Conversion Rate Optimization Directory

Conversion Rate Optimization
Directory
Welcome to the Utopia Directory of top posts on the Conversion Rate Optimization topic.
What you see here are all the top featured posts that have ever been added to our Utopia.
They include high-value posts, important questions, and awesome discussions.
Site Funnel - UI/UX
Visual Social Branding + Templates
How to apply neuromarketing to Web Design
Simplifying The Site Funnel | Home Page Edition | Part 1
The Truth is...Your home page sucks...
Typography as a Brand Lever - Use Award Winning Type Foundries *List Below*
How To Choose Colors For Your Brand

WebDesign Trends You Can Use To Your Advantage
How to Identify What Icons to Use - The 2 Types of Icon Style - How to Format & Design
Pretty Custom Review Sections to Put on Site
Maintaining Visual Hierarchy on Your Site
Design your homepage like a product landing page
SIMPLE PRODUCT IMAGE STRATEGY (Check these out)
Design Strategies for Profitable Landing Pages
Creating a Kickass Product Image in 3 minutes - Ross Jun Speed Tutorials
Creating an Aesthetic & Professional Home Page Banner in 9 Minutes - Ross Jun Speed
Tutorial
Creating an Irresistible to Click Collection Page Image - Ross Jun Speed Tutorial
20 UI principles to help you design anything digital

How to create a high-converting website? Learn these UI Design tricks to help you
Create Your First Webflow Funnel
Tutorial
16 Tips to Make Your Landing Page Convert
WHY THE WRONG LOGO MIGHT HURT YOUR SALES - Intro into Psychology of Shape in
Logo Design
High Converting High AOV Landing Page Breakdown
Breakdown of a landing page I built for Wiz of Ecom

Tutorial
14 practical design tips for designing better landing pages
How to structure a landing page for your agency/b2b business
How to create a good and high converting email list/newsletter landing page
5 mistakes people do when they are building their agency/b2b landing page
Winning Structure of a Sales Page That Made $337, 357 in Just 9 Days
Boosting Conversion Rate
7 tips to improve the "Above the fold" section of your product pages
Product page: 6 small things I implemented to increase the CR by +20%
6.5 Powerful Strategies To Boost Your Conversion Rate | Testing Time

Personalized Website Experience | Understanding your buyer | Strong Example
Boost Conversion Rate | Boost Percieved Value | CONV HACK
8 mistakes that ruin the CR% of your product pages
Headings for Your Product Page
Test Initiated. An Extra $844... so far. Copy me
10 small tweaks that improved my conversion rate by 3%
Product Images Strategy | Lessons by Wiz
Product Page Test For Conversion Rate - Lessons by Wiz
2 Kick-Ass Elements to Add To Your Site | Conversion Rate Booster
Save $60 per year and increase your conversions ... maybe?
7 ways to improve your AOV (with examples)

Stupidly Simple Way to Manufacture Trust.
A Technique We Can Steal From Ecommerce Titans.
20 Ways You Can Gain Customers Trust (And Their $$)
[Video] Breaking Down A Powerful Website | ADD THESE TO YOUR SITE
How You Can Pull The Conversion Levers to Boost Your Revenue
Upgrade Your Brand's Site Badges With These Examples
Why are e-commerce ‘gurus’ so busy complicating the process?
5 Simple Tweaks You Need To Make to Your Website's Footer For Higher Conversions
Conversion Killers #01 | 1-Step Newsletter Opt-ins
How To Keep Your E-Commerce Marketing Systems Relevant - At Each Stage Of The
Customer Journey
Zero to One: How To Get Started In Web Design as a Complete Beginner

If there’s one thing you could do to skyrocket conversions from paid ads - It's THIS
How to Design a Website That Works
Best Way to Start with Content Marketing if you're relying on Paid Ads rn (+ Bonus)
6 Ecom websites to take inspiration from (CRO/Copy)
6 Pro Tips to successfully setup your online reviews (from a review app founder)
How You Can Increase Your AOV, LTV, and CR For your Product Pages, Leveraging The
Decoy Effect
How to build the Perfect Checkout Page for e-Commerce
How to get Reviews that actually convert for your brand
How we made a store an extra million dollars a month (Without spending a cent more in
ads)
Website Conversion Rate and Best Practices to Skyrocket It for Online Stores
How to decode and increase your Shopify store's conversion rate….

How to Write An Ecommerce Product Page That Converts At 23%
7 Elements that High-Converting DTC Product Pages Have in Common
5 eCommerce Homepages That Are Killing It But Nobody's Talking About | Copy These
Tactics
3 Ways You Can Use Your Cart Page To Boost Your Conversion Rate and AOV
How To Let Your Customer Try Your Product Before They Even Buy It...
Five Scary Tactics You Can Use To Make Thousands... Lessons From Mister Jones
Last-minute preparation for shopping season with advice from Protein Package's founder
3 Ways To Get People To 'Bite' At Your Offer
How Build A Bear Disrupted The Stuffed Animal Industry and Made Billions
How To Increase AOV Conversion Rate And LTV For 2022
How To Write A Great Headline For your Ecom Brand or Agencies Home Page
5 Tips to Optimize Mobile Menu Design for Your eCommerce Store
Are you losing out on $$ for these common landing page mistakes?
16 Product Detail Page (PDP) Guidelines
How to Increase Customer Returning Rate in a Dropshippping Brand
How and Why to make your website faster
The Visitor-First Guide to Conversion Rate Optimization
36% of your paid traffic is going to waste because your page takes longer than 2 seconds
to load...
How to boost your AOV by 40%+
9 Mistakes We See E-commerce Stores Make (With Solutions)
9 Psychology Secrets that Will 3x Your Conversions

Analytics & Resources
Video Breakdown | Google Analytics Case Study | Lessons By Wiz
Want a FREE spy tool to find the best performing Shopify stores?
How to Use Google Analytics for Your Shopify Page Load Times
Utopia Video Breakdown | HOW TO TEST EFFICIENTLY (My Testing Strategy)
My Testing Structure + SOP + Template | Lessons By Wiz
How to find out what theme / which apps a store is using
What is attribution? Explained with an analogy
Learn from others, the best way
Here are two great free resources for getting information/stats on competitors websites.
https://www.spyfu.com/ and https://www.similarweb.com/ ?
FREE SITE AUDIT BY GOOGLE!

200+ Converting Shopify Product Pages (FREE)
Master Google Analytics or Perish... A Guide
Infinite Landing Page Swipe File
Carrd Mistakes to Look out for
Need Headshots For Reviews?
Ecommerce takeaways from The Unbounce Conversion Benchmark Report 2021
How we used a little-known tool to double a client's revenue in 2 months, without spending
a penny extra
Stop using Gumroad's landing page to sell your products do this instead:
The Most Powerful Marketing Article You Will Read | 12 Strategies to Implement Now
Quest | The strategist’s guide to CRO tools and workflows | Lesson 1/6
Swipe File Of Dozens Of Winning ClickFunnels
FREE Database with 20 evergreen Split-Tests that have generated over $8,251,427 for
Clients
Case Studies - Site Breakdowns
9 Fig Brand Analysis & Breakdown | Conversion Rate Optimization
UX Beauty | Pcgamingrace.com
VIDEO BREAKDOWN | Site Funnel Case Studies | Pt 1

Take inspiration from these 10 Ecommerce stores
VIDEO BREAKDOWN | Site Funnel Case Studies | Pt 2
9 Greatest Product Pages For You To Study - Lessons by Wiz
Optimizing My Site Following Utopian Branding Guidelines
One of THE BEST Shopify Stores You'll Ever See
Store Teardowns - Learn from others pt. 2
9 Fig Brand Analysis & Breakdown | Conversion Rate Optimization
Case Study: Branded SHOPIFY Store to INVESTIGATE
Creating a Personalized Site Journey - Luxyhair.com
Brands You Definitely Should Check Out
Case Study: Prymal Coffee Creamer

Is this one of the greatest eCom Home Pages Ever or completely trash?
https://www.vanityplanet.com/
Unique Product Page You Can Study
Good CRO practices for Skincare Brands (for men) + 4 examples
How to answer & handle negative reviews to get more sales (from a review app founder)
Gleamin LP Breakdown
Knowell LP Breakdown
How I designed a landing page for Sean in just 24hrs without sacrificing the quality: the
process.
The 12 Step VSL Framework That Got 1 Agency 100%+
How I Brought My Client From A 6.1% To 8.52% Conversion Rate In Only 1 Month
Best Shopify Stores By Industry That Will Inspire You
The 12 Step VSL Framework That Got 1 Agency 100%+

If I was doing CRO for this >$100m Brand: The Oodie by Davie Fogarty, here’s how it’d do
it
1. Site Funnel - UI/UX
Social Media Branding &

Templates
Hello Utopians !
Visual social branding refers to what your social media content looks like -- your profile
picture, your cover photo, and especially your social posts. Great visuals on social media
are important because the human brain is wired to read and understand images better
and faster than words.
Plus, visual content increases social engagement.
The good news is that the four key ingredients of social media success : consistent colors,
fonts, imagery, and layouts are within your reach.
Let's dive in !
The 4 Ingredients of Social Media Success
● Consistent color palette
If you look at the colors of any well-known brand, you'll see that they use the same colors
over and over again. In their logo, in their text, even their images. Take a page from their
book: Choose two to four colors to use consistently throughout all of your social
media posts and marketing. Using the same colors over and over again will help
consumers become familiar with your brand.
Understanding color psychology can also help you reflect the feelings you want to evoke
from your customers. For example, many tech companies -- like Facebook, Twitter, Dell,
IBM, and HP -- use blue to symbolize trust, intelligence and progress. Virgin's vibrant red
color scheme gives off bold and confident vibes, mirroring Richard Branson's own, distinct
business methods.
The colors you choose should reflect your brand. If you have a youthful brand, you might
like to use bright colors, like the ones located on the outside of the color wheel. (check the
link above)
On the other hand, pastel colors work great for brands who want to be seen as welcoming
and gentle.
Those of you who are designers might be familiar with the concept of color codes, or "hex
codes." Design newbies: It's an important concept to learn. A hex code is a six-digit
code that represents an exact color recognized universally by HTML and CSS. For
example, Canva’s primary color is turquoise #00c4cc.
By knowing and using the same hex codes on your marketing, you'll be using the same
colors over and over again.
These are part of your Brand Style Guide.
● Font pairings that match your brand’s personality.
Like your color palette, your font choices should reflect your brand’s personality. Do you
want to choose a strong font or a simple one? Cute or elegant?
You should consider choosing three fonts for your brand and using them consistently
throughout all of your materials: a font for your title/heading, a font for your subtitles, and
a font for your body text.
More about Typography Here.
Your title/heading font should be the largest font in your design and is where you can
display the most personality. If you want to use a script font or a handwritten font, your
heading is the place to do it. In contrast, your Subtitle font and your Body Font should be
easy to read.
● Appropriate imagery and filters.
Pick imagery that has a consistent theme. Canva's design platform caters for brands
looking for great stock photography with a library of over a million images -- a great
option if you’re on a budget. If you’re taking your own photos, make sure you keep your
theme consistent, too.
Another important aspect of imagery is your brand filters. They add consistency to your
graphics -- a big plus on social media.
Like your other visual aspects, consistency is key. If you’re applying your filters in Canva,
copy the unique filter code of your favorite option and add it to your style guide.
Wild Tip : In this article you can find all the design resources you need to get started.
Click here
● Social media templates to speed up the design process.
Do you have a template for your social media posts? Is your logo positioned the same
way each time it's used? Coming up with a style guide will help make sure all the elements
of your brand work in harmony.
An efficient way to create easy social media layouts is to create templates. For example,
you might want to add a weekly tip, like I do by writing an article here, that you can share
with your community. Notice how each tip has the same basic format.
Keep in mind that each social media platform has different ideal image dimensions, so
make sure you cater your graphics to these dimensions. But keep your branding – the
placement of your logo, colors & fonts – consistent across your designs.
Images, colors, fonts & layouts are all elements of graphic design that will play a huge role
in making your brand image stand out. Considering up to 90% of information
transmitted to the brain is visual, it’s no surprise that people respond well to great
design.
The social media advertising race is on, and your brand’s visual voice is what will get you
ahead. So jump in and get started.
BONUS
To help you get started on your branded templates, I'm giving away for FREE a template
accessible on Canva only for Utopians.
You can access the "Vibrant IG Template" here.
For more templates, you can find them on the link in my twitter bio.
Stay Wild & Create my friends.
Thank you for reading.

