What are the steps of conversion optimization?


Share this article

What are the steps of conversion optimization is one of the age-old questions in the internet world today. Knowing how to convert your traffic into meaningful conversions (sales, contact information etc) is the name of the game for a successful business. 

jpeg optimizer What are the steps of conversion optimization 1

Here are the steps for conversion optimization

  1. Have a starting idea
  2. Test
  3. Analyze 
  4. Optimize 
  5. Repeat items 2-4 forever

1. Having a starting idea

Initially its almost impossible to know what will work for your specific traffic, and much guess work goes in to make the best possible website or eCommerce site that will accomplish all of your goals right off the bat. This is why it’s important to recognize that CRO is a process that should be prioritized at all times during your business venture.

You have to start somewhere though:

  1. We recommend that you do research on competitor websites to see how they have things laid out, take note of what you like and dislike from their sites and add the good ones for your own site. 
  2. Talk to your current customers, friends and family about how they would use your site and jot dot the good ideas.
  3. Take yourself through the website journey and find what works for you.
  4. Install Google Analytics and HotJar to track your visitors’ movements on your site to learn their habits and what is working (and more importantly, what is not).

Building the customer journey.

One of the biggest elements to make this all work is to build customer journeys, or better said, what you expect and hope your customers will do when they are on your website. This doesn’t have to be limited to only sales, other goals and journeys can be to collect email addresses or get people to book a call with you.

A customer journey can look something like this:

  1. Customer arrives on the home page
  2. Customer clicks on product link 1
  3. Customer adds product to cart
  4. Customer checks out and completes purchase

This is a very simple journey and most ideal, but the flow concept works for every journey

  1. Customer arrives on home page
  2. Customer clicks on more information
  3. Customer books a call for more information

This is also a successful journey and one you want to plan for, meaning, setting up the website in a way that enables the customer to reach those goals that you set out for them.

When does it go raw? If the customer fails the objective or does not reach its goal. For example

  1. Customer arrives on home page
  2. Customer leaves home page to another website

This is also a journey, but not an ideal one. When it comes down to it, it’s all a numbers game. You will never have 100% of your traffic doing exactly what you want every time, and this is where Google Analytics and Hotjar come in to tell you how many users fell into which category.

A website can have 10s of journeys, it’s important to think of as many and continue to add as your customers use your website and you learn more as a company.

Build out the customer journeys that you want to see initially and continue to expand from there.

2. Test

Now that your site is all ready to go and you have your customer journeys all lined up, it’s time to test your theories out and hopefully make some conversions along the way. 

A big part of the test is assessing where the your site traffic is coming from, how they are reacting to your site and note the volume of traffic coming to the site

This can get tricky, let’s take a look at an example

You advertise on Facebook for audiences 18-25 male and female for your bicycle shop, you accrue 1000 visitors in a 1 month period. 500 of them never get past the home page, 400 never make it past the second page and you achieve 100 conversions. 

Now that is a 10% conversion rate, which could be better. We need to figure out if the site caused people to dash away or if the audience that was brought in simply wasn’t interested or couldn’t afford the product. 

This takes us to testing stage 2. Usually you want a control factor (something that stays the same) and a variable (something that changes) to test what is the difference between the current version and something changing. 

Is it possible that the site is good but the demographic targeted was not the best, or perhaps the demographic is good but the site is not optimized in the right way? These are the big questions that need solving in order to perfect the site and traffic types.

3. Analyze

Analyzing your results are key to understanding what is working and what is not. Like we mentioned above, analyzing your stats can tell you if your site is achieving its goals and which areas need improvement.

You won’t always know the missing link right away, which is why the analysis stage is so key.

4. Optimize

Now that you’ve collected data like above, it’s time to optimize! The first step is to build new theories and hypotheses that can make the change from undesirable results to awesome ones. Continuing our example from above

If we believe that the traffic type is good but the site is failing, we can look at the site and see where most people drop off. In our case 50% of the people never made it past the home page. Similar to newspapers, being above the fold (i.e. the user not having to scroll down) what is being presented in the first glance of the website, what call to actions are being presented that the user should take action on?

If the user has to scroll, that may be a big indicator of why someone may leave the site, and it may mean that you should put the products or action buttons right at the top of the site. 

This is just one example of the many factors that go into the whole CRO experience. 

The best part is that you don’t need to wait a whole month (or whatever the longer testing period was) you can view it in half its time or even a quarter to see if the results are improving. 

This is a time consuming and lots of guessing process, but a well worth it process to make your eCommerce website successful

5. Repeat Items 2-4 forever

Optimization never ends! Unless you somehow are getting 100% of your site visitors to convert, there is always room for improvement and we strongly recommend the testing, analysis, and optimization of your website on a fairly frequent basis, whether it be weekly or monthly. 


What is eCommerce optimization?

eCommerce conversion optimization is a holistic approach to making your website better and easy for visitors to convert into paying customers.

It covers your website’s navigation, speed, design, content, usability, product descriptions, and more. The goal is to make every element on your website. We lead users towards your chosen end goal intentionally.

Your website and everything on it should bring people to purchase your products or services.

Will optimization fix my bounce rate and cart abandonment issues?


High bounce rates are usually a result of slow page loading, which CRO can fix by removing unnecessary coding, compressing files like images, and other technical solutions.

The ideal speed should be below three seconds.

High cart abandonment rates usually occur because of complicated checkout processes, tedious shopping funnels, the need to fill out multiple information fields, far from transparent shipping calculations, and a lack of alternative payment methods.

A CRO specialist can fix these issues by studying your users and figuring out what they prefer when shopping and paying. Then, you can implement CRO changes like simplifying checkout, allowing guest checkout, shortening the purchasing processes, lessening form fields, implementing free shipping, and including as many payment options as possible.

Is CRO important for eCommerce? 

Conversion rate optimization is vital for online retailers in that it allows them to maximise the site traffic they have. With CRO, business owners can effectively make more money without the need to spend much more on customer acquisition.

How many people shop on their phone?

A 2021 research survey reported that 79% of smartphone users purchased online using their mobile devices in the last six months before the study. Furthermore, 73% of the global market share is on mobile shopping.

Hence, when doing CRO, you should consider mobile if you don’t want to miss out on huge conversions.

Why do I need an eCommerce optimization agency?

eCommerce optimization entails sophisticated tools and years of experience to perfect.

Not many business owners have the expertise nor time to implement detailed testing, study and analysis, and technical work.

If you are like most business owners, you could be more passionate about your product over the details of digital marketing and CRO. If so, you need to hire an agency to do the optimization work for you.

Hiring an expert team like KAMG allows you to save your business from mistakes. You will also save up to 80% on advertising and customer acquisition costs with a guaranteed ROI of a thousandfold.

Is eCommerce optimization enough?


If your website is perfectly optimized, but nobody comes and visits, you will convert no one. 

You could implement email marketing to nurture your users, SEO to rank on search engines, and do some PR to get your name established in the market.

You can avail of these marketing needs with the help of our KAMG team. Leave your details, and let’s see how we can collaborate to double your metrics in 90 days.

Kas Andz

Kas Andz


Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: team@kasandz.com