Highlights:

The best thing about conversion-rate optimization is the result: You get increased revenue without the need to increase your ongoing advertising spend. You can keep spending the same amount of money, driving the same amount of traffic, and you’ll get more leads, sales, and revenue from a conversion-optimized website.

For conversion optimization, you should always set your test goal to be as close to revenue as possible. Optimize for direct sales, average order value, and qualified leads generated.

Conversion optimization is best approached as an ongoing process of improvement.