Lesson objectives
- Prioritise improvements by impact
- Form testable hypotheses
Find the weakest step
Compare each step's conversion rate against your expectations and history. The step with the biggest gap - especially one near the top where volume is highest - is usually where improvements pay off most.
Diagnose before you change
- Watch session recordings of the weak step.
- Check the message matches the traffic source (ad promise = page headline).
- Test on mobile - many funnels break there.
- Ask a few real prospects what stopped them.
Change one thing, measure, repeat
Write a hypothesis: 'Because recordings show visitors don't scroll past the fold, moving the form above the fold will increase opt-ins.' Change one variable, give it enough traffic, and compare.
Action steps
- Identify your weakest step
- Write one hypothesis to test
Checklist
- I've reviewed recordings or feedback
- My hypothesis names one change and one metric