Conversion Rate Optimisation

Conversion work starts with finding out where people actually stop, which is rarely where anyone assumes. Heatmaps, scroll depth and session recordings show the real behaviour: the form field people abandon, the section nobody reaches, the button that looks like a label. Analytics tells you that people left; recordings tell you why.

Then you change one thing at a time against a measured baseline. This is slower than redesigning the page, and that is the point: a redesign changes everything at once, so when the numbers move you cannot tell which change did it, and you learn nothing you can reuse.

A/B testing needs meaningful weekly conversion volume to produce a trustworthy result. Plenty of businesses do not have it, and we will say so rather than run tests that cannot conclude. Below that threshold, fixing the problems recordings reveal usually produces a larger gain than any test would have measured.

The biggest wins are usually subtraction. The Little Lumos admission form reaches thirty-second completion because the question set was cut to ten, not because anything was restyled. Most forms ask for information nobody needs until later.