Before any testing tool — Hotjar, VWO, Optimizely — we check seven foundational things that often reveal obvious mistakes. These are frequently the actual cause of conversion problems, not something that can be fixed with an A/B test.
First: page speed on mobile. If LCP is above three seconds, optimisation starts there. Second: form validation and errors. How often are forms abandoned mid-way, and what is the last filled field before the user leaves? Third: the checkout flow from a mobile perspective. Most e-commerce conversions now happen on mobile, yet many stores haven't optimised their checkout for it.
The remaining four — trust signal placement, CTA text and contrast, navigation depth, and product image quality — are equally important but are often ignored in favour of more complex experiments. This article walks through each one step by step.
Full article coming soon.