The Lift model from Widerfunnel is a commonly used framework for web optimisation. It identifies 6 key factors that influence your conversion rate; the value proposition (which if this isn’t compelling you will struggle to take off), relevance, clarity, anxiety, distraction and urgency.
Conversion marketing – Glossary of Conversion Marketing.
Over 300 tools reviewed – Digital Marketing Toolbox.
A/B testing software – Which A/B testing tools should you choose?
Types of A/B tests – How to optimise your website’s performance using A/B testing.