The Conversion Rate Optimization Checklist (2026)
20 CHECKS · BY HOTSEAT · UPDATED 2026-09-25
Good CRO is research and disciplined testing, not a redesign on a hunch. Work through these checks in order. Each section maps to a chapter of our Conversion Rate Playbook.
1. Research
Find the leaks before you test.
Analytics funnel reviewed
Find the steps where most people drop off, by device.
Session recordings watched
See where people hesitate, rage-click or leave.
Customers surveyed
Ask what nearly stopped them from buying.
Heatmaps on key pages
Check whether people see and click what matters.
2. Speed and friction
The wins that almost always help.
Pages load fast on mobile
Slow pages lose visitors before they see your offer.
Forms as short as possible
Remove every field you don't need.
Clear error messages
Tell people exactly what to fix.
No surprise costs
Show prices, fees and delivery early.
3. The converting page
What every key page needs.
Clear headline
Say what it is and why it matters within seconds.
One main call to action
Make the next step obvious.
Proof near the decision
Reviews, logos, guarantees and numbers.
Objections answered
FAQs, returns, delivery and support.
4. Testing
Don't fool yourself.
Hypothesis written first
State what you'll change, why, and what result you expect.
Sample size planned
Calculate how much traffic you need before you start.
Tests run to full length
Stopping early is a common cause of false wins.
One primary metric
Decide the success measure in advance.
5. Prioritisation and measurement
Test what matters most.
Ideas scored
Rank by likely impact, confidence and effort.
High-traffic, high-value pages first
Changes there move revenue fastest.
Track revenue per visitor
Not only conversion rate.
Log every test
Keep a record of results and lessons.
Frequently asked questions
What is conversion rate optimization?
CRO is the process of increasing the share of visitors who take a desired action, like buying or signing up, through research and testing.
How long should an A/B test run?
Until it reaches the sample size you planned, and usually at least one or two full weeks to cover weekly patterns.
What should I test first?
The biggest leaks found in your research, on high-traffic pages close to purchase.
CRO is a discipline. Not a redesign. 24 pages with the priorities, a 90-day rollout plan and the common mistakes.