Getting customers to your website is only half the battle. Once they are there, you need to ensure as many as possible turn into customers, whether that be by making a purchase, requesting a quote or making a call. I.e. Achieving a noteworthy conversion rate.
Like with paid campaigns, the way you improve your conversion rate is through experiments. A well-run website is always running experiments and looking for ways to convert more customers on their site. Experiments are tested on a sample of site visitors against what exists currently. If the new change is an improvement, we increase the sample size, if it maintains a better performer, then we implement the change for all visitors.
This can be through small changes, e.g. playing around with a buttons text, shapes and or colours or significant modifications such as experimenting with a new design template, updating your product or adding content personalisation.
When working with a client on CRO; generally, we have monthly meetings to talk through current active and future experiments, to be sucessful, it needs to be a very collaborative process.