Anyone who has an online store wants to increase sales as much as possible. The question is, how do you do it? While you can make drastic changes to your marketing strategy or your online store, sometimes all it takes is changing and testing a few small elements on your website.This process is called conversion optimization. The goal of conversion optimization is to increase the percentage of website visitors that become paying customers. For new online businesses, conversion optimization is crucial, as it will help you maximize each visit to your website. The more of those visits you turn into leads or customers, the better your cash flow.