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Conversion rate optimisation (CRO) - is a structured approach that identifies the best way to present information to current users on your site, whiling keeping the objective of the website. So in other words, it is the method of getting your visitors to do what you want them to do while they are on your site.

Search engine optimization (SEO) - is the process of influencing ranking of websites and pages in the search engines. Search engine optimization is broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimised, from other relevant websites).

Web performance optimization (WPO) - is about increasing the speed in which web pages are downloaded and displayed on the user’s web browser. With the average internet speed increasing globally, it is fitting for website administrators and webmasters to consider the time it takes for websites to render for the visitor. Faster website download speeds have been shown to increase visitor retention and loyalty and user satisfaction, especially for users on mobile devices.