Small tests, real money
Conversion rate optimization has a reputation for being slow and statistical. In practice, five well-chosen tests produce visible movement in most accounts - and they are cheap to run because they change one thing at a time.
Test 1: The above-the-fold promise
Does the first screen say what you do, for whom, and what to do next? Rewriting the headline and primary button often moves conversion more than anything else on the page.
Test 2: Form length
Every field you remove removes friction. Test your current form against a shorter one, keeping only what you genuinely use.
Test 3: Social proof placement
Reviews and logos place best near the decision point - next to the button, not buried at the bottom. Test moving proof up.
Test 4: Page speed on mobile
Compressing images and removing unused scripts is not a "test" so much as a fix - but measure conversion before and after. It routinely surprises people.
Test 5: One clear call to action
Pages with three competing buttons convert worse than pages with one obvious next step. Test simplifying the choice.
How to run tests honestly
Run one change at a time, let it reach meaningful traffic before deciding, and record every result - including the losers. Losing tests still teach you what your customers want.