A Complete Conversion Rate Optimization Checklist [Infographic]

by Hunter Liptrap   Last Updated Last Updated on Jun 18, 2015
Hunter Liptrap

Conversion Rate Optimization

When it comes to conversion rate optimization (CRO), you have to be able to describe what you’re doing as a process.

Without a process, you are only using tactics blindly. When doing CRO in this fashion, even if you find success once, it will be difficult to replicate because you don't have a process in place.

Peep Laja, the man who runs ConversionXL tells us, “If you’re focusing on tactics, you’re doing it wrong.”

Bonus: Download our 52-point Landing Page Design Checklist as a PDF. Easily save it to your computer or print for reference anytime.

A Checklist for the Conversion Rate Optimization Process

This complete conversion rate optimization checklist is based on a 6-step process to successful CRO:

  1. Set KPIs
  2. Collect Data
  3. Analyze Data
  4. Form a Hypothesis
  5. Create a Design
  6. Build it: Implementation

Conversion rate optimization process checklist

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Free Bonus Content: Download our 52-point landing page design checklist in PDF format. Easily save it to your computer or print it for reference for your next landing page.

1) Set KPIs: 

KPI stands for ‘Key performance Indicator.’

It is a metric which is used to determine how you are performing against your business objectives.  

For example: Visits, Pageviews, Revenue etc are number metrics because they are in the form of numbers.

Bounce rate, Conversion rate, Average order value etc are ratio metrics because they are in the form of ratios.

How to find a good KPI:

  1. Before you start the process of finding KPIs, you must acquire a very good understanding of your business and its objectives.
  2. Then you need to translate your business objectives into measurable goals.
  3. Once you have determined your goals, you will select KPIs for each of these goals.

2) Collect Data: 

What types of data should you care about?

Quantitative Data

  1. Google Analytics — Acquisition Analysis

Use acquisition analysis to focus on your main traffic sources and monitor your metrics. Pay close attention to your site’s bounce rate, average order value, and conversion rate. Then, continue with a behavior analysis to see what your users are doing on your website

  1. Segmentation

How different users interact with your website. Many of us use segmenting to better understand our users, and this source makes it easy to gather information on new vs. returning visitors, shopping cart abandonment, and your most loyal customers.

Qualitative Data

It’s great to analyze bounce rates and traffic levels, but the best CRO strategies dive deeper.

  1. Get Your Customer Service Team Involved

Learn pain points and how you can improve your messaging

  1. Address Your Customers Directly

There’s no substitute for one-on-one conversations. Reaching out to your customers directly (over the phone, via email, or even in person).

  1. Create Surveys

Asking questions like the following can provide a wealth of new CRO testing ideas:

  • “How did you find out about us?”
  • “Did you find everything you were looking for on our website?”
  • “What suggestions do you have?”

3) analyze Data:

“Segment your overall Goal Conversion Rate and look at the conversion rate of each goal.”

“In order to truly analyse and report conversion rate, you need to focus on the conversion rate of each goal for each traffic source and for each target market.”

“Google Analytics add the conversion rate of each individual Goal and then report the sum as the overall conversion rate of the website.

Make decisions based on:

  • Context
  • Focus on tests that increase revenue
  • How much improvement can be made on the pages?
  • How valuable is the traffic to the pages?
  • How complicated will the test be to implement?

4) Form a Hypothesis:

“A tentative assumption made in order to draw out and test its logical or empirical consequences.”

“I think that changing 'this' into 'this' will have this impact.”

Crafting a Solid Hypothesis

A solid test hypothesis is an informed solution to a real problem – not an arbitrary guess. The more research and data you have to base your hypothesis on, the better it will be.

A test hypothesis consists of two things:

  1. A proposed solution
  2. The anticipated results the solution will facilitate.

5) create a Design:

Create a wireframe of the new page (or page element). Tip: The wireframe must be designed to be more persuasive, believable and user-friendly than the existing version.

Carry out several usability tests on the wireframe and discuss them with anyone who has an empathic understanding of your customers.

Keep these 5 things in mind:

  • Navigation & accessibility: keep it simple to highlight conversion path
  • Call to action: make it the center of attention
  • Use visuals & emotions:  message match your visuals to inspire, inform, and sell
  • Conversion path: where are visitors coming from, where do you want them to go?
  • User experience and message: make sure interactive elements serve the proper purpose, have a focused message

6) Build it:

Perform A/B tests on your experimental webpages.

What to keep in mind during testing:

  • Make sure to reach statistical significance
  • Don't stop early, meet the required sample size
  • Popular A/B tests may not work for you.

Follow a procedure that ensures that all team members 1) understand what the test is, 2) why you’re running it, 3) how it fits into the site, 4) how it aligns with the business goals, and 5) how you’ll measure success.

A/B testing software can calculate which version of the page has generated more conversions than the others.


Hunter Liptrap

Hunter Liptrap

Creative Director at Modgility
Hunter is Certified Inbound Marketing, Growth Driven Design, and HubSpot Design. He has a passion for the conversion rate optimization process. With 3 years of experience he has designed and built multiple websites across various industries.

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