After you as a site owner have decided on the criteria based on which you will count your conversions, the next obvious step is to work towards increasing them. The easiest way to do that is to study the process of conversion for your website and think of ways through which you can optimize it. If you run an eCommerce website, and you define conversions by the number of sales you make, you can try changing the style attributes of the cart icon, or make the ‘buy’ button bigger and bolder. A/B testing is necessary as there’s no universal law for conversion rate optimization and different websites work with different needs.