Glossary
Conversion rate optimisation
Conversion rate optimisation is improving the share of visitors who do the thing you wanted, rather than trying to get more visitors.
The conversion is whatever counts for your business: a call, a form, a booking. The work is usually removing friction and confusion rather than adding persuasion.
Why it matters to you
It is almost always cheaper than buying more traffic. Doubling the share of visitors who call is the same result as doubling the traffic, and it does not cost more every month.
An example
Adding a tappable phone number to a site that only printed the digits as text costs one line of code. More than half the local sites we measured were missing exactly that.
Where this comes up: website design & development .