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Conversion Rate Optimisation Checklist: 10+ Things To Turn Your Landing Page Into A Conversion Machine

Any online firm should follow a conversion rate optimisation checklist. We already established the importance of conversion rate optimisation. As a business owner, whether your goal is to attract visitors to sign up to your newsletter or make a purchase, understanding how they are converted is important. 

Every company aims to convert visitors into leads, and then into sales, and raising conversion rates is one way to do so. Are you prepared to optimize your conversion rate in 2022?

We compiled a checklist that can help you improve the conversion rates on your website or platform. But first, what Is Conversion Rate Optimisation (CRO)?

Conversion rate optimization (CRO) is a technique for increasing the percentage of website visitors who complete am action. Adding a product to a shopping cart, filling out a form to get a whitepaper, or just clicking a link to travel to another portion of your website are examples of these actions.

“But my website traffic is high. I get a 5% website increase every month. Should I be bothered about conversion?” Yes! If you don’t turn that traffic into consumers, you’ve wasted your time.

What is a good landing page conversion rate?

Before we delve into what a good landing page conversion rate is, let’s first answer the question, “what is a landing page?”

A landing page is a single page on your site that collects contact info and has no external links. It’s where a visitor “lands” after clicking on a link in an email, an ad or a page on your site.

A good landing page conversion rate optimization score depends on your goals, call-to-action and products/services. Although a good landing page conversion rate score can be anything between 2-5%, there are cases of more than 10%. What makes a landing page convert more than others? 

Conversion Rate Optimisation Checklist

According to Hubspot, 65% of businesses say generating leads is the biggest challenge they’re facing. There are many things you can do to increase lead generation and improve lead quality, but nothing is more vital than conversion rate optimisation.

It all boils down to the user’s experience when they interact with your website. Are they moved to take any action? That’s the aim of CRO – to optimize your site in such a way as to convert these visitors into leads.

Not sure how to begin? 

The conversion rate optimisation checklist below will help you get started. This checklist will provide you with strategies to help with conversion. We grouped this checklist into 5 – attention check, friction check, discoverability, bounce and legal check. 

Attention check 

The first thing you want to do on the conversion rate optimisation checklist is to check for attention. If visitors aren’t persuaded or curious about what you do, they won’t budge. The first thing you want to do is grab their attention. How do you accomplish that?


Grab the attention of your ideal customers by clearly communicating who the offer is for and its benefits. When visitors arrive at your website, the headline is the first thing they see. And keep this in mind, the average human’s attention span is 8 seconds. You have 1-5 seconds to grab their attention. 

Call-to-action (CTA)

The call to action (CTA) is the most important CRO piece that can make or break a deal. Visitors will be unsure what to do next if the title, copy, and offer are all excellent but the CTA is badly constructed.

Landing pages are designed with a single focus or goal in mind. Have a very clearly defined CTA on your landing page. The more information you have, the lower your conversion rate. 

  • CTAs should be descriptive and clearly express the value to the reader. ‘Click Here,’ for example, is not as descriptive as ‘Click Here to Subscribe to our newsletter.’
  • Experiment with different CTA versions to find what performs best.
  • Beware of high friction words/phrases.
  • Be specific; let the user know what to do and what they will get 
  • Use action words
  • If your call to action isn’t consistent, it may be overlooked, resulting in a loss of conversions.
  • Make sure your CTA has contrast

High-quality image and video

Make it easy to find by using a colour that stands out. The style, layout, and colour schemes of your website are just as crucial as the headline. A sloppy-looking website or landing page is the last thing you need. Take a look at the website below. Is it appealing enough to take an action? Absolutely not!


What will people receive once they provide their contact details? If you have multiple offers, the best thing is to create separate landing pages for those offers. When it comes to offers, give them something they can’t resist. Whether it’s a guide, template, Ebook or free trial, you want to make sure it’s appealing enough. 

What distinguishes your products and services from the competition? Do they have the potential to persuade readers to act? Most importantly, how do they solve your prospective clients’ problems?

The offer should not only be relevant, but it should also add value. You may have a fantastic offer, but if you fail to clearly describe it, people may lose interest and leave. Clearly communicate the value of the offer and benefits. Create some curiosity around your offer; no need to spill out all the benefits but be sure to communicate the value and create some sense of curiosity. 

Choose the right colours


Make sure that all of your photos, and colours contrast nicely with one another and don’t make it difficult for your visitors to consume content. In addition to choosing the proper colours, you should use as much whitespace as possible to help keep things in focus and improve readability.

Include a short video

Did you know adding a video to your landing page can increase conversion by 80%? The fastest-growing digital force is video. 92% of UK marketers say video is at the heart of their marketing strategy. Also, video marketing increases qualified leads by 66%.

