Tips for Understanding Conversion Rate Optimization

4 out of 5 CRO agencies I've worked with usually relied on 'best practices' to increase conversion rate. These practices include: - Adding badges like 'few left', 'bestseller' - Making reviews more prominent - Creating urgency with timers - Adding key product USPs - Leveraging offers While these strategies do give results, many tend to overlook a critical aspect. Which is UX/UI design. That’s likely the least spoken topic at a CRO agency. Despite its significant potential to increase conversion rates. In this example, using Nourish You India's PDP, I've implemented UX/UI and other changes that can increase conversion rates. Below are the 8 changes I recommend a/b testing - 1. Move the product name above the product image along with reviews+price. That way, the space between the images and the add-to-cart CTA is reduced, increasing the chances of adding to cart. 2. The primary product image should highlight key USPs. This would help the user to quickly understand why to buy this product and why from you. 3. Consider adding product image thumbnails. If your product requires education then use the image slider to provide that. Most important in consumables, personal care industry, and tech. 4. Consider adding 3 quick bullet points or USPs about the product before the user goes to add to cart. This way, they are educated about the product before they consciously think about purchasing from you. 5. Motivate users to add more quantity, increasing the AOV. Do this by highlighting savings when they buy in bulk or highlighting the cost per item if they buy a bundle. 6. Optimize the area around the add-to-cart CTA. Highlight the estimated delivery time, free shipping threshold and return policy. 7. Highlight key USPs to differentiate your product and brand from the others. 8. Add accordions that the user can click on to read more. This way they can find the answers to their questions quickly. Other 2 CRO changes I did: 1. Added 'Few left' once the user selected the pack they want to buy. This creates urgency. 2. Re-iterated price near the pack selection so the user doesn't have to scroll back up to see the price. Success lies in attention to detail. Found this useful? Let me know in the comments! P.S. The learning curve for UX/UI design is quite different from that of CRO. Some great resources to explore are Baymard Institute and Nielsen Norman Group to get started. #conversionrateoptimization #uxdesign

Conversion optimization pros won't like this: but listening to your users is more valuable than 90% of the experiments I review. I've made this mistake too. My teams spent years running dozens of "high-impact" experiments to improve our signup rate. It helped, but we knew something was missing. Then, we started running a survey on the high-intent pages of our site that changed everything... The question was simple: "Hey, thanks for visiting the site. Mind sharing what's stopping you from creating a free account today?" But the answers were super helpful. "I don't understand the product" "Not sure if I'm your ICP" "The pricing model is confusing" "I need to see what it looks like first" "Can't figure out if you solve for [specific use case]" Some were painful to read. But they refocused us on solving the right problems for our users. Instead of running blind experiments based on what WE thought the problem was, we started brainstorming new impactful ways to improve our conversions: copy changes, video updates, image adjustments, page layout changes - based on the THEIR feedback. Not sure how to take your signup rate to the next level? Try asking some flavor of this question. You’ll get some incredible insights. PS we used Hotjar | by Contentsquare to run the survey, but there's plenty of other tools out there to do this. It's about getting input from real people. That's where the magic happens.

One of the best conversion wins? Actually listening to your customers. It’s easy to get caught up in optimising buttons, headlines, and landing pages. But often, the real answers are already out there — if you know where to look. Last month, a founder I work with was stuck at a 2% conversion rate. Instead of diving straight into CRO tools, we did something simple: 𝐒𝐩𝐨𝐤𝐞 𝐭𝐨 15 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝐰𝐡𝐨 𝐡𝐚𝐝 𝐫𝐞𝐜𝐞𝐧𝐭𝐥𝐲 𝐛𝐨𝐮𝐠𝐡𝐭. What we learned: 💡 Their biggest buying fear wasn’t addressed anywhere 💡 The pricing page created confusion rather than clarity 💡 The language on the site didn’t match how customers talked But we didn’t stop there. We also layered in 𝐬𝐨𝐜𝐢𝐚𝐥 𝐥𝐢𝐬𝐭𝐞𝐧𝐢𝐧𝐠 — pulling insights from reviews, competitor reviews, social posts, and forums — to add a broader view on top of the direct conversations. The result? Depth from interviews. Scale from social data. A full picture of what customers really needed. And after updating the messaging, 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬 𝐣𝐮𝐦𝐩𝐞𝐝 𝐟𝐫𝐨𝐦 2% 𝐭𝐨 7.8%. No ad spend. No new tools. Just better understanding. Real growth starts when you stop guessing and start listening — properly. When’s the last time you checked not just what your customers say to you… but what they’re saying when they think you’re not listening? #CustomerInsights #GrowthStrategy #ConversionRateOptimisation

