## 7. Conversion principles (the *why* behind the template)

Layout and copy decisions should trace to a principle, not taste. To iterate conversion on a *live* page, use `page-cro`.

1. **One page, one goal.** Every element either drives the primary action or builds trust toward it. Competing CTAs split intent and lower conversion — remove or subordinate secondary asks.
2. **Message match.** The H1 must echo the promise of whatever the visitor clicked (ad headline, email subject, search query). A mismatch spikes bounce regardless of page quality.
3. **Clarity beats persuasion.** Confused visitors leave. Plain language, concrete nouns, scannable structure. Clever wordplay that delays comprehension costs conversions.
4. **Visual hierarchy guides the eye.** Size, weight, color, and whitespace rank importance: H1 → subhead → CTA. The primary CTA should be the highest-contrast element in its viewport. Generous whitespace raises comprehension and perceived value.
5. **Proof next to claims.** Put a testimonial/metric/logo adjacent to the boldest claim it supports — proof at the moment of doubt, not quarantined in one section.
6. **Reduce friction at the ask.** Every form field, every required decision, every "create account" lowers completion. Default to the smallest commitment (email-only, "no card"), defer the rest.
7. **Risk reversal.** Money-back guarantee, free trial, "cancel anytime", "no card required" — shift perceived risk off the visitor, especially at the final CTA.
8. **Specificity sells.** "Cuts reporting time 40%" beats "save time"; "Trusted by 1,200 dev teams" beats "trusted by many" — *only if real* (§5).
9. **Single primary CTA, repeated.** Same action, same wording, surfaced ~every 1.5 viewports so a sold visitor never has to scroll back.
10. **Direction of attention.** Faces/eyes in images looking toward the CTA, arrows, and contrasting buttons steer the gaze where you want the click.
11. **Speed is conversion.** Each extra second of LCP measurably drops conversion; a fast page is a conversion feature, not just an SEO one (§3).
12. **Mobile is the default.** Most landing traffic is mobile — if the mobile hero doesn't convert, the page doesn't convert.

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