Every website has its ultimate goal, either to increase sales, leads or customers, and the conversion rate of these goals becomes an important KPI. Slight improvements in the conversion rate of your website may turn into a substantial increase in sales or number of leads. The optimization inputs are built using existing know-how, industry’s best practices and backing those with users’ insights retrieved from advanced analytics systems. As the web is not static neither users’ interactions on it, it is important for a website to be continuously testing new approaches to optimise its conversion rate. This optimisation path is crucial to be done along side with the client so both are engaged.