There are many factors that could be preventing your visitors from achieving
specific end goals. From the tone of the copy to the colour of the page, everything
on your website may affect conversions. Possible factors are often so glaringly
obvious that one tends to miss them, or so small that they are dismissed as
trivial. Changing one factor may result in other unforeseen consequences and
it is vital to ensure that we don’t jump to the wrong conclusions.