Conversion Optimization Round-up – July 2021

Who doesn’t want more conversions? However, where does one start with the ever-changing methods and resources available? Let us help you out with some top picks of the latest articles in Conversion Rate Optimization.

This Round-Up will explore how to calculate conversion rates and their application across different channels and customer journeys. You’ll also learn how to attract customers and keep them coming back. Next, we will explore what critical mistakes to avoid when doing your A/B testing. Then we bring you along for an experiment on what works better, the link or the button? And finally, we dive into conversion intelligence and let you in on some important insights.

Conversion Rate Formulas to Accurately Calculate Growth

Take a deep dive into how to calculate your growth. What’s working for you, and what needs to be revamped and revisited. 

Conversion rate formula is key to understanding your marketing insights. It’s the best method to find out what your next steps should be.

The method for calculating conversion rates varies depending on a lot of criteria. CXL details a few of the best formulas to use to see where you stand. However, using the basics, you can calculate the conversion rate with the following formula:

Number of Conversions / Number of Visitors * 100 = Conversion Rate

In addition, you need to keep in mind the item you are selling. A 5% conversion rate on large ticket items is comparable to a %15 conversion rate on smaller ticketed items. Remember, context matters here.

You are also going to learn how to calculate and collect accurate data:

  • How many clicks are we generating?
  • What’s the click-through rate?
  • What’s our CPC?
  • What’s our CPA?

If you are looking at how to leverage and calculate your conversion rates to drive your optimization efforts, this is the article you need to read.


Attracting the Customer’s Attention

When the Marketing Sherpa puts together case studies, you pay attention. They know what they are talking about. If you cannot grab the customers’ attention, how amazing your product is doesn’t matter.

Find out what it takes to attract the ever-fleeting attention of your new and old customers. Remember, as we move forward, the most important element of an effective advertisement is its ability to capture attention.

Here three case studies are offered that will certainly help you generate more attention, which in turn generates more money in your pocket.

  •   Bumble Bee Seafoods attains its first profitable year in five years by rebranding.
  •   Roommate finder app increases conversion by 10% in the A/B test by adding value proposition information.
  •   Tennessee Titans reach 2.2 million people on Twitter using an XR immersive experience.

In addition, the Marketing Sherpa explains this fundamental ability in a fun, attention-grabbing way.

MarketingSherpa (

The Pitfalls of DIY A/B Testing

WiderFunnel takes you in on an in-depth ride into the best practices when doing A/B testing. A/B testing results have helped inform many crucial business decisions. However, A/B tests are only as helpful as the accurate information and skill of the tester. Due to this, A/B testing can be frustrating and sometimes can even produce unreliable results.

Reading through this article will help break down what you must avoid. What you need to include and how to use this testing to improve traffic and sales. They help explain what you need to plan your optimization road map, avoid too many testing elements, and finally, how to avoid calculating using unbalanced traffic.

Furthermore, following these steps will help you filter through ideas that are not based on insights that lead to fruitless and repetitive testing, which is wasteful, risky, and less impactful.

GuessTheTest (

We get asked all the time, what converts better on your webpage and articles: The link or the button?

With this case study from Guess the Test you can see exactly how their button contributed to a 32.37% increase in logins.

Use this as an idea for your own test. Keep in mind to generate accurate numbers and execute this like a true experiment. Keep constants, record accurate data, and be prepared to change what isn’t working.

So, following these steps will put you in the right direction. And settle once and for all what’s better for your business? Link or button?

Conversion Intelligence—The New Era of Marketing

Unbounce (

We will be the first to agree with you, change is hard. It can sometimes feel overwhelming and frustrating. Unbounce is a leader in trying new marketing methods, and they are sharing some of their key finds. They recommend capitalizing on new trends and not missing out on the new way of streamlined marketing.

When a group of marketers was asked if they could have more of one thing, what would it be? 50% said more conversions. It’s no secret conversions lead to more sales, and more sales lead to more money in your pocket. That’s why we are all here, right?

In today’s world, we need to combine the increasingly used artificial intelligence with marketing intelligence. And combined, we get conversion intelligence that works best for you in today’s market. This world is moving fast. The advances to how we market are changing at rates never seen before. Covid has changed the way businesses operate. In addition, we learn what is involved in getting those customers through the door, so to speak, and keep them coming back. 

We hope this Round-Up helps you put into perspective exactly what needs to be done to help improve conversions and build a stronger, healthier business.

Author: Kurt Philip


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Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

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