The maths of CRO
A Google Ads campaign spending $10,000/month at a 2% conversion rate generates 200 leads at $50 CPL. Improving conversion rate to 4% generates 400 leads at $25 CPL — with zero change in spend. CRO is the highest-leverage activity in paid media.
The 7 changes ranked by impact
1. Move the form above the fold (Impact: +35–60%)
This single change consistently delivers the largest conversion lifts. On mobile, the form should be fully visible without scrolling. Test a 3-field version (name, phone, email) first — fewer fields increases volume, more fields increases quality.
2. Add a specific proof statement in the hero (Impact: +20–35%)
"Join 2,400+ businesses" outperforms "Join thousands of businesses." Specificity creates credibility. The more specific the claim, the more believable it reads.
3. Replace generic CTAs with outcome-specific ones (Impact: +15–25%)
"Get My Free Audit" converts better than "Submit." "Book a 30-Minute Strategy Call" outperforms "Contact Us." The CTA should describe what happens next, not the action the user takes.
4. Add a trust signal strip below the hero (Impact: +10–20%)
Client logos, review counts, or certification badges immediately below the form reduce anxiety at the decision point.
5. Add a single testimonial with a specific outcome (Impact: +10–18%)
"We went from 8 to 34 leads per month" is more persuasive than a general recommendation. Pair it with the client's industry and city for maximum relevance.
6. Reduce navigation options (Impact: +8–15%)
Dedicated landing pages outperform website pages partially because they remove the ability to navigate away. Remove the header nav on landing pages entirely.
7. Mobile form optimisation (Impact: +8–20% on mobile traffic)
Use `autocomplete` attributes, large tap targets (minimum 48px), and phone-type inputs for phone fields. Mobile form abandonment is 3× higher than desktop when forms aren't optimised.
The testing order
Run these in order — the first three changes have enough impact to justify standalone A/B tests. Changes 4–7 are best tested together as a "trust and friction" bundle.
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