How to use neuromarketing in
Web Design
Hello Utopians !
Today we're talking design :) but more specifically a well-hidden secret of all good
designers: neuro-marketing.
As I’ve said many times before, Design is a science more than it is art.
There a different approaches to design but the most common ones would be : crafting a
visual experience that focuses on the wants/ needs of the user.
So why are we talking about neuromarketing ?
First let’s take a look at the definition of neuromarketing itself :
Neuromarketing (noun) : The science of using cognitive biases to influence the decision-
making process of consumers in marketing.
In web design, the goal of neuromarketing is to increase conversion rates and the
percentage of visitors who take action by using specific cognitive biases in the design and
content of the website.
It’s about visually communicating about a product/ service in the best & efficient way.
Exploring what components in an e-commerce experience, from a customer's point of
view, that affect trust is therefore important. The web page can be equated to the look of
a physical store, but a brand needs to have other trust indicating elements in an online
store since a consumer cannot touch the product or have an eye to eye dialog with the
salesman. So, the question is How do you display things in an online store to appeal trust
in the first impression of the shop and what o
First impressions have shown to be very important in a wide range of different contexts,
including art, teaching and websites. Several studies show that the time it takes to make a
first impression can be anything between 50 milliseconds to three seconds depending on
what kind of first impression the consumer is exposed to.
The aesthetic response, the spontaneous feeling we get after seeing a website, is affecting
our trust a lot. If a consumer perceives a website beautiful, he/she also tend to perceive it
as useful. A powerful way to trigger the aesthetic response is through colors. If the
colors appeal to a user’s taste, it affects the user’s loyalty in a positive way to that web
page. Check this article for in-depth info about color psychology: Color Psychology and
this article written by Ross Jun about the psychology of color
To make a good first impression, the elements and the functionality on a web page
shall work as a coherent unit. The design should show the functionality from its best side.
Thus, the design can never be an obstacle, it shall work as a channel between the user and
the information. It shall be a coherent style all over the web page so the design is held
together.
To attract consumers the brand wants to attract, it is important to use elements and
functions in the graphical interface that invokes trust. Like the look of a building, the
website is where a salesman represents its company. The home page, therefore needs to
catch the consumers interest and invoke positive feelings, like a physical salesman would
to in a physical store.
Here is a list of neuromarketing tactics that any website can use. Each is based on a
specific bias. Most of these are simple, subtle, and very common if you know where to
look. Every marketing website should be using at least a few of these tactics.
Let's dive in !
The Conformity Bias
Use Social Proof
We are all naturally inclined to do what others do. It’s called the “conformity bias.” When
people are free to do what they want, they usually imitate each other. Marketers have
played to this bias for more than a century by using social proof.
Social proof is evidence of legitimacy.
How ? Simply show that others have chosen your product / service. The goal of social
proof is to make any choice other than buying from you seem abnormal. It would be weird
for visitors not to choose your brand.
It’s the most common type of neuromarketing in web design because it’s easy to do.
Everybody is using social proof on their websites. You should too!
Testimonials
Testimonials use the words of your audience to give evidence of your quality. They are, by
definition, more credible than your marketing copy since the language is authentic.
When you say it, it’s marketing. When they say it, it’s social proof.
The best place for a testimonial is on the page of the product or service it relates to.
Eg : product page had product testimonials; service page has service testimonials.
Think of them as supporting evidence as you make your case. Your audience is testifying
for you.
Wild Tip: Never make a testimonials page! These pages tend to have low traffic since
visitors don’t visit websites to read testimonials. Testimonials are weak when you put them
all together.
Research suggests that it’s when they appear throughout the site.
The Halo Effect
If someone with a strong reputation likes your brand, show it. It makes you more credible
through association. It’s called the “halo effect.” The positive impression the visitor has of
them rubs off on you.
Endorsements are everywhere these days. A few kind words from a tweet can easily be
copied and pasted into a web page.

Wild Tip: In Twitter, use the “save” button to collect kind words/endorsements people
have said about your brand. When you favorite a tweet, it shows that you’re grateful for
the compliment, but also makes it easier to find later. Just go back and look at your saved
tweets ready to be added to your website.
Social Media Shares
This is a common type of social proof found on blogs everywhere. Social media sharing
buttons often show the number of shares across your various social networks. Counters
that show the number of comments have the same effect.
eg : “Wow, this was tweeted 85 times? It must be good…”
Warning: Do not use widgets that show the shares or comments if the numbers are low.
Social Media Widgets
Some social widgets do more than show the numbers. They show the people. The
Facebook box shows who in your network likes that website. This is powerful proof
because you know these people.

“Hey, Kim likes Axe Body Wash? It must be good…”
Trust Seals
Faces are great. Logos are good too. Industry associations, certifications, and awards are
all trust-building credentials.
I myself am part of the Caribbean French Tech and my clients know it.
Put these certifications all together (in a “trust box”) on an important page (like the home
page), but not in a prominent place (the footer is great).
Eg : Facebook badge, Google badge if you're a google ads expert, etc.
“They’re members of all these groups? They’re probably legit.”
Best-Seller Technique
The popularity contest is everywhere. Just look at books, music, and movies: New York
Times Best Seller List, etc.
The idea is simply to show that others are buying.
Ecommerce sites: create a “best selling” product category. Also, add information about
popularity to the product descriptions of the best sellers.
Software subscription websites: on your pricing page, indicate which option is most
popular.
Blogs: use a widget showing “what’s hot,” most popular, and most commented.
Bloggers: write a roundup of your top posts
Studies and Statistics
Numbers sound scientific and build credibility quickly, especially odd numbers. Also,
numerals stand out in a line of letters, attracting attention. Find the one statistic that
emphasizes the importance of what you do and make it prominent on your site.
Can’t find one? Create your own.

Studies used in marketing aren’t necessarily rigorous. A short survey of 100 people can
help you find a super compelling statistic. And who knows what else you might learn.
“4 out of 5 marketers recommend joining Utopia to create successful brands”
Press Mentions
Just like an endorsement, a write up in the press builds credibility. But press mentions
come and goes quickly. In the end, few people in your audience are likely to see the piece.
So the best way to get durable value from a press mention is to add an “as seen in” logo to
your website. For web marketers, this is one of the biggest benefits of PR.
Wild Tip: Guest blogging/podcasting is a type of PR, so the placement of a guest post can
also create an “as seen in” opportunity.
Reviews
Star reviews are standard on ecom sites. They show visitors that others like the products.
Stars also appear in Google search results, as long as the pages are tagged properly with
“microformatting.” This can provide a small traffic boost, since the product pages are
more visually prominent in Google when they rank.

To help boost your SEO and share your reviews, check this article here : SEO
The Anchoring Bias
The human brain tends to over-rely on the first piece of information it receives when
making decisions. We are “anchored” to this first piece of data. All subsequent
information is viewed in the context of the first.
So marketers “prime” their audiences through context. If you see big numbers up front,
you’re thinking big. Small numbers? You’re thinking small.
This is why priming is important in pricing display and negotiations.
Plans and Pricing Pages
How can you double the sales of your product with this strategy? Add an even more
expensive model/product/service. This set price expectations of shoppers higher, making
the second most expensive option seem more affordable.

Consider how these two pricing pages put visitors in different mindsets :
BIZ 1
Pack 1: 5$
Pack 2: 15 $
Pack 3: 25$
$25 seems like a lot to me…
BIZ 2
Pack starter : 150$
Pack basic : 250$
Pack premium: 500$
$150 sounds affordable !

Anchoring can easily backfire on ecom websites. A big price discount on the home page
may put visitors in a price-sensitive mood. Make sure there is always at least one
higher-priced product on your home page.
The Loss Aversion Bias
When making decisions, the brain tends to overvalue losses and undervalue gains. We are
generally more worried about losing something than excited about gaining something.
This bias is called “loss aversion.”
Loss aversion is so powerful, shoppers who are normally civil will literally trample each
other to death during the holidays. Just check the Black Friday Death Count, if you're
curious.
Why do we do this? We’re scared we’ll miss an opportunity to buy at a discount.
It’s an easy neuromarketing technique to work into web design. The goal is to remind
people what they will lose by not buying or becoming a lead, or to create urgency by
indicating scarcity.
Limited Supply
Scarcity makes people worried they’ll miss their chance. This is called #FOMO or “fear of
missing out.” If you have a limited supply, be sure to let visitors know (“This product sold
out last time”).
Many marketers selling products with unlimited supplies, create artificial scarcity. For
example, Amazon offers “in stock protection” to many publishers, allowing them to print
on demand and ship even if they don’t have a book in stock. That’s an unlimited supply!
But they still show inventory to indicate the current physical supplies are limited.
Urgency
Time is always scarce. If you have an offer that expires, let visitors know.
Ecom sites selling holiday gifts can let visitors know how many days they have left to order
in time to get it there. This works for every holiday, and everyday is a holiday.
Loss aversion is also the psychology behind early bird registration. This second deadline
and a second chance to make visitors feel they might lose an opportunity.
The Endowment Effect

People will pay more to keep something they already have than to get something they
don’t already own. This is called the “endowment effect” and it works both online and
offline.
The idea is to get the product or service into the hands of the customer, knowing that once
they have it, they’ll feel ownership of it …and they’ll feel loss at the idea of giving it up.
Sites that offer free trials can take advantage of this with a “Don’t lose your access to…”
CTA. It’s because of the endowment effect that subscription websites offer free trials. Sites
that sell books offer free chapters. Ecom sites offer free samples.
The Von Restorff Effect
Neuromarketers and UX pros use special cameras to track eye movements on web pages.
The goal is to discover what visitors look at (and don’t) to guide design decisions and get
better results.
Colors and Action
The psychiatrist and researcher Hedwig Von Restorff published a paper explaining how
visually prominent items are more likely to be remembered. It’s called the “isolation
effect” and it works because the eye and brain are constantly scanning for
interruptions in patterns.
The use of high saturated colors seems to be equal to leaving an unprofessional
impression, and therefore an untrustworthy website.
Here’s what the eye-tracking study revealed: Using an “action color” that contrasts with
the brand and the design itself is just one of many ways that web designers can guide
visitors toward successful outcomes.
Wild Tip : Common mistake that increases distrust from the consumer is using an
unprofessional font: for example Comic Sans (this is the worst font ever, please never use
that). Learn more about typography here : Typography
Conclusion
Some brain science-based web design techniques make a huge difference. Others are so
subtle, they may give only a tiny improvement, making them worthwhile only if you have a
lot of traffic.
Remember, 100% of your target audience has brains. B2B or B2C, lead generation, or
ecommerce, it doesn’t matter. Keep those brains in mind in your marketing.
Also, hire a designer to help you do that :)

Simplifying The Site Funnel |
Home Page Edition | Part 1
Let's make your life easier today
In my years of eCom, I have build dozens of websites, probably 80 +
These are fresh sites, client sites, new dropship brands, new test products, etc etc
I have done one product stores, general stores, niche stores
In anything you can bloody imagine
I have built site funnels for multiple brands and helped brand sky-rocketed conversion
rates for brands. And what I have noticed is a trend for them all
Today I will be showing you the breakdown for a converting website funnel
Funnel Asset Creation - Website

Part 1. Finalize all pages for your site
Before you begin creating your site, you want to define the pages that you need for your
funnel. The funnel I follow is extremely simple.
a. Home page: Main elements:
- Banner with offer OR Benefits -> I usually aim towards a banner with an offer, but here
is an example of the benefits
- Icons about the banner > Right under the main banner you want to have a little bit
about your brand. I recommend using 4-6 icons immediately, to make the lives of your
users easier.
- About your brand > People don't buy what you do, they buy why you're doing it. To
resonate with your consumer, I recommend you have a section under your main icons that
overviews your brand with 'the why' (if you don't know what this is, ask me). Do this in 2-3
sentences
- Winning collections > Now its time to focus the funnel. Your primary goal is to bring
people over to your product page OR collection - I love having large images with the
collection names - like this

- Winning products > Same as above, but here you want to showcase your winning
products
- A little more about the brand >
The goal of the home page is to solely bring people over to a collection or product page
- Reviews > Ready for something unique? Logic-based review. I went to an event in NYC
last year and YOTPO+ TRUST PILOT were there. I was at a table with an exec from YOTPO
and he told me one secret to boost conversion rate.s
Targeted reviews. Reviews for different steps of the funnel.
On your home page, your reviews shouldn't be about a product. They shouldn't be about
the shipping
The reviews should be about your brand. The cult-like community behind your brand and
how much people love it.
- Footer
Your footer can be any way you want. BUT BUT BUT there is 1 element YOU MUST MUST
MUST add in your footer. Most people talk about "sub to join my newsletter" What a boring
incentive
Others say "subscribe to get 10% off" meh that's better but still no real call.
The best way is by copying this exact content below. People should see the coupon on the
success message without having to get off and go to their email.
In the next lesson
I will break down the collection page + product page + checkout!

The Truth is...Your home page
sucks...
But the blessing in disguise is
I am about to show you examples of a winning element on your home page that will
1. Increase conversions
2. Make your store look branded, instead of a dropshipping store
3. Showcase your product in a positive light
It's called a HERO BANNER
Once someone clicks on to your website home page
What is the first thing they see? This is an extremely powerful first impression
Sadly in our world we do judge a book by the cover
Which is why its vital to include a powerful hero banner
A hero banner is a BRANDED STYLE BANNER IMAGE that leads a user towards a winning
offer or product
here is an example
What do you notice here?

