Regardless of whether you're a for-profit business or a nonprofit organization, getting visitors to your website is only the beginning. There are certain actions you want your website visitors to take. Motivating your site visitors to act is known as a "conversion," and it's the goal of most websites.
Conversions may take many forms, depending on your business/organizational model, including:
Unfortunately, many organizations are so focused on driving visitor "traffic" to their websites that they lose sight of the reason they want those visitors in the first place—to get users to take a desired action, to convert those visitors into new customers, clients, supporters, or volunteers.
Conversion optimization is the process of modifying your site's target landing pages in ways that will inspire a greater number of site visitors to take the desired actions. This process borrows from several areas of web development, including:
Conversion optimization goes hand-in-hand with other Internet marketing efforts such as SEM/SEO/PPC. If you're spending money on PCP or SEO campaigns to drive traffic to your site, make sure you're realizing the greatest possible return on investment (ROI) by converting the maximum number of site visitors. Sound conversion optimization principles make websites instantly more productive and profitable without a single new visitor because you're increasing the conversions among the visitors you already have.