Introduction
In 2014, I completed a seven-month traineeship at CXL, where I learned everything there is to know about conversion optimisation. Since then, I’ve built websites for my own marketing agencies and run experiments across e-commerce and B2B funnels.
One thing I’ve learned is that you don’t need huge amounts of traffic or complex A/B tests to start improving your site. Most B2B websites fail on the basics: structure, clarity, relevance and fixing those makes a big difference.
This playbook gives you a no-nonsense, step-by-step approach to improve your site’s performance. Whether you’re starting from scratch or want to refine what’s already live, you’ll learn how to boost conversions without overcomplicating it.
You don’t need perfect data to make progress. You just need to know what to fix and how to fix it. This guide will help you do exactly that.
Chapters
Tools
Go to tools
Webflow
Visual site builder with CMS and clean code export, powerful for marketing teams that want speed and control.
Unbounce
Landing page builder with A B testing and dynamic text, solid for paid traffic when you need fast iteration.
Instapage
Landing page builder with fast templates, A B testing and collaboration, ideal for campaign pages at speed.
Leadpages
Landing page and lead capture tool with templates and easy forms, aimed at quick campaign launches.
Justuno
On site promotions and forms that help capture leads and run offers with targeting and design control.
Books
Go to booksWiki articles
Go to wikiAIDA
AIDA maps buyer journey: attention, interest, desire, action, letting marketers craft messages that guide prospects from first glance to paid conversion.
Further reading
Upskill to a full-funnel marketer in 90 days
Learn the system that connects every part of growth and compounds results month after month.
