Big redesigns get the applause, but conversions usually move on details that take an afternoon. Here are ten I check on every audit — each cheap, each proven across client after client.
Buttons, forms and trust
Start with the button verb: “Get my quote” beats “Submit” every time because it finishes the user’s sentence. Put error messages beside the field, not in a summary at the top nobody reads. And show the phone number in the header — its presence converts even when nobody calls.
Friction you can delete today
Kill the confirm-password field and add a show toggle. Default the country selector to the visitor’s locale. Explain why you need the phone number in six words or stop asking for it. Each removed field is worth roughly a percentage point on long forms.
Users don’t read pages, they interrogate them: what is this, why should I care, what do I do next? Answer all three above the fold.
Proof and pacing
Place one testimonial within a screen of every call to action, with a full name and a specific outcome. Break long pages into question-led sections so scanners can self-serve. And make the mobile call button sticky — thumbs can’t reach your footer.
None of these requires a rebrand or a rebuild. Pick three, ship them this week, and watch the funnel thank you.
