Most conversion advice is a pile of tips with no ranking, so teams burn weeks A/B testing button colors while their checkout leaks money on mobile. Conversion optimization works when you fix the biggest leaks first. This is the order we'd actually work in — highest revenue impact at the top, vanity tweaks at the bottom.
1. Fix checkout friction first
Checkout is where intent turns into revenue, and where most of it dies. Every extra field, forced account creation, or surprise cost at the last step sheds buyers who were ready to pay.
Offer guest checkout — never force account creation before purchase.
Show total cost, including shipping, as early as possible. Surprise fees are the top abandonment cause.
