All the traffic in the world doesn’t mean you’ll sell anything. Conversion Rate Optimization is the key aspect of your marketing.

Traffic is awesome, but conversions are the true driving force of growth.

With so many cost effective ways to push targeted audiences to your marketing, website, or even to a phone call; it truly is a great time to be in business. But none of it matters if you can’t get enough people to convert.

Ad budget and marketing dollars go out the window without enough new revenue being created.

This Conversion Rate Optimization Sourcebook compiles the best the education, books, and real-life applications that will help you move that traffic down the funnel and into paying customers.

Conversion Education

The Beginner’s Guide to Conversion Rate Optimization (HubSpot)

A fast, decent look at the world of CRO from those who live to bring a large amount of natural traffic to websites and convert them into leads and customers.

Conversion Rate Optimization (as Told by Moz)

Slightly more detailed look, but it’ll still only take you a few minutes to read over. Great if you’re looking to get a long definition of the subject.

The Beginner’s Guide to Conversion Rate Optimization (Conversion XL)

It says “beginner” too, but this is a decent chunk of valuable information. Actually a series of posts dealing with all of the major factors in conversion science.

The Definitive Guide to Conversion Optimization

Neil Patel’s 8 chapter guide to knowing, creating and implementing a conversion rate optimization plan for businesses and site owners.

The Beginner’s Guide to Conversion Rate Optimization (Qualaroo)

Yep. Another “beginner” piece. This one is 12 action-packed chapters that seem to be the most comprehensive guide on the subject of CRO available on the internet.

The Beginner’s Guide to Conversion Rate Optimization (Shopify)

Last “beginner’s guide”, but this one has an e-commerce focus (hence Shopify). Great for online shops or anyone looking to drive B2C traffic to their site.

Conversion Articles

100 Conversion Optimization Case Studies

The title says it all, but you should also know it’s from QuickSprout. They don’t put out poor quality stuff. It’s a massive list of screenshots and actionable goodness.

An Introduction to Website Split Testing

A not-too-long, yet good look into the world of A/B testing. If you’re unfamiliar with the topic, it’ll fulfill the promise to introduce you.

A/B Testing: A Comprehensive Guide

Split testing is the cornerstone of the experiment process. Take your time going over this detailed look that actually includes several other great resources on the topic.

The Landing Page Optimization Guide You Wish You’ve Always Had

One of the many good posts from Conversion XL, specifically targeting landing pages. All ads should be going to a dynamite landing page and this one post will help you.

Good Copy/Bad Copy (Tests)

A really short post with a few fast tests that anyone can do to ensure the copy on their site is where it needs to be. Worth the 2-minute read.

How We Increased Our Conversions by 311%

A great SaaS-specific case study from the folks at It’s put together in a “quantitative” and “qualitative” format that tech leaders will dig.

How To Boost Conversions by 529% in 45-Minutes (Two Step-By-Step Case Studies)

Brian Dean from Backlinko doesn’t disappoint in any post, this one is no exception. Step by step, shot by shot and two case studies. The comments are chocked full of great content, too.

How (and Why) to Budget for Conversion Rate Optimization

If you’re struggling with spending the money on increasing conversions, this is a short argument to help you decide to get off the fence and into the game

How to Increase Your Website’s Conversion Rate

From Forbes and, unlike many of their posts, includes 50 tips to improve the CRO of your website. Some are fairly standard, but some good stuff in there.

Forrester: Defining the Right Web Customer Experience Metrics

A quick read on metrics. Tracking the right things is an important part of conversion optimization. Here’s a research-driven look at which ones are most important.

Stop Wasting Visitors and Focus on Conversion Rates

A more basic look at CRO, but very good at motivation. So many companies drive traffic well but could see a huge boost in conversions by taking action.

Conversion Rate Optimization (CRO) and How it Relates to SEO and Retargeting

SEO and paid ads have always been the talk of the digital marketing space. Here’s a well thought out piece explaining how everything fits together in the fast-changing landscape.

8 Ways to Beef Up Your Content (and Boost Conversion Rate)

Every word on your site needs to be well thought out and point to the next action you expect users to take. Here are the basics of ensuring all content (blogs, newsletters, etc.) stays on target.

Google Analytics in Depth: Goals and Funnels

If you’re ready to get more from your Analytics dashboard than traffic stats and bounce rate, this post is the one to read. Amazing tutorial showing exactly how to take your metrics deeper.

How to Increase Conversions on any Website in 45 Minutes

Sounds like clickbait, but it’s a very interesting post that literally puts timestamps on a 45-minute schedule. Set a timer and see how you do.

Conversion Psychology Articles

10 Ways to Use Psychology to Convert More Customers

Psychology and conversions are an unbreakable partnership. Here are ten methods marketers can use to approach the subject and convert more customers.

The Psychology of Anticipation and What it Means for Your Conversion Rates

A post by Neil Patel for Unbounce. All about targeting the anticipation of your users and using those psychological triggers to increase conversions on the pages of your site.

15 Psychological Triggers to Convert Leads into Customers

Specific triggers that have been known to dramatically increase a site’s conversion rate. Kissmetrics includes screenshots, examples, and tons of actionable tips to use what you’ll learn.

10 Ways to Convert More Customers Using Psychology

Another post from Kissmetrics with another 10 ways to use psychology. Every tip is laser-focused toward conversions.

12 Conversion Rate Optimization (CRO) Tips Based on Human Psychology and Behavioral Economics

Not a long guide for having 12 tips. But it’s all real-life studies with brands that use these ideas to improve their conversion rate optimization. All rooted in human and behavioral psychology.

