If you're a brand doing under 8 figures annually, these are the only 8 things I'd be focusing on when it comes to post-click optimisation.
Everything else is a distraction.
1. Conversion Experience (UX/UI)
The biggest lever by far.
Focus on what users see first. Above-the-fold clarity, visual hierarchy, reducing friction, improving readability, mobile experience, and applying proven conversion principles throughout the journey.
2. Offer & Pricing
Find the offer that scales.
Discounts, bundles, bonuses, subscriptions, free gifts, thresholds, pricing structures, and value stacking can often outperform any design change.
3. Messaging & Positioning
Make sure your messaging matches the intent that brought visitors to your site.
Clear value propositions, stronger differentiation, better positioning, and alignment between ads, landing pages, PDPs, and checkout.
4. Landing Pages & Funnels
Not every visitor should land on the same page.
Create dedicated experiences around traffic source, awareness level, audience segment, or offer. This includes advertorials, listicles, pre-sell pages, quizzes, and sales funnels.
5. Merchandising & Product Discovery
Put the right products in front of the right people at the right time.
Improve collections, filters, sorting, recommendations, navigation, search, and category experiences to help customers find what they want faster.
6. Average Order Value & Monetization
Make every customer worth more.
Bundles, quantity breaks, cross-sells, upsells, post-purchase offers, subscriptions, and strategic promotions can dramatically increase revenue without increasing traffic.
7. Brand & Trust
Trust drives conversion.
Bring reviews, social proof, guarantees, media mentions, certifications, policies, and brand credibility higher up the experience where users actually see them.
8. Site Speed & Performance
A fast site creates a better experience.
Improve load times, Core Web Vitals, mobile performance, and overall responsiveness to reduce friction and abandonment.
For context, this analysis is based on 600+ winning tests delivered by ConversionWise across hundreds of brands.
The percentages shown represent where those winning tests came from.
What's interesting is that the things most brands obsess over often aren't the things that generate the most wins.
The biggest opportunities are usually hiding in plain sight.
Choose to ignore this and stay static.
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