A website can be an extremely effective tool for generating sales and achieving other business goals. But that assumes you’ve “optimized” your website—that you’ve learned the techniques that will let you effectively convert website visitors into customers, whether that means buying a product, downloading your app, signing up for a beta, or scheduling an appointment. There is an art and a science to optimizing your website—or what’s sometimes called Conversion Rate Optimization (CRO)—that can be tremendously useful for marketers, executives, and business owners. This one-day workshop will provide a concise and practical overview of optimization techniques, focusing on four key subjects: mining information from Google Analytics to understand data, users, and devices; analyzing competitors; heuristically reviewing your website for usability; and A/B testing your key content for conversion. Once you have this information you will be able to optimize the layout and remove the bottlenecks in your website that may be preventing your visitors from converting into customers. You will learn how to leverage the data to create a better user flow in your website and use the test-driven framework to continuously improve your website, acquire more customers, and increase your revenue.