So, you don't have a dedicated optimization team. You probably don't have a heat-mapping specialist or a full-time analyst either. It’s OK. What you do have is a marketing site that could be working harder for you, and some low-hanging fruit you could be picking, if only you knew where to look.

Here's the good news: you don't need to be a UX expert to start making meaningful conversion improvements on your marketing site. Some of the most impactful optimizations are also the most accessible, especially if you know where to focus your limited time and resources. We (meaning EA’s CRO expert, Zane Coffin, and I) are going to tell you how.

Start With What You Already Have: User Behavior

Before you change anything, understand what's actually happening on your site right now. As Zane puts it, "One thing that we use all the time is Microsoft Clarity, mostly to analyze click maps and heat maps. We combine that with data from analytics, and it gives us a really rich picture of how people are behaving on a website."

The beauty of tools like Clarity? They're free, easy to install, and they show you exactly where users are clicking, scrolling, and spending time, without requiring you to know advanced analytics.

Here’s what to look for (and what to do with that information):

• Content that gets disproportionate attention (build on this).
• Sections people are scrolling past (fix or remove these).
• Clicks on non-clickable elements (confusion and rage clicks = users are telling you what should be interactive).
• Navigation patterns that differ from what you expected (learn from what people are doing and adjust your site structure accordingly).

Bottom line: Your best indicator of success and failure is your users' behavior. So, study it. "From there," Zane explains, you can grab great insight to act on. "You can go like, look, everyone's clicking on this very last anchor button, and it's taking them to the bottom of the page because they really want to see this. Well, what happens if I move it to the top?"

Get an Easy Win with Message Continuity

Here's a conversion killer hiding in plain sight: disconnects between your ads and your landing pages. When someone clicks on an ad promising one thing but arrives at a page that seems to be about something else entirely, that’s instant conversion death. You’ve lost them.

"It's just about making sure that someone doesn't make the effort to click when you want them to, get there, and then think, what are we talking about now? Am I even on the right page?" notes Zane.

The great thing is, a continuity check requires zero technical skills:

1. Look at the ads driving traffic to your site.
2. Visit the landing pages as if you were a first-time visitor.
3. Ask: Does the headline directly address what the ad promised?
4. Is the same language and terminology being used?
5. Are the visuals consistent with what appeared in the ad?

Here’s a real-world example: You see an ad for “download this report,” and then go to the page, where you can't find the report… or there is no report. This mismatch not only loses the immediate conversion but can skew all your other optimization efforts.

Reorganize Before Rewriting

Small teams often make the mistake of obsessing over microcopy when the bigger wins come from structure. So, before you spend hours A/B testing button text, consider reorganizing your page elements based on what users are actually engaging with.

In Webflow Optimize or a similar tool, you might try these relatively simple structure tests and see what happens:

• Move your most clicked content section higher on the page.
• Consolidate multiple CTAs into a more focused path.
• Reorder your navigation based on observed usage patterns.
• Reduce options where you see decision paralysis playing out in your user behavior.

"One thing actually that Webflow is really great about," Zane explains, "is that because Webflow Optimize is integrated into the platform, it's much easier to do higher-level testing. You can just sort of resort the page and see if that makes a difference."

What’s the Minimum Viable CRO Team?

What's the smallest effective team you could have to drive meaningful optimization? According to Zane, "If you have somebody with a UX background, they can cover quite a lot. And then you just need somebody with development experience and some development time to move things around."

In fact, "If your UX person is comfortable in Webflow (or whatever platform you’re using), they might be able to knock it out themselves," he adds, noting that at the base level, you can analyze data in Clarity and implement simple tests in tools like Optimize without specialized resources.

For solo marketers or the teensiest teams, focus on this sequence:

1. Install basic behavior tracking (Clarity or similar).
2. Audit your ad-to-page continuity.
3. Make one structural change based on actual user behavior.
4. Measure impact on not just conversions but engagement metrics.
5. Repeat with your next highest-opportunity area.

Measure What Matters

Even small teams can look beyond basic conversion metrics. For B2B marketing sites, especially, focus on:

• Pages per session (are users exploring more?)
• Return visit rate (are they coming back?)
• Time on key pages (are they engaging with important content?)
• Scroll depth (are they seeing your full message?)

"If you're just trying to see how many people click a button in their session," Zane cautions, "you're not getting a very good picture of what you're actually optimizing."

Check out our other blog that goes more in-depth on how to think differently about CRO for B2B.

Last Word: Start Small, Think Big

The most successful CRO isn't about making a hundred tiny changes. It comes from making a few choice strategic adjustments based on actual user behavior. As Zane puts it, it's about "looking at behavioral data to make that strategic approach more accessible."

The best part? You don't need a big, dedicated team or specialized expertise to get started. You just need to be thoughtful about where you focus your efforts, beginning with the structural and continuity issues that have an outsized impact on your results.

So, before you hire that conversion consultant or invest in expensive testing tools, try these accessible approaches. The wins might be bigger and easier to get than you think.