevant visitors who complete a useful action, such as submitting an enquiry, booking a consultation or starting a purchase.
What to consider
Start with obvious friction: unclear headlines, slow pages, weak mobile layouts, long forms, hidden contact details or insufficient trust information. Analytics and user feedback can help identify where visitors abandon the journey.
Test changes that address a real hypothesis. A different button color is less important than making the offer, proof, pricing context and next step clearer to the visitor.