Conversion Rate Essentials

Hot take… Boring designs are good. Too many designers like following trends and fail to recognize that design is about solving a problem gracefully, all while driving business results. I came across this mind-boggling experiment that Spotify ran. If you were the design/product lead at Spotify’s welcome page, which design below would you choose to increase sign-up conversion? Surprisingly, Version A won this experiment. There are two ongoing hypothesis on why this performed way better in converting users: → Distracting users: adding illustrations and background videos to the sign-up screen can distract users from the CTAs, reducing the likelihood of them signing up → Bandwidth and app size: additional elements like videos, illustrations, and animations can materially increase the app size, reducing the likelihood of users in countries with slower internet successfully downloading your app. Read more on this: https://lnkd.in/gKEjGApB This powerful design experiment takes us back to the basics. Keep it simple. Did you make the right guess, and why? 👀

A/B testing can increase conversions by 161%+. Yet, most people don't know how to do A/B testing properly. Here are 10 copy elements you should test (and how to do it). From a $200M Marketer: Before we start... When running an A/B test, it's important to only test one variable at a time. This way, you'll know exactly what change impacted the metric you’re optimizing for. Various tips below pertain to landing pages, emails, ads, etc.  1) Headline Testing headlines is crucial as they directly impact how many people read the rest of your copy. You can test headlines by changing: - Tone - Length - Emotional appeal - Use of Numbers This will help you understand what catches your target's attention the best. 2) Call-to-Actions Testing CTAs is vital because it can lead to higher click rates & purchases. You can test headlines by changing: - Copy - Placement - Color & Design - Urgency and Scarcity This will give you insights into what combo of attributes drives the most clicks. 3) Value Proposition Testing different value propositions allows you to communicate what your product offers in a better way. Test your value props by changing: - Format - Benefits - Pain Points This will uncover the value proposition that resonates most with your target. 4) Body Copy Length Testing the body copy length helps you find the balance between information and engagement. This testing is made by comparing short-form copy and long-form copy. This experimentation will reveal the ideal copy length that keeps readers engaged. 5) Emotional Appeal Testing different emotional triggers allows you to tap into your target's desires and motivations. To test this, experiment with different emotions: - Fear - Anger - Desire This will help you create copy that deeply connects with your prospect. 6) Social Proof Testing different presentations of social proof helps establish trust and credibility with your audience. To test this, try different formats such as: - UGC - Testimonials - Case studies This will highlight the most compelling way to present social proof. 7) Pricing Strategies Testing pricing strategies helps you optimize your pricing model for maximum conversions. Test pricing strategies by offering: - Discounts - Bonuses - Financing This will uncover the pricing approach that resonates best with your target.   8) Storytelling Using storytelling techniques allows you to captivate your audience more easily. To test this, try incorporating: - Stories - Characters - Narrative arcs Into your copy. This will help you create emotion-evoking and thought-provoking copy. 9) Formatting Testing different types of formatting enhances the readability and scannability of your copy. Test formatting by varying: - Text alignment - Sentence length - Word styling (bold/italics) This will improve your copy's presentation & lead to higher engagement. ( #10 in the comments )

CR dropped. Any ideas why? If this makes you freeze, this is for you. We broke down the full process we use at JetMetrics to explain changes in conversion rate, not just observe them. Here’s what’s inside: → Basic checklist – what to review → Driver tree – 18 metrics that influence CR → Algorithm for how to find bottlenecks → 5 segmentation ideas to slice your users based on CR → 5 common mistakes in managing the metric → 4 hypotheses of decreasing causes → Graph examples for dashboards Save this for your next client call or internal review. (if you need a high-res PDF, just drop any comment)

Slow websites kill conversions. Not long ago, a brand came to us struggling. Their traffic was strong, but sales were stagnant. Customers were abandoning their carts, bounce rates were high, and revenue wasn’t where it should be. The culprit? A slow-loading website. Every extra second it took for their pages to load was costing them potential sales. The reality is that online shoppers have little patience. Studies show that even a 1-second delay can cause a 7% drop in conversions. If your checkout process lags, customers will leave. If your product pages take too long to load, they’ll go to a competitor. The good news? Speed optimization isn’t just about fixing a slow site—it’s about unlocking higher conversions and better user experience. Here’s how to do it: - Compress images and optimize code to reduce load times - Invest in high-performance hosting and implement proper caching - Simplify your UX to ensure a seamless, fast checkout experience This particular brand took action, and within weeks, their site speed improved, bounce rates dropped, and sales went up. If your ecommerce store is slow, so is your revenue growth. Speed it up before your customers leave for good. Need help optimizing your website? Let’s talk. AbsoluteWeb.com