Using Psychology in A/B Landing Page Testing

Psychology, A/B testing, landing pages. There’s a lot to love in this post and it’s all to help you get those initial visitors to convert by thinking more like your customers.

Persuasion and Psychology in Boosting Conversion

Here’s a thought piece speaking to the connection between persuading others via psychology based on the six principles of persuasion from Robert Cialdini’s book “Influence”.

5 Ways to Improve Your Marketing Using Conversion Psychology

HubSpot’s take on conversion psychology. Great case studies tapping into the mind of visitors.

10 Ways to Convert More Customers Using Psychology

Data based on established scientific studies to show yet another “10 ways” to convince more customers that you’re the answer to their questions.

The 9 Psychological Tricks That Make Visitors Convert

Nine tricks proven by tested consumer behavior to help drive an increase in conversion for those who take these actionable strategies from CrazyEgg.

7 Social Psychology Studies to Help You Convert Prospects into Paying Customers

The way people respond to certain triggers is remarkably similar. Using the behaviors that can be predetermined is powerful. These 7 studies give you a detailed glimpse into the buyer’s mind.

The Psychology of Conversion Optimization: Freedom

Great work from Adobe taking a look at freedom. And how marketers can apply that to their sales process.

The Psychology of Lead Conversion: Why CTAs and Landing Pages Work Read

The call-to-action is the way you get conversions. Everything else leads to the point of asking visitors/leads to do something. This post is all about CTAs on landing pages.

Conversion Blogs


An obvious choice on the list. These guys put in the time to bring amazing CRO resources together for anyone who has traffic going to a website. Loads of studies, research and how-to’s.

Perry Marshall

The man behind the concept of 80/20 Marketing. Topics have been known to include increasing conversion, improving landing pages and the science behind it all.


Tim Ash runs this site and takes a hard core look into the psychological aspects of conversion rate optimization.


A site run by Neil Patel. Deep-level optimization marketing with analytics and testing abounding. Never a post without actionable tips throughout.

Quick Sprout

Neil Patel runs this one, too. Pragmatic growth hacking and tutorials that lead to successful marketing. Quick Sprout is devoted to increasing traffic and conversions.


The tagline on the blog home page is “Tips & Tricks for Building Your Experimentation Program”. It’s a great place for anyone doing CRO.


A very focused blog on all elements of the funnel, especially conversion rate optimization. Tons of case studies, Q&A’s, and tutorials.


The mad scientists of conversion. Their tests yield results and are always 100% data-driven. You can replicate their positive results and learn from their mistakes.


A blog that is solely for e-commerce sites looking to increase their sales. Many topics are covered, but conversions/customer behavior is a subject talked about.

One of the coolest conversion blogs. There are live tests that are run regularly in which visitors can participate. There is also a conversion-specific community.

Conversion Talks

How to Make Choosing Easier

A 16 minute Ted talk from Sheena Iyengar studying how people choose. In it, she goes over four techniques for “mitigating the problem of choice overload”.

Choice, Happiness and Spaghetti Sauce

Funny title and great Ted talk from Malcolm Gladwell about the nature of choice and happiness all told through a story about spaghetti sauce.

404, The Story of a Page Not Found

404 pages aren’t the best, but they happen. Renny Gleeson’s Ted Talk gives a lot of insight into using these dreaded pages to actually build relationships with users.

The Big Picture of CRO

Rand Fishkin (of Moz) says that CRO is the most important marketing element. Probably why he put together this 20 minute video as an overview of the subject.

Conversion Rate Optimization 101

SEMrush builds some awesome tools to help with traffic and conversions. Here’s their take on CRO to get you up to speed in a not-to-long video.

David Pogue: Simplicity Sells

A Ted talk by columnist David Pogue with a comical look at some of the most poorly built jumbled-up sites and several brands who do simplicity well.

Conversion Tools

Visual Website Optimizer

Almost a one-stop shop for all things conversion. A/B testing tools, analytics, heat maps, targeting, and about a half dozen more features from one platform.


The company has really expanded the number of products, but still offers one of the easy and most popular split testing tools available online.


One of the most insightful heatmapping tools created. Using CrazyEgg will show you when and where people leave your site and give serious insight into why.


More than just a landing page builder. This tool has incredible power, including the ability to change words on the page to match the keywords your visitors searched to get there.


A prominent, yet non-intrusive little bar that floats down at the top of the screen that demands attention in the most subtle way. Great to drive your primary CTA.


Tons of free and paid tools all geared to either drive traffic, grow your email list and convert more of them into leads and customers.


Fantastic spying tool to see how your customers are doing in their marketing efforts. Get a glimpse into their strategy and how it’s working for them.


Called a “Customer Engagement Automation Platform”, but it’s really an all-inclusive platform for event tracking, split testing, and funnel tweaking.

Google Analytics

Almost all of the tools on this list utilize this platform to bring at least part of the data for their own tools. There are no words to show how critical it is to understand Analytics for conversion rate optimization.

Effective Experiments

Keeping track of all of the experiments that go into conversion optimization can be tough. You can either go through several iterations of spreadsheets and post-it notes or use this tool to keep them all in one place and collaborate with your crew.

Conversion Books

Convert!: Designing Web Sites to Increase Traffic and Conversion

312 pages of awesomeness from Ben Hunt. He really puts into hard numbers the difference between a good site and a bad one. And how you can make yours convert.

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

A nearly 500 page book devoted to the science of sending people to a page created for a specific purpose and making visitors perform a singular task. Hardcore book written by three conversion giants.

You Should Test That

Intricate tactics that you can immediately test as well as the science behind conversion rate optimization to make you a better marketer over time. Written by one of the earliest conversion experts, Chris Goward.