Optimisation is typically thought of as using controlled experimentations to improve a website’s ability to drive business goals.
The first step is to determine your objective which is usually based around your business goals. Consideration is given to areas within a user journey that could be improved or changed to increase conversions. When the changes are defined and configured so that they can be measured using a A/B split testing tool an experiment is run to gather data.
The results can then be measured and assuming enough data has been collated, conclusions can be made. These can then feed back into the improvements to the user journey and the cycle starts again.
If you want to discuss the optimisation of your website, please get in touch.