We once tested a blue CTA button against a green one. The result? No meaningful difference. Then we tested a different offer behind the button and saw a 47% lift in conversions. This reinforced something we often see with clients: many teams are focused on optimizing surface-level elements, when the real opportunity lies deeper—in the offer itself. If you're running A/B tests and seeing minimal impact, it may be time to ask: Have your design changes had a noticeable impact? If not, it might be worth looking at how the offer itself is connecting with your audience. Small design tweaks can help. But, sometimes, it's the offer behind them that deserves the real focus. Here are five offer variables we’ve tested that tend to drive meaningful change: → Framing → Commitment Level → Personalization → Outcome-Oriented CTAs → Format Bonus tip: It’s often worth testing 𝘳𝘦𝘮𝘰𝘷𝘪𝘯𝘨 offers or simplifying choices. Reducing noise can improve clarity and performance. If your conversion rate has plateaued, don’t just test new button copy. Step back and ask: is the offer itself aligned with what your audience actually wants at that moment? We’ve seen teams get far better results by focusing less on polish, and more on relevance, clarity, and value. Would love to hear from others. What’s one offer test you’ve run that led to unexpected results? --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with a marketer testing design instead of value.

If there’s one piece of advice I could give to anyone about to start spending on paid advertising, it’s this: No amount of ad spend can make up for a garbage landing page. I’ve seen massive campaigns fail before they even start because of a poorly optimized landing page. Imagine crafting the perfect set of ads, with beautiful imagery, compelling value props, and an offer your target audience is clamoring for. Then, when you finally get that click... The landing page takes too long to load. Or it looks nothing like the ads you’ve shown. Or it’s a mishmash of half-baked value propositions, hard to read copy, and ugly product images. Or, worse, the landing page doesn’t even open. If you want to drive growth, your landing page needs to be optimized to convert those clicks into customers. Focus on these key elements: 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗮𝗻𝗱 𝗶𝗺𝗮𝗴𝗲𝗿𝘆 𝘆𝗼𝘂 𝘂𝘀𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗮𝗱 𝘁𝗵𝗲𝘆 𝗝𝗨𝗦𝗧 𝗰𝗹𝗶𝗰𝗸𝗲𝗱: You’re taking the user on a journey, make sure everything on your landing page is consistent with what they’ve just seen in the ad. 𝗖𝗹𝗲𝗮𝗿 𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴 𝗛𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀: Make sure your headline clearly communicates the offer or solution. It should set the stage for the rest of the content. 𝗖𝗼𝗻𝗰𝗶𝘀𝗲 𝗮𝗻𝗱 𝗣𝗲𝗿𝘀𝘂𝗮𝘀𝗶𝘃𝗲 𝗖𝗼𝗽𝘆: Write straightforward, persuasive copy that addresses pain points and highlights the benefits of your offer. Use bullet points and subheadings to make the text easy to read. 𝗦𝘁𝗿𝗼𝗻𝗴 𝗖𝗮𝗹𝗹-𝘁𝗼-𝗔𝗰𝘁𝗶𝗼𝗻 (𝗖𝗧𝗔): Your CTA should be prominent and direct visitors to what you want them to do, whether it’s a purchase, sign-up, or download. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗶𝗼𝗻: Use testimonials, reviews, and security badges to build trust with your visitors. 𝗠𝗼𝗯𝗶𝗹𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Ensure your landing page is mobile-friendly with a responsive design and fast load times. 𝗔𝗹𝘄𝗮𝘆𝘀 𝗕𝗲 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗶𝗻𝗴: Regularly test different elements of your landing page to find out what works best. Use the data to make informed changes and improve conversion rates. A high-converting landing page is the backbone of any successful digital marketing campaign. It doesn’t matter how amazing your product is or how many problems it can solve, if your landing page isn’t optimized to convert, you’ll never get those sales. Instead, you’ll be losing out on massive amounts of potential revenue. 💡 What has been your biggest challenge with landing page optimization? Comment below and let's discuss how to overcome it! 💡

