Conversion Optimisation: Remove Friction Before Adding Tactics

Find friction in the real journey

Review analytics, form errors, search terms, support questions and usability sessions. Check the steps before and after the conversion, including mobile use, loading, validation and confirmation.

Write a testable hypothesis

State the observed problem, the proposed change, why it might help and the measure that would support or reject the idea. Avoid vague tests such as “make the page better” or changing many elements at once without a reason.

Protect clarity and user choice

Make costs, eligibility, privacy expectations and next steps clear. Avoid fake urgency, hidden terms, preselected consent or confusing opt-outs; a short-term lift that damages trust is not a good optimisation.

Choose an appropriate test method

Use controlled experiments when traffic and conditions support them. For lower-volume sites, combine moderated usability tests, session evidence and sequential improvements while being honest about the limits of the evidence.

Measure quality as well as completion

Track completed actions alongside qualified lead rate, cancellation, error rate and downstream outcomes. Define the denominator and segment consistently so that a conversion-rate change is interpretable.

Common mistakes to avoid

• Starting with a channel or tactic before defining the audience's actual need.
• Using activity counts as proof of business impact.
• Making changes without a baseline, owner or review date.