In online marketing, a conversion rate is the ratio of total visitors to visitors who perform desired actions. Internet businesses measure successful conversions differently based on the nature of their business and their goals. An online publisher might consider submitting a form on a subscription page a successful conversion; whereas an online retailer might measure their conversion rate by number of clicks to the "Add to Cart" button. Internet businesses in every industry employ many methods to improve conversion rates because higher conversion rates typically translate to greater return on investment. This article outlines five tips and approaches to improving conversion rates using an A/B testing software.