Conversion-rate optimization (CRO) is the practice of systematically increasing the share of visitors who take your desired action. It's less about clever tricks and more about removing friction.
Work this checklist top to bottom, fix the foundations before testing the details.
Start with speed
A slow page loses visitors before they ever read the headline. Target a Largest Contentful Paint under 2.5s, keep interactions responsive (INP under 200ms), and avoid layout shift (CLS under 0.1).
Nail the above-the-fold
- Clear benefit headline and subheadline
- One primary, visible CTA
- A supporting hero visual, plus a trust signal where natural
Reduce form friction
Every extra field costs conversions. Ask only for what you truly need now, and collect the rest later. Make the form's value obvious right next to it.
Prioritize and test
You can't fix everything at once. Score ideas by potential impact, your confidence, and ease of implementation, then A/B test the highest-leverage changes one at a time so you know what actually moved the needle.
Frequently asked questions
What is a good landing page conversion rate?
It varies widely by industry and traffic source, but many pages land in the low-to-mid single digits. Focus on beating your own baseline rather than a generic benchmark.
What should I test first?
The highest-leverage, highest-confidence change, usually the headline, the offer, or the primary CTA, before fine-tuning smaller elements.