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conversion rate optimization checklist

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SDX VISION
SDX VISION

Conversion Rate Optimization (CRO) is the systematic process of improving your website to increase the percentage of visitors who take desired actions. This comprehensive checklist will guide you through optimizing your conversion rates.

CRO Fundamentals

What is CRO?

CRO is the process of improving your website to convert more visitors into customers, leads, or subscribers.

Key Metrics:

  • Conversion Rate: Percentage of visitors who convert
  • Bounce Rate: Percentage who leave immediately
  • Time on Page: How long visitors stay
  • Pages per Session: Engagement depth

Pre-Optimization Analysis

1. Analytics Setup

  • [ ] Google Analytics installed
  • [ ] Conversion goals configured
  • [ ] Funnel tracking set up
  • [ ] Event tracking implemented
  • [ ] Heatmaps installed (Hotjar, Crazy Egg)
  • [ ] Session recordings enabled
  • [ ] A/B testing tool ready

2. Baseline Metrics

  • [ ] Current conversion rate documented
  • [ ] Traffic sources identified
  • [ ] User behavior analyzed
  • [ ] Drop-off points identified
  • [ ] Device breakdown (desktop/mobile)
  • [ ] Geographic data
  • [ ] Time-based patterns

3. User Research

  • [ ] User surveys conducted
  • [ ] Customer interviews done
  • [ ] Competitor analysis completed
  • [ ] User testing performed
  • [ ] Feedback collected

Landing Page Optimization

Headline and Value Proposition

  • [ ] Clear, benefit-focused headline
  • [ ] Value proposition in first fold
  • [ ] Addresses user's main problem
  • [ ] Unique selling proposition clear
  • [ ] Headline matches ad/email that brought them
  • [ ] A/B test different headlines

Above-the-Fold Content

  • [ ] Key message visible without scrolling
  • [ ] Primary CTA visible immediately
  • [ ] Trust signals (reviews, badges) visible
  • [ ] Social proof above fold
  • [ ] No distractions from main goal
  • [ ] Mobile-friendly layout

Call-to-Action (CTA)

  • [ ] Clear, action-oriented text
  • [ ] Contrasting color (stands out)
  • [ ] Appropriate size (not too small/large)
  • [ ] Placed strategically
  • [ ] Multiple CTAs for long pages
  • [ ] A/B test button colors/text
  • [ ] No competing CTAs
  • [ ] Urgency/scarcity if appropriate

Forms

  • [ ] Minimal required fields
  • [ ] Clear field labels
  • [ ] Inline validation
  • [ ] Error messages helpful
  • [ ] Progress indicator (multi-step)
  • [ ] Mobile-friendly
  • [ ] Auto-fill enabled
  • [ ] Privacy policy link
  • [ ] Clear submit button

Social Proof

  • [ ] Customer testimonials
  • [ ] Reviews and ratings
  • [ ] Case studies
  • [ ] Customer logos
  • [ ] User count/subscriber numbers
  • [ ] Recent activity indicators
  • [ ] Trust badges/certifications
  • [ ] Media mentions

Trust Signals

  • [ ] Security badges (SSL, payment security)
  • [ ] Money-back guarantee
  • [ ] Free trial offer
  • [ ] No credit card required (if applicable)
  • [ ] Clear refund policy
  • [ ] Contact information visible
  • [ ] Physical address (if applicable)
  • [ ] Professional design

Page Speed and Performance

Core Web Vitals

  • [ ] LCP < 2.5 seconds
  • [ ] FID/INP < 100ms/200ms
  • [ ] CLS < 0.1
  • [ ] Page load < 3 seconds
  • [ ] Mobile page speed optimized

Technical Optimization

  • [ ] Images optimized (compressed, WebP)
  • [ ] CSS/JS minified
  • [ ] Caching enabled
  • [ ] CDN implemented
  • [ ] Lazy loading for images
  • [ ] Render-blocking resources minimized
  • [ ] Server response time optimized

Mobile Optimization

Mobile Experience

  • [ ] Responsive design
  • [ ] Touch-friendly buttons (44x44px minimum)
  • [ ] Readable text (16px minimum)
  • [ ] No horizontal scrolling
  • [ ] Fast mobile load time
  • [ ] Mobile-specific CTAs
  • [ ] Simplified mobile navigation
  • [ ] Thumb-friendly design

Mobile Forms

  • [ ] Large input fields
  • [ ] Appropriate keyboard types
  • [ ] Easy form completion
  • [ ] Mobile payment options
  • [ ] One-handed usability

User Experience (UX)

Navigation

  • [ ] Clear navigation structure
  • [ ] Easy to find key pages
  • [ ] Breadcrumbs (if applicable)
  • [ ] Search functionality
  • [ ] Logical information architecture
  • [ ] Consistent design patterns

Content

  • [ ] Scannable (headings, bullets)
  • [ ] Clear hierarchy
  • [ ] Readable typography
  • [ ] Adequate white space
  • [ ] Relevant, valuable content
  • [ ] Answers user questions
  • [ ] Addresses objections

Visual Design

  • [ ] Professional appearance
  • [ ] Consistent branding
  • [ ] Appropriate color scheme
  • [ ] High-quality images
  • [ ] Visual hierarchy clear
  • [ ] Not cluttered
  • [ ] Accessible design

