Whether you own an ecommerce website, manage an online marketing team, or are responsible for your brand’s SEO efforts, you’ll know how vital conversions are to your business. Conversion rate optimization practices maximize your potential for drawing in customers.

This 10-chapter guide dispels a few myths about conversion optimization, shares tips from 20+ conversion experts, and gives you a free, three-step CRO plan to help you gather the high-quality data you need to improve your conversion rates over and over again. It all starts here in Chapter 1, with an in-depth introduction to user-centric CRO.

If you were playing a game of chess, your ultimate goal (aka your conversion) would be to checkmate your opponent; but before you got there, you’d need to evaluate the whole board carefully, and repeatedly.

It’s the same with your website: before making any sort of move, you need to look at the big picture—and this is how it works.