Ultimate Website Conversion Rate 
Optimization Video Guide & Checklist

Welcome to the Ultimate Website Conversion Rate Optimization checklist. Watch the video below, scroll through the checklist carefully to make sure your website, or your blog, is optimized for Improved conversions.

So you’ve spent endless hours, days, probably even months crafting and tweaking your website to near perfection.

Your content and copywriting is spot on.​

You have some truly amazing features on your website that your visitors are going to love using.

Your products are to die for.

Your services are what everybody needs, and affordable too.

Your sales pages are on cue.

You've even added a few irresistible email subscription offers here and there for your visitors to hopefully sign up to.

You're ready to do business online!

Your excitement continues to grow as your website traffic slowly increases each day.

It's all good, right?​

A few weeks go by, then a few months! By which then you realise that there's a problem.

Despite having a great looking website with lots of cool features, options, and various tempting offers.

And despite watching your traffic growth steadily increasing over the weeks or months, you realise that you can't seem to get a single visitor to either subscribe to your email offers, or to even buy into your hot products or amazing services.

You continue tweaking your website to no end; Adding more options and more features.

You even go as far as changing the design of your website completely. Adding a new WordPress theme and perhaps even rebranding.

And guess what?

Your conversions STILL suck!​

No email signups...
No product sales...
No affiliate referral sales...
And no one using your services...

You’re at a loss.

What the heck is going on???

Before we continue, let's assume a few things -

  • Your website content or copywriting doesn't suck. In fact, you've spent months crafting it and getting it just right.
  • You fully understand the purpose of your website, i.e. goals and objectives. Or, why you even have a website in the first place.
  • You are targeting the right audience for your content, products, offers, and services.

If you're not ticking all of the boxes above, then you need to start working on those straight away. Check out the following blog posts -

If you are ticking all of the boxes above, let's continue.

The thing is, great design and layout, features, options and benefits are actually just the beginning of optimizing your website for better conversions.

Yes, having all of those things in place is great, and even if your site is getting a ton of traffic, you're really only just getting warmed up.

As Bryan Eisenberg once said -

Most websites don't have a traffic problem, however, every website has a conversion problem.

Bryan Eisenberg

It's time to STOP screwing around with your website.

Below is a list of actionable things you can do right now to help your website convert more visitors into raving fans, leads, and yes, dare I say it - even sales.

Are you ready??

Let’s dive right in.

1. Website Performance Optimization

Let's start with what is probably the most important step in creating a conversion focused website for any business.

A slow website is a conversion killer, right off the bat.

No visitor in their right mind will wait for your website or pages to load, even if the content is pure gold! So make sure your site loads at blazing, lightening speeds. Seriously!

Tick the following boxes if these apply -

  • My website (homepage) loads in less than 2 seconds flat. (Click here to check page speed).
  • My website performance grade score is 80+. (Click here to check performance grade).

By the way, I didn't just pull the 2 seconds rule out of thin air either, just check out these statistics -

47% of people expect a webpage to load in 2 seconds or less.
57% of visitors will abandon a page that takes 3 seconds or more to load.


Here are some things you can do to improve your website page load speed right now.

  • Use Google Friendly web fonts.
  • Optimize and compress images before adding them to your website. You can use a free tool like TinyPNG.com to do this.
  • Compress resources. Do check out the Autoptimize Plugin if your website is built on WordPress.
  • Use a reliable web host. (See below)
  • Consider using a CDN like MaxCDN (Content Delivery Network). Your web host provider might offer a free CDN service like CloudFlare, if so, make use of it.

2. Website Logistics (WordPress)

  • My website is hosted using a reliable web host provider like SiteGround.
  • My website is built on the latest version of WordPress. (Make sure you're updating your WordPress installations when updates become available. Most of these updates are small bug fixes and security enhancements.)
  • My website uses a frequently updated premium quality WordPress theme like Genesis or Thrive.
  • My website has less than 20 plugins installed and activated. (Not always essential, but using few plugins helps to put less loading strain on websites).
  • I have disabled and removed the plugins I don't use on my website.
  • My website does not have any expired pieces of codes or scripts loading in the header section that might affect page load time.

3. Homepage Conversion Optimization

Tick only one box -

  • My website uses a custom and purpose built static homepage.
  • My homepage is used to display my latest blog posts only. I don't have a static homepage.

If your website is using a custom built static homepage then that's a good start. Go ahead and check below for more homepage conversion optimization tips.

If your website, however, does not have a custom homepage, please consider creating one. The video below will show you how to build one.

Note: Make sure you also watch the video guide above, as I explain some of the valid benefits of using a custom homepage to improve your website conversions, as apposed to just displaying a default list of your latest blog post entries, or anything else for that matter.

  • My marketing message is clear and my website homepage boldly describes my value propositions. (Make it simple for your visitors to understand what your website/products/services/offers are about.)
  • My homepage has an optimized CTA button placed above the fold.
  • My offerings are clearly visible on my homepage. (Personal brand websites)
  • My homepage is displaying my most recent client testimonials. (Check out this post about how Marie Forleo uses testimonials to grow her business).
  • My homepage displays social proof.
  • My homepage navigational menu is clean, simple and minimal.
  • My homepage copywriting is helpful and informative, and has minimal self-promotional content.
  • My homepage copywriting is free from spelling and grammatical errors.
  • My homepage is optimized for search engines (SEO).
  • My homepage loads in less than 2 seconds (See website performance above).

4. Sales Landing Page Conversion Optimization

If you're struggling to get your sales landing page to convert, here are a few actionable things you can do.

