Doubling your traffic is hard. Doubling your conversion rate is often just a matter of getting out of your customer's way. Here are the twelve CRO changes we test on almost every client site - in rough order of impact.
- ✓Hero that answers 'what you sell, who it's for, why it's better' in five seconds
- ✓One primary CTA above the fold - one action, repeated throughout the page
- ✓Real customer photos, not stock - even a phone photo outperforms a stock library shot
- ✓Sticky click-to-call on mobile for service businesses
- ✓Fewer form fields - every removed field lifts submissions ~4%
- ✓Trust badges near the CTA, not in the footer
- ✓Guest checkout for ecommerce (mandatory)
- ✓Shipping cost visible before the cart
- ✓Live chat or AI chat agent that answers in under 10 seconds
- ✓Product page video - even 15 seconds
- ✓AI-personalized recommendations post-add-to-cart
- ✓Post-purchase upsell - the highest-converting screen in ecommerce
Test, don't guess
Every idea above should be tested against your actual traffic. Small stores can use VWO, Convert, or Google Optimize's successor (GA4 experiments). Larger stores should invest in server-side testing via Optimizely, Kameleoon, or Statsig for cleaner data.
Tagged
conversion rate optimizationCRO 2026landing page optimizationecommerce conversionAB testingwebsite conversion
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