As you can tell, I'm not a big fan of using conversion rates as a critical key measure of how well a design works. In my opinion, the metric is unreliable and doesn't really give you an actionable picture on what you can do differently. That, of course, leaves the obvious question of what you can use. One technique we've had great success with is something we call a Compelled Shopping Analysis . It's designed specifically for e-commerce sites (however, there are easy adaptations to use for other types of conversion, like lead acquisition). The Compelled Shopping Analysis comes from a thought experiment we had created a few years back, which we call The 7-Eleven Milk Experiment . The thought experiment works like this: Imagine you have a magic app that goes off whenever someone within a 10-minute radius of where you are right now has run out of milk. You hop in your car, drive to their place, and find them sitting there with an dry bowl of cereal and an empty container of milk. You put them in your car and drive them to the nearest 7-Eleven convenience store. And just to make sure, you give them enough cash to purchase the milk. What do you think the odds are that the customer will buy milk at that moment? Pretty good, right? The 7-Eleven would really have to screw up to not sell milk to that customer at that moment. That's exactly how a Compelled Shopping Analysis works.