Conversion rate is an outcome, not a single problem. When it drops, teams often jump directly to a new theme or button color. That can be an expensive way to avoid the real issue.
I work from the outside in: traffic quality, product and price, trust, page clarity, technical friction, and then smaller presentation tests.
1. Confirm the visitor belongs there
Review queries, placements, geography, devices, and landing pages. If the visitor wanted a replacement part and you sell the full product, the page did not fail. The targeting did.
2. Test the offer against the market
- Price and advertised policy
- Availability and shipping speed
- Warranty and service
- Bonuses or value-added accessories
- Financing or quote options when appropriate
3. Remove trust gaps
A missing phone number, vague return policy, unclear delivery promise, or inconsistent company information can stop a considered purchase. Ask someone unfamiliar with the business to find the answers a cautious buyer would need.
4. Remove technical friction
Test the full journey on mobile and desktop. Check option selectors, shipping calculations, discount fields, payment errors, and confirmation messages. Watch what happens when the customer makes a mistake.
5. Test one meaningful change
Once the foundation is sound, test changes tied to a hypothesis: a clearer delivery promise, a comparison table, stronger option guidance, or better placement of support. A test should teach you something about the customer, not just move a number for a week.