Conversion optimization is the process of improving the conversion rate of a website or landing page, i.e. the percentage of visitors who take a desired action (such as making a purchase, filling out a form, or signing up for a newsletter). This is typically achieved by making changes to the website design, copy, user experience, and other elements to increase its relevance and appeal to the target audience and reduce friction in the conversion process. Conversion optimization is a continuous process of testing, analyzing, and refining the website to increase the number of conversions and maximize the return on investment.