1. 6 words heading of sales copy
2. Simple subheading that adds on to the main heading
3. The peach background is extremely light on the eyes
4. The main product is in the centre of the image --> (waterbottle)
5. It is surrounded by other fun, natural elements to correspond with the tone
A winning HERO BANNER consists of those elements from above
While showcasing a branded feel.
STOP ADDING TEXT THROUGH AN OVERLAY ON THE BACKGROUND --> BE UNIQUE
Create a custom image

Compress the image
Upload it to your site :)
Here are other examples:
These examples help users navigate

to the next step of the funnel
If you have questions, let me know below :)
Typography as a Brand Lever -

Use Award Winning Type
Foundries *List Below*
Hey ya'll
Piggybacking off of Sam Wild's killer post on Type Hierarchy, I wanted to share my
favorite type foundries in the world.
This is a secret CRO hack a lot of top DTC brands and design studio's use for their big
clients. Even Facebook, Under Armour, ect ect, hire these foundries or outright buy their
fonts. They source their type systems from Foundries like the ones below.
Why invest in typography?
Its such a micro addition to your brand but has macro impact on tone and how people
perceive your company and products. Invest in a good type system and it will surely boost
conversions and add a few more feet to your moat.
*If you are buying fonts for your site - make sure to buy the web versions only.
Upload the .eot, .woff .woff2 to your assets.* (.otf and .ttf are for design offline, if you
use them on your site it will slow your page speed)
My favorite Type Foundries (in no particular order):
https://www.daltonmaag.com/
https://klim.co.nz/
https://abcdinamo.com/
https://www.monotype.com/
https://www.colophon-foundry.org/typefaces/
https://processtypefoundry.com
https://www.typotheque.com/
https://www.grillitype.com/
https://www.fatype.com/
https://lineto.com/
https://tightype.com/
https://camelot-typefaces.com/rando
https://www.renebieder.com/
https://lettersfromsweden.se/
https://www.generaltypestudio.com/
http://www.alfatypefonts.com/
https://www.goodtypefoundry.com/
https://www.swisstypefaces.com/
https://black-foundry.com/
https://thepytefoundry.net/
Whenever I'm building the visual systems for a brand out, I want to search through these
foundries for type systems that I feel convey the overall tone I want for the brand. Super
important. Its a point of differentiation. Otherwise you'll look like another Joe using the
same basic fonts as everybody else. Go the extra mile. Dare to be different.
Bookmark all of these and nest them under a folder called 'Type Foundries'
How To Choose Colors For Your

Brand
This article was inspired by Inder Dhillon.
In content marketing, color can help yours stand out.
It’s what gets your audience to see what you want them to see, feel what you want them
to feel, and to do what you want them to do.
Which colors you choose can also affect usability and whether the content is readable or
not. This is what makes understanding color psychology so important for the success of
your content.
However, poor color choice can also negatively change the impact of your message. Get it
wrong, and your great content and your amazing call to action will be easily ignored.
With no further due, let's dive in!
Primary Colors
Primary colors are the building blocks of all the other colors on the spectrum. While
what the primary colors are can change depending on what medium you choose to
approach them from. Those colors are: red, yellow, and blue.
Secondary Colors
Secondary colors are made by mixing two primary colors. Secondary colors are achieved
specifically using equal parts of primary colors
As with primary colors, these will change depending on how you approach them, but this
will cover color theory for consistency. Using this model, we find green (a combination of
blue and yellow), orange (a combination of yellow and red), and purple (a combination of
blue and red).

Tertiary Colors
Tertiary colors come about when mixing a primary and a secondary color, opening up
many different shades of a particular color. Essentially, this means that one primary color
is featured in greater amounts than another in a mixture of colors.
There are 6 major tertiary colors with many variations on each :
● Vermilion (orange combined with red),

● Magenta (red combined with purple),
● Violet (purple combined with blue),
● Teal (blue combined with green),
● Chartreuse (green combined with yellow),
● and amber (yellow combined with orange).
As with the other two categories, the exact colors will change depending on which set of
primary colors you approach.
Black and White

Black and white are special colors that cannot be made through traditional means. In
light, black would indicate a lack of light while white would indicate essentially being a
combination of all visible colored light.
This does not work the same with traditional primary colors, though, as combining all
colors equally will only result in a brownish color, while it is impossible to attain a pure
white through color mixing.
Pure Color
Primary, secondary, and tertiary colors, without the addition of white, black, or third
color, are pure (or saturated) colors. They are intense, bright, cheery, and untainted colors.
These are the colors of children’s toys, daycare decor, and summer clothes.
Tints
When white is added to a pure color, you get a tint. Some people refer to these as pastel
colors. They are lighter and paler than a pure color, and not as intense.
Tints range from slightly whiter to almost-white.

Shades
When black is added to a pure color, you create a shade. These darken and dull the
brightness of pure colors, and range from slightly darker to almost black.
Tones
When gray (black + white) is added to a pure color, you create a tone. You often hear
people saying that a color needs to be “toned down”, meaning it’s too intense and they
want to drop the level of intensity.
Adding black and white in different amounts to a color subdues the intensity quickly.
The Completed Color Wheel
Whew! So there we have it: a complete color wheel with primary, secondary, and tertiary
colors, plus their tints, shades, and tones. You can see how it all fits together on the color
wheel below.
Cool colors are all on the left side of the wheel, in the blues and greens. The warm colors
are all on the right side of the wheel, in the yellows and reds.
Now that you understand color theory and the color wheel, you can start to use color
purposefully in your content marketing.
Using Contrast Correctly With Color

When it comes to color techniques, the use of contrast is particularly important, and it’s
probably the one that will lead you to butt heads with your designer the most.
Contrast is how one color stands apart from another. It’s what makes text or objects
distinguishable from the background. High contrast is when colors easily stand apart from
each other [this refers a post from Wiz of Ecom about using the color yellow or orange for
Facebook ads, this adds contrast to your CTA and therefore catches the eye of your client]
Low contrast is when they don’t.

Often, people assume a color difference is what creates contrast, but that’s not true. You
might have two colors that are completely different but have no contrast at all because
their tone is the same. To test out your colors contrast, turn them into grayscale and
review their contrast.
Using High & Low Contrast

Generally, high contrast is the best choice for important content, because it is most easily
seen. Dark on light or light on dark–it’s the easiest to read. It might not be exciting, but it
is readable.
Designers often prefer low contrast techniques. We like to make things look beautiful, but
beautiful isn’t always the best for your Facebook Ads for example. Tone-on-tone similar
colored combinations are very popular and while their subtlety is quite attractive, they are
also difficult for people to read.

To use similar colors, while getting the contrast you desire, create a color scheme with
both complementary and analogous colors.
Choosing Color Combinations
The color wheel can help you choose great color combinations for your call to action
button, your infographics, etc.
Keeping your color combinations simple will help you in the long run.
A study from the University of Toronto showed how people using Adobe Kuler revealed
most people preferred simple color combinations that relied on only 2 to 3 favorite colors.
People like simplicity; it makes your content easier to understand if they don’t have to
interpret it through many colors. And remember, color has meaning so each color adds
or takes away from your message.
Too many colors make for a confusing message.
So how do you choose those 2 or 3 colors? The color wheel can help.
Using Complementary (Opposite) Colors
Complementary color combinations make things stand out.
Complementary colors are “opposite” colors. They are opposite of each other on the color
wheel, meaning the one color they lack is that one opposite of them.
They are geographically and color-wise the opposite, and provide a kind of visual tension
because they are so opposed to each other.
Blue is the opposite of orange.
Red is the opposite of green.
Yellow is the opposite of purple.
When the human eye sees a painting full of different kinds of greens, any bit of red is
going to stand out amazingly well. Why?
Because red is the opposite color of green. When the eye has been looking at a lot of the
same color, it wants to see the opposite for a visual break. Using complementary colors is
the easiest way to get something to stand out. Use them with caution to keep your content
from being too visually unharmonious.
You don’t want 50% orange and 50% blue because neither color wins and it causes distress
to the eyes.
Using Split Complementary Colors
If you want to use three colors instead of just two, using split complementary color
schemes is a way to capitalize on the power of complementary colors but add a third color
to your palette. To use it, you’ll choose one color as your base color, and then the two
colors adjacent to its opposite.

A split complementary color scheme doesn’t have quite the same level of tension that a
complementary color scheme does, but it’s still visually exciting for your eye.
It also adds a level of variety to your color scheme that can be used in a very dynamic,
meaningful way.
Using Analogous Colors
Analogous colors sit next to each other on the color wheel. They are “related”, a kind of
family of colors that creates pleasing and relaxed visuals. They aren’t jarring, opposite, or
clashing. They also don’t stand out from one another. Analogous colors can create subtle
and beautiful content, but you may need to add a complementary color to get any
particular item to stand out.
Using Triangle, Rectangle & Square Colors
It isn’t difficult to create color combinations that stretch the boundaries of the easy power
of complementary opposites and the related analogous and monochromatic palettes. All
you need is a triangle, a rectangle, and a square.

A triangle is a color combination made of three colors that are evenly spaced around the
color wheel.
A rectangle is a color combination made of four colors that are made up of two
complementary pairs.
A square is similar to a rectangle palette, but the two sets of complementary pairs are
colors evenly spaced around the circle.
These three combinations can be visually noisy if you’re not careful. The best application is
to use one color as the dominant color, and the others for highlighting content. The
triangle combination is particularly vibrant; three is a “stable” number and using three
colors is visually stabilizing.

Color Psychology
Here are some helpful color associations.
● Red – bold, active, passionate

● Pink – feminine, romantic, delicate
● Orange – enthusiastic, playful, fun
● Yellow – happy, warm, cheerful
● Green – eco-friendly, fresh, natural
● Blue – calming, trustworthy, peaceful
● Purple – royal, creative, spiritual
● Black – classic, sophisticated, formal/professional
● Brown – stable, earthy, rugged
This list is just a start of course. There are also negative color associations, which you’ll
want to consider. It’s also important to know that colors have different associations in
different cultures. The list above is based on western culture.
Choose Your Color Palette

You now have enough inspiration and understanding of color theory to choose your color
palette. Keep the following guidelines in mind as you do so.
● Consider using some of the colors from the companies that your ideal client
likes. Study them and understand the psychology behind it.
● Try to stay away from the colors of your competitors. You don't want to be
confused with your competitors.
● Include different values in your palette. Be sure to include a color that is dark
enough for text.
● Include a neutral color or two. It can be useful to have both a light and dark
neutral. These colors can be pastel, white, grey, etc.
● Follow your gut! This might not be the most practical advice, but I find that
most of my clients already have an idea of the colors they’d like to use. As long
as they will appeal to the right audience and set you apart from the
competition, then go for it!
Once you’ve determined your color palette, make sure to use it on

all of your branded material and don’t use any other colors. This
will create consistency in your brand and make it memorable to
potential customers.
WebDesign Trends You Can Use

To Your Advantage
Mobile First
What does it mean to be mobile-first? That means that you’re designing for speed and
simplicity, so things like large font sizes, arranging elements in blocks, and simplicity may
win out over more complex designs. Complicating things with too much code slows down
the desktop experience and many elements won’t transfer to mobile without further
development work. So when it doubt, make a simple layout.
Milskhakeapp’s on top of the trend with mobile-made, Insta websites that transform your
Link in Bio.
Bold Typography
Larger is better. We’re seeing bigger, bolder typefaces that don’t hurt your eyes. This is
especially true for headings, but some [designer] websites prefer to keep text to a
minimum and glam everything up with bold typography and amazing photos.
We’re also seeing more brands stray from free fonts, and instead use custom typefaces to
personalize their brand. The more memorable you are, the better, right?
You can use Google Fonts or even Canva to mix & match fonts.
Editorial on the Web
Along with the bold typography, introducing interesting layouts that you’d expect to see
more in print. That’s because more than ever we have a design-conscious audience that’s
grown up with tech and loves making gifs and personalizing their feeds. Why not make
more personal websites? To capture their attention, designers are making their sites more
story-centered instead of “business tech”.
Expect to see more asymmetrical layouts, more white space, collages and illustrations,
and again, the bold typography.
Split Layouts
Split layouts are another way to create interesting layouts. You can see them everywhere,
from e-com websites .

