7 Conversion Levers

Overview

Most pages don’t convert for one of a small number of reasons — and “the design feels off” is never the real one. This framework names the seven levers that actually move conversion, so a vague “this isn’t working” becomes a specific “lever three is broken.”

It works on landing pages, pricing pages, and signup flows alike. The levers are universal; only the evidence changes.

How it works

Walk a page lever by lever and score each one honestly: friction (how hard is the next step), clarity (is the value obvious in five seconds), proof, urgency, value, and trust.

The lowest-scoring lever is your first test, not your favorite idea. Fix the binding constraint, re-score, and move to the next. The framework keeps optimization sequential instead of scattered.