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.

Resources

1. The 7 Principles of Conversion-Centered Design
2. Best Practices To Create High-Converting Landing Pages
3. Landing Page Optimization: Addressing Customer Anxiety
4. [Case Studies] How Failed A/B Tests Can Increase Conversion Rates