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What are the steps of conversion optimization?

Whether you’re creating a blog post or landing page, the ultimate aim is to convert your website visitors into customers

Now, the big question is: how do you ensure your website visitors take the actions you want them to take?

There are a lot of amazing (and some not-so-amazing) tips out there, but at the end of the day, it’s all about one thing: conversion optimization.

Whether you’re getting great results or poor results, conversion optimization is a must: testing, analyzing and optimizing will ultimately lead to better results – and there’s always room for improvement when it comes to sales and conversions. 

In this blog post, I’m going to show you the 7 steps of conversion optimization.

1. Create an optimization strategy.

To improve your conversions, you have to outline a strategy that will guide your tasks. Rather than throwing everything at the wall and hoping something will stick, using a strategy to guide you along the way can help you get more hits than misses. 

This is true of all types of marketing strategies, but it’s especially important when performing conversion optimization tactics; that’s because conversion optimization requires a lot of testing and a lot different steps.

For example, if you want to generate more downloads for an e-book you’re offering on your site, then you’ll want to optimize your e-book landing page. With a clear strategy in place, you can make sure you’re testing and analysing all the different elements from your landing page, from its design to the shape and colour of your call to action button and to your copy. 

Some vital tasks to include in your optimization strategy include:

  • Setting goals
  • Creating buyer personas
  • Stating optimization tasks
  • Tracking results

With a sound strategy, it becomes easier to get the right information about your visitors and use it to improve conversions. 

A tool like can help you draft your conversion optimization strategy and allow collaboration between your team members:

Conversion Optimization Tool:

You can plan different stages of tasks like website design, landing page design, or A/B tests using this tool. It’s easy to assign tasks to each team member and follow up on their progress, as well as see when you need to analyse results and when you need to move on to the next test. 

2. Ask visitors about their user experience

Knowing why visitors leave your page can help you make the right changes to your pages. You can use different mechanisms to gather information from your audience to understand their pain points.

Some ways to get these pieces of information are:

  • Polls
  • Survey
  • One-on-one interviews

Through these, visitors can tell you if your page design is poor or they’re just unmoved by your offers. With a tool like Qualaroo, you can create surveys for your visitors. It allows you to set conditions on how the survey is delivered to them.


It’s vital to ask the right questions from your prospects as this will improve the quality of answers you can get. When you get the right information, you can refine your buyer personas and form new hypotheses.

3. Find your sales funnel leaks

Identifying the pages with low conversion rates can lead to making the right changes.

That’s why you must study your sales funnel to see where visitors are dropping off your pages. A tool like Google Analytics is very useful in finding these pages – and readily available to anyone with a website. Through the behaviour flow, you can see how visitors move through your website and where they quit: 


Which pages have high bounce rates? Why are visitors bouncing off those page?s Which pages keep visitors longer? 

After answering these questions, you should view these pages to gain more insights about their performance.

Likewise, on important pages like your landing pages and sales pages, you should set conversion goals and easily track your conversion rates: