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, element on a page (such as a Call To Action button) or process{{citation needed|date=February 2016}}, and through removing impediments to user experience and improving page loading speeds. ConversionIn ratedoing optimization specialists will often start by creating a conversion funnelso, which outlines the steps that a website visitor takes from arriving at a site through to either taking an action on that site or leaving without taking an action. The goal of a conversion funnel is to identify the steps which can be optimized to increase the likelihood that a visitor is goes from one step to the next. The goal of conversion ratebusinesses optimizationare isable 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 us understand that the result of a test is not achieved merely based on chance.