Example : https://tolv.dk/
Split layouts are great because they keep you interested (AIDA method), switching
between blocks of text and blocks of colors as you scan down the page.
It’s easy to highlight text or images through your layout choices and blocks stack well on
mobile. This style works particularly well with colorful sites, but also applied with neutrals.
Just keep a wider color palette or use different values of the same hue/Hex to make it
work.
White space & Color blocks
Even if you don’t employ the split layout, you can call attention to an image by putting a
lot of space around it. Sometimes space is white; at other times, it’s colored.
Overlapping type and images
Anything’s good to break up the monotony of scrolling down a page. This trend also fits
well with the large typography movement that I mentioned previously, as big type needs
lots of room to breathe.
Warmer Designs > Minimalism

Minimalism is still there, especially in the art and beauty spaces. But many brands are
adopting a softer, more comfortable look that brings in warmth and a personal
connection. This is done through using expressive fonts instead of geometrics (which are
still popular for tech websites), more colors or comforting neutrals (the other end of the
spectrum), and realistic images (instead of posed stock photos.)
Since we're already in the Fall season, the warmth is even more relevant in your designs
(Ads or Website).
Dark Interfaces
Have you noticed how Youtube switched to Dark interface ?
Dark interfaces are increasingly prevalent, and not just for gamers. Art directors and
artists have been making use of this trend for a long time as a way to create contrast and
transform their sites from a boring white canvas.
Dark interfaces rest the eyes and stand out in a sea of white.
Illustrations & Hand Drawn Elements
Illustrations are a great way to make your website more personable. Hand-drawn icons,
line art, and animated .gifs

Mixed Media
Another way to make tech more tangible is through mixed media. In print, this might be
mixing oil with pastels and collage art.
To translate this look to the digital realm, we’re seeing things like photos mixed with
graphics, natural shadow overlays, floating animations, and illustrations decorating blocks
of text. Also mixing 3D designs with overlapping text, motion design and color blocks.
Stand out !
More Interactions
As it becomes easier to create interactions with improved technology, you can also expect
to see more interactions on-site such as unique mouseover effects, that spooky
background image that moves with your mouse, and even animated logos and customized
page loading effects.
Some of these effects need specific coding but depending on your CMS or template, you
can easily download a plu-in that allows you to do that.
In Conclusion
Web design trends are using grids, fonts, and animations in new ways.
1. Create bold new type and color pairings
2. Animate your image blocks to bring movement
3. Customize your site further with CSS: interactive buttons, hover effects, etc. / or
add plug-ins
Does your website use any of these trends?
I hope this helped some of you !
How to Identify What Icons to

Use - The 2 Types of Icon Style -
How to Format & Design
Though picking icons & applying them may seem like a simple process, there is a lot more
to look at in order for it to flow with your site.
Just picking for the sake of finishing the task can make your site look unbalanced.
But there are ways to find ones that will flow with your site.
First, how do you identify which icons to
use?
You can of course stick with the 3 basics that almost every site uses
● Free Shipping
● 24/7 Customer Support
● Moneyback Guaranteed
But the problem with these icons is that many sites use them & don’t keep their word.
For example, some sites state they have 24/7 customer support yet they take days to
reply.
Make sure if you are going to make these claims, stay true to them!
Because these icons are becoming so saturated, it would be best to think outside the box.
Try to have icons that…
● Implement comedy
● Have Altruism (Ex: For every $300 spent, we’re able to support a childs year of
school)
● State major benefits of your product
Let’s identify the 2 types of icons
Solid vs Outlined:
This should be pretty self-explanatory
Solid is filled with color to make the image whereas outlined is using lines to make the
image
You want to stick with one of these for your site. Mix & matching them will end up making
your site look inconsistent.
(With the outlined icons, you want to consider the thickness of the lines as well)
So what colors should these icons be &

how should the design be formatted?
Generally, the color of these icons will be your brand's Secondary Color - something that
blends in with your site so it looks like it belongs, but something that stands out so it will
make people stop scrolling to read.

My icons are usually formatted the same way:
It’s simply an icon with a circle around, the text below & a line underneath the text to
indicate that it ends & to make it look neat.
Don’t be afraid to play around with it - check out the red one.
I took the solid icon, changed the color to white & made a solid red circle. Simple changes
can go a long way!
Pretty Custom Review Sections

to Put on Site
Sometimes I feel those apps on shopify for reviews dont do justice for the product
And to be honest, the good ones are too expensive and i don't even need all their features
I been looking into custom sections for reviews lately and here are the more popular of
the bunch from my eyes
I will be getting them hard coded onto my site from some developers on fiverr
Then put my best reviews there
They are all that carousel type of concept that you can swipe through with and i think it
does justice
I have target buyer audience in image,

I have the review content
I have the review stars
All thats missing from these is that amazon style of a review heading like this Post
"Great quality and good jump rope workout"
Maintaining Visual Hierarchy on

Your Site
Having powerful content for your site is marvellous, but the importance of that content
can slowly fade if your site doesn’t maintain the visual hierarchy.
What exactly is ‘Visual Hierarchy’?
In my own terms, it’s to help the visitor navigate the site. To understand which content to
read first before getting to the next, to understand what is most important on that site.
TO CREATE BALANCE WITHIN YOUR SITE.
Many things come into factor when it comes to Visual Hierarchy
From the FONTS, TYPEFACE, SIZE, COLORS, SPACE & PLACEMENT (left alignment,
center, right)
A brand that utilizes this would be Bite - Beautiful site shared by Cody Carnes
https://bitetoothpastebits.com
From the beginning, you are greeted with all of these factors balancing with each other.
The dark blue colour contrasting with the grey background
The fonts being utilized in different sizes to indicate which content is most important to
read first
The typeface puts more emphasis on what the most important content is by bolding the
main heading content & making the subheading content lighter.
The spacing between the main heading to the subheading, to the CTA button. The
background also helps to support this with it seeming empty while showcasing the
products they'll see on the site.

To top it off, the content placement is directly in the middle to indicate that this is the
MAIN content the site visitor should be reading.
As you scroll down, you’ll notice that this trend still continues, the only thing I would say
that is off is the sizing of the content. Now they try to go for the more ‘minimalistic’
approach by keeping the content small.
But the typeface, colours, fonts, space & placement still stays the same.
It’s all so simple & seems like something basic to follow. But considering how large a site
can actually be, things start to become complicated.
But that’s the art of creating a site.

The Z Pattern
Now that you understand the importance of all of those aspects, it’s time to combine them
all with the ‘Z Pattern’
You’ve likely heard of it already.
I use it a lot when designing sites & even ads.
I’m going to show 2 examples.
One for a poster design so you can get a basic understanding
& the other will be from one of my favourite websites!
This is a poster design for a movie called ‘Monk Comes Down the Mountain’
A nice clean poster design. So how is the Z pattern implemented?
This is how our eyes usually travel when looking at a poster, a website & a newspaper.
You can see how it’s called ‘the z pattern’ as our eyes travel in well… a ‘Z’
Now, how can this be used in a site?
Now let’s check one of my person favourites, Organifi
https://www.organifishop.com/
Immediately you can see how they utilize the ‘Z Pattern’
First, you're greeted with the Lifestyle image, showing a person similar to their audience
living that ‘healthy lifestyle’ with fruits, a healthy bowl & of course the product.
Your eye then moves to the content which gives a brief of what the brand & product is
about.
Finally, your eyes move to the product selection where you can see all the products the
brand offers.
Simple, but effective.
Is there any sites that have impressive visual hierarchy or heavily use the 'Z Pattern'
Link em' down below & let's analyze them together! Maybe we can pick up some smaller
aspects that leave a large impact!
Design your homepage like a

product landing page
Note: I'm here only for a few minutes, so I don't really know what's been discussed yet.
But since we're talking ecom, let me share an observation.
A lot of ecommerce websites have super generic home pages. Shitty slider/carousel at the
top and a grid with products below.
Not interesting at all, zero social proof, and makes you look the same as all the other
websites.
Now look at Perfect Keto: https://perfectketo.com/

I don't know that much about them, but I know that they're somehow affiliated with this
guy's SEO company https://twitter.com/nateliason/ and this guy's marketing agency
https://twitter.com/Julian
And look at that. It looks like a product landing page. Like they're selling you a SaaS
service. Most ecommerce websites just show you "this is what we sell". Perfect Keto sell
you their brand. Social proof in the form of known brands, known names (testimonials),
etc.
Matches @Julian's landing page template very closely:
https://www.julian.com/guide/growth/landing-pages
SIMPLE PRODUCT IMAGE
STRATEGY (Check these out)
I have been taking your guys advice and started studying many new brands
One that I came across is:
TEASE TEA
https://teasetea.com/collections/best-sellers/products/self-care-elixir-calming-wellness-
tea-2
and after looking over it for a little while, i found a strategy
Look at their product images

These are so easy to copy on canva and photoshop!!!!!
And they look so professional too

I am saying all of this because you don't always need a complex photoshoot
sometimes adding a little bit of a background that relates to your brand and elements that
are similar to the image
Examples below:
If you have an essential oil brand,
And you are selling lavendar oil, have the main image of your product + a fresh lavendar
flower in the background
Small things like this can help you out a lot to make you look branded
Design Strategies for Profitable

Landing Pages
Hello Utopians !
Today let’s discuss how to make a soft and effective landing (from a designer's
perspective)
What is a landing page ?
Today the term is used for a web page designed with a focus on specific relatively narrow
goals and a quick way of accomplishing a particular action.
As for the goals, they can be different. Still, the biggest diversity of landing pages is found
in the ecom sphere. This is the field in which they play a great role in presenting the
specific commercial offers without distractions in a helpful and attractive way.
Creating special pages for every case means giving users directions, which is
especially useful for big ecom platforms with hundreds or thousands of items.
Directing all the traffic to the home page in the case of such websites can open the big
gate to poor user experience, especially when users come from particular marketing
campaigns in outer resources. The risk is high that they will get lost immediately in the
overwhelming amount of content and links on the home page.
Besides, there are also many other cases beyond ecom when landing pages present a
good point to consider: they can promote events and meetings, make announcements,
introduce the communities, or just share information.
-> Anyway, the design process for any landing page starts from setting a clear and
concise goal which should be achieved with its help.

Conversion as a Key Metric
One of the core characteristics measuring the efficiency of a landing page is conversion.
In short : conversion is the transformation of passive users into active, from reading,
considering, watching & comparing to actual buying, downloading, trying, subscribing,

etc.
Measuring conversions and improving landing pages to get this rate higher is the way to
problem-solving design helping users and supporting business strategies.

As ecom presents the highest diversity of landing pages now, the most frequent way of
conversion is the actual purchase while the most popular call to action is “Buy Now”.
However, the presence of the Internet in human life is growing constantly and plays a
significant part in daily operations on professional and personal levels. On that ground, the
variety of conversions also reflects diverse goals – except buying something, users can be
called to:
● Download the mobile application

● Read more about the presented issue
● Subscribe to updates
● Download a free ebook, templates, graphics, or other deliverables
● Start the free or discounted trial of the product
● Leave a comment or share the opinion
● Share the information with friends and followers on social media
● Browse the educational or informational resource
● Fill in the form, etc.
Obviously, the conversion is not the only function of a landing page: it is also effective as a
general supporter of brand awareness and recognizability, due to the original design or
special features. It can also be a part of a viral marketing campaign.
Still, the most important outcome of all the effort invested into its creation & maintenance
is ultimately measured via conversion rate, with the number of users who actually did the
action they were called to.
Design Strategies for a better landing

page
Clear goal and structure
The core difference between the home page of a website and the landing page with the
specific offer is in their strategic use. The home page sets the global point of departure
enabling the user to take a variety of routes around the website, while the landing page is
focused on one particular aim which should be effectively presented and easily doable.
Therefore, the first step in designing a converting page is setting this particular goal and
building the page architecture which will navigate the users to the ways of achieving it.
Targeting
A landing page is an effective tool when it’s based on the needs, preferences, and
expectations of the target audience. Even more, these web pages allow companies to set
multiple landing spots for various target users on the basis of:
● geographic targeting
● gender targeting
● psychographic targeting
● demographic targeting
● behavioral targeting
AKA Buyer Persona
There are many practical cases when companies changed some parts of the products,
their names or even set the new brands to sell successfully in different countries with a
diverse cultural background. The same can be done with landing pages: for example, the
page offering the same smartphone can look and talk differently to the users from
different countries, taking into account their perception of colors, copy, priorities in
product features and trends on the local markets.
Example : https://youtu.be/pMLrVP_E-jA
Take a few minutes to watch this video from Macdonald's geo-targeted ads.
Functional minimalism
For soft flight landing, a clear spacious spot is a vital condition. For the landing page, it
works the same way: attempts to overload it with everything bring to a negative result. In
most cases, minimalist design based on core functionality & visual elements easily
guiding the user to the CTA proves itself a good approach.
Maximum attention ratio
For a landing page, the attention ratio should be as high as possible. Too many elements
of interaction will provoke distraction lowering the chances of conversion: the more
options users have at the same time, the harder it is to make a choice.
Instantly visible CTA elements
CTA presents the most valuable interaction element of a landing page as it is actually
the spot where conversion happens. It should be instantly visible, which can be done via
color or shape contrast, and informative, which is usually achieved with a proper copy or
icon, or both.
Harmonic color palette
Colors and shades chosen for a landing page are not objects of designer’s creative self-
expression: they are as much influencing the conversion rate as any other design
element and sometimes even more than others. Check this article about neuro-
marketing here
It’s not just aesthetic satisfaction that users can feel seeing the presentation but also the
hidden message which can be transferred via traditional associations in color perception.
So, colors should present the combination pleasant for a user’s eye, emotionally appealing
to the target audience & establishing the effective visual hierarchy of the layout.
Typography and good readability
As well as colors, fonts also tell much not only with the copy hidden behind them but also
with associations and emotions they bring out. Typographic hierarchy and well-balanced
font combinations have a big impact on the readability of the page which can directly
influence the conversion rate.
The landing page is not the spot on which users are ready to spend much time so poor
readability can drive them away before they make a decision. Being an integral part of
the general stylistic concept, appropriate fonts can also contribute much to effective
visual performance catching users’ attention.

