Conversion research

Ask for help with a page that does not convert and you will be told to clarify the value proposition, strengthen the call to action, add social proof and reduce friction. You will be told that about any page, by anyone who has not opened it. None of it is wrong. It is simply what advice looks like when nobody looked.

People who do this for a living work the other way round. They find out where the site loses people, then why, and only then propose a change. The list of changes comes last and is different for every site, because it is made out of what was found.

So this skill does not contain a checklist. It contains the looking.

The order, and why it is the order