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I went through the same phase last year. We were constantly refining layouts and adding sections because they “felt” more persuasive. But when we finally started analyzing scroll depth, click behavior, and engagement, it turned out our fancy design tweaks weren’t moving the needle as much as we thought. What made a difference was simplifying structure and aligning headlines with user intent. I found a solid breakdown on content optimization here: https://bitchipdigital.com/how-to-optimize-content-for-improving-conversion-rate/ and it helped me rethink how offers and CTAs should be structured. After testing clearer value propositions and more direct calls to action, conversions improved in a way we could actually measure. It wasn’t about adding more — it was about focusing on what truly matters.