Research Note #17
The Conversion Science Priority Framework
Let's imagine your website isn't converting. What should you fix first? The button? The colours? The testimonials? The answer follows a clear pattern based on the research. Start with Clarity, then Trust, then Friction, then Offer, and finally CTA optimisation.
The Priority Framework
1. Clarity. Can people immediately understand what you do? If not, fix this first. Nothing else matters until people understand your offer.
2. Trust. Can people believe what you're saying? Do you have proof? Reviews, results, case studies, credentials? If not, fix this next.
3. Friction. How difficult is it to take the next step? Too many clicks, fields, or decisions? Reduce unnecessary effort.
4. Offer. Is the offer easy to understand? Is the best option obvious? Can visitors make a confident decision?
5. CTA Optimisation. Only after the first four. Then test button text, placement and design.
Practical Takeaway
Work through the Priority Framework in order. Don't jump to step 5 when step 1 is broken. The highest impact improvements follow this pattern.