"I’m running experiments. Why hasn’t my conversion rate gone up?" Experimentation is crucial for optimizing your digital experience, but it's not always a direct path to higher conversion rates. Many brands get frustrated when they don't see immediate results from their testing efforts. The reality is that experiment outcomes don't map one-to-one with real-world performance. There are three key reasons for this: 1. Post-launch variables make attribution less clear Your metrics are influenced by factors beyond just your website or app experience. Traffic quality, seasonality, competitor promotions, and economic conditions all impact conversion rates. Even major wins can be overshadowed by outside influences. 2. Test results aren't summative Experiments often only affect a segment of users, so gains for one audience don't necessarily apply to your entire traffic. A 5% lift for mobile users and 5% for desktop doesn't equal a 10% overall increase. 3. False positives are inevitable About 25% of winning tests are due to chance rather than true improvements. This doesn't mean experimentation is ineffective, but we must approach results with informed skepticism. Look, while experimentation won't solve all your problems, it remains an invaluable tool. It increases confidence in decision-making, measures the impact of design changes, and settles internal debates with data. But the key is to look beyond just conversion rate. Focus on the many ways experimentation improves your overall digital experience and business performance. Set realistic expectations, trust the process, and take a holistic view of success. Don't get discouraged if you don't see immediate conversion lifts. Keep experimenting, look at the bigger picture, and trust that you're building a stronger foundation for long-term growth and success.

Nobody remembers 10 million impressions. They remember $10 million in revenue. Let’s be honest, no one will remember: 🚫 Viral posts 🚫 Email sends 🚫 Ad impressions 🚫 Traffic spikes They feel like wins but they’re often empty. What people will remember; what filled the pipeline.: ✅ Lead volume ✅ Lead quality ✅ Lead cost ✅ Lead velocity to close And here’s how you get there: 🔟 High-Impact Marketing Actions You Can Take This Week: 1. Map Every Campaign to a Conversion 👉 Open your last campaign brief and explicitly define the desired conversion goal (e.g. “Book a demo,” “Download the guide”), then check if your CTA, page, and content all align. 2. Meet With Sales to Review Lead Quality 👉 Book a 30-minute meeting with your sales lead to review last month’s MQLs and identify which sources created the best-fit leads. 3. Use “Fast to SQL” Offers 👉 Create or promote one high-intent offer this week: a pricing sheet, ROI calculator, or “strategy session” CTA, then add it to your top-performing landing page. 4. Segment Nurture by Buying Stage 👉 Audit your email list and tag contacts as “New,” “Engaged,” or “Hot”, then send each group tailored messaging based on their behavior. 5. Repurpose Top-Converting Content 👉 Identify the top 3 highest-converting assets in your CRM or analytics and repurpose each into a short video, carousel, and social snippet. 6. Score Your Leads 👉 Set up basic lead scoring in your CRM using job title, company size, and behavior (e.g. visited pricing page = +10) and test thresholds with Sales. 7. Cut Your Forms 👉 Review your lead forms and remove 1–2 non-essential fields, replace with progressive profiling. 8. Split Test Offers 👉 Launch an A/B test this week comparing two CTAs: “Book a Meeting” vs. “Get a Free X” track CPL and conversion to meeting booked. 9. Add Chat to High-Intent Pages 👉 Install chat (or route live reps) to your pricing, demo, and contact pages set alerts for when a visitor (or returning hot lead) is active. 10. Audit Closed-Won Deals 👉 Pull 3 closed-won deals from the past quarter, then reverse-engineer: What content did they see? Which campaign touched them first? Use this data to plan your next campaign. Take one per day or knock out 3 this week. 🏆 ⚡ Because the goal isn’t marketing activity. It’s marketing that converts. Which number will you try first? 👇 ___________ ♻️ Repost to help others fix their funnel + Follow Jennelle McGrath for more marketing and sales insights

Ever see those Meta ads with insane CTRs but zero conversions? I see this pattern all the time when auditing accounts: ✨ 2.5%+ CTR ❌ 0.2% conversion rate 🚨 Skyrocketing CPAs Here's what's actually happening: Your ad creative is pulling people in, but the landing page experience is letting them down. Common reasons I see: 1. Message mismatch - Ad promises one thing - Landing page talks about something else - Trust breaks instantly 2. Value proposition disconnect - Ad shows an exciting solution - Landing page doesn't reinforce the same benefits - Visitors get confused and bounce 3. Visual inconsistency - Ad uses engaging creative - Landing page looks completely different - People think they clicked the wrong thing How to fix this: → Align your ad messaging with landing page copy → Test your full journey as a customer would → Keep the same tone of voice throughout → Use similar visuals and design elements → Maintain consistent pricing and offers Remember: A high CTR just means your ad is clickable. But conversion happens when your entire funnel tells the same story. Focus less on clever hooks, more on message consistency. That's how you turn those clicks into customers.

