Web & Conversion
What Is Conversion Rate Optimization, and Why Most Websites Get It Wrong
Conversion rate optimization gets a reputation as a bag of tricks — urgency banners, button colors — when the actual discipline is much closer to diagnosis: find where people leave, then find out why.
Start with where visitors actually drop off, not guesses
Analytics (scroll depth, click maps, funnel reports) usually show a specific point where a large share of visitors leave — a slow-loading page, a confusing form field, an unclear next step. That's where to focus, not the whole page at once.
One change at a time, measured properly
Changing the headline, the form length, and the CTA color all in the same update makes it impossible to know which change actually moved the number. A/B testing one variable at a time is slower but tells you what actually worked.
Friction usually beats persuasion as the first fix
Before adding more persuasive copy, check whether the form is asking for more information than it needs, whether the page loads slowly, or whether the next step is unclear. Removing friction tends to have a bigger, more reliable impact than adding more convincing.
A 1% lift compounds if the traffic keeps coming
CRO gains look small in isolation, but a website that converts at 3% instead of 2% is generating 50% more enquiries from the exact same ad spend and traffic — which is why it's often cheaper than trying to buy more traffic to fix the same gap.
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