Conversion Rate Optimization: From 2% to 5% in 90 Days

Most websites convert at 2-3%. The best convert at 5-10%. The difference isn't magic — it's systematic optimization. Here's the playbook we use to double conversion rates in 90 days.

The CRO Framework

Conversion rate optimization isn't about random tests. It's a systematic process:

1. Analyze

Identify where users drop off

2. Hypothesize

Form theories about why

3. Prioritize

Rank by impact and effort

4. Test

Run controlled experiments

5. Learn

Document and iterate

Week 1-2: Deep Analysis

Before testing anything, understand where you're losing users. Set up:

Funnel analysis

Map every step from landing to conversion. Where's the biggest drop-off?

User recordings

Watch 50+ sessions. See where users hesitate, rage-click, or abandon.

Exit surveys

Ask abandoning users: "What stopped you from signing up today?"

Week 3-4: High-Impact Tests

Start with tests that have the highest potential impact. These typically include:

1. Value Proposition Clarity

Can a visitor understand what you do and why they should care in 5 seconds? Test different headlines that communicate benefits, not features.

2. Social Proof Placement

Add testimonials, logos, or numbers near your CTA. "Join 10,000+ marketers" can lift conversions 10-30%.

3. CTA Copy & Placement

Test action-oriented CTAs ("Start my free trial") vs. generic ("Sign up"). Test above vs. below the fold.

4. Friction Reduction

Remove unnecessary form fields. Every field you remove can increase conversions 5-10%.

Week 5-8: Iterate on Winners

When you find a winner, don't stop. Iterate on it:

Headline improved 15%? Test 3 more variations of that winning approach
Social proof worked? Test different types (logos vs. testimonials vs. numbers)
Apply learnings from one page to other pages in your funnel

Week 9-12: Scale & Systematize

By now you should have 3-5 winning tests. Time to:

Roll out all winners to 100% of traffic

Document learnings in a "CRO playbook" for your team

Set up a continuous testing calendar (2-3 tests running always)

Measure cumulative impact — you should be at 4-5% by now

Real Example: SaaS Landing Page

Here's what a 90-day CRO sprint looked like for a B2B SaaS company:

Starting conversion rate2.1%

After headline test (+18%)2.5%

After social proof (+22%)3.0%

After form reduction (+15%)3.5%

After CTA optimization (+25%)4.4%

Final conversion rate4.4%

Total improvement: 109% increase in conversions from the same traffic.

The Compound Effect

CRO isn't about finding one magic bullet. It's about stacking small wins. A 15% improvement here, 20% there — they compound into massive gains over time.

The key is consistency. Run 2-3 tests at all times. Document everything. Learn from failures as much as successes.

Start today. Your future self (and your revenue) will thank you.