Improving conversion rates primarily focuses on landing pages, but the principles can enhance any user interface.

When trying to improve a conversion rate, you're aiming to increase the efficiency of moving users from one step to the next in the conversion funnel.

At Amazon, we focus on developing only those things that truly matter for our customers, avoiding the risk of engineers taking charge and building technology instead of products.

Tracking performance through Google Analytics is vital, as it allows companies to see which URLs are generating traffic and conversions, even if they can't see the specific keywords used. To optimize your website, start by analyzing your best-performing content in Google Search Console to identify keywords that are generating impressions but not clicks, as well as those that are clicked but not converting.

We track everything from clicks to usability, and we use visualization tools to analyze customer data, which has transformed our operations.

Amazon effectively structures its site to ensure every product page is crawlable by search engines, allowing for better discoverability and ranking.

Optimizely helps companies run A/B tests to determine which design changes lead to better customer conversion rates.

To ensure we are impact-driven, we measure our success by how well we understand and address customer needs, rather than just the volume of features we deliver.

You should only work on improving your conversion rate if you have a leaky bucket, meaning you're losing users at a significant rate.