Conversion optimisation
Conversion optimisation aims to determine the factors of an advert, website or
web page that can be improved so as to make the website convert best. From
PPC advertising, to email subject lines to shopping cart design, tests can be
set up to determine what variables are affecting the conversion rate of visitors
to the website.
In the Web Analytics chapter there are details and tools for running tests, such
as A/B split testing and multivariate testing.