By Jared Atchison, co-founder of WPForms.

The design of your website plays a key role in generating conversions and sales for your business. The way you design your call to actions (CTAs), the colors you use in the buttons and the placement of your buy buttons will determine how well your business grows and generates sales.

If you look at the history of any successful e-commerce website, you'll notice that these sites often go through design changes and they experiment with different styles and layouts. The world's biggest online retailer, Amazon, went through several revamped designs over the years.

Why? Because, as a business, you need to test and optimize your main website design, product pages and even your ads to effectively convert your website visitors into leads and customers. This process is called Conversion Rate Optimization (CRO).

Conversion Rate Optimization may sound like a simple marketing buzzword. But, it's capable of delivering better results that will help you optimize your website to grow your business than ever before.

1. Optimize Your CTAs and Copy

The whole process of conversion rate optimization begins with the copy of your website. The titles on your website, descriptions on your product pages and even the text on your buy buttons need to be optimized to achieve the best results.

Adding verbs or action words, like "Join Now" can drastically improve the chance of getting users to click on a button on your website than using the same old boring and default "Subscribe" buttons.

You can also optimize the colors of your CTA buttons using the color psychology. This will help you evoke emotions in your customers to grab their attention and convince them to buy your products.

For example, marketing automation company Performable managed to grow conversions by 21 percent by simply changing the color of their CTA button from Green to Red. That's the power of color psychology.

2. Embed Heatmaps to Study User Behavior

Website designs can get tricky sometimes. Mostly because web designers often follow the standards and guidelines set by others when crafting layouts instead of focusing on what's best for the end users.

For example, most blog layouts have sidebars with lots of free space, but that doesn't mean adding ads in there help you get more clicks. Because users focus on the content area of the website, not the sidebar. So, the placement of your ads, CTAs and buttons is a major factor that will either make or break your business.

This is where website heatmaps come to help. Heatmaps help you track your website visitor behavior to identify which areas of your website are most engaging for the users. Using this data, you can then rearrange the placement of your website elements.

Tools like CrazyEgg allow you to easily install heatmaps on your website to test your website without any expert help.

3. Run A/B Split Tests

Once you figure out the best places on your website for your CTAs and product placements, you can then run A/B split tests to try different copy, colors and arrangements for your website design to find which combination works best.

Sony used A/B tests to boost click-through rates by 6 percent and get over 21 percent more shopping cart adds with one of their banner ad campaigns.

A/B tests aren't just about improving website conversions either. You can also use them to boost email open-rates and test different email opt-in form designs to generate more leads.

4. Create Automated Marketing Workflows

Set up automated workflows to drive your website visitors to the right places on your website and convert them into leads.

For example, you can setup pop-up messages to retarget your visitors to drive them to landing pages or create automated email campaigns to reach your leads, like following up with users who abandon shopping carts.

These marketing campaigns will also require conversion rate optimizations of their own, such as finding the best subject lines for your emails and showing pop-up messages at the right time without interrupting their browsing experience.

5. Test, Test, and Test Some More

It will take time before you find the perfect combination of optimization for improving conversions on your website. And it will take more than a few tests and tries to get there. The important thing is to be patient and keep testing until you start seeing improvement. And then keep on testing to get better results.

Jared is the co-founder of WPForms, a drag & drop form builder for WordPress that's being used on over 400,000 websites.