Website optimization is the process of determing the best possible combination of website parameters that allows or encourages web visitors to complete a success event. Success events are defined by the web marketing executives and typically include purchases, downloads, and page views. The rate at which website visitors complete success events is called the conversion rate.

There are three areas of a website that can be optimized: search, aesthetics (look and feel), and links.

There are two types of search optimization: search engine optimization (SEO), in which the website is optimized with the objective of improving its position within third party search engines such as Google; and internal search optimization, in which the website's internal search engine is optimized to deliver relevant content to users in order to maximize success events. Internal search optimization can be as simple as identifying popular keyword searches and manually specifying exactly which search results should appear for each keyword combination.

Aesthetics optimization is the process of presenting users with different combinations of pictures, text sizes, and animations and finding out which combination results in the best conversion rate. Aesthetics optimization can be accomplished through a simple A/B split test or through a more complex multivariate approach.

Link optimization is the process of analyzing both link structure and user behavior to determine which links should be placed on each page in the website. Link structure is simply a big picture of how a website's pages are connected to each other. By adding a user behavior analysis, the web team can understand how its users interact with its current link structure. AcuLink automatically analyzes both structure and user behavior and allows web teams to easily understand what links will allow for easy navigation within its website.

Ideally, all websites should be optimized for all three areas: search, aesthetics, and links. However, some websites should pay particular attention to certain areas of optimization. For example, e-commerce sites should spend most of their effort optimizing pictures, text styles and colors, in order to find out what best encourages customers to buy. Customer support sites or employee support intranets, on the other hand, should be more concerned with link and search optimization to ensure that customers find answers to their questions more quickly and in fewer clicks.