Guides and Templates

Website conversion optimization planner

Plan structured tests and experiments to improve results from your site

How will this template help me?

Many sites are only occasionally updated, but companies who are serious about getting the best returns from their websites have a structured programme of testing. Use our conversion optimization planner with our Improving results from your website guide to help plan, manage, and review your tests.

Who is this template for?

This template has been created for marketers of all levels to use, in a joint effort with their development team when planning, managing, and reviewing website tests. Marketers who will find this template particularly useful include:

  • E-commerce marketers looking to improve conversion rate
  • CRO consultants
  • B2B marketers, especially those that convert their leads on-site
  • Small business owners who manage their website and need to increase the number of leads or conversions

How is optimization planner structured?

There are two documents included in the download:

  • Test plan/Review sheet (Word) - This is a change request form to help define the requirements for a test.
  • Test planning time (Excel) - This summarizes all the tests and the results.

Latest updates

This content is evergreen and has been updated to our newest branded document style to ease readability.

Resource Details

About the author

Dr. Dave Chaffey

Dave ChaffeyDave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

Business memebrship badge icon Paid membership is required

Access this resource now

All Paid memberships have full access to this and other guides in the Digital experience management Toolkit.

Learn more about membership Already a paid member?
Login here
Guide cover
Look inside content

Why wait? Start Improving your marketing today

Join now and start improving your marketing results, today.

Splitter graphic

Starter Membership

  • Use the RACE Growth System to create a winning strategy
  • Save time and money by implementing proven best practice
  • Enhance your marketing skills
  • Keep up to date with all the latest techniques
  • Become more effective in your role and develop your career

Professional Membership

  • Everything in Starter, plus..
  • Advanced best practice for business growth
  • Upskill and develop your marketing team
  • Regular Masterclass webinars from the experts
  • Get dedicated support on your journey

Trusted by marketers all over the world

Since 2009 our toolkits have helped thousands of marketers in over 170 countries to hit - and exceed - their targets.
Will you be next?

Globe illustration
Smart Insight partner logos

...plus over 165,000 consultants, agencies, entrepreneurs and SMB's in over 170 countries.

Get better results

Make your job easier

Tenfold improvement

MEMBERSHIP OPTIONS
Smart insights logo
CLOSE