Strong & consistent branding
Landing pages are widely used as a part of the web marketing strategy so they should
support the general scheme of brand promotion. Coming from outer resources, social
networks, advertisements, users need to feel and see the consistency of brand image to
be ready to trust it. So, identity elements like logo, slogan, mascots, corporate fonts, and
colors should be taken into account.
Learn more about Brand Identity Here.
Eye-catching theme image
No secret, most users are visually driven and they scan the web page in a couple of
seconds perceiving images much faster than the copy. An appropriate theme image, be it
a hero banner, original illustration, high-quality photo presenting a product or service, is a
good way to attract users and get them interested as well as inform them about the
nature of the promoted offer. Images of this kind save users’ time, send them a quick and
appealing message & add much to the aesthetic side of the presentation.
Engaging & attractive scroll animation
Although there are many people who find animation an unnecessary feature overloading
user interface and making it more complicated, most users expect motion as an integral
part of the interaction experience. Scroll animation applied wisely can add life and style
to the landing page and become another attractive feature stimulating positive emotions.
Also, motion creates the feeling of one smooth integral interaction with a whole page
rather than several separate parts.

Visual hierarchy of copy content
Copy content is another aspect that has to be well-thought. A designer’s task here is to
think about edible copy presentation framed into a clear visual hierarchy: sizes and
placement of copy blocks, instantly scanned headlines and short concise call-to-action
elements directly influence the level of conversions.
Here is a case study if you want to learn more about this : Nugget Case Study by Olivier .
The length of copy on landing pages is a debatable issue: focused goals behind the
landing page don’t always mean that each time it should contain a minimal number of
words. If it presents a famous company product or service or informs about special offers,
a short and strong copy can be enough to encourage users. However, if a new unknown
product or service is presented, it is often useful to provide users with more information
persuading them to follow the call to action. Anyway, the presentation of the copy has to
be designed for good readability and scannability of the page.
Scannability = Users don’t read everything they see word by word – they first scan the
page to find out why and how it’s useful for them. So, scannability is one of the essential
factors of website usability today.
No information overloading
Based on the previous points, a creative team working on a landing page – designers,
copywriters, marketing specialists, etc. should agree on the priorities and define the core
benefits users need to see. Trying to overload the page with all the possible data about the
offer, you risk overwhelming them so much that they can start hesitating or even get
annoyed. Core information fields included on the landing page usually cover:
● the general introduction of the presented offer

● the concise and informative description of benefits solving user’s problems
● testimonials and signs of trust
● a clear call to action.
If the offer is quite complex and it’s hard to describe all its benefits shortly, a good
solution can be found by dividing the page into several theme blocks with separate
interactive elements (buttons, fields, links, etc) enabling users to get more information or
help quickly but on another page.
Promotional video
The big advantage of this technique is the high speed of perception, emotional feedback &
the big informative potential of the video in comparison with copy. On the other hand,
creating the video can be more time-consuming and require a bigger budget, so the
efficiency of this element should be analyzed from the business perspective to see if it’s
really profitable for every particular case.
High loading speed
None of the mentioned strategies will work properly if the technical side of the interaction
is neglected. Whatever stylish, sophisticated & informative is the landing page, it won’t
make users put up with waiting while it’s loading.

It's a matter of seconds, without any exaggeration. So, optimization of the images, the
thoughtful technical realization of motion effects, quickly-loading video, and fast
transitions if they are applied – all of these and similar factors can have a crucial effect on
conversion rates.
Respect the users’ time otherwise they won’t be quick to trust you.
Obviously, the list above doesn’t mean that all the mentioned strategies should be applied
together on every page. Each project demands an individual approach based on
rigorous analysis of the target user expectations, needs, and preferences combined
with business goals. When the page is live, A/B testing and analysis of real interactions
open the new perspectives and prove if the designer’s initial decisions were appropriate
for the established aim.
Landing page vs Home page
Should all the traffic from outer sources be directed to a home page or landing pages? The
answer considerably depends on the nature and complexity of the website. The issue to
consider is the user’s attention and its concentration on definite areas of the websites in
terms of solving a particular problem or satisfying particular needs.
For simple one-page websites, this question is not actual: indeed, they represent only a
home page that satisfies one or multiple functions and there is no other place where the
traffic could be directed from the outer sources.

The same happens if the website is not complex: a home page is not overloaded with
many links & navigation elements, so conversion can be reached right from the home
page while other pages play secondary roles. In this case, directing all the traffic to the
most informative part of the site is a good idea.
However, for complex websites and platforms, especially if they satisfy the multiple
needs of a broad target audience, this approach can be a step in killing profitability and
reducing conversion rates.
The user can get scared, distracted or even annoyed with the tons of information they
have to get through to find what they need, especially if the needs or wishes are focused
on a particular narrow goal.
Conclusion
Using landing pages in the case when you need to concentrate the user’s attention on
something important, to make it noticeable and easily available can be an efficient way of
solving this problem.
A landing page is a tool to emphasize one item, to make it quickly found & reduce delays
in cases when the target user seeks specific operations, services, or items. This is an issue
of especially high importance in the case of e-commerce websites when unwise design
solutions bring poor user experience and financial losses.

-> The choice of a profitable approach in every case should be based on user
research and then thorough user testing.
I hope you found this article useful utopians.
Let me know in the comment section!
Creating a Kickass Product

Image in 3 minutes - Ross Jun
Speed Tutorials
Still using AliExpress images?
Unable to have a photoshoot for your product just yet?
Have bad photography skills?
Don’t stress, you can still create professional-looking product images in just 3 minutes
using those AliExpress images, Check out it:
Version 1 - What you'll be doing in the tutorial

Version 2: With extra edits - not available in the tutorial as the smoke is part of a paid
brush pack
So what’s the importance of having product images, why can’t you use regular product
images?
When first opening up a Product Page, what’s the first thing you see?
You guessed it, the product image.

You want a product image that will impress your customers, not disgust them.
Remember, this is not a physical store. Your customers can only see your product. They
can’t feel it, analyze every inch of it or test it.
You want to make a product image that can mimic all of those feelings through an image.
With this video, you’ll create an image that will make your product seem as if it is
physically there, not just a flat & ugly 2D image.
Ok, ok. I think you've heard enough from me. Now, it's time to get into the video
https://youtu.be/rzKsJJbMrLI
Video
If you have any questions or feedback for the video feel free to leave a comment & I'll get
back to you
Creating an Aesthetic &
Professional Home Page Banner
in 9 Minutes - Ross Jun Speed
Tutorial
A home page banner isn’t exactly the easiest thing to make, especially when it comes to
the design
This is the very thing that will dictate whether people will scroll down & explore through
your site or not.
So if your home page banner is disappointing visually, you could be missing out on
potential customers.
To help you out with that, I made this 11-minute speed tutorial using Adobe XD
(realistically it’s 9 minutes, the other 2 minutes are extras that you don’t need)
Here's a little preview:

Instead of using Photoshop for this tutorial, we’ll be using ADOBE XD
Photoshop is great but, not everyone knows how to work their way around it. Plus it’s
damn expensive.
So we’ll be using Adobe XD instead, this will be lighter work for your machine, won’t be as
complicated to follow & is perfect for beginners.
OH, it’s free too
So, why do you need a professional-looking home page banner?

There are so many reasons!
1. Your site will look branded

2. You won’t seem like another dropshipping store
3. Home page banners can boost conversions
4. Customers will judge your site & brand based on this one aspect
5. Gives a nice look at your product
6. Instantly makes your site look 10x sexier
Do I even need to go on? Every single site has one, it would be stupid not to have one.
Enough from me, here's the tutorial:
(There's a little mistake at 2:27 with the text, just ignore that)
The tutorial ends at 9:30 but if you want to watch how I added the ATC & menu you can
watch the rest of the video for that, though there isn't any explanation
Links you will need: https://type-scale.com/
https://youtu.be/66wxNLSr2JI
Creating an Irresistible to Click
Collection Page Image - Ross
Jun Speed Tutorial
*BEFORE GETTING INTO THIS POST*
I have a question for you all.
Would you rather see guides on Adobe Photoshop or Adobe XD? Let me know in the
comments below
Collection image 1: Made in video
Collection image 2: Extra edits with paid assets (not in the tutorial)
Recently I’ve been getting a lot of people messaging me for site feedback & they either
have nothing to lead customers to the collection page or there’s no way to tell that you
can click the image.

So, I’ve created a quick guide that replicates the way ShieldRepublic leads their customers
towards collection pages.
First of all, what is the main goal of your home page?
It’s not to take to them to socials,
It’s not to teach them about your brand.
Your home page goal is solely to lead your customers to your collection page.
That’s really it.
Sites like Organifi & ShieldRepublic understand this.
It’s all straight to the point to get you to buy.
This is what a good home page is about. It’s all about simplifying the funnel & holding the
customer's hands towards the product page.

One aspect that can create a huge impact in simplifying this funnel is having an easy to
follow Collection Page Image
There are 2 things to consider when creating this:
1. Your best selling product for that certain collection page should be up at the front.
This will represent that entire collection page
2. The image needs to look ‘clickable’ a simple image with a black overlay won’t do it
That’s it!
Now, let’s get to the guide
You will need: Adobe Photoshop
https://youtu.be/ludRhagH5js
20 UI principles to help you

design anything digital
Hello, Utopians !
Q2 is down... I hope you all had a good start to the year and wish you keep the momentum
going!
With no further due, let's dive right in :)
What is UI Design?
The “UI” in UI design stands for “user interface.” The user interface is the graphical layout
of an application. It consists of :
● The buttons users click on,
● The text they read, the images,
● Sliders,
● Text entry fields,
● Screen layout,
● Transitions,
● Interface animations and every single micro-interaction.
Any sort of visual element, interaction, or animation must all be designed.
A good user interface is critical to a good user experience. If

the interface doesn’t allow people to easily use the
website or app, they won’t use the product or they’ll
overwhelm tech support with costs.
UI has real, tangible business impacts. Paying attention to it isn’t window dressing, it’s
crucial to a business's success.
Many of these principles boil down to “make life easy for the user”.
1. Clear architecture
Clarity is the highest priority for an effective and easy-to-use interface. It enables the user
to recognize static and interactive elements at a glance and predict what will happen next.
Build a clear skeleton before moving on to the designing face, this process will make it
easier to understand the user experience on your website.
Clarity also ensures that the information can be accurately conveyed to the user and
prevents the user from making mistakes. In other words, clarity is the crucial design
principle that can deliver a perfect user experience.
2. User-centered design
User-centered design is all about creating products that users will love. It's your user who
will interact with your product, and it’s your job to know your target audience. Designers
should conduct insightful user research and figure out user needs, wants, & behaviors.
On the other hand, it is vital to keep the user in control with regularly surfacing system
status, direct and effective manipulations, similar environment, instant feedbacks,
expectable interactions and outcomes, clear pathways, etc.

3. KISS (Keep It Simple And Stupid)
KISS is the most basic user interface design principle. Users will feel most comfortable if
they can use your product without putting too much effort into interactions. Due to the
differences in user's habits and abilities, keeping your design simple is the best way to
help users with various abilities to understand your UI.
One of the best practices is to allow users to rely on their previous experience when they
interact with your product. You can achieve this goal by using familiar concepts and
metaphors.
Example: We all know that the fastest way to go back to the homepage is to click on the
icon located at the top-left corner of the page. Most of the websites have it placed there
because it's in our behavior to look for the homepage there. If you place the homepage
button at the top-right corner, you’ll encounter friction in your user-journey.
4. Consistency
The consistent design creates a good impression on the user’s mind. Consistent navigation
can guide users to find their most needed information quickly and effectively. Consistent
operation design can make users quickly learn various product features. This is where you
understanding how important it is to keep consistent branding throughout your website.

