Where to start optimizing conversion?


Where should you start optimizing your conversion? With so many factors contributing to a high conversion, picking where to start is not easy. Do you start looking at the technical specs of your app or website? Or better to start A/B testing? How do you do testing without throwing a fortune down the drain?

Well the good news is that you don’t need any technical skill to start optimizing your conversion. You also don’t need to spend a fortune testing. In this article I’m sharing with you the 3 steps to begin with to see valuable results.

Where to start optimizing conversion

Start from what you know and what you don’t know about your users

The first step to start with is what you know about your users. To map my knowledge I usually create personas. Creating a persona lets you understand not only who your users are, but also their motivation to buy from you.

I wrote before about how to create a persona, so I’ll direct you to the complete article here.

Keep in mind the mistake most companies make is to only track the so-called demographics. Demographics are data like age, gender, nationality. This doesn’t say much about why users would want to buy your product from you. Ask yourself: what particular user pain does my product solve? The scope of creating a persona is to find a group that has a problem homogeneous enough that it can be solved with the same solution.

You find here the link to the full article on how to create a persona description.

Create a customer journey map

The second step is to map the journey your users go through. At some point of the journey their mindset switches from “what is this?” to “I want to buy”. You want to know exactly when this happens and what triggered the change to be able to influence the process.

Mapping a customer journey is done with a visual representation of all the steps your users go through. The journey starts from the very first point of contact a cold lead has with your company. Then it doesn’t stop with the purchase. Other moments can be significant and have an impact on the intention of buying again from you: think of the delivery of the good or service. The whole experience you provide to users is part of the customer journey.

You find the step-by-step guide to track a customer journey here.

Miro Customer Journey

Track the existing conversion

Now that you have visualized the customer journey you should track the conversion of every single step (micro-conversion).

Once you track your funnel data it may be helpful to compare your conversion with those of similar companies in your industry. Is there something you didn’t notice before? Comparing data is a great way to start making assumptions on what you’ll test first.

But don’t worry if you don’t manage to have data from other companies.

Keep in mind that at this stage the data you have only need to plan where to start. A difference of a few decimals won’t significantly affect the next phases. You want to go for what has a huge impact.

 It’s also important to keep in mind you don’t have to track everything, but only the conversion of the touchpoints that really make sense.

Start making assumptions

At this point you have an idea of who your users are and how they behave. You can now start making assumptions on what affects their buying decisions.

Start asking yourself the following questions:

1 – What are the points where conversion drops more significantly?

2 – Do I know why there’s such a drop? (think here of what you know about your persona)

3 – What can I do to increase the conversion of that specific step?

4 – Why would this action impact conversion?

This will probably give you a long list of possible experiments to start with. But it’s not time to begin just yet. You first have to prioritize your tests. How to do it?

Prioritize and start experimenting

To pick where to start with your conversion optimization tests, there’s a simple framework you can use. It’s called the ICE framework.

For every experiment answer to these questions:

  • What is the Impact of this experiment? (how much do you expect conversion to increase?)
  • How much does it Cost to run the test?
  • How much Effort does it take from my side?

Once you have an answer to these questions, you can rank the experiments. You want to start from the ones with the highest impact and lower cost/effort.

To track and rank your tests you can use this simple spreadsheet that I’ve created.

What are the elements I should look at for better conversion?

If you’ve never done conversion rate optimization before, here’s a tip with some elements that often have a big impact on your conversion. It may make sense for you to look at each one of them separately:

  • Landing page design
  • Website copy
  • Visibility of the call to action
  • General navigation
  • Page speed
  • Social proof

Now you can start optimizing conversion to boost your growth!

Do you still have questions on where to start optimizing conversion?

Feel free to get in touch or to check our conversion optimization program. It’s a program I created starting from the needs of teams I’ve worked with. Many of them have enough capacity to run the tests themselves but still need expertise to strategize their tests. This way they avoid throwing their marketing budget shooting in the dark. What I’ve created is a result-oriented program to draft with you a concrete plan to start optimizing. Check it out here!


Federico Spiezia

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