This document outlines the data-driven process for conducting conversion optimization experiments on a website. It discusses determining key performance indicators, gathering insights from data, developing testable hypotheses about ways to improve conversions, prioritizing hypotheses, designing and testing experiments, and learning from the results. The goal of conversion optimization is to better understand customers and provide a better experience to simplify completing desired actions like signups, purchases or downloads. It emphasizes establishing a process, using data to inform hypotheses rather than assumptions, and continuously testing and improving based on results.