Implementing a Conversion Optimization approach to a lead-generation or ecommerce website can improve the business value of the website. This White Paper provides the framework for developing the business case as well as an approach to optimizing the conversion rate on websites.

Conversion Optimization is the science and art of maximizing the percentage of website visitors that become leads or customers through planned and ongoing quantitative testing.

To optimize for conversions, companies need access to a cross-functional team as well as a rigorous process.

Making a business case for Conversion Optimization testing is a relatively simple exercise that involves calculating the potential conversion rate lift that testing can generate. Business people can easily determine the incremental benefits as well as the ROI of Conversion Optimization.

This White Paper also presents the Five Steps to a Conversion Optimization Strategy, including the role of the Conversion Optimization Champion in overcoming corporate inertia or outright resistance to testing.