1. Start with the customer’s task

Write down what a visitor needs to find and do. Compare useful patterns on other sites, but do not copy a feature simply because a competitor uses it.

2. Make navigation clear

Use labels customers understand. Test whether they can find the right product, service or answer without getting lost. A fixed click count is not a substitute for observing the task.

3. Explain the offer plainly

Use customer vocabulary rather than internal jargon. Explain who the offer is for, what happens next and who the customer will deal with. Use real, authorised examples where they help establish trust.

4. Check performance

Test important pages on mobile as well as desktop. Look for unnecessarily large images and delays in the actual journey. A score or one historical bounce-rate statistic does not prove the commercial effect of a change.

5. Give each page a clear next step

Make the contact route or purchase action easy to find. Ask for the information the transaction needs, not every field the form builder offers. Check contrast and keyboard access as well as appearance.

6. Avoid unnecessary interruptions

Do not cover the answer or interrupt checkout with an unrelated promotion. If you test an overlay, measure the affected journey and check that visitors can dismiss it.

7. Explain payment and delivery

Show relevant payment options, delivery conditions and final costs before the customer commits. Choose options the business can support rather than assuming every competitor’s method is necessary.

8. Use the first screen deliberately

Check whether an automated slider hides the main offer or makes mobile navigation harder. Compare it with a clear static alternative rather than assuming either design always wins.

9. Give buyers enough information

Answer practical questions before asking someone to enquire. Review Search Console alongside a crawl to understand how visitors find the site, and keep public business details accurate. Search-result counts are not a complete inventory or a ranking guarantee.

10. Shop your own mobile site

Follow a real purchase journey, including shipping information, payment and confirmation. Record what was confusing and test fixes against those observations. Repeat the check after material changes instead of assuming the journey still works.

See our CRO work, SEO services and practical checkout experiments.