Conversion Optimization

Overview

Systematically improve conversion rates through testing, psychology, and friction reduction. Turn more visitors into users and users into customers.

Core principle: Small improvements compound - a 2% weekly lift = 2x conversions in 6 months.

When to Use

Use when:

• Landing page conversion <20%
• High bounce rates (>60%)
• Drop-offs in signup/checkout flow
• A/B testing campaigns
• Optimizing CTAs
• Improving onboarding
• Reducing friction

The CRO Framework

1. Identify Leaks (Where People Leave)

Setup analytics:

// Track funnel steps
trackEvent('page_view', {page: 'landing'})
trackEvent('clicked_cta', {cta: 'hero_button'})
trackEvent('started_signup', {})
trackEvent('completed_signup', {})

Calculate drop-offs:

• Landing view → CTA click: X%
• CTA click → Signup start: Y%
• Signup start → Completion: Z%

Focus on biggest leak first

2. Form Hypothesis

Hypothesis template: "I believe that [change] will [impact] because [reasoning]"

Examples:

• "Reducing signup from 5 fields to 2 will increase completions by 30% because less friction"
• "Adding social proof above CTA will increase clicks by 15% because trust signals"
• "Changing 'Submit' to 'Get Started Free' will increase clicks by 20% because clearer value"

3. Test One Variable

A/B test structure:

• Control (current version)
• Variant (one change only)
• 95% statistical significance
• Minimum 100 conversions per variant

4. Implement Winner

Roll out winning variant Document learnings Test next hypothesis

Psychological Triggers

1. Scarcity

Examples:

• "Only 3 spots left at this price"
• "Offer ends in 24 hours"
• "Limited beta access"

Use honestly - false scarcity backfires

2. Social Proof

Types:

• Numbers: "Join 50,000+ users"
• Testimonials: Real user quotes with photos
• Ratings: "4.8 stars from 2,341 reviews"
• Logos: "Used by teams at [Brand Logos]"
• Activity: "127 people signed up today"

Placement:

• Above CTA (builds trust before ask)
• Throughout page (reinforce)
• Mobile: Ensure visible without scrolling

3. Authority

Examples:

• "As featured in [Publication]"
• Expert endorsements
• Certifications/awards
• "Built by [credible team]"

4. Urgency

Examples:

• "Start free trial today"
• "Limited time offer"
• Countdown timers

Combine with scarcity: "Only 24 hours left + 50 spots remaining"

5. Reciprocity

Give value first:

• Free tools/calculators
• Valuable content
• Free tier
• No credit card required

Then ask:

• Email signup
• App download
• Upgrade to paid

Landing Page Optimization

Hero Section (Above Fold)

Must include:

• Clear headline (value proposition)
• Subheadline (how it works)
• Visual (product screenshot/demo)
• Primary CTA
• Trust signal (ratings/users/logos)

Example structure:

[Headline: Solve phone anxiety in 30 days]
[Subheadline: Guided exercises + call tracking + community support]
[Screenshot: App interface]
[CTA: Download Free] [Social proof: "★★★★★ 4.9 from 12k users"]

Headline formulas:

• "[Benefit] in [Timeframe]"
• "[Solve Problem] without [Common Pain]"
• "The [Adjective] way to [Outcome]"

CTA Optimization

Button copy (not "Submit"):

• ✅ "Get Started Free"
• ✅ "Download Now"
• ✅ "Start 14-Day Trial"
• ✅ "See How It Works"
• ❌ "Submit", "Click Here", "Continue"

Button design:

• High contrast (stands out)
• Large enough (48px+ height mobile)
• One primary CTA (don't split attention)
• Action-oriented color (green, blue, not gray)

CTA placement:

• Above fold (hero)
• After each benefit section
• Before footer
• Sticky on mobile (optional)

Friction Reduction

Remove obstacles:

• ❌ Long forms (5+ fields)
• ❌ Require account before value
• ❌ Ask for credit card upfront
• ❌ Complex pricing
• ❌ Hidden fees
• ❌ Unclear next steps

