If your just starting out on the path of conversion rate optimization, test the big stuff first. It is true that changing the color of a button or replacing your call to action can have an impact on your conversion rate, but most of the time, these issues aren't the primary obstacles to conversion.
Review your analytics reports and do a couple of usability tests to find the biggest issues on your site. Look for clues like, a higher exit rate on a given page or anytime a user says, "I don't understand..."
Testing fixes to the primary issues first will give you faster results and has the best chance of greatly increasing your conversion rate. What will you start with?
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