A CRO checklist is most useful when it's something you actually keep and reference, not just read once. Use the button above to print this page or save it as a PDF directly from your browser — the nav, footer, and this button itself are hidden automatically in the printed version.
Landing page checklist
- The headline matches the exact promise made in the ad or search result that brought the visitor here — not a generic rewording.
- The primary call-to-action is visible above the fold on both desktop and mobile.
- The page has exactly one primary action — competing CTAs (e.g., "Buy Now" and "Read More" with equal visual weight) split intent instead of focusing it.
Forms checklist
- Only the minimum fields needed to qualify a lead are required — every additional field measurably reduces completion rate.
- Validation happens inline as the visitor types, not only after a failed submit attempt.
- Field types are autofill-friendly (correct
typeandautocompleteattributes), so mobile visitors aren't typing everything manually.
Trust signals checklist
- A clear next-step expectation sits near the submit button ("we'll reply within 24 hours," not silence about what happens after submitting).
- Testimonials or logos shown are real, not generic stock claims with no attribution.
- Privacy or no-spam language is visible near any form asking for contact details.
Technical performance checklist
- Mobile page load is genuinely fast, not just "fine on the office wifi" — test on an actual throttled mobile connection.
- No visible layout shift occurs as the page finishes loading, which both hurts Core Web Vitals and causes accidental mis-clicks.
- The form itself is tested on a real mobile device, not just a resized desktop browser window — JS errors that only appear on mobile Safari are common and easy to miss.
Testing discipline checklist
- One variable is tested at a time — changing the headline, image, and CTA simultaneously makes it impossible to know what actually drove a result.
- A minimum sample size and time threshold is set before declaring a winner, rather than calling a test after the first day of promising data.
- Each test has a written hypothesis before it launches ("we believe X because Y"), not a random change made and checked on afterward.
| Element | Weak Example | Strong Example |
|---|---|---|
| Headline | Generic value statement unrelated to the ad | Exact match to what the ad or search result promised |
| Form fields | 8+ required fields including "company size" upfront | 3-4 fields required to qualify, rest asked later |
| Trust signal | "We respect your privacy" with no specifics | "No spam. A reply within 24 hours." with a real response-time commitment |
A checklist like this catches the recurring mistakes — the deeper, page-specific fixes come from an actual funnel leakage analysis, which is the next step in every Conversion Rate Optimization engagement I run.
FAQ
What should a conversion rate optimization checklist cover?
A complete CRO checklist should cover landing page clarity (headline match, single primary CTA), form design (minimum required fields, inline validation), trust signals (clear next-step expectations, real testimonials), technical performance (mobile speed, no layout shift), and testing discipline (one variable at a time, a written hypothesis, a minimum sample size before calling a winner).
- Testing discipline is as important as the on-page elements themselves — testing multiple variables at once makes results uninterpretable.
- Technical performance should be verified on a real mobile device, not just a resized desktop browser.
How many form fields should a lead-generation form have?
Include only the minimum fields required to qualify a lead — typically 3-4 for an initial contact form — since every additional required field measurably reduces completion rate, and additional qualifying information can usually be gathered in a follow-up conversation rather than upfront.
- Fewer required fields consistently improves form completion rate.
- Non-essential qualifying questions can be moved to a follow-up call instead of the initial form.