This document provides a systematic approach to website conversion optimization through research, testing, and removing friction. It discusses understanding user personas, phases, and motivations. Key factors that improve conversion rates are clarity on the website purpose and calls to action, creating a strong value proposition, generating a sense of urgency while minimizing distractions, and testing different design and content options. The goal is to use a scientific, data-driven approach rather than personal opinions to optimize the user experience and marketing effectiveness of a website.