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Conversion-rate optimization for web funnel surfaces — diagnosing and fixing low-performing forms, pages, paywalls, popups, and signup flows. Use when the user asks 'lift form completion rate', 'improve page conversion', 'design paywall messaging', 'reduce popup abandonment', 'diagnose signup friction', or wants to design an A/B test on any of these surfaces. Covers field reduction, CTA hierarchy, trust signals, mobile UX, and A/B-test design. For overall marketing strategy see `marketing`; for organic traffic to those pages see `seo`; for landing-page production (rather than optimization) see `marketing/Reference/landing-pages.md`.