Conversion rate

Conversion rate directly affects revenue per visitor. Tiny improvements compound with traffic.

Benchmarks

• E-commerce: 2-4% typical, 5%+ strong
• SaaS free trial: 15-25% to paid
• B2B demo-to-customer: 15-30%

Levers

• Landing page copy and design
• Form length and friction
• Pricing clarity
• Social proof
• Trust signals
• CTA placement

Process

A/B test continuously. Hypothesize → test → measure → keep winners.

Avoid

• Testing trivial changes (button color alone)
• Testing without enough traffic
• Over-optimizing at the cost of quality

What to do with this

• Test the offer before testing anything else, 30-100% lifts come from offer changes, not button colors
• Make sure you have the traffic to test, below 200 conversions per variant, results are noise
• Watch quality alongside conversion, a 20% lift in conversions with 10% worse retention is net negative
• Order tests by expected lift, if you can't predict a 10%+ lift, don't run the test
• Document winners in a rolling doc, compounding wins beat isolated big wins over 12 months