Kevin Hale - a Y Combinator partner, shared how to optimize for conversion rate. Here is the summary:
Optimize for conversion rate (only) when something prevents people from using your product (leaky bucket problem)
To optimize for conversion, focus on reducing the "knowledge gap" by
- Either reduce the knowledge required to use the product (easier to use)
- Or provide more materials to help users understand the product better
How to optimize for conversion?
1. Have only 1-cta-button to remove distractions
Ask yourself about that 1-button:
- Is it the right call to action? (what users actually want)
- How close is it to what users want? (not too many steps away)
- Is it easy to understand? (straightforward, no jargon)
- Is it right for the user? (at that moment/location)
2. Create trust and allow get help
Ask yourself about your page:
- Does it look legit? (not spammy, already-made template/theme can help)
- Who else uses it? (to create more trust)
- Where to get help? (have questions, verify there is a person behind, etc.)