Friction Check

When it comes to friction check, the goal is to clear any obstacle or barrier in the way of visitors taking any form of action.

Too much of everything is bad. While adding links to your page is good, over-adding these links are bad and can ruin any chances of conversion.

A minimum amount of form fields

The 3 main form fields used are lead generation, check out and newsletter sign up. Regardless of the type of form fields, always request only the most basic information from the prospect. The information required to process an order/lead. Every field you ask users to fill out adds friction to the process and can push your prospect one step away from making a purchase or submitting a lead. 

Discoverability Check 

The goal here is to increase your visibility as much as possible.

Increase SERP

When you Google a query, the first page you view is the search engine results page (SERP). As a marketer, ranking on SERPs is valuable because it drives a lot of traffic to your website. To increase SERP, do the following:

  • Answer FAQs in short paragraphs
  • For keywords you rank for, optimize for featured snippets
  • Answer the questions people are asking in the “People Also Ask” section

Be listed on relevant directory websites 

Any local marketing strategy should include increasing your internet visibility by listing your firm in a local business directory.

Bounce check

Is your site mobile responsive? 

Between 2005 and 2020, mobile phone usage in the United Kingdom climbed by 14 percentage points. The number of monthly active smartphone users in the United Kingdom is expected to rise steadily to 64.89 million by 2025. The conversion process is made easier and less stressful for the user when the site is mobile optimized.

Include testimonials, awards, certificates and case studies

About £23 billion of consumer spending in the UK is influenced by online reviews. In 2021, UK consumers confessed they considered what previous buyers said about a product/service before purchasing it. Almost nine out of ten UK shoppers said they would examine online reviews before buying from a company. Even more, shoppers stated they avoid businesses with a rating of fewer than four stars.

Build social proof with testimonials, case studies and reviews. It’s a great way to add credibility and remove friction visitors might have when providing their contact information. 

Site Speed

How fast does the page load? A second delay results in about 7% decrease in conversion. If a page takes time to load, you can end up losing 50-80% of your potential users. A good tool to use is the Google page speed insight test. It’ll not only show you where and how your page is slowing down but how to improve your page load speed.  

SSL certificates

An SSL certificate is an instant visual trust indicator of site security. Remember, people only buy from those they trust. You are penalising your site both organically and inorganically when you ignore SSL. An increasing number of individuals are looking for these security signs before they provide any information or make a purchase. 

Visitors don’t want to take the chance of visiting a website that isn’t secure and could expose them to hackers. To put visitors at rest, ensure sure your website has an SSL certificate and any other essential trust seals.


When you employ adverts to recapture the interest of a website visitor who left without purchasing or responding favourably to your calls-to-action, this is known as retargeting. Retargeted customers are more likely to click on your ad

Live chats 

Live chat fills the gap between the personalised, timely service that makes us loyal consumers in the real world. Website visitors are more likely to convert if they’ve already interacted with you. By implementing live chats, you’re likely to: 

  • Increase revenue and sales
  • Provide quicker customer service
  • Provide a superior customer service experience

Exit popup 

Exit-intent popups are an effective technique to boost conversion rates. You can drastically expand your email list and the number of finished deals by using high-converting popups.


Test all landing pages; do not rely on guesswork but use data to understand what works and what needs to be improved on. You can do this via split testing (comparing two variables to see which one converts better). You can start by testing the colour, headline, image of your offer or CTA. You can use a free tool like Google optimize to aid split testing.

Terms of service

Terms of Service define how your product, service, or material may be utilized. They’re essential for both copyright protection and avoiding potential liabilities when it comes to your material.

Income/Earnings disclaimer 

Earnings or income disclaimer is a legally binding agreement for websites and apps that promote money-making tactics and initiatives. In general, it states that money is not guaranteed and that to make methods work, the user must have the necessary expertise and effort.

Users want to be notified that they will not be held liable for any damages.

Privacy and Cookies policy 

Visitors want to know that their privacy is protected. 

Conversion Rate Optimisation Best practices

  • Keep it simple
  • Have a great headline 
  • Have a clear and descriptive CTA
  • Include empathy 
  • Include your process/methodology 
  • Include your top 3 benefits  
  • Add a video
  • Include testimonials, awards and certifications, case studies 
  • Retargeting marketing 
  • Mobile optimized 
  • Increase a freebie
  • Compare and improve 
  • Have an exit popup 

Next steps

A conversion rate optimisation checklist can assist you in beginning to improve your landing pages. Conversion rate optimisation is all about experimenting and fine-tuning. Make one change at a time and see how it affects conversions. Repeat.

Expect to wait a while for results. Testing and optimisation need time and a thorough examination of what works and what doesn’t. Conversion rate optimisation is a never-ending process in which the conversion rate may constantly be improved. Ready to increase your conversion rate? You can schedule a free consultation to get started.

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