Lack of consistency can mislead the users & cause a bad user experience.
Of course, the consistency principle does not mean that you need to follow it in all areas of
your design. Intentional inconsistency can be good for user experience (with moderation
obviously).
5. Strong visual hierarchy
Visual hierarchy is the fundamental principle of web user interface design. Your interface
will be disorganized if you will use equal importance for each individual element.
It is vital to present a clear viewing order to the visual elements on a screen:
● Put more visual weight on primary information
The primary information, such as headlines, should be highlighted (using bigger or bold
font) and placed in the focal area. It should catch the eyes of a viewer right from the start.
● The secondary information should always stay secondary.
Secondary information such as subheaders or captions are supportive information to
the primary information. There are a lot of ways to prioritize it accordingly, including
contrast, colors, shadows, sizes, and space.
● The tertiary information doesn’t require much attention
Tertiary information, such as body text, is the part that users quickly scan. It is the
relevant information to your primary information, so keep them readable.
6. Make the interface readable
Make your content legible and readable is vital. Users will not read your content if it
doesn't look clear and digestible. Designers should always put the readability of the
content in the first place, and look for styles that make the interface both usable and
visually appealing. (In order words, stop using crazy fonts.)
A lot of factors can influence readability, including: background color, visual hierarchy,
white space, context, typography, etc.

But the font selection is a crucial factor among them. Designers should use different
fonts for different types of websites or applications. For example, a serif typeface is easier
to read for long content.
7. Color matters
Color can speak, as powerful as any other elements on your interface. Human beings tend
to be naturally attracted by beautiful visual appearance. Color is one of the key factors
that can set the basic tone and mood of interfaces. Read more about color psychology
here
Use color wisely in UI design. Color can reflect the personality of a brand & even
influence the purchasing decision. A well-designed color scheme is half the success of an
effective and good-looking interface.
8. Scannability
The human brain is not a computer. A brain's short-term memory has limited capacity, so
it's usually hard to memorize many different things. On the other hand, it is quite common
that users do not read the content; instead, they scan content.
It is a massive change in user behavior, which designers shouldn't ignore. Designers
need to minimize the memory burden for the user by making content scannable.
9. Details matter
It is vital to perfect the details of your design. Users notice details, & sometimes the small
detail such as a button shape can easily make a huge difference to the user experience.
10. Respond to the user
Every time the user performs an action, the interface should respond to them accordingly.
Never let the user wait for a long time; this will make the user experience anxiety &
frustration.
It is essential to let users know how long they have to wait for the result.
When it takes more than 7 - 10 seconds to complete the operation, users want to see a
progress indicator.
11. Enable effective user input
It is vital to focus on improving the efficiency of user input. For example, it can be hard to
enter text on a touch-screen device (Ipad or Smart TV)
The keyboard system of the smartphone usually has built-in keyboards for different types
of content, such as text, numbers, emails, and so on. Make sure the user can use the
corresponding keyboard for different content types.
12. Safety is everything
The system should help users avoid bad outcomes. For example, when the user encounters
a potentially dangerous decision, the system should show a prompt message and notify
the user about that. It will make users feel safe and comfortable.
I've seen too many well-designed websites that had no personalized 404 ERROR page.
This disrupts the experience for the user.

13. Improve efficiency
The best way to improve interface efficiency is to perform task analysis. Imagine you are
the user, try to imitate the user's processes, understand the user's goals, & then streamline
the process as much as possible.
Ensure that users can reach their goals quickly and easily. You must think carefully and
thoroughly about any details that users might need during the interaction & prevent every
possible vulnerability.
14. Be human-friendly
Put the user front and center when working on your UI.
Apply personalization & bring in human-friendly options to the user.
Example: allow users to change the color of the background according to their taste.
15. Directional tips
Don’t expect that users will explore your product on their own. You need to use directional
tips to guide your user & make the way to the conversion easily.
Directional cues can help the user to find the content they want to read or some operation
they need to complete. Directional tips have been used by many good designers to build a
positive user experience. They can make the conversion reachable and users’ problems
solved quicker.
16. Feedback
One of the easiest ways to communicate with the user is to provide timely and
contextually-relevant feedback. On the other hand, lack of feedback causes anxiety.
Use both visual & audio feedback. Audio feedback works well when it’s necessary to notify
the user about a problem.
For instance, audio feedback can give a clear signal that one more operation may lead to
data loss. Users should be able to disable audio feedback.

17. Interaction
A user always expects to interact with the digital world through an interface. The interface
should never break the connections between humans and machines.
Build an effective interface with a system that matches the real world. By doing that we
create relationships, bring people together, & ultimately get a successful business.
18. Well-organized layout
Whenever it comes to designing websites, it’s critical to get the layout well-organized. A
clear, concise, logical, and well-organized layout helps the user understand your interface
easier and faster.
Good layout reduces the cognitive load (the effort users have to spend to interact with
your UI).
19. Emphasize important elements
It only takes 90 seconds to evaluate products online, which means you only have several
seconds to convince users to interact with your product. The decision-making of the user is
crucial.
Still, the chance of success can be maximized if you have a concise interface that
highlights all essential information and reduces all the elements that can disturb the
attention of the user.
20. Follow design principles extensively
There is a lot of design principles, & they keep changing and improving. That means you
need to be familiar with the latest design trends, technologies, science, art, design
psychology, etc.
By following design principles, you will have more chances to build incredible products.
You can try and implement these little tips into your design.
How to create a high-converting
website? Learn these UI Design
tricks to help you
Hello Utopians!
Today I’ll talk about how to recognize what makes a website suited for high conversions.
Maybe you’ve seen it around or even got approached by junior designers/agencies telling
you that they’ll create a website that will skyrocket your conversions.
But what if you knew what makes a website convert well?
This what we’re going to see today, so with no further due let’s dive in !
A High Converting Web Design is the key to the success of any online business. You may
have a great marketing team, excellent SEO, and a cool product, but if your web design is
poor, it will not lead to conversions & users will leave.
One of the reasons for the success of my web design services is my consistent approach to
high user conversion. Our aim is to design the kinds of small business websites that users
like to visit and that convert well.
More importantly, we work to create the kind of websites that help users take action.
The goal of any business website should be to create a design that is:
● High Converting
● Easy to Navigate
● Interruption Free
● Clearly Branded
● Focused on the Selling Point
While creativity is praiseworthy, if your design does not convert to sales, then it is in need
of review & possibly re-design.

Work through the list of web design strategies below. Use these design points as a tool to
audit your current web design.
1. Clear Value Proposition
Your unique selling point is what sets your product/service apart from other businesses.
Competition in business online is tough, and you need to be able to articulate exactly what
it is that your product/service can do for your clients.
That value proposition needs to be positioned in the middle of within your overall web
design. I see many web designers positioning their USP in hard-to-find places.
If your client can’t see what it is that sets you apart from the competition they are not
likely to stay on the site for very long and your conversions will quickly drop.
Value propositions will also vary according to the nature of the industry you are in.
Designing a photography or hair salon website involves creativity - the practice will be
different for a medical practice.
So, make sure the style of your web design is consistent with your value proposition and in
harmony with your industry.
2. Simple navigation
A high-converting web design should be aimed at walking your site visitors through to an
action you want them to take. That direction may be to book a discovery call or
completing a form.
Research also shows that customers can literally bypass the navigation almost altogether
if the web design implements a chat button – something that can lift signups by over 30%.
Your site navigation should reflect your intentions. Your web design should make it easy
for people to navigate the site in the least amount of clicks possible in order to gain the
highest number of conversions.
Keep your navigation labels and heading easy to understand. Your web design
shouldn't be a challenge for site visitors.
Everyone is accustomed to the « about » page for example, so avoid going & calling it the
« BTS » page. Humans like familiarity, don’t complicate the user’s journey by trying to be
original.
Follow Hicks Law:
It's the principle that the more choices you give, the longer
the reaction time – and subsequently the more likely people
are to become indecisive.
Keep. It. Simple.
3. Use a Predictable Layout
While there may be some prizes for creative web designers among web designers, in the
main, you need to provide a predictable layout for your small business website to convert
at a reasonable rate.
One way you can ensure this predictable & simple out is to look at other businesses in your
niche.
When you’re choosing a website design, one of the first things that should concern you is
the type of design.
Will it be a Flash design or will it be a more traditional HTML design? It’s also important to
decide how many pages you want & what sort of navigation will be used.
Once you’ve decided what kind of web design you want, there are a few things you’ll need
to consider :
● Bandwidth And Space Required: This is important because you don’t want to pay
for too much bandwidth, and you also don’t want your website to take up too much
space in your browser.
● Color Scheme: Many web designers prefer to use one solid color for their website
design these days. While this is a common design, there are also websites that’ll use
multiple colors to create a more interesting design. Choose carefully (again, your
branding will help)
● Template: When choosing the template, you need to make sure that it’ll load fast.
Some people even opt to add other scripts to the page to make it more interactive &
functional, but it's not always a good idea. You also need to make sure that the code
used is SEO-friendly. Otherwise, the page will really be penalized by Google.
● Plugins: There are several different types of plugins that are available for you to use
in order to improve your website’s functionality. These plugins can help your website
to load faster and to help your website rank higher in search engine results.
● Features: When you’re looking for a web design, it’s important to consider what kind
of features you want your page to have. This is where talking to a professional about
the different features that you might want on your website can be helpful.
In a nutshell :
Remove all distractions from your web design and layout so

that nothing gets in the way of a good conversion.
Your design should focus on usability and clarity. Your task is to remove all forms of
doubt & skepticism and present yourself as an authority in your industry.
Your web design is the number one way you’re going to achieve that brand recognition
and encourage the trust needed.
4. Consistent Branding
Along with layout and design comes consistent branding. Make sure your logos are the
same style color & design for every page of your website.
While branding begins with things like logos and slogans it goes well beyond that when it
comes to web design & high conversions.
So, make sure these 3 things ( Images, Layout, and Titles ) are consistently branded in
order to minimize confusion for your readers.
Consistent branding means the consistent use of colour, fonts, brand imagerie and media
across the entire design of the site.
This ties in with your layout and the need to be predictable.
This is where having a CLEAR visual branding is important. This is the tool that your
team will use to ensure the consistency of your brand throughout all your marketing
platforms' presence.
For example, with Items that are repeated on your site such as contact forms and CTA,
make sure that these are roughly in the same position on every page on which they
appear.
5. Reduce User Clicks

Good web design is a design that allows users to get information in the shortest number of
steps possible.
Avoid pop-ups and other interruptions that are only going to double the number of clicks.
This ties into the navigation as well as the web design. People are lazy by nature.
If then else is sitting on the right-hand side of the page for most of the click action on your
website, then this is the place to put your call to action.
If your web design courses their mouths to be on the left-hand side, then this is where your
most important information and clickable content needs to be.
This applies to e-commerce web design as well. The Checkout page is not the time to start
asking unessential, additional questions.
Save that for after the purchase.
Your job in web design is to get them through the checkout as quickly & easily as possible
with a minimum number of clicks + distractions.
6. Magnify your Call to Action
Your CTA should stand out through the use of color & position.
It should also stand out regarding the words you choose to use & designed to convert the
user by meeting his needs.
The most effective CTA are usually in the middle of the page with the button to the
center/left of the surrounding content.
Pay attention to the number of CTA on every page.
Even if your page contains more than 1 call to action, the web design should be such that
the most important step is the most obvious.
Remember, the most important thing about user experience is to make it as smooth
and intuitive as possible.
7. Minimise User Input
Related to the number of clicks a user must take to reach the destination.
Minimizing user input in forms is imperative. Nobody wants to fill out a 10-page form on
a website.
Ask yourself how important information you are asking for is in order to gain the lead and
make contact with the site user.

Also be sure that the design of your web forms, uses plain English and is not complicated
in its layout and design.
The design of your forms should be simple and logical. Take time to design & reconsider
the forms on your website. If necessary, do some split testing to compare your conversion
rates.
The design of any form that will boost conversions is one that is simple and only asks the
necessary questions.
8. Use Fewer but Larger Images
A picture tells a thousand words. Most research suggests that larger pictures lead to
higher conversions than smaller images.
Choose images that are relevant to the content on the page & that clearly portray the
message of your brand.
Good web design will typically use the same style of imagery across the site (brand
imagerie).
In other words, if your branding uses B&W images then this style should be used
consistently across the website.

As a general rule, it's better to use 1-2 large images than an abundance of small, hard-to-
view images.
Like words, the more images you use the more complex the
information will be.
Your job is to simplify the information with clear, large & simple imagery.
9. Secure Color Co-ordination
The psychology of color is a well-studied field. Web design is at its best when you take into
consideration the colors we are using to communicate our brand message and USP.
While many studies have shown an increase in conversions using certain colors, the most
important factor is consistency.
This means that the colors and Styles used for anyone product should be used consistently
every time that product is mentioned & whenever that calls to action is used.
Remember: the goal is predictability and pattern recognition.
Familiarity and pattern recognition should be your goal when it comes to color
choices in web design.