Design & UX are cute, but here are 11 fundamental factors that REALLY affect your e-commerce conversion rate. When a brand's conversion rate (CVR) is down, they immediately start brainstorming ways to improve their site experience. What if we changed this copy? Move this banner? Add more CTAs, etc. But there's often deeper issues causing your CVR to swing: 1.) Inventory/OOS - People can only buy your products if they're in-stock (duh). Make sure OOS products are hidden or de-prioritized from collections. This includes " broken " products (not available in common/core sizes and top colors). A low inventory message ("almost gone") can also drive short-term conversion for high-demand brands with limited releases. 2.) Price (and competitor price) - Price and CVR have an inverse relationship. If you sell a commodity product with many resellers, the price will be one of the biggest CVR drivers. 3.) Discounts - Discounts, offers, and GWPs will all significantly impact your overall CVR. The more significant the discount (or perceived value for money), the higher the CVR. 4.) Channel & Traffic Mix - Some traffic (and channels) will have higher conversions than others. For example, Email may convert better than display or other upper funnel channels. If you expand your marketing budget, be aware of diminishing returns in new media and audiences. 5.) Seasonality - If you are in a highly seasonal business, demand will go up in peak seasons and down in others. Be creative on how you leverage price and discounts throughout the off-season. 6.) Product Quality - This balances with price, but if prices were the same for similar competitors, the higher quality product will typically convert better (and have reduced returns as a bonus) 7.) Brand Strength - Better-known brands have higher trust and consumer confidence. Customers will be less apprehensive to buy new products and will convert at a higher rate. 8.) Product Images & Info - Customers need to know precisely what they're buying. High-quality images (and video) will alleviate any fear of purchase. 9.) Variety & Range - Unlike Henry Ford, not all customers want their cars in black. Offering additional sizes and colors of products will give customers more options and a higher likelihood of purchase. Remember that most customers will still buy your flagship items and best-selling colors. 10.) Customer Ratings/Reviews & Social Proof - High review counts and positive reviews will make customers comfortable in hitting the ATC button. 11.) Payment Types - I saved the easiest for last. The more payment options you have, the higher the chance a customer will purchase. Recommend credit card, Shop Pay, apple pay, Google Pay, amazon pay, and BNPL for higher price points. What other non-design factors are swinging your CVR? #cro #conversionrateoptimization #ecommerce

More website traffic doesn't always mean more leads. Let me share a simple framework we use at SpearPoint Marketing LLC that's helped our clients increase lead conversion by 20%+. Think of your customer journey as 4 key stages: 1️⃣ Impressions Your business needs to be seen. This is ground zero. 2️⃣ Sessions People actually visiting your website from those impressions. They are showing initial interest in what you have to offer. 3️⃣ Contact Page Views Visitors interested enough to check out how to reach you. This is the golden signal and where intent starts showing. 4️⃣ Lead Submission The money maker - when they actually fill out your form. However, this does not happen by accident. Here's the key point most miss: You can't optimize what you don't measure. Real example: Last month, we had two clients with growing traffic but flat lead numbers. The problem wasn't traffic - it was their contact page. Small changes we made: - Added trust signals (Google reviews + testimonials) - Emphasized "15-minute call" vs scary "sales call" - Streamlined the form Result: 20% jump in conversions for one client, significant improvement for another. The lesson? Sometimes you don't need more traffic. You just need to convert your existing traffic better. Look at your own funnel: - Getting impressions but no clicks? - Getting clicks but no contact page views? - Getting contact views but no form fills? Find the leak, fix it first.

Reality #1: Buyers do NOT want to talk to a salesperson until they are confident, comfortable, and feel like they will not make a mistake. Reality #2: Your website is becoming increasingly "bottom of the funnel" every day due to the way buyers are learning more with AI BEFORE visiting your website. Reality #3: By far the most effective way to capitalize on this shifting funnel is by offering interactive Self-Service tools on your website - tools that precisely meet a buyer's needs at this stage of the journey. Here are the 5 actions you should let your website visitors take to explode conversions and help them feel ready to talk to a salesperson: 1. Fill out a scorecard. (ScoreApp) 2. Get a recommendation (BlueConic) 3. Build or configure a plan/product (Epicor) 4. Choose who they work with (Calendly) 5. Get a price range via estimator (priceguide) Despite how outrageously effective these tools are, I'm seeing less than 10% of businesses have even one of them. And then they wonder why their "buyer's guide" is no longer converting. Time to evolve with today's buyer friends. Give them what they want. And watch the trust and leads soar because of it.