When many teams hear “CRO”, they imagine months of research, data gathering, redesigns, or endless A/B tests. 

But in reality, not every optimization has to be a heavyweight project. Some of the most effective wins come from small, focused experiments that you can run in days and then build on.

At Morph, we believe in the power of quick wins and long-term impact. While we’ll always do deep dives and big-picture strategy, we also love zeroing in on low-hanging fruit. 

Here are three CRO tests you can do in a week to show that you don't always need to make big changes to get useful results. Also, here are some tips for doing them well. 

1. Make your forms easier to fill out: Lower friction, raise completion

Forms are one of the places where people most often drop off. Every extra field, confusing label, or required input is a source of friction.

By simplifying, you reduce the mental load and make it easier for users to act.

Experiment ideas

• Remove optional fields: Unless a field is mission-critical, consider removing it or making it conditional (e.g., show only if the user clicks “Advanced”).
• Collapse fields: Put "First name / Last name" and "Full name" together, or group address lines.
• Change field labels or placeholders: Give users directions in simpler language or with inline hints, like "e.g. +1-202-555-0123."
• Use progressive disclosure: Only show what's needed at each step for multi-step forms.

Measurement and execution

• Pick a high-traffic form (signup, contact, checkout)
• Divide traffic (A/B test) or run sequentially
• Primary metric: form completion rate/conversion rate
• Secondary: time on form, drop-off % per field

In one week, you might not get statistically conclusive results, but you’ll see directional shifts. And if you confirm improvement, you can roll it out broadly.

2. Change the way you write and style your CTA

The call to action (CTA) is where intention becomes action. It's one of the most important micro-moments. 

Changing the wording, color, or placement of something by a little bit can make a big difference in conversions.

Experiment ideas

• Swap the verb: Try “Get my quote” vs “See pricing” vs “Start free trial.”
• Add urgency or value: “Start free today” and “Join in 30 seconds.”
• Adjust contrast or color: Make your CTA stand out more visually while respecting your brand palette.
• Test placement or size: Move the CTA higher, make it sticky, or duplicate it at more points on the page.

Measurement and execution

• Run a classic A/B test (original vs variant)
• Primary metric: click-through rate (CTR) on CTA
• Secondary: downstream conversions (how many complete the next step)
• Use heatmaps or session recordings (if available) to see if attention is going to your CTA
• Even subtle changes, like using “Reserve your spot” instead of “Register,”  can produce noticeable uplifts in 7 days.

3. Tweak the checkout/purchase funnel flow

Checkout is where dollars convert. Even small improvements in ease, clarity, or trust signals can reduce cart abandonment significantly.

Many sites accumulate microfrictions (confusing shipping, surprise fees, and forced logins) that can be removed quickly.

Experiment ideas

• Show shipping & tax earlier: Remove surprises at the final step.
• Guest vs. forced account: Let users check out as a guest, then offer saving info after purchase.
• Reduce steps: Collapse multi-step checkout into fewer pages, or convert to inline flows.
• Add trust badges/security cues: SSL badges, “secure checkout,” and money-back guarantee icons near the “Pay now” button.
• Simplify payment methods: Offer more familiar options (e.g., credit card, PayPal, local wallets) or remove rare, confusing ones.

Measurement and execution

• Focus on one or two pain points (e.g., shipping surprises)
• Use funnel drop-off analytics to identify where users bounce
• A/B test the variant (e.g., move tax earlier, add trust badge)
• Primary metric: checkout completion/conversion rate
• Secondary: abandonment rate per step, time to purchase

You may not get fully conclusive results in a week, but you’ll gather directional evidence. And these insights feed into longer-term iterations.

Why these “quick wins” matter beyond the lift

• Momentum and morale: Showing early wins builds confidence internally and keeps stakeholders engaged.
• Learning-based culture: Running fast experiments helps you see what works and what doesn’t without big bets.
• Foundation for scale: The insights you get feed into larger redesigns and holistic optimization plans.

Beyond the one-week playbook

At Morph, we believe in pairing these quick experiments with a deeper, data-driven strategy. 

We don’t stop at wins; we dig into user behavior, analytics, segmentation, journey mapping, and micro-experiments to build compounding growth. 

Our role is to help clients find both the short-term lifts and the long-term optimization pathways.

If you’re ready to start running CRO experiments, whether quick tweaks or full-blown redesigns, Morph is here to partner. 

‍Let’s talk about where your biggest opportunity lies next.