One of the most important components of search engine optimization is conversion rate optimization. This involves A/B testing and tracking the effects of various changes to your website. Successful search marketers know that traffic alone is not enough. Their success depends on the behavior of this traffic. It used to be very difficult to perform conversion rate optimization, but today, you can use software such as Optimizely. Optimizely’s visual editor makes it easy to make changes without any coding knowledge.