Free PDF · 148 pages
Convert. The field manual for CRO.
Five years of CRO practice, distilled. The research stack, the PXL prioritisation, the hypotheses that win, the ones that don't. Written for marketing leads who want the system, not the theory.
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What's inside.
- 01Foundations: understanding the contextThe four main levers that affect the way users buy. Validation, branding, traffic, websites. The conversion formula that ties them together.
- 02Value proposition, positioning and messagingHow alignment between what you offer, who it's for and how you say it drives conversion.
- 03The offerBlack-and-white scenarios. Pricing logic and anchoring after the initial sale.
- 04Traffic acquisitionThe new landscape, the white-room model, and the multiple paths users take to find you.
- 05Funnels & customer journeysMapping intent. From linear funnels to journeys. The new and proposed funnel.
- 06Landing page optimisationContext first, then process, then sections. What about the copy?
- 07Design: putting together solid web pagesSection order, visual hierarchy, and the tear-down step that catches what the build missed.
- 08Web analyticsGA + funnels with a clear purpose. GA4. Attribution: the forbidden word.
- 09Website platforms: what to chooseWordPress, Shopify, custom builds, and when you actually need a new website.
- 10Testing: bias gets in the way of growthWhy we test, what tests to run, data-driven vs feedback-driven, and the question of weight.
- 11Research: our marketing compassHeuristic, technical, GA, mouse tracking, user testing, exit polls, surveys. Turning information into action.
- 12In the pursuit of growthMargins, value as a key driver, and how the levers compound over time.