Landing Points · The checklist we use
Conversion rate optimisation: the checklist we use
More leads from the traffic you already have. The maths that makes CRO the highest-leverage work you can do, the ten-point checklist we run, and how to test changes properly.
The short answer
What is conversion rate optimisation, and why does it matter so much?
Key takeaways
CRO improves the page, not the traffic, so every gain multiplies the visits you already pay for.
Lifting conversion from 2 to 3 per cent is 50 per cent more leads from the same traffic. That is the maths that makes it matter.
Run the ten-point checklist: clarity, one action, proof, less friction, speed, mobile, trust, match, focus, follow-up.
Test properly. Change one thing, measure against a control, and let the data decide rather than the loudest opinion.
The leverage
Why CRO is the highest-leverage work
Same traffic, more leads. The maths is hard to argue with.
Most marketing spends to bring more people in. CRO makes more of the people already there, which is why it compounds with everything else you do.
It also makes everything else pay off harder. A better-converting page lowers your real cost per lead from Google Ads, lifts the return on your SEO, and turns the same social and email audience into more customers. Fix the page first, and every channel improves at once.
The checklist
The ten-point CRO checklist we run
This is the checklist we run on a page, in roughly this order. Most pages lose the most leads on the first four.
Make the offer obvious in five seconds
A visitor should know what you do, who it is for and why it is better, almost instantly. Confusion is the biggest leak.
Lead with one clear call to action
Decide the single thing you want a visitor to do and make it the obvious next step. Competing buttons split attention and lose both.
Show real social proof
Reviews, results, logos and testimonials near the decision. People trust other people more than they trust your claims.
Cut the steps to convert
Shorten forms to the fields you truly need, remove logins where you can, and make the path to enquiry as short as possible.
Make it fast
A slow page loses people before they read a word. Speed is a conversion factor, not just a technical one.
Design for the thumb
Most visits are mobile. If the page is awkward to use one-handed, you are losing the majority of your traffic.
Remove the risk
Guarantees, clear pricing, contact details and security signals reduce the fear that stops people acting.
Match the message
The page must answer the exact ad, email or search that brought the visitor. A mismatch breaks the promise and the visit.
Remove distractions
On a conversion page, strip out anything that pulls attention away from the action. Fewer exits, more conversions.
Catch the ones who do not convert
Most visitors leave. Capture an email, retarget, or offer a lighter next step so a no today is not a no forever.
Your landing page is the hardest-working salesperson you have. CRO is simply training it to stop losing the leads you already paid for.Anthony Betzis, Founder
Testing
How to test changes properly
CRO is a loop, not a redesign. The discipline is to change deliberately and measure honestly, so you keep what actually works.
Change one thing
Test a single, meaningful change against the current version so you know what caused any difference. Many changes at once tell you nothing.
Measure against a control
Compare the new version to the old over the same conditions, and look at conversions and leads, not just clicks or time on page.
Give it enough data
Let a test run until the result is clear, not until you like it. Small samples lie, and so does ending early on a hunch.
Quick wins
The fastest wins to start with
If you only do a few things this month, start here. These are the changes that most often move the number.
- One clear call to action above the fold. Remove the competing buttons.
- Add real reviews near the action. Proof at the moment of decision.
- Shorten the form. Every extra field costs you conversions.
- Speed up the page. Especially on mobile.
- Match the page to the ad or search. Keep the promise that brought them.
Start here
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Conversion rate optimisation FAQs
What is a good conversion rate?
It varies by industry and traffic source, but many service businesses sit around 1 to 3 per cent on their main pages. Rather than chase a benchmark, measure your own rate and improve it: a lift from 2 to 3 per cent is 50 per cent more leads from the same traffic.
Is CRO better than buying more traffic?
Often, yes, as a first move. Improving the page multiplies every visit you already pay for and lowers your real cost per lead, which also makes any traffic you buy worth more. Fix the page, then scale the traffic.
How do I test a change properly?
Change one meaningful thing, compare it against the current version over the same conditions, look at conversions and leads rather than vanity metrics, and let the test run until the result is clear. Small samples and early calls will mislead you.
What is the fastest CRO win?
Usually clarity and focus: one clear call to action above the fold, real social proof near it, and a shorter form. Then page speed and a page that matches the ad or search that brought the visitor.
Do I need special software for CRO?
No, to start. You can make the obvious improvements and measure the change in enquiries over a fair period. Testing tools help as you scale, but most of the early gain is in fixing obvious friction properly.
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