2. What is Conversion In SEO and Analytics
Conversion Rate Optimization
Conversion Rate Optimization is not
Call to Action (CTA)
Conversion Funnel
A/B or Split Testing
Multivariate Testing (MVT)
Bounce Rate
Exit Rate
Average Time on Site
Average Pageviews
3. First it’s important to understand conversion
- What we mean when we talk about
conversion is when a visitor to your website
takes an action that you want them to take.
4. A structured and systematic approach to
improving the performance of your website
Informed by insights—specifically, analytics
and user feedback
Defined by your website’s unique objectives
and needs (KPIs)
Taking the traffic you already have and
making the most of it
5. Based on guesses, hunches, or what everyone
else is doing
Driven by the highest paid person’s opinion
About getting as many users as possible,
regardless of quality or engagement
6. The primary button, link or other user
interface element that asks the user to take
an action that leads to (or towards) a
conversion. A “Buy Now” button on
Amazon.com, a “Sign Up” button on an email
registration field, a “Download Now” on an
app landing page are examples of different
Calls to Action.
7. The primary pathway (or flow) of the user
experience where visitors complete a
conversion.
On Amazon.com the funnel may be Home
page > search results page > product page >
checkout.
8. The testing of one version of a page or
interface element against another version of
the same thing. Each element is measured by
its effectiveness in comparison to the other.
For example, a red button measured in
effectiveness to a green button. In A/B testing
only one thing is tested at a time.
9. The testing of multiple variations of many
different page elements in various
combinations to determine the best
performing elements and combinations. For
example, a multivariate landing test may test
many variations of the pictures, copy, and
calls to action used on the page in many
combinations to find the best performer.
10. Bounce Rate is the percentage of people who
leave after viewing a single page.
