Proximity Definition The distance between the various elements on your landing page. Even if all the right elements are present, you should test their proximity to one another; for example, test bringing elements of social proof closer to your CTA to reduce prospect anxiety and increase conversions. “Place your CTA in close proximity to a testimonial to emphasize social proof and increase conversions.” Tweet This Resources The 7 Principles of Conversion-Centered Design Best Practices To Create High-Converting Landing Pages Landing Page Optimization: Addressing Customer Anxiety [Case Studies] How Failed A/B Tests Can Increase Conversion Rates