Website & Conversion
Optimization Playbook
Turn your website into a predictable pipeline engine.
Clarify your message, reduce friction on key pages, improve demo/trial/sign-up conversions, and create a simple, repeatable testing habit.
Request scope CallSee the PhasesWho This Playbook Is For
Type of business:
- B2B SaaS
- High-consideration B2B services
Typical situation:
- You get some traffic, but conversions are lower than you'd like
- You're not sure which pages or channels are performing
- Website changes are driven by opinions, not data
Core stakeholders:
Head of Marketing / GrowthProduct MarketingRevOps / Marketing OpsWeb / Design OwnerSales LeaderOutcomes AAJ Aims to Deliver
In a 60–90 day sprint, AAJ helps you:
1Diagnose where your website helps or hurts conversions
Data-backed audit of pages, flows, and messaging gaps.
2Implement high-impact fixes on key pages and flows
Quick wins and core redesigns ranked by expected lift.
3Lift conversion rates on primary actions
Demo, trial, sign-up, or contact—measurably improved.
4Install a light experimentation process
A testing habit your team can run going forward.
Overall Structure
A simple three-phase approach:
Phase 1 — Diagnose
Weeks 1–3
Goals, data quality, user journeys, and friction points.
Phase 2 — Improve
Weeks 4–8
Quick wins, priority page redesigns, and first experiments.
Phase 3 — Operationalize
Weeks 9–12
Dashboards, routines, and governance so improvements continue.
Phase 1 — Diagnose
Weeks 1–3
Step 1: Define Website Goals & Conversions
Step 2: Check Analytics & Data Health
Step 3: UX & Messaging Audit of Key Pages
Step 4: Map User Journeys & Drop-Offs
Phase 2 — Improve
Weeks 4–8
Step 5: Prioritize Changes & Build a Conversion Roadmap
Step 6: Implement Quick Wins
Step 7: Redesign High-Impact Conversion Pages
Step 8: Design & Run Initial Experiments
Phase 3 — Operationalize
Weeks 9–12
Step 9: Set Up Conversion Dashboards & Reporting
Step 10: Establish a Regular Conversion Review
Step 11: Put Governance & Standards in Place
AAJ vs. Client Responsibilities
| Client Typically Owns | AAJ Typically Owns |
|---|---|
| Brand identity and final visual design choices | Website & conversion audit |
| Technical implementation (or coordination) for dev and design | Conversion roadmap and prioritization |
| Final approval of copy, UX, and experiments | Recommendations for page structure, copy, and UX |
| Ongoing content creation (blog, resources, case studies) | Experiment design and interpretation |
| Internal coordination with Product, Sales, and RevOps | Dashboard specs and reporting cadence |
| Governance guidelines and team enablement |
Typical Timeline
Weeks 1–3
Goals & conversions defined, analytics checked, UX audit, user journeys mapped
Weeks 4–8
Quick wins implemented, key pages redesigned, first experiments launched
Weeks 9–12
Dashboards set up, review cadence established, governance in place, handoff with roadmap
How to Work with AAJ Using This Playbook
Website & Conversion Review Call (30 min)
Share your current site, metrics, and problems you're seeing.
CRO Sprint Proposal (60–90 days)
AAJ scopes a sprint directly mapped to this playbook.
Execute, Learn & Systematize
Fix critical issues, lift key conversion rates, and leave with a working system your team can maintain.
Ready to Turn Your Website Into a Pipeline Engine?
Request scope. We'll look at your site, share quick observations, and outline a sprint plan.
Request scope CallBrowse All PlaybooksMore in Website & Conversion
Part of the Website & Conversion hub - see all 11 resources on this topic.
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- Template: The Case Study Kit