Traffic is bought; conversion is earned on the page. Doubling a 2% conversion rate is the same revenue lift as doubling traffic, at a fraction of the cost — and the work is usually subtraction: a shorter form, a clearer price, a button that says what happens next, a page that loads before the doubt does.
The method is diagnosis before surgery: watch where people leave (checkout analytics, session recordings), form one hypothesis, change one thing, measure. The failure mode is optimizing the wrong layer — A/B-testing button colors on a page whose price scares people away is rearranging chairs.
Related terms
SEO
Search engine optimization — making pages findable, indexable and worth ranking: technical health plus content people actually want.
WCAG
The Web Content Accessibility Guidelines — the standard that defines what makes web content usable by people with disabilities; AA contrast is 4.5:1 for body text.
Core Web Vitals
Google's three field metrics for loading, responsiveness and visual stability, measured on real visits rather than in a lab.
The bench this belongs to
Full-stackIf you can describe it, we can build it. React and Next.js on the front, Python or Node behind, Postgres underneath, shipped to somewhere you can afford to run.
