--- title: "Conversion Rate Optimization: Optimize Your Website" id: "33234" type: "post" slug: "conversion-rate-optimization-optimize-your-website" published_at: "2016-05-06T18:31:14+00:00" modified_at: "2026-03-16T16:04:27+00:00" url: "https://associationsnow.com/2016/05/06/conversion-rate-optimization-optimize-your-website/" markdown_url: "https://associationsnow.com/2016/05/06/conversion-rate-optimization-optimize-your-website.md" excerpt: "Turn passive web visitors into active members of your community with the latest marketing trend. Plus: how to deal with \"free riders\" in your organization." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "conversations" - "Marketing" - "Technology" - "website optimization" taxonomy_content_format: - "Article" taxonomy_role: - "C-Level" - "Director" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Conversion Rate Optimization: Optimize Your Website When it comes to mindlessly exploring the internet, no one is innocent. In such a vast expanse of information and content, it’s easy to get lost in the bright colors and flashing signs of the digital universe. For associations, spurring passive explorers to actively engage online can be difficult. However, [according to Chris Lucas (opens in a new tab)](https://www.entrepreneur.com/article/272364) , vice president of marketing for Formstack, the budding practice of conversion rate optimization (CRO) may prove to be an invaluable solution. CRO leverages data about what appeals to online users to make micro changes to an organization’s website to engage them, according to Lucas. And yet, “only 39 percent of marketers considered CRO a priority,” Lucas writes in *Entrepreneur*. Proper web presentation is key to provoking an active response from users, says Lucas. Organic traffic for an association’s website is one of best ways to reach new members, and associations can boost their numbers using CRO. “Investing in CRO helps you ramp up your lead capture and lead conversion strategies,” Lucas says. “Use A/B testing tools to pinpoint the flaws in your messaging or design that are sending your potential customers out the door.” CRO can also pinpoint strategic micro changes. From changing the copy on a button to rearranging the content, these seeming drops in the bucket can add up to a bucket overflowing with conversions. ### Tweet of the Day > Are you on board already? Going Live: 5 Things Planners Need to Know about Periscope [https://t.co/TzW3rzFJsG (opens in a new tab)](https://t.co/TzW3rzFJsG) > via [@cvent (opens in a new tab)](https://twitter.com/cvent?ref_src=twsrc%5Etfw) > [#eventprofs (opens in a new tab)](https://twitter.com/hashtag/eventprofs?src=hash&ref_src=twsrc%5Etfw) > [#MPITO (opens in a new tab)](https://twitter.com/hashtag/MPITO?src=hash&ref_src=twsrc%5Etfw) > > — Mariella Irivarren (@mformariella) [May 4, 2016 (opens in a new tab)](https://twitter.com/mformariella/status/727992536611074048?ref_src=twsrc%5Etfw) **Live streaming is a great way** to take your event to the next level, but understanding what makes it different from other social platforms is essential. On Cvent’s *Event Planning* blog, Anderson Conte [explains how to maximize Periscope’s event capabilities (opens in a new tab)](http://blog.cvent.com/blog/anderson-conte/periscope-at-corporate-events) . One simple but important tip? “Lock down strong Wi-Fi.” ### Other Good Reads **Struggling to deal with freeloaders?** In an article for *MultiBrief*, Bob Harris, CAE, details [the problems that come with membership “free riders.” (opens in a new tab)](http://exclusive.multibriefs.com/content/what-can-we-do-about-free-riders/association-management) **Energy for tomorrow starts with today.** *Inc.* contributor Marissa Levin offers some advice on [how to disconnect from work after a long day (opens in a new tab)](http://www.inc.com/marissa-levin/6-incredibly-simple-ways-to-wind-down-your-day.html) so you are energized for the next one. **Think your big data project is hard?** The Associated Press would beg to differ, at least compared to the AP’s data management challenge. *CMSWire*‘s Dom Nicastro explains how the news agency [preserves data that goes all the way back to 1848 (opens in a new tab)](http://www.cmswire.com/information-management/this-big-data-archives-project-dates-to-1848/) . (iStock/Thinkstock) [Eli Zimmerman](https://associationsnow.com/author/eli-zimmerman/) Eli is studying Journalism at the University of Maryland. When not studying, he likes to relax with a nice book or a couple rounds at the local boxing gym. [More articles by this author](https://associationsnow.com/author/eli-zimmerman/) Tags: [#conversations](https://associationsnow.com/tag/conversations/) [#Marketing](https://associationsnow.com/tag/marketing/) [#Technology](https://associationsnow.com/tag/technology/) [#website optimization](https://associationsnow.com/tag/website-optimization/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoDaily Recap: Day 1 from the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/daily-recap-day-1-from-the-2025-asae-mmctech-conference/) - [VideoThe Future is Yours to Create. 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