As a marketer or business owner, you obviously want traffic to head to your website. But just because 1,000 people are visiting your site per day doesn’t mean that these people are buying your product or filling out a form that will funnel them to your sales team. The metric that really matters for your bottom line here is conversion, not traffic.

You want to make it easy and desirable for your user to take  action when they visit your site–it could be signing up for a lead magnet, buying a product, making an appointment, or registering for a webinar. By modifying your website and content strategy, you can optimize your conversion rate,  which means more leads and sales for you.

But where to begin with conversion rate optimization (CRO)? There are countless ways to boost your CRO, so we put together a simple checklist for you to begin the process.

Conversion Rate Optimization Checklist

Right-click on this image to save the checklist to your computer!

Every asset has a clear goal

When it comes to optimizing your conversion rate, simplicity and clarity are crucial. You want it to be easy–almost intuitive–for a user to take the right action. 

And if you want it to be clear to the user, it has to be clear to you, first. That means having a clear goal for each content asset or website page. No fluff, no fat. 

This will also make it easier to track your conversion rate because you need to know what the conversion is in the first place! Is it filling out a form, signing up for a newsletter, or taking a quiz? Whatever your aim is, make it clear to your team and your user what the objective is.

It is clear to the user how to interact with each asset

Like we said earlier, your content assets must be simple, easy, and desirable  if you want to increase your conversion rate. That means your average user (think about your personas, here) should be able to understand 3 things:

  1. What your asset is
  2. How to use it
  3. What action they should take next

Analyze traffic

If you want to optimize every page and asset on your website, you need to understand where the traffic is coming from. 

There are plenty of free website audits to help you analyze your website. Here are a few we like:

In the US, more than half of web traffic comes from a mobile device like a smartphone. But if your entire site isn’t mobile-optimized, analyze the traffic to see which pages are most frequently visited by mobile users. Optimizing these pages for mobile will decrease load time and improve the design layout–both of which are shown to increase conversions.

Your web-designer can help you make sure your site is mobile-optimized. Here are a few things to look for when trying to mobile-optimize:

  • Minify code, leverage browser caching, and reduce redirects to reduce page load time.
  • Don’t block CSS, JavaScript, or images
  • Make sure buttons are big enough to be clicked by fingers
  • Employ responsive web design

Audit content annually (or more!)

Your website content is one huge conversion opportunity. That’s why it’s crucial to make sure that you’re posting killer content that hits every stage of the buyer’s journey. 

But it’s not enough to simply write and publish the content–remember the goal is for users to convert.. The best way to do this with your content is to include CTAs throughout the post. And remember–for an optimal conversion rate, these CTAs or offers need to be related to the content the person was reading. When an offer is relevant to the user, they are much more likely to convert.

That’s why you need to audit your content yearly (or more frequently, depending on how robust your content strategy is). Make sure that:

  • You have high-quality content offerings for each stage of the buyer’s journey
  • Each piece of content includes relevant CTAs
  • Each piece of content has a clear goal and relates to your overall content strategy

Test forms

Let’s imagine you’re on a website of a brand you’re interested in. You want to get more news from them, so you want to fill out a form that will add you to their email newsletter. You fill out the form with your name and email address. But when you click submit, the form gives you back an error message. What do you do? If you’re like most people, you probably give up. In fact, you might even leave the site and go check out their competitor.

This is what happens when your forms don’t work. You lose conversions, and you lose customers. Make sure to regularly check your site for faulty forms, broken links, and other technical issues. It sounds like a simple step, but it’s crucial for maintaining seamless user experience.

Test checkout process

You need to test the checkout process for the same reason that you need to test forms–but this time, the stakes are higher. If someone is on your site with your products in their cart, you have an easy conversion waiting to happen. They want to buy from you. So if your checkout process is glitchy, complicated, or slow, you’re going to lose that conversion–and that sale.

Analyze design/layout

When it comes to websites, design matters. Users want a modern, attractive, clean website–otherwise, they might get overwhelmed or lose trust in your brand. According to a Stanford study, 75% of people base the credibility of a business on how their website looks. And according to Statista, 60% of shoppers say website usability is important for them.

All this is to say that website design and layout matters for much more than aesthetics. The more attractive your layout and the quicker your load time, the higher your conversions will be.

Analyze user experience (UX)

Great UX design makes it easy and enjoyable for someone to use your site. It understands the user’s needs and makes the buyer’s journey seamless. 

Without stellar UX design, your conversions are going to fall flat. Often, buyers are like water–they take the path of least resistance. If it’s too complicated or confusing to convert, they simply won’t.

Identify CRO opportunities

As you go through all of the items on this checklist, take notes of ways you can improve your website and conversion rate. You can A/B test these ideas to see if the changes really do boost your CR. That way, you can make data-driven decisions that make a difference.


Want More Conversions?

This checklist is just the tip of the iceberg. At InThink, we specialize in helping businesses streamline and optimize their conversion process to help them reach their full potential.

If you need help increasing traffic, gaining leads, or boosting conversions, give us a call or shoot us an email. We’re here to help, and we can’t wait to get started.