  • My sales page loads in 2 seconds flat. (Once again, optimum page load speed is extremely critical for boosting conversions)
  • My headline tells my visitors exactly what they can get from my sales landing page.
  • My sales page has a welcome/marketing video embedded above the fold. (See statistics below).
  • My sales page copywriting addresses a specific problem, and explains how that problem can be solved.
  • My sales page copywriting is free from spelling and grammatical errors.
  • I am using relevant and interesting images, graphs, screen captures and various other visual content in my sales page.
  • My sales page has testimonials.  (Also, check out this awesome plugin to help manage your testimonials).
  • I am using social proof in my sales landing page.
  •  My sales page has a case study attached to it. (Optional, see static below).
  • I have removed all other distractions and there are no design features or unnecessary elements, including navigational and native links on my sales page that could affect my conversion goal. (Check out this Free Rapid Landing Page video Course).
  • My sales page has attractive, powerful CTA buttons with custom actionable messages placed inside them. (Click here to learn how to create high-converting buttons).

Did you know...

  • Your landing page headline presents 80% of the opportunity to improve conversions... (Source)
  • Including a video in a landing page can increase conversions by 86%... (Source)
  • WiJiJob shared an interesting case-study where they were able to increase their conversion rate by 34%, simply by adding 3 testimonials to their landing page... (Source)

Recommended FREE mini landing page building course...

5. Email Opt-In Landing Page Conversion Tips

If your conversion goal is to drive more visitors to your email landing page and convert them into raving fans, here are some things you can do to boost your conversions.

  • My email opt-in page loads in 2 seconds flat.
  • My email opt-in page has a powerful headline title and informative sub-header or description.
  • My email opt-in page has an attractive incentive attached to it.
  • My email opt-in page copywriting is relevant and informative.
  • My email signup page provides information about spam and a link to my website's privacy policy page.
  • There are relevant images/visuals in my email landing page.
  • I have a short welcome video on my email landing page. (According to KPCB, online video will account for 74% of all online traffic!).
  • I have removed most other distractions such as ads, banners, external links, navigational menu from my opt-in page that could have a negative effect on my conversions.
  • I am doing simple AB split-testing for my email landing pages to see what works and what doesn't work. (Check out the video below to learn how to do AB split-testing for your email landing pages in WP, using Thrive Optimize add-on plugin for Thrive Architect).

6. Contact Page

  • My contact page is easy to find on my website.
  • I have a simple to use email submission form in my contact page. (I recommend using something like Contact Form 7 plugin with some simple CSS customization).
  • I have provided other ways visitors can contact me, for instance, telephone, Skype etc.
  • I am using simple spam protection in my contact form page, such as reCaptcha.
  • I have created some pre-filled custom fields and drop-down options in my contact form to save time.
  • I have eliminated one or two unnecessary form fields that could lower my conversions.

Did you know...

  • You can potentially increase your conversion rate by 50% simply by eliminating one form field... (Source)

7. Opt-in/Pop-up Form Optimization Tips

  • I am using the best email opt-in form/list building plugin on the planet. (If you're not sure what is the best list building plugin for WordPress is, then click here before it's seriously too late).
  • I am using simple, clean opt-in/pop-up forms on my desktop website.
  • My pop-up forms are NOT intrusive on mobile devices (Read this)
  • My pop-up forms does NOT take my new subscribers on a wild goose chase after they've subscribed. (Make sure folks who sign up stay on the same page they were on even after filling in the form and pressing 'submit').
  • My opt-in incentives and freebies are irresistible, 100% relevant, and completely aligned with my business.
  • My incentive offers are clearly visible in my opt-in and pop-up forms.
  • My CTA button is clear to see with a powerful action message inside it.
  • I am tracking my email signup conversions through content marketing reports (Thrive Leads) and data reports in Google Analytics.

8. SEO

  • I am using a reliable SEO plugin for my WordPress website. (If you're not, then click here to learn how SEOPressor Plugin can help improve your WordPress SEO).
  • My SEO Meta title and description are 'human friendly' and compelling. (Make your SEO title compelling and informative enough to make them click-worthy.)
  • I have optimized my website for my targeted keyword(s) and phrases.
  • I have not over-optimized my content.
  • My website does not have any broken links. (If you're using the Google Chrome web browser, check out this extension for checking broken links on your website).
  • My website does not have any 404-Error Page Not Found errors. (Click here to learn how to fix for 404's).
  • My website/pages/posts are properly indexable by Google and other search engines.
  • I have submitted a SiteMap in my Google Console. (ShoutMeLoud has a comprehensive guide showing how to do this. Read it here.)

9. Affiliate Links Conversion Optimization

  • I am using a reliable affiliate links plugin like Pretty Links Pro or Better Links Pro to cloak and track my affiliate links.
  • My affiliate links are valid and not broken.
  • I am linking naturally to products and services I use and recommend.
  • I am linking to products and services relevant and completely aligned with my business.
  • My affiliate links/buttons are clearly visible in my content.
  • I am disclosing my affiliate links properly.

It's a wrap!

That's it! I hope you've enjoyed reading through this website conversion optimization checklist, and more importantly, I hope that you will, or you are taking action right now to improve your website and boost your email opt-ins, subscribers, leads, sales, and all the rest of it.

Need help with designing a conversion focused website?

Finally, if you're a blogger, entrepreneur or an online business owner in need of some professional help with conversion design, and branding, click the button below to learn more about my WordPress design services, and creative marketing services.

I wish you the best of luck and here's to your continued online success!

- Fabrizio Van Marciano

Disclaimer: This page may contain affiliate links to products or services that I use in my business and therefore recommend. This means if you click on an affiliate link and make a purchase of a product or service, I may earn a small commission, at no additional cost to you. I would like to thank you for your continued support.

Last updated on: 3rd May 2018