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>{{Cite webcitation needed|title=What is Conversion Rate Optimization (CRO)? A Complete Guide |url=https://www.hotjar.com/conversion-rate-optimization/ |access-date=2024-03-22February |website=www.hotjar.com |language=en2016}}</ref>, and through removing impediments to user experience and improving page loading speeds. 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.
