Landing page teardown: 7 fixes that doubled conversions

This page converted 1.8% of visitors into trials. After seven changes over six weeks it converted 3.7%. Here is the list, in order of impact.

1. A headline that names the customer and the outcome
2. One primary call to action instead of three
3. Social proof right under the button
4. A 40-second product video instead of a stock photo
5. Pricing visible without a click
6. Objections answered in a short FAQ
7. Load time cut from 4.2 to 1.3 seconds

None of these are clever. All of them are easy to skip.