Four key steps of conversion optimization

April 17th, 2023 by esigners

The process of conversion optimization could be defined as a process whereby you turn a casual internet user to a paying user. It is getting someone to do what you want them to do on your website such as buying a product or subscribing to your email list. There are five basic steps in this case such as the following:

  • generating awareness
  • generating interest
  • getting customers to consider your products and services as viable solutions
  • generating intent to buy your products and services
  • making them buy from you

The final step is the most important in this regard but it can be only be done properly when you do the earlier right.


Research is the first step to optimizing your conversion. In this case it is very important that you understand your target audience. This is because once you have this information it would be easier for you to create targeted content that would speak straight away to your intended buyers. Let us assume you are selling products and services for moms. In that case, you would have to create content to show how your products and services would be beneficial for them. Similarly, if you are targeting students you must create content tailored for them.

For example, you can create content that deals with staying organized as a student and studying in general.

Testing and analysis

The next step in this case is to test the various elements of your website to see what is working the best in this case. This includes testing other headlines, images, and calls to action than what you are using right now. You can also try providing discounts or free shipping to people who are buying the first time from you. The best way to perform testing is to perform A/B testing where you compare two webpages of the same type. This helps you see which one of these is performing better than the other.


At the final stage of the process you need to analyze how well these results have performed. This would help you understand clearly what is working and what is not. This in turn would help you better your conversion rates too. A great way to perform such analysis is to perform calculate conversion rate lift. This is the percentage rate increase that you have achieved because of the efforts that you have put in towards optimizing your business online.        

Keep in mind that these are the four basis steps as far as conversion rate optimization is concerned. The process starts with research where you study that you are looking to target with your products and services. After that, based on this research you develop content that would resonate with them. Following this you can came up with several marketing elements and test them to find out which one is working the best for you. In the last stage of the process you would have to analyze how well your efforts at optimization have borne fruit. This will point you in the right direction.