A/B Testing

Test Setup

  • [ ] Hypothesis defined
  • [ ] Test variations created
  • [ ] Traffic split configured
  • [ ] Statistical significance target set
  • [ ] Test duration planned
  • [ ] Success metrics defined

Elements to Test

  • [ ] Headlines
  • [ ] CTAs (text, color, placement)
  • [ ] Images
  • [ ] Form length
  • [ ] Page layout
  • [ ] Value propositions
  • [ ] Social proof placement
  • [ ] Pricing display

Conversion Funnel Optimization

Awareness Stage

  • [ ] Clear value proposition
  • [ ] Engaging content
  • [ ] Easy navigation
  • [ ] Multiple entry points

Consideration Stage

  • [ ] Detailed product/service info
  • [ ] Comparison tools
  • [ ] FAQs
  • [ ] Case studies
  • [ ] Demo/trial options

Decision Stage

  • [ ] Clear pricing
  • [ ] Strong CTAs
  • [ ] Social proof
  • [ ] Risk reduction (guarantees)
  • [ ] Easy purchase/signup

Action Stage

  • [ ] Simple checkout/signup
  • [ ] Progress indicators
  • [ ] Clear next steps
  • [ ] Confirmation messages

Psychological Triggers

Scarcity

  • [ ] Limited time offers
  • [ ] Limited quantity
  • [ ] Countdown timers
  • [ ] "Only X left" messaging

Urgency

  • [ ] Deadline messaging
  • [ ] "Act now" CTAs
  • [ ] Time-sensitive offers

Authority

  • [ ] Expert endorsements
  • [ ] Industry awards
  • [ ] Media mentions
  • [ ] Certifications

Reciprocity

  • [ ] Free resources
  • [ ] Valuable content
  • [ ] Free trials
  • [ ] Generous offers

Post-Conversion Optimization

Thank You Pages

  • [ ] Clear confirmation message
  • [ ] Next steps explained
  • [ ] Additional offers (upsell)
  • [ ] Social sharing options
  • [ ] Referral program

Email Follow-up

  • [ ] Welcome email series
  • [ ] Onboarding sequence
  • [ ] Educational content
  • [ ] Re-engagement campaigns

Analytics and Measurement

Tracking Setup

  • [ ] Conversion goals configured
  • [ ] Funnel tracking active
  • [ ] Event tracking implemented
  • [ ] E-commerce tracking (if applicable)
  • [ ] Custom dimensions set up

Key Reports

  • [ ] Conversion rate by source
  • [ ] Conversion rate by device
  • [ ] Funnel drop-off analysis
  • [ ] User behavior flow
  • [ ] A/B test results

Common CRO Mistakes to Avoid

  • [ ] Not testing changes
  • [ ] Too many changes at once
  • [ ] Ignoring mobile users
  • [ ] Weak value propositions
  • [ ] Unclear CTAs
  • [ ] Too many form fields
  • [ ] Slow page speed
  • [ ] Poor mobile experience
  • [ ] Lack of social proof
  • [ ] Not addressing objections

CRO Process

1. Research Phase

  • [ ] Analytics review
  • [ ] User research
  • [ ] Competitor analysis
  • [ ] Identify opportunities

2. Hypothesis Phase

  • [ ] Formulate hypotheses
  • [ ] Prioritize tests
  • [ ] Define success metrics

3. Test Phase

  • [ ] Create variations
  • [ ] Run tests
  • [ ] Monitor performance

4. Analyze Phase

  • [ ] Review results
  • [ ] Statistical significance
  • [ ] Identify winners

5. Implement Phase

  • [ ] Deploy winners
  • [ ] Monitor performance
  • [ ] Plan next tests

Quick Wins Checklist

Easy Improvements:

  • [ ] Add trust badges
  • [ ] Simplify forms
  • [ ] Improve CTA visibility
  • [ ] Add social proof
  • [ ] Optimize page speed
  • [ ] Fix mobile issues
  • [ ] Add urgency/scarcity
  • [ ] Improve headlines

Advanced CRO Strategies

Personalization

  • [ ] Dynamic content based on source
  • [ ] Personalized recommendations
  • [ ] Location-based offers
  • [ ] Behavior-based messaging

Exit Intent

  • [ ] Exit-intent popups
  • [ ] Last-chance offers
  • [ ] Newsletter signup
  • [ ] Discount codes

Chat and Support

  • [ ] Live chat available
  • [ ] Quick response times
  • [ ] Proactive chat triggers
  • [ ] FAQ chatbot

CRO Maintenance

Ongoing Tasks

  • [ ] Weekly performance review
  • [ ] Monthly A/B tests
  • [ ] Quarterly comprehensive audit
  • [ ] Continuous optimization
  • [ ] Stay updated with trends

Success Metrics

Primary Metrics

  • Conversion rate improvement
  • Revenue increase
  • Cost per acquisition decrease
  • Return on investment

Secondary Metrics

  • Bounce rate reduction
  • Time on site increase
  • Pages per session
  • Form completion rate

Next Steps

  1. Audit Current State: Use this checklist
  2. Prioritize Improvements: Focus on high-impact items
  3. Implement Changes: Make optimizations
  4. Test Everything: A/B test changes
  5. Measure Results: Track improvements
  6. Iterate: Continuous optimization

Thanks for reading the blog. If you want more help, do contact us at https://sdx.vision