Conversion rate optimization seeks to increase the percentage of website visitors that take a specific action (often submitting a web form, making a purchase, signing up for a trial, etc.) by methodically testing alternate versions of a page or process<ref>{{citationCite neededweb|title=What Is Conversion-Centered Design and Why It Matters|url=https://www.sixthcitymarketing.com/2020/07/20/design-for-conversion/|url-status=live|access-date=FebruaryMarch 201622, 2023|website=[[Sixth City Marketing]]|archive-date=September 27, 2022|archive-url=https://web.archive.org/web/20220927074143/https://www.sixthcitymarketing.com/2020/07/20/design-for-conversion/}}</ref>, and through removing impediments to user experience and improving page loading speeds.<ref>{{Cite web|title=How Website Performance Affects Conversion Rates|url=https://www.cloudflare.com/learning/performance/more/website-performance-conversion-rates/|url-status=live|access-date=July 10, 2022|website=[[Cloudflare]]|archive-date=May 30, 2022|archive-url=https://web.archive.org/web/20220530075502/https://www.cloudflare.com/learning/performance/more/website-performance-conversion-rates/}}</ref> In doing so, businesses are able to generate more leads or sales without investing more money on website traffic, hence increasing their marketing return on investment and overall profitability.<ref>{{cite book|last1=Goward|first1=Chris|url=https://books.google.com/books?id=2N1DwBhcMTkC|title=You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing|date=2013|publisher=[[Wiley (publisher)|Wiley]]|isbn=9781118301302|___location=[[Hoboken, New Jersey]]|lccn=2012951871|oclc=1159801038}}</ref>
[[Statistical significance]] helps understand that the result of a test is not achieved merely on the basis of chance.
