Conversion Optimization focuses on optimizing returns from existing visitors. While search engine optimization and search engine advertising are largely aimed at attracting visitors and sending (qualitative) traffic to a website; conversion optimization focuses on those visitors who are already on the website.
With A/B testing we compare two versions of a web page or element to discover which one gets the best results. This allows us to examine multiple versions of a design, text or call to action with users.
A site gets visitors from different channels like organic traffic, direct traffic, paid traffic, etc. By monitoring and adjusting the performance of these channels we can use these to achieve the online goals.
To get the highest possible conversion rate, we will be looking for opportunities to widen the funnel. The more visitors in the funnel, the greater the likelihood of a conversion.