It’s always been a kind of obvious concept – make your web site better at selling to increase leads and revenue but it has evolved into a much more scientific and influential task than before with many really useful and dedicated tools available to the marketer to help with the process of optimising for conversions. For example in 2016 there is no shortage of AB testing SaaS providers, some of the best being SiteSpect, Optimizely, Unbounce & VWO and the price of such services is far more amenable than it used to be.
Many of the best known CRO experts and ideas are discussed in the following excellent webinar hosted by HubSpot. A transcript is also available below. Unfortunately I couldn’t grab the name of the host so he’s referred to as ‘male speaker’!