Segment by source
Do not average away different visitor intents.
03 / BUSINESS CHALLENGE
Improve conversion
Separate message mismatch, missing proof and interaction friction instead of redesigning everything at once.
DIAGNOSETESTSCALE
STRATEGIC PRINCIPLES
Three questions before choosing tactics.
Identify drop-off and anxiety by source, then test message, proof and form friction.
Pair claim and proof
Place data, cases and mechanism beside decisions.
Test one variable
Keep tests small enough to preserve learning.
90-DAY ROADMAP
Test for 90 days. Then decide where to invest.
CRO · Copy · UX · Analytics
Behavior audit
Inspect source-level drop-off and form friction.
Priority tests
Test message, proof and CTA in sequence.
Pattern rollout
Roll validated patterns across priority pages.
DECISION METRICS
Metrics for decisions
CVRForm CompletionQualified InquiryRevenue / Visit
NEXT MOVE