Before any design work: Define Primary Conversion Goal: What ONE action should users take? (demo request, trial signup, contact form, etc.)

Then apply CONVERT framework:

• Clarity: Hero UVP + CTA visible in 3 seconds
• Optimization: Trust signals near CTAs
• Navigate: Minimal form friction
• Value: Exit intent capture
• Engage: Micro-conversion paths
• Results: A/B test variations
• Track: Measure conversion metrics

Progress:

• Step 1: Define primary conversion goal and success metric
• Step 2: Design above-fold clarity (3-second rule)
• Step 3: Place trust signals strategically
• Step 4: Minimize form friction
• Step 5: Add exit intent opportunities
• Step 6: Create micro-conversion paths
• Step 7: Plan A/B test variations

Step 1: Conversion Goal Definition

Primary goal: [demo request/trial/contact] Success metric: [conversion rate target] Secondary goals: [email capture, resource download]

Step 2: Above-Fold Clarity (3-Second Rule)

• Hero headline: Clear value proposition (not company-speak)
• Subheadline: Specific benefit or outcome
• Primary CTA: Action-oriented, visible without scrolling
• Visual: Product demo, customer using solution, or results

Step 3: Trust Signal Placement

Position near CTAs:

• Customer logos (recognizable brands)
• Testimonials with photos + company names
• Certifications/awards
• Usage stats ("Join 10,000+ companies")

Step 4: Form Friction Reduction

• Minimize fields (name, email, company max for lead gen)
• Use inline validation (real-time error checking)
• Smart defaults and progressive profiling
• Social login options where appropriate

Step 5: Exit Intent Opportunities

• Pop-up with lead magnet offer
• Email course or resource download
• "Wait! Get our guide" with reduced friction form

Step 6: Micro-Conversion Paths

• Email capture before demo request
• Resource downloads to qualify leads
• Newsletter signup with immediate value
• Product tour or interactive demo

Example 1: SaaS Landing Page Input: Project management software for marketing teams Output:

• Hero: "Marketing teams ship 40% faster with organized project workflows"
• CTA: "Start Free Trial" (above fold)
• Trust: Logos of 5 recognizable companies using the tool
• Form: Email + Company name only for trial
• Exit intent: "Get our Project Management Template Pack"
• Micro-conversion: "Watch 2-min demo" button alongside main CTA

Example 2: Professional Services Input: B2B consulting firm Output:

• Hero: "Reduce operational costs by 25% in 90 days"
• CTA: "Get Free Assessment"
• Trust: Client testimonial with ROI numbers + headshot
• Form: Name, email, company, current challenge (dropdown)
• Exit intent: Industry benchmark report download
• Micro-conversion: Case study downloads before consultation request