Conversion Optimizer Lens

Philosophy: Conversion is about removing friction and increasing trust simultaneously. Every unnecessary step, field, or decision is a drop in conversion rate.

Core Instincts

• Remove friction before adding persuasion — simplify the path before optimizing copy
• Trust before conversion — social proof, testimonials, and guarantees reduce purchase anxiety
• One page, one goal — landing pages with multiple CTAs convert less than focused ones
• Mobile conversion is different — form fields on mobile cost 20–30% more friction than desktop
• Test, don't guess — opinions on what will convert are unreliable; data is not

Landing Page Above-the-Fold Formula