The moment of truth in ecommerce isn't adding to cart - it's CHECKOUT. This is where your revenue is either captured or lost. With over 80% of Shopify traffic now coming from mobile devices, an optimized checkout experience is essential. Master these 20 checkout optimization tactics to boost your conversion rate: 1. Allow guest checkout (account creation can wait, but use Rivo for that) 2. Offer multiple payment options 3. Display security badges prominently (use Platter+) 4. Design for mobile FIRST 5. Minimize form fields ruthlessly 6. Show ALL costs upfront (no surprises) 7. Use clear progress indicators 8. Use one-page checkout flow (can test against multi-page, but one-page outperforms in our experience) 9. Design clear, compelling CTAs 10. Capture exit intent with smart prompts 11. Support autofill functionality 12. Optimize loading speed (critical on mobile) 13. Show visual cart reminders throughout 14. Enable "save cart" features 15. Move account creation AFTER purchase 16. Offer risk reversal/return policies 17. Make support options post-purchase clear and easy 18. Test and measure continuously 19. Add post-purchase offers (use Platter+) Checkout optimization isn't one-and-done, but you can easily improve your checkout performance by double-digit percent. Commit to making small, continuous improvements based on data that comes in.

I worked with an ecom founder deep in the weeds on CRO: testing headlines, layouts, trying to squeeze more out of every page. But, behind the scenes the margins were shrinking fast. It happens more often than you’d think. Here’s what actually matters (and what we track instead): 👇 1. DEFINE YOUR REAL KPI Each channel has its own “conversion rate.” Meta. Google. Email. Checkout. So what is your North Star metric? 2. CONVERSION ≠ PROFIT You can double CVR and still lose money. If targeting is off, performance won’t save you. Fix the traffic first. 3. STOP BLAMING THE LANDING PAGE If your traffic sucks, nothing on your site will convert your metrics to profit. No copy saves bad targeting. 4. TRACK WHAT MOVES THE NEEDLE We optimize: – CAC – AOV – Contribution margin – LTV (by channel) Clicks mean nothing without profit. 5. WATCH THE RIGHT INPUTS If your Slack channel is full of CTR screenshots (and not actual margin insights) you’re watching the wrong game. Track inputs that drive profit, not the vanity metrics your team watches. 6. USE CVR AS A SIGNAL, NOT A STRATEGY Conversion rate is a data point, not a playbook. Know your true acquisition cost before making decisions.

Want to immediately improve your web conversion rate? Stop optimizing for mobile - start optimizing for the thumb... One of the best lessons I ever learned about digital performance came from a visit to Facebook a few years ago. At the time, the industry was laser-focused on mobile optimization - but what Facebook taught me was that mobile wasn’t the real battleground - the thumb was... Here’s why: Most of us scroll, tap, and navigate with just one hand. If a user has to shift their phone in their hand to reach a button, they’re less likely to convert. That tiny moment of friction - the pause, the hesitation - costs conversions. The key is Thumb Optimization. Every mobile experience has thumb zones: ✅ Easy to reach – The natural resting place for your thumb ⚠️ Harder to reach – Requires a stretch ❌ Out of reach – Forcing you to shift the phone in your hand For colleges and universities, this presents a huge missed opportunity. Most schools place their most important calls to action - like “Apply Now” or “Request Info” - in the top nav, which requires mobile users to shift their grip to engage. The fix? Make your CTAs floating at the bottom of the screen on mobile, right in the thumb zone. Do this, and you’ll immediately see a lift in conversion rates. Like, immediately. Overnight. Want to see if your site is thumb-optimized? Try this: Open your website on your phone, hold it in one hand, and ask yourself - can I review content and complete key actions without having to shift the phone in my hand? If your calls to action are out of reach, so are your conversions...