Reduce to minimum:

• ✅ Email only signup
• ✅ Social login (Google, Apple)
• ✅ Progressive onboarding
• ✅ Clear pricing
• ✅ Free tier
• ✅ Obvious value before ask

A/B Testing Guide

What to Test

High-impact tests:

1. Headline variations
2. CTA button copy
3. CTA button color/design
4. Hero image/video
5. Social proof placement
6. Form length
7. Pricing display

Medium-impact tests:

• Testimonial format
• Feature order
• Color scheme
• Page layout
• Trust badges

Low-impact tests:

• Font choices
• Minor copy changes
• Small design tweaks

Test Setup

Tools:

• Vercel Edge Config (simple splits)
• PostHog (open source)
• Google Optimize (free)
• Optimizely (enterprise)

Implementation:

// Simple A/B test
const variant = Math.random() < 0.5 ? 'A' : 'B'

const ctaText = variant === 'A'
  ? 'Start Free Trial'
  : 'Get Started Free'

trackEvent('page_view', {variant})

Sample Size Calculator

Minimum sample:

• Baseline conversion: 20%
• Minimum detectable effect: 2% (20% → 22%)
• Significance: 95%
• Power: 80%
• Needed: ~2000 visitors per variant

Run tests for:

• Minimum 1 week (account for day-of-week variations)
• Until statistical significance reached
• Don't stop early (even if winning)

Copywriting Patterns

Value Proposition Formula

[End Result] in [Timeframe] without [Pain Point]

Examples:

• "Master phone calls in 30 days without awkward silences"
• "Build MVPs in 6 days without sacrificing quality"
• "Deploy apps in 5 minutes without DevOps headaches"

Benefit over Feature

Feature → Benefit:

• ❌ "AI-powered call analysis"

• ✅ "Know exactly what to say before every call"

• ❌ "Real-time collaboration"

• ✅ "Work together without endless meetings"

• ❌ "Automatic backups"

• ✅ "Never lose your work again"

Objection Handling

Address concerns before they ask:

Common objections:

• "Too expensive" → Free tier / trial
• "Too complicated" → "Setup in 60 seconds"
• "Not sure it works" → Testimonials / guarantee
• "Privacy concerns" → "Your data stays private"

Placement:

• FAQ section
• Above CTA
• In feature descriptions

Conversion Quick Wins

Immediate improvements:

1. Headline clarity

   • Before: "The modern solution for the future"
   • After: "Deploy your app in 5 minutes"

2. CTA copy

   • Before: "Submit"
   • After: "Start Free Trial"

3. Add social proof

   • Before: Just features
   • After: "Join 50k users" above CTA

4. Reduce form fields

   • Before: 7 fields
   • After: Email only (get other info later)

5. Show, don't tell

   • Before: "Easy to use"
   • After: Screenshot/video demo

Expected: 10-30% lift in 1 week

Mobile Conversion Specifics

Mobile users:

• Faster decisions
• Lower tolerance for friction
• Thumb-driven navigation
• Smaller screens = prioritize ruthlessly

Mobile optimization:

• One-tap signup (Google/Apple)
• Click-to-call buttons (phone numbers)
• Simplified forms (email only)
• Large touch targets (48px+)
• Fast load times (<2s)

Funnel-Specific Strategies

Landing Page → Signup

Optimize:

• Value prop clarity
• Trust signals (reviews, users, logos)
• Minimal form fields
• Clear next steps

Signup → Activation

Optimize:

• Quick wins in first session
• Clear onboarding steps
• Progress indicators
• Skip-able non-essential steps

Free → Paid

Optimize:

• Feature limits hit at right time
• Upgrade prompts when motivated
• Clear value of paid tier
• Easy upgrade process

Resources

• A/B testing calculator: abtestguide.com/calc
• Copywriting frameworks: joannaloch.com/copywriting
• CRO case studies: cxl.com

Conversion optimization is systematic experimentation. Test, measure, implement winners, repeat. Never stop improving.