Master the Essentials of Conversion Optimization

The conversion optimization guide by ConversionXL

Written by Peep Laja, founder of ConversionXL

This expert guide will help you

  • Master a systematic approach to conversion optimization
  • Win more A/B tests and get higher impact per successful experiment
  • Be able to improve the conversion rate and revenue of any website

Conversion optimization is a process.

Amateurs follow best practices and don’t know where to begin. Experts follow frameworks and processes.

This expert guide will teach you the process of optimization.


If you can’t describe what you’re doing as a process, you don’t know what you’re doing.
— W. Edwards Deming


Table of Contents

  • #1: Mindset of an Optimizer

    You seek to understand your customers better - their needs, sources of hesitation, conversations going on inside their minds.

  • #2: Conversion Research

    Would you rather have a doctor operate on you based on an opinion, or careful examination and tests? Exactly. That's why we need to conduct proper conversion research.

  • #3: Google Analytics for Conversion Optimization

    Where are the problems? What are the problems? How big are those problems? We can find answers in Google Analytics.

  • #4: Mouse Tracking and Heat Maps

    We can record what people do with their mouse / trackpad, and can quantify that information. Some of that data is insightful.

  • #5: Learning From Customers (Qualitative Surveys)

    When quantitative stuff tells you what, where and how much, then qualitative tells you 'why'. It often offers much more insight than anything else for coming up with winning test hypotheses.

  • #6: Using Qualitative On-Site Surveys

    What's keeping people from taking action on your website? We can figure it out.

  • #7: User Testing

    Your website is complicated and the copy doesn't make any sense to your customers. That's what user testing can tell you - along with specifics.

  • #8: From Data to Test Hypotheses

    The success of your testing program depends on testing the right stuff. Here's how.

  • #9: Getting A/B Testing Right

    Most A/B test run are meaningless - since people don't know how to run tests. You need to understand some basic math and statistical concepts. And you DON'T stop a test once it reaches significance.

  • #10: Learning from Test Results

    So B was better than A. Now what? Or maybe the test ended in "no difference". But what about the insights hidden in segments? There's a ton of stuff to learn from test outcomes.

  • Conclusion

    Conversion optimization is not a list of tactics. Either you have a process, or you don't know what you're doing.

About the author

Peep Laja is a world-renown conversion optimization expert. He writes the world’s most popular CRO blog, is an author of multiple books and is still a true practitioner.

He trains enterprises and agencies around the world on the discipline of conversion optimization, and helps businesses improve their online revenue with his agency.

Peep has been doing digital marketing for 15+ years in Europe, Middle East, Central America and the US. He has extensive experience across verticals: in the past he’s run a software company in Europe, an SEO agency in Panama, real estate portal in Dubai and worked for an international non-profit. Now he runs ConversionXL.