FrameworksFREE
CRO Hypothesis Framework
Write test hypotheses that are falsifiable, prioritized, and tied to a real metric — a four-field structure that turns I think we should try into a test worth running.
Conversion Optimization
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7 Conversion Levers
A model for diagnosing any page that isn't converting.
A diagnostic model for any page that isn't converting — friction, clarity, proof, urgency, value, trust, and the one lever most teams forget to pull.
FRAMEWORKS · CONVERSION OPTIMIZATION
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.
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The library
The library keeps growing.
New templates, frameworks, and SOPs ship regularly — built from real growth work and genericized to use today.