A conversion is a desired visitor outcome such as purchasing a product, downloading a white paper or signing up to a newsletter. The conversion rate will naturally fluctuate, often on a daily basis, in response to many factors, including traffic source, advertising activity, weather and time of day.
Using your web analytics you can begin to understand what factors influence your conversion rate and benchmark your conversion rate to monitor how it changes over time. Due to the volatility of the conversion rate the most reliable way of understanding how to improve your conversion rate is by conducting A/B tests where traffic is split randomly between the control page and a new variant. The use of a control page allows you to measure with confidence the impact of the change in the design of the new variant page.
Conversion marketing – Glossary of Conversion Marketing.
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A/B testing solution – Which A/B testing tool should you choose?