When it comes to websites, many companies invest nearly all of their marketing budget in to getting traffic (visitors) to the website. When analysing stats you may find that you have a lot of people visiting your site but these are not converting in to enquiries or sales. This is because your conversion rate is too low and although increasing traffic may lead to more enquiries and sales, will not improve your conversion rate.
Improving conversions can be done in a number of ways, and it is all about testing. You may need to carry out a few tests to see what works and what doesn’t before you can implement any permanent changes to the website. A/B testing is where you set up two versions of your home page for example. One may be very graphic orientate and the other more textual. You can then see which one gives you the highest conversion rate.