What are the basic principles of conversion optimisation?

Conversion optimisation revolves around friction and motivating action. First, make sure your site is fast, easy to navigate, and mobile-friendly; bad UX kills conversions. Your messaging must be crisp and to-the-point; people need to instantly understand what’s in it for them. Use split testing to fix elements like CTAs, headlines, and layout. And most importantly, always be testing and iterating. There’s always room for improvements.