When teams ask where to start with CRO, I usually recommend three simple wins that don’t require a huge programme to get moving.
- Clarify the primary call to action. Sounds basic, but many journeys still offer too many choices at the key moment.
- Reduce friction in forms. Look for unnecessary fields, unclear validation and moments where users hesitate or drop.
- Connect message to measurement. Make sure your analytics and experimentation setup actually reflects the story your copy and design are trying to tell.
None of these are glamorous on their own, but combined – and done consistently – they create a strong foundation for more sophisticated testing. My work often starts here before we move into complex multivariate designs or personalisation.