Adventise planning resource
Conversion Optimization Checklist
Review message clarity, friction, trust, forms, measurement and testing readiness across an important conversion journey.
Strategy and execution
Use the resource to make scope, evidence and decisions comparable
Use this checklist on one defined journey—such as a lead form, booking flow or checkout—rather than grading an entire website with one vague score.
Record evidence, severity, owner and next action for each finding. A checklist supports diagnosis; it should not replace user research or analytics.
When this service is a good fit
- ✓Several stakeholders need one shared brief or evaluation structure.
- ✓Proposals are difficult to compare because scope and assumptions vary.
- ✓The team needs to separate required outcomes from optional tactics.
- ✓You want a documented decision trail before budget or publishing approval.
Core capabilities
What the work can include
Intent and message
Confirm the page matches the visitor's source, explains the offer and makes the primary next step unmistakable.
Friction and usability
Review mobile layout, form effort, errors, speed, accessibility and avoidable interruptions.
Trust and proof
Check that claims are specific, supportable and placed near the decision they help a visitor make.
Measurement and testing
Define the conversion, verify tracking and document the hypothesis before changing the experience.
Working process
From diagnosis to measurable improvement
Define the decision
Write down the commercial objective, constraints, owners and information needed before collecting proposals or recommendations.
Complete the working sections
Use the prompts to document the current state, required scope, dependencies, evidence and measures of success.
Compare and approve
Evaluate responses against the same criteria, resolve assumptions and record the owner of each final decision.
Frequently asked questions
Questions about Conversion Optimization Checklist
Is this a finished procurement document?
No. It is a practical starting structure. Adapt legal, security, accessibility, procurement and commercial requirements to your organization.
Should pricing be requested in one format?
Yes. Ask respondents to separate setup, recurring work, media or production costs, optional items and assumptions so totals can be compared fairly.
How much background should we include?
Provide enough context to explain the customer, offer, current performance, constraints and decision process without sharing credentials or unnecessary sensitive data.
How should responses be scored?
Use weighted criteria connected to the objective, such as diagnosis quality, proposed approach, relevant capability, measurement, delivery risk and total cost.
Scope your project
What a conversion improvement engagement can deliver
Use these outputs to compare a proposed scope. Your agreement identifies which are included, the responsible people and the review milestones.
Journey diagnosis
A prioritized list of friction in navigation, messaging, forms, checkout or booking, supported by observed evidence.
Hypothesis backlog
For each proposed change: the user problem, expected behavior, dependencies, owner and measurement method.
Implementation and review record
What changed, when it changed, whether tracking still works and the evidence available for the next decision.
What we need to start
Current conversion definitions, page and device data, sales feedback, consented research and access to implement changes or coordinate with your developer.
What affects the quote
Research, design, development and experimentation can be separate workstreams. The quote identifies which are included and whether traffic supports a controlled experiment.
Responsibilities and limits
Low-traffic sites may benefit from usability research and fixing clear defects before A/B testing. Before/after changes are not automatically caused by the redesign; campaign mix and seasonality matter.
How to evaluate progress
Track form completion or purchases alongside qualified outcomes, device mix and errors. Predefine the metric and decision rule; avoid declaring a winner from a small or cherry-picked sample.
Start with evidence
Get a focused plan for Conversion Optimization Checklist
We will review the competitive landscape, identify the strongest opportunities and recommend the work most likely to improve qualified traffic and conversions.
Talk to a Strategist