People overcomplicate growth strategy. Listen, if you're below $1,000,000 a year: Avoid: - Testing 10 new ads per week - Tweaking sales script every call - Changing your landing page monthly Instead: - Clearly map your customer journey - Start collecting data on every step - Research industry 𝗯𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸𝘀 - Spot your biggest bottleneck - Fix it, then do a new one Focus on this until you get big enough so you have specific teams and departments. Here's how you can do it: 𝟭/ 𝗠𝗮𝗽 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 ↳ List all major steps people take from their first interaction with your business. 💡 Pro tip: Add steps after the sale, like activation, retention, referrals, etc. 𝟮/ 𝗦𝘁𝗮𝗿𝘁 𝗰𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗻𝗴 𝗱𝗮𝘁𝗮 𝗼𝗻 𝗲𝘃𝗲𝗿𝘆 𝘀𝘁𝗲𝗽 ↳ Gather all metrics in a simple Google Sheet this will help you understand what's up. 💡 Pro tip: alongside conversion rates, track the time it takes to pass each stage. 𝟯/ 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗯𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸𝘀 ↳ Ask chat GPT, talk to people, spy on competitors, read industry reports, listen to podcasts... Find the data! You need to know what's considered a good CTR, good contact rate, good close rate in your space, for businesses of similar size and services. 𝟰/ 𝗦𝗽𝗼𝘁 𝘆𝗼𝘂𝗿 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗯𝗼𝘁𝘁𝗹𝗲𝗻𝗲𝗰𝗸 ↳ Compare the success of your user journey with industry 𝗯𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸𝘀. Find the most lagging. 💁♂️ Example: Your contact rate is 40%, the industry average is 60% while your close rate is 10%, the industry average is 30%. Your contact rate is 1.5 times smaller than 'average.' Your close rate is 3 times smaller than the 'average.' Rank all your bottlenecks like that and work on what sucks the most. 💡 Pro tip: sometimes your close rate is bad because you don't qualify prospects enough. Keep in mind that each stage affects the next one. 𝟱/ 𝗙𝗶𝘅 𝗶𝘁, 𝗼𝗻𝗲 𝗮𝘁 𝗮 𝘁𝗶𝗺𝗲 ↳ Now, when you lined up your bottlenecks, analyzed probable causes, and picked one to fix. Dive into tactics if you don't know how to do it. 💁♂️ Example: You figured that your close rate sucks, so this is your target to solve. Why tho? • Google how to increase close rate • Read a chapter from a book • Watch a YouTube video 1. Close the knowledge gap. 2. Come up with the hypothesis. 3. Implement the change and watch. Worked? — Great. ↳ Move to the next problem to solve. Didn't? — Great. ↳ Lesson learned. Try another way. This is about as complex as it should be before $1M. Good luck! P.S. Do you use benchmarks in your strategy? ♻️ Repost if this was helpful. ➕ Follow Lian for more like this.

Struggling with low conversion rates? Your secret to success might lie in mastering the art of your funnel. Let’s dive into why a structured funnel is your ticket to higher conversions and sustainable growth. 1️⃣ Awareness: First things first, you need to get eyeballs! This stage is all about making potential customers aware of your brand. Use engaging content like long-form articles, videos, and ads to grab attention. Think about the hook that will make them *actually* stop scrolling and want to learn more. Get into their minds and work backward for what appeals to them. Takeaway: Create high-quality content that addresses your audience’s pain points and interests. Use eye-catching visuals and compelling headlines. 2️⃣ Interest: Now that you have their attention, spark their interest. Provide valuable information that educates and intrigues. Evoke emotion. Think webinars, detailed articles, and engaging videos that highlight the benefits of your product or service. Takeaway: Use lead magnets like free ebooks or exclusive content to capture email addresses. Segment your audience to deliver personalized content that keeps them engaged. 3️⃣ Consideration: At this stage, your potential customers are weighing their options. Showcase why your brand is the best choice. Use case studies, customer testimonials, and detailed product comparisons to build trust. Takeaway: Highlight your unique selling points (USPs) and how you solve their specific problems better than competitors. Leverage social proof to build credibility. 4️⃣ Conversion: Finally, guide your potential customers to make a purchase after creating a deeper relationship between your product and their problem. Create compelling calls-to-action (CTAs) and offers that are hard to resist. Simplify the checkout process to reduce friction. Give people a reason to buy. Takeaway: Use scarcity and urgency tactics like limited-time offers or exclusive discounts to prompt quick action. Ensure your website is optimized for conversions with clear, concise copy/design. Here's a quick bonus checklist for your landers: 🔄 Retargeting: Use retargeting ads to bring back visitors who didn’t convert initially. 📊 Analytics: Continuously track and analyze your funnel’s performance. Identify drop-off points and optimize accordingly. 🔄 Personalization: Customize the user experience based on their behavior and preferences. Personalized funnels can significantly boost conversion rates. A well-structured sales funnel isn’t a one-size-fits-all solution, but when tailored to your audience, it can dramatically enhance your marketing effectiveness. Each stage of the funnel plays a critical role in nurturing prospects and turning them into loyal customers.