As a general rule three colours work best with one colour dedicated to a call to actions or
buttons.
10. Mobile Responsiveness
For your web design to truly boost conversion, it needs to be consistent across all devices.
While the amount & type of information on a small device may vary from a laptop or large
monitor, the principle of a mobile responsive and mobile-friendly website cannot be
overstressed.
If your design does not incorporate and consider mobile + tablet users, you'll quickly
lose market shares.
Use either HTML5 or other similar coding technology compliant themes and web design
platforms. Your web design should look crisp and clear, and your USP easily understood
from a mobile device, smartphone, iPhone, tablet or desktop computer.
Conclusion
Remember, your goal is to increase conversions, sales and contact your future clients and
customers.
Take time to go through these design tips to decide what type of web design is needed in
order to engage your target market.

Be prepared to do split testing and experiment with design and web design layout that are
the go-to in your niche and which are the best converting designs.
Market research is everything, even in design.
16 Tips to Make Your Landing

Page Convert
By Blake Emal (https://twitter.com/heyblake)
"I’ve audited 500+ websites over the past 6 years. Here are 17 learnings to help your
landing page convert:
1. No buzzwords, just value props. Explanation: Avoid fluffy buzzwords. Get to the point.
Explain the benefits early, often, and clearly. Example: @mailbrew

2. Make the H1 count. Explanation: Your H1 is the first (and most prominent) element we
see right away. That first line of text is the difference between hooking them and losing
them. Example: @savvycal_
3. Don’t be clever, be clear. Explanation: Those great puns you thought about for your
headers? They probably won't convert well. Keep it super simple. Example: @veedstudio
4. Inject social proof in your copy. Explanation: Social proof isn't just logos. Find ways to
showcase your success in the page copy. Example: @ActiveCampaign

5. Only use imagery that moves the story along. Explanation: If your product only needs
words to describe it, don't use imagery "just because." Imagery should improve
understanding. Example: @wynter_com
6. Increase site speed ASAP. Explanation: Speed can make or break a web experience. Use
Pagespeed Insights to find opportunities for your site.
7. Video social proof wins. Explanation: Testimonials are good. Video testimonials are next-
level. They up your credibility and boost buyer confidence. Example: http://testimonial.to
8. Make it about the user. Explanation: Don't talk about the brand. Talk about the user.
Make the whole page copy and design cater to them. Example: @whereby
9. 1 CTA only (if possible.) Explanation: Limit CTAs to the bare minimum. The more actions
you invite others to take, the fewer actions they will take. Example: @gumroad
10. Make it interactive. Explanation: Interactive elements work wonders. Use the features
of your app in the design of the page to increase understanding. Example: @JoinToucan
11. Keep the home page focused. Explanation: Your home page is NOT your “everything”
page. You shouldn't have all features, blogs, white papers, etc. on the home page.
Example: @figmadesign
12. Keep the overall design simple. Explanation: Extra elements distract from the core
purpose. The more you have on a page, the harder it is to maintain focus. Example:
@NotionHQ
13. Create an ideal above the fold (ATF.) Explanation: Menu, H1, Subheader, Button, and a
tiny bit of social proof should all fit above the fold. Example: @CleanShot
14. CTAs should do exactly what they say. Explanation: Don't get cute or clever with button
copy. Don't be vague. Tell people exactly what happens when they click it. Example:
@super_
15. Make your pricing easily accessible. Explanation: Don't hide pricing. Put it on a pricing
page or the home page. Don't make people waste their time looking for valuable info.
Example: @TallyForms
16. Delight with micro-interactions. Explanation: Those subtle animations can make the
experience of browsing a site more pleasant. It can put the user in a better mood and
make them feel happier than before. Example: @sayfloat"

WHY THE WRONG LOGO MIGHT
HURT YOUR SALES - Intro into
Psychology of Shape in Logo
Design
As we know, logos are among the very first things potential customers see when they
encounter your brand. Just like color and type, the shape of the logo has a HUGE impact
on the viewers’ minds.
The perfect use of shape psychology would help a brand express all the right emotions &
moods, and help the brand connect with its audiences on a deeper level.
Our subconscious minds respond in different ways to different
logo shapes.
Straight lines, circles, curves & jagged edges all imply different meanings and so a skilled
logo designer can use shape to infer particular qualities about the brand.
Think, for example, of the Nike symbol: the combination of curves ending in a sharp point
offers a strong suggestion of movement.
Particular logo shapes send out particular messages, today we’ll review the most basic
shapes:
1. Circle
The most common logo shape is the circle. In comparison to sharp-edged triangles and
squares, circles are much more welcoming.
They exhibit a positive emotional response. The circle represents community and
belonging. The ring shapes are often associated with friendship, love, and marriage,
symbolizing unity and commitment.
In the Olympic rings, the idea of inclusiveness, the idea of people from all over the world
coming together under one roof to share a common experience, is conveyed.
2. Oval
Ovals and ellipses have characteristics similar to circles.

Curved shapes are usually perceived to represent "feminine" characteristics.
In general, ovals stand for reliability, endurance, and stability.
Some of the most famous examples of oval logos are KitKat and Durex.
3. Square & Rectangle
Squares and rectangles are very strong shapes. They usually convey a sense of power &
strength. Straight lines are often associated with professionalism, stability, modernism,
and efficiency.
These strong shapes are perceived to represent the "masculine" nature of a brand.
The best examples of such logos are Microsoft, Adobe, Lego, and BBC.
4. Triangle
The triangle is another straight-edged shape, like squares and rectangles. Therefore, it
embodies power, strength, professionalism, and efficiency.
Triangles represent power, motion, and continuous improvement, as well. In some cases,
these shapes represent science, religion, & law. Some of the famous triangular logos are
Reebok, Delta, and Toblerone.

5. Vertical and horizontal lines
Lines are some of those shapes that are mostly overlooked by designers and companies.
Using these shapes in the right way can yield amazing results.
Vertical lines have a lot of strength and power. These are symbolic of masculinity and
energy. The opposite is true for horizontal lines, which are associated with calmness,
tranquility, and balance.
They provide a sense of protection and reliability. Furthermore, angled lines represent
dynamic movement and energy. In contrast, curved lines represent innovation, pleasure,
and happiness.
The most famous example of a vertically striped logo is Soundcloud

The perfect example for a horizontally striped logo is IBM
And the very popular Adidas logo has three angled lines.
By following the above guidelines and choosing the right color & font, it is possible to
ensure that the design outcome will be the best one.
Design is not only an art but also a science, This is why I created the Muse letter. A
creative newsletter that delivers great bite-sized content to your inbox every week FOR
FREE
Sign up here: https://themuseletter.carrd.co/

High Converting High AOV
Landing Page Breakdown
{ECOM PEOPLE}
Wanna see an example of a high-performing landing page you can mimic?
Let’s break this page down section by section and explain what makes it convert so highly
and bring in so much revenue.
Above the fold
Most customers do not scroll below the fold, so it’s imperative that you optimize this real
estate to convince them to stay on your website.
Gel blaster does a great job of including only the MOST important aspects above the fold
(see attached)
Social proof - "732 reviews" placed at the top of the page, this will be one of the first
things visitors notice so it’s important this has its own line and is not nested somewhere
else on the page
Product features - Critical to have these in an easily digestible form such as icons. Gel
blaster does a great job with this
Bundles above the fold - This is where they hit it out of the park. They made it so easy to
be upsold. It doesn’t navigate you to another page, everything is kept on one page the
way it should be. Also, they made sure to show how much money you are saving by
choosing the bundle. This is huge for increasing AOV. I can guarantee without this their
AOV would go down tremendously.

Adding this bundle to the page is complex, there is no app that does this. You can do it
with some liquid code. Basically, you’d create those elements for the bundles in Pagefly
then need to pair each of those elements with a product variant. DM me for help with this.
Trust Badges - Well placed below the add to cart button incase the visitor has any
reservations about returns, shipping, etc they don’t have to navigate to your shipping
policies page. Remember, the less friction the better.
Product Photos - Gel Blaster did a great job with this part of the page. The first photo is
actually a gif that shows the pellets shooting out the gun. Then the second photo is a
detailed infographic followed by two high-quality renders. I always recommend testing a
gif as or infographic as the first image and see how it performs.
Below the fold:
“Why Gel Blaster” accordion + icons

You need to convince your visitors WHY they need to buy your product. A section like this
needs to be high up on the page and prominently displayed. See how Gel Blaster uses a
large chunk of the page on this alone.
Section 3 - Embedded YT video
Never use an external link on the landing page, always embed the video, and if possible
make it a gif. They added their Kickstarter video which is great for social proof + an
explainer video.
Section 4 - How it works
Incredibly easy to understand section on how their product works. No big blocks of text.
Simple photos that tell us everything we need to know.
Section 5 - What’s included

What I would change:
Overall the landing page is great, however, I would:
-Make the what’ included section a 1080x1080 photo and add it as a product photo as well
-Add a badge on the first product image that says “As seen on Kickstarter” for social proof
-Add a header section above the YT video that gives some context. Can be something like
“Why we started” or “Our Story” or “See it in Action”
To view the live site: https://gelblaster.com/products/gel-blaster-surge
Hope this short thread was helpful for everyone when thinking about how their product
landing pages should look. I create landing pages, websites and do CRO for e-commerce
store owners. Shoot me a DM to get started.

A RT or like is massively appreciated (my twitter is https://twitter.com/me1ies)
- thanks!
Breakdown of a landing page I

built for Wiz of Ecom
Hello Utopians
I this article, I’ll talk about the landing I built for Wiz of Ecom and his personal brand
Before I built this for him, he was using linktree like most of the people from the internet
do
I won’t talk about how bad linktree is for promoting your product because I already did
that in a previous article
Before I show you exactly how I built his new landing page, here is what he said about it:
Here is exactly how I built this landing page:
1. Choosing the background
I don’t like to use a background image for these types of landing pages so I usually go for
a color that represents the brand of my client

After looking for a bit at Wiz’s profile I decided to choose black as the background color
And as you can see it looks really good combined with the white card
2. Main content section
After that, I create a main section that contains all the info
I decided to make it smaller and centered because it looks better on mobile too
I also added some shadows around the margin to make it stand out
3. Buttons colors
For these I also went for a color Wiz is already using for his brand which is a combination
of orange and brown
Besides that, I used green for his affiliate links because this is something he was doing on
his previous landing page too
Also, another important thing I did was change the color of the buttons when the user
hover over them
This is extremely important because you want to make the button feel like one and a
simple animation like this gets the job done perfectly
4. The first section
For the first section, I added a profile image, a short bio, and a small button that redirects
the user to the next section
5. The following section
For the next sections, I tried to create some kind of rule where I:
● Add the title of the product/link that I’m talking about

● Add a small description of the product
● Add a button that redirects the user to the certain product/link
Other important mentions:

● Between each section, I added a divider to make it easier for the users to go
through the page
● At the end of the landing page, I added a button that redirects them back to the top
of the page
That’s it for this article Utopians!
14 practical design tips for

designing better landing pages
Hello, Utopians. In this article, I want to go over 14 tips that can help you design better
landing pages that convert and bring you more sales, leads, and customers.
Let’s get right into it:
--------------------------------------------------------------------------------------------------------------
Tip #1
Divide the landing page into blocks.
It is easier for users to digest information if it's grouped into logical blocks.
Also,
Keep sufficient padding between sections...
Avoid them blending into each other.

--------------------------------------------------------------------------------------------------------------
Tip #2
Dedicate a separate section to each topic.
Don’t cramp everything into one section.

--------------------------------------------------------------------------------------------------------------
Tip #3
Use a font that is easy to read.
And...
Keep the font size large enough to make the text easily readable.
--------------------------------------------------------------------------------------------------------------
Tip #4
When everything is styled the same...
Users get overwhelmed.
Use size and contrast to ensure visual hierarchy and guide users' eyes.
--------------------------------------------------------------------------------------------------------------
Tip #5
Too many font styles can make the page look unprofessional and hard to read.
Try to limit yourself to a single font and two options for saturation, for example, normal
and bold.
--------------------------------------------------------------------------------------------------------------
Tip #6
Keep the spacing between page elements consistent...
Use a grid/spatial system.

--------------------------------------------------------------------------------------------------------------
Tip #7
Just like fonts
using too many colors on a page is confusing and makes the page look messy. it's unclear
which bits are more important.
One or two colors are enough to give visual prominence to what's important.
--------------------------------------------------------------------------------------------------------------
Tip #8
Shadows in the real world are, the majority of the time,
almost unnoticeable, and so you should mimic this kind of behavior in your landing pages.
Dial down the opacity to achieve something a little more subtle and life-like.
--------------------------------------------------------------------------------------------------------------
Tip #9
Miss aligned elements can make a design messy, hard to scan, and unprofessional.
Aligning elements to one axis is one of the easiest ways to make a design look clean and
easy to consume.
--------------------------------------------------------------------------------------------------------------
Tip #10
Buttons should have a healthy chunk of white space in them.
White space helps call the users’ attention to your button and helps it stand out.
Plus they look nice!
--------------------------------------------------------------------------------------------------------------
Tip #11
Optimize your landing page for mobile properly.
● Only show the most important content.

