Website optimization is all about refining your user experience so that your potential customers will be more likely to convert on your website. If you want to enhance the user experience you cannot make the blunder of reshaping your website.

But no matter how well you know your target audience, people are unpredictable. As a result, optimization without good data, might end up decreasing your conversion rate instead of increasing it.

That is why, true website optimization is a scientific process. You come up with a theory for a change you think will improve your conversion rate and test that hypothesis. If you’re right, you change to your new and improved website design. If you’re wrong, you stick with the original design.

Website optimization process allows you to also your target audience. You learn what they like and dislike. This helps you come up with better theories to tests in the future. Over time, you may end up with a website that you never would have come up with on your own—but it’s a website that is perfect for your traffic.