Conversion rate optimization is a science. It takes a methodical approach to improving your site design to fulfill your goals.
Example: Button Text
Say you have a contact form on your site and the button text says “Submit“. Now imagine we change it to say “Request a Call Back“. Which one will people click on more? The only way to know is to test. So I test and let the data tell me which button text has the highest conversion rate.
Every element on your site is worth testing. From the call to action, to layout, to pricing, to sales copy. A small change can yield massive gains for your business.