A funnel does one job a website cannot: it subtracts. It strips every distraction until the only path forward is the next step you want the visitor to take.
One Page, One Promise, One Action
The page that converts best has a single promise above the fold and a single action below it. Multi-CTA pages are usually no-CTA pages in disguise.
Friction Audits
Every form field, every required login, every "are you sure?" modal sheds conversion. Audit the funnel for the smallest possible commitment that still qualifies the lead.
Test the Headline First
Headline copy is responsible for the majority of the lift in any test. Get the value proposition right before you obsess about button colors.
Take Action
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