Chapter 2

What Is Conversion Optimization?

“Would you tell me, please, which way I ought to go from here?” said Alice.

“That depends a good deal on where you want to get to,” said the Cat.

—Alice in Wonderland

In Chapter 1: “Why You Should Test That,” you saw how optimization can improve conversion rates. But there’s even more to be gained from conversion optimization than just conversion-rate lift. When I say just, I don’t mean to minimize the impact this has on the business, of course. I mean that the immediate conversion-rate lift is the starting point.

The results from conversion testing often generate learning that can impact the overall marketing strategy and even business strategy. It’s like a gift that keeps on giving!

This chapter explores ...

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