Process of improving various elements of a website in order to enhance the user experience, increase conversions and deliver on company key performance indicators. Website optimization is influenced by multiple factors which are constantly changing. This means that optimizing the customer experience on a website cannot be a once off project. Optimization needs to take into consideration the voice of the customer (VoC) and factors that may influence buying decisions, including competitor offerings, and recognize that all of these variables are constantly in flux. Website optimization is most effective when it leverages technology such as AI (artificial intelligence) that is able to factor in all the variables, experiment with thousands of ideas simultaneously and deliver results quickly so that they improve the digital customer experience.