Landing Page CRO

Conversion rate optimization is not applying best practices - it is forming specific hypotheses from real user evidence, testing them, and iterating. The costly failure this skill prevents is the redesign roulette: shipping a batch of untested "improvements" that mixes winners with losers, moves nothing, and teaches nothing, while paid spend keeps landing on a leaky page.

Operating procedure

Order is strict: audit before hypotheses (a hypothesis without an observation is a guess), hypotheses before prioritization, prioritization before tests, and significance before verdicts.

Step 1: Gather inputs

Collect before auditing. Label anything assumed as a guess.

1. Page URL and its single conversion goal (form fill, purchase, signup). A page with two goals is already a finding.
2. Current CVR and traffic: unique visitors per week and conversions per week - these decide the testing method in Step 5.
3. Traffic sources and the ads or emails sending them (needed for the message-match check in Step 2).
4. Available tooling: heatmaps, session recordings, analytics funnel. Default: assume analytics only and flag the gap.
5. Constraints: brand rules, dev bandwidth, deadline.

Step 2: Audit before hypothesizing