Your first question might be, "What is Conversion Rate Optimisation?" Fair question and even if you do know what it means, this concept can be applied to an almost infinite number of situations. Let us tell you through a little story.

Just imagine you're a salesperson for a moment and you had 10 appointments this morning. You've got back to the office and put up your feet and you're telling your boss what kind of day you had. You explain your stats helpfully:

• Spoke to a total of fifteen people at ten meetings
• Had three cups of coffee
• Left nine brochures and three business cards
• got four excellent cark parks
• had a great snack at a cafe around the corner from Acme Industrial Screws
• made three sales
• broke a biro
• blah
• blah
• blah

Your boss looks at you and tries to work out whether to pity you or sack you. Happy though that you made sales he decides to help. "Joe, you're a good salesman but please focus on what we can learn from this. You're got a bunch of stats here. Tell me which ones matter." Joe scratches his head and looks at his shoes. "Well, maybe I shouldn't have taken time off for a snack? I was hungry and.." "No!" His boss is now getting really irritated. He takes a deep breath. "Could a useful statistic be, you made three sales ? " Joe agrees sheepishly. Boss continues, "and if you made ten sales calls and from that made three sales, I'm suggesting that if tomorrow you made 20 sales calls, you would make 6 sales. What do you think ?" Joe scratches his head again.