Conversion & CTA Checklist
When to use: Designing any page with a goal. Optimizing existing pages.
The test: Can a visitor take the desired action in under 10 seconds?
Above the Fold
The top of the page must answer three questions instantly:
- What is it? - Clear headline stating the offer
- Who is it for? - Audience obvious from copy/imagery
- What do I do? - One clear CTA visible
Checklist
- Value proposition visible within 3 seconds
- One primary CTA (not competing actions)
- CTA contrasts strongly with background
- Navigation doesn't compete with page CTA
- Supporting visual reinforces message
CTA Design
Copy Rules
- Action verb + benefit ("Get the guide", not "Submit")
- Never use "Click here", "Submit", "Learn more"
- Specific over generic ("Start free trial" > "Get started")
- First person often works ("Get my report")
Visual Rules
- CTA color appears nowhere else on page
- Button large enough to tap easily (44px+ height)
- Sufficient padding (16px+ horizontal)
- Clear visual affordance (looks clickable)
- Hover/active states defined
Placement
- Primary CTA above the fold
- CTA repeated after major sections
- Final CTA at page bottom
- Follow F or Z reading pattern
Friction Reduction
Form Optimization
- Only fields essential for first value delivery
- Labels always visible (not placeholder-only)
- Logical field grouping
- Smart defaults where possible
- Inline validation with clear errors
Anxiety Reducers (Place Near Forms)
- Privacy statement
- Security badges if applicable
- "No credit card required" if true
- What happens after submit
- Expected response time
Social Proof
Types (Include at Least One)
- Testimonials with real names/photos
- Specific outcomes, not vague praise
- Customer/partner logos (6-8 max)
- Usage statistics ("10,000+ users")
- Press mentions or awards
Placement
- Near hero CTA
- Near pricing/signup
- After feature sections
- Before final CTA
Objection Handling
Common Objections to Address
- "Is this for me?" - Clear audience targeting
- "Does it work?" - Proof and testimonials
- "How long does it take?" - Time investment clear
- "What if it doesn't work?" - Guarantee or trial
- "Why should I trust you?" - Credentials and proof
FAQ Section
- Top 3-5 objections addressed
- Honest, specific answers
- Links to deeper content where needed
- Contact option for unlisted questions
A/B Testing Priority
Test in this order (highest impact first):
- Value proposition - Headline and subhead
- CTA copy - Button text
- CTA placement - Position on page
- Social proof - Type and placement
- Form fields - Number and order
- Layout - Section order
- Visual design - Colors, images
Testing Rules
- Statistical significance threshold set (95%)
- Minimum sample size calculated
- Test duration planned (2-4 weeks)
- Single variable per test
- Primary metric defined before test
Conversion Rate Benchmarks
| Page Type | Good | Great |
|---|---|---|
| Landing page | 2-5% | 5-10% |
| Signup form | 20-30% | 30-50% |
| Pricing page | 5-10% | 10-20% |
| Blog to email | 1-3% | 3-5% |
Personalization (Advanced)
Low-Effort Personalization
- Traffic source match (ad → landing page)
- Return visitor recognition
- Industry-specific examples
- Location-based content
High-Impact Personalization
- Custom CTAs by persona (202% improvement)
- Dynamic testimonials by industry
- Personalized pricing display
- Behavior-triggered messaging
Quick Diagnosis
| Symptom | Likely Cause | Fix |
|---|---|---|
| High bounce | Value prop unclear | Rewrite headline |
| Low CTA clicks | CTA doesn't stand out | Change color, size |
| Form abandonment | Too many fields | Remove optional fields |
| Low trust | No social proof | Add testimonials |
| Wrong audience | Message mismatch | Align ad and page copy |
Exit Strategy
When users are about to leave:
- Exit-intent offer (email capture)
- Downsell option if applicable
- Chat prompt for questions
- Remarketing pixel in place
Post-Conversion
- Thank you page with next steps
- Confirmation email sent
- Clear expectation setting
- Upsell or referral opportunity
- Tracking verified in analytics