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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
Qualitative research
Use heatmaps, recordings and survey data to uncover friction, confusion and blockers that hurt your conversion rates.
Tools
Go to tools
Hotjar
Behaviour analytics that reveals where visitors get stuck, combining heatmaps, recordings and quick surveys.
Webflow
Visual site builder with CMS and clean code export, powerful for marketing teams that want speed and control.
Microsoft Clarity
Free behaviour analytics with heatmaps and recordings, good for spotting friction at no cost.
WordPress
Open source CMS with huge plugin choice, ideal when you need flexibility and can manage updates and performance.
Squarespace
Website builder with elegant themes, good for simple sites and landing pages that need little maintenance.
OmniConvert
CRO platform with A B testing, surveys and personalisation, helpful for websites with steady traffic.
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
Growth marketing
You’re not growing fast enough and it’s time to fix that.
You’ve hit a ceiling. You need a structured approach that moves the needle without overwhelming your team.