● Keep buttons large enough so that they are easy to tap with a thump.
● Scale elements (especially text) appropriately.
--------------------------------------------------------------------------------------------------------------
Tip #12
Reserve one color for CTAs on your landing page and don't use it for anything else.
Make it stand out.

--------------------------------------------------------------------------------------------------------------
Tip #13
Stick to one genre/style of images on your landing page.
Either chose photographs, illustrations or 3d renders.

--------------------------------------------------------------------------------------------------------------
Tip #14
Use high-quality images on your landing pages.

● They should not pixelated.
● All the relevant elements are easily visible in the images you choose.
● Try to choose images that match your color scheme.
That’s it for this article Utopians! I hope that you liked this article and if you did let me
know!
How to structure a landing page

for your agency/b2b business
Hello, Utopians
In this article, I want to share with you the structure that I’m using for my and my client’s
agency landing page
If you follow this you’ll never have to worry about your website ever again and you’ll
generate leads on autopilot
Before we begin let me show you an agency landing page that I built recently:
No, let’s begin with the structure:
1.First section
Here you should have the following
● Headline: Your offer

● Subheadline: Short description of your service
● A button that redirects people to the end of the page where you have a Calendly link
● An image that is representative of your service (testimonials, results, graphic, etc) or
a VSL
2. Second and Third section
In these 2 sections, you want to:
● Give more info about your service. What are you actually offering, how long does it
take to get the results, and other relevant info about what you offer
● Talk about the features of your service and describe it as much as possible
For both of these sections use some eye-catching headlines + plain text (and some images
if you can)
3. Forth section
In this section, you want to show testimonials + results. I recommend adding one or more
of each. I usually go for 2 testimonials and 2 screenshots of some results
4. Fifth section
This is pretty straightforward. All you want to do here is add:
● A short headline to convince people a bit more to book that call with you
● A Calendly link
How to create a good and high

converting email list/newsletter
landing page
Hello, Utopians.
In this article, I want to talk about how to create a landing page for your newsletter/email
list
Having an email list is extremely important no matter what type of business you have
● Ecom store
● Agency
● Freelancing business
● Personal brand
Converting people who are already on your email list is 10x easier
But most people never get enough people on their email list mainly because their landing
page sucks
Here are just a few of the mistakes people usually make:
● They make the landing page way too long

● They make it hard for others to subscribe to their email list directly
● They make the entire process way too hard
● They add irrelevant information to the landing page
If you do these mistakes too, don’t worry. I’m here to help you solve them and grow your
email list easier
Before we begin with a breakdown here is what a good email list landing page should look
like:
Looks simple, right? Well that is the goal
Here is what you need to add to your email list landing page
1. Clear headline with a promise (make what they get from subscribing clear right from
the beginning)
2. Image or graphic relevant to the content you post
3. Some text that contains
1. Social proof (how people you have on your email list already)
2. What you share in there
3. More benefits
4. How have the emails you send already helped your subscribers
4. The email form (where you only ask for the email + their name, but only if you need
that). Make it as easy and fast for them to complete this!
This is the entire structure. Make sure you add all of these and you’ll be just fine
But there are a few more things that you need to keep in mind:
● Keep the landing page small so people don’t have to scroll (at least on bigger
screens). You want to show your entire page on the screen the moment they visit
your site. This way they can also enter their email asap if that’s what they want. You
can do this by adding content to both the left and right of the page (as I did on the
landing page from above, so you can add an image (or the email form) to the left
and the rest of the content on the right. By doing this you’ll make the page a lot
shorter which is the biggest goal on these types of landing pages)
● Make the email form stand out. As you can see in the landing page from above the
entire website is grey while the email form is white. This was it stands outs. You can
also make it stand out by making it bigger but using a different color works
perfectly in my opinion
Also if for example, you offer a lead magnet or some time of bonus when people subscribe
make sure you mention that under your headline
This is one of the easiest ways to boost your email list and make people want to enter their
email faster
5 mistakes people do when they

are building their agency/b2b
landing page
Hello, Utopians,
Lately, I saw a ton of bad agency websites online (and in Utopia). People keep posting
their websites in the discord group and every time they do these 5 IMPORTANT mistakes
So I’m writing this so I can just redirect all of these people here! Let’s get right into it
1: Slow Website
Having a slow website is the biggest turn-off these days. Literally, NO ONE will do business
with you if you have a slow website. They will leave your website after 5 seconds
YES. 5 seconds
Your offer, your design, your social proof, your copy, and everything else is useless if
people never get to see them. Having a fast website that loads in less than 3 seconds
should be your #1 priority when you’re building a website

Test your website here and if it loads in more than 5 seconds close everything you have
open right now and work on fixing that (might post an article on how to do this in the
future)
2: No social proof
Listen, I hate to see this. If you read my last article you know that the main reason why
you need a website is because of the social proof. You need a website in order to show all
of your social proof
And if you don’t show some social proof on your website why did you build that website in
the first place?
You NEED to show some social proof on your website

● Testimonials that you got
● Results you got for your clients
But, I understand that some of you don’t have any social proof. And if you are in this spot
do the following:
● Forget about your website. Stop working on it

● Go work for free (or based on performance)
● Get social proof
● Come back and build the website with all the social proof you have now
Stop building websites with no social proof. Stop hurting your business and conversion
rate!
3: Not enough features

I know that everyone online talks about how you need to talk about benefits and all that.
But LISTEN:
You need to display your features TOO
It’s crazy how I get on lots of agency websites and I get to the end of it and I literally
have NO idea what they offer
All they say is “We will make you more money. Money-back guarantee”
Yes, this definitely helps, but you need to talk about your features too
● What service you are offering
● How you do it
● A bit about your process
● Some tools that you use maybe
● And everything else that is related to the service that you offer and your process
People need to know what your service it’s about not only about what it can do for them.
You will never buy something that you don’t know how to use (and neither your leads)
4: They have too many pages
Listen, you don’t need an About, Service, Contact and all that page
You can literally put everything on one page, one below another. If you need help with
that just follow this structure:

● First section: a short description of your service + your offer + a button that redirects
to Calendly + a representative image about your service (a screenshot with some
results, small logo, something like that) + if possible a VSL
● Second and Third section: More info about your service + talk about the features
● Forth section: client testimonials + results
● Fifth section: short text + Calendly link to book the call
Now you just need to put all of this on ONE page and that’s all. You don’t need 10 pages.
Make your customer’s journey easier. Once they switch from one page to another they will
get bored and leave the website ASAP
Keep it all on one page and make your goal to get them to the end where you have a
Calendly link (which leads to our last mistake)
5: Bad buttons and contact form
This is by far the biggest mistake you can make (and the one that hurts your conversion
rate the most)

First thing first you need a big, clear button. One that stands out, one that is clear enough
(where they will be redirected to).
On your page, every single button needs to lead to the end of the page where you have a
Calendly link. Period.
Important mention: Don’t add social media profiles and other dumb links on your page.
Leave them only one option and that is to book a call with you. Give them too many
options
That’s it! That’s the end of the article
Winning Structure of a Sales

Page That Made $337, 357 in
Just 9 Days
This MASTERPIECE was posted by @ohalloran_sam on Twitter.
Make sure to like and RT this thread and follow him on Twitter to get instant access to his
masterpieces. Here's the link:
https://twitter.com/ohalloran_sam/status/1531654335393935361
He writes:
One of our sales pages did $337,357 in just 9 days.
($650,000 after payment plans)
It’s a result of spending 2 years and over 6 figures writing, building, and testing 20+
different sales page layouts.
Here’s the structure that works best:
This thread will be long but it’s highly critical that you read until the end.
I could charge $1k+ for this info. Study it.
I’ll be breaking down our entire sales page structure and providing examples.
I call it:
The Anatomy Of A High Converting Sales Page.
Let’s begin:
Section 1: The Qualifier
This is a one-liner we put before our headline that calls out our avatar.
It should be extremely specific and use terms they identify with, or pinpoint a time in their
life or emotion they are feeling.

Purpose: They need to know it’s made for them.
Example 1:
Eye-opening question for burnt out 6 figure agency owners:
Example 2:
For struggling entrepreneurs who still don’t have a highly engaged, ready-to-buy email list
of 3,000 subscribers.
Section 2: Clear Headline
Use an open Loop question or a very specific benefit-driven headline.

Success tip: Make sure this section is fully optimized for mobile and it all fits above the
fold.
Ex1:
Are You Ready To Become A Magnetic Version Of You And Attract Love In 21 Days or
Less?
Ex2:
How to Start a New Career, Set Your Own Schedule, And Create Automated Sales
Campaigns as an "In Demand" Freelance Digital Marketer
Tip: use a sub to verify benefits/calm concerns
Section 3: The Story

Write a short story that resonates with your prospects
It can be your own or a client's. We need to meet our prospects where they are currently
at.
Make them think “this person understands me”
Hit on pain points & key emotions
Don’t blab. Make it concise
Section 4: The Moment of Highest Tension

This is where we briefly describe a moment in time when their pain becomes too much.
A point in their day/life that drives an emotional response.
This should really hit home and make them feel understood. Make it as specific as possible.
Bad example:
When you wake up in the morning and feel unmotivated.
Good example:
When you log onto your MacBook first thing in the morning, load up your Active Campaign
dashboard to see yet again, another 24 hours without any new email subscribers.
Section 5: Deflect the blame

Justify their failure, deflect the blame and villainize someone else
Throwing rocks at their enemies makes them feel better about themselves.
When you make someone feel good, they like you. When someone likes you, they buy from
you.
Common examples:
You weren’t taught this in school.
The marketing gurus are feeding you lies.

The news has been feeding you misinformation.
Section 6: The Benefits
This is where we transition to talking about the benefits of our solution.
NOTE: Don’t talk about your product or the features. Purely benefits.
Paint a picture of the physical and emotional benefits.
Bullet sections are great for this section.
Section 7: Avatar Call Out

Call out the traits of your avatar so they know this product is for them.
Traits can be what they have tried, what they are doing, what they plan to do, what they
feel, and what they think.
List as many life situations as possible.
Section 8: The Product Reveal
This is where we do a deep dive into our product.
List out what’s included but make sure you follow with benefit-driven statements.
THINK: Why do they care about this part of the product? What is the benefit of each part
of the offer?
Stack them on top of each other, present the monetary value and present any bonuses.
The price reveal goes after this section.
Section 9: The Guarantee
IMPORTANT: This needs to go directly after the first price reveal.
Make the guarantee bold, name it something cool, and make sure the copy that explains
the guarantee is benefit-driven.
I’ve attached an example below:
Tip: Read Hormozi's $100M offers

Section 10: Create Trust With Your Bio
This is the first and only time we talk about you and your credibility.
No one really cares but at this point in the sales page, it can create a bit of extra trust to
get sales over the line.
Make it short, establish yourself as the expert, and show why you are different.
If you have a cool (short) story that resonates then you can add it here (unless you
already talked about it in section 3).
Section 11: The FAQ
We use this section to overcome any objections they have. There are 3 types of Q's we
answer.
1) Technical/logistical questions:
Examples:
When does the program start?
What time are the coaching calls?

How do I access the program?
2) Entry point questions.
Ex:
What industries does this product apply to?
Do I need a product/offer to start?
3) Value-based questions.
Ex:
What products will I learn to sell?
Will I learn how to run the ads as well as write them?
What support do I get?
Tip: Use drop-downs

Section 12: The Perfect For You If
Most people would have joined at this point so we just want to reinforce why this is going
to be the perfect solution for them
List every possible scenario your ideal client is going through & identify them with their
future-based aspirations
Examples:
You're just getting started with your business, and want to make sure you absolutely NAIL
IT right out of the gates by using only the most powerful, easy-to-follow, "what's working
now" client generating strategies.
Boom. There we have it.
The Anatomy Of A High Converting Sales Page.
Study it. Implement it. Make Money from it.
We use it to build sales pages that sell like crazy
This thread has given you the foundations.

But it's just the tip of the iceberg.
2. Boosting Conversion Rate
7 tips to improve the "Above the

fold" section of your product
pages
Last week I launched an experiment on Hotjar and analyzed the visitor's behavior on the
main product page (for a client).

And man... I knew the "above the fold" section was important for CR optimization but I
didn't expect it to be the most important thing in conversion optimization(by far).
In Hotjar you have a feature that allows you to see how far people have scrolled your
page.
With this feature I learned something that blew my mind:
-56% of the visitors leave the page without even scrolling.
The scroll map was similar to this:
It means the scroll map for a typical e-commerce product page looks like this:
It means that if you want to improve your CR, you should really focus your attention on
what visitors see during the first 10 seconds.

If you can get people interested in your product and scroll, you've done 50% of the job.
How to improve the above the

fold section of your product
pages
1. The "above the fold" section should

contain all the most important information
about your product/offer.
-Product name/Headline + images (what is the product)
-Benefits of the product(How can people benefits from it)
-CTA (How to get it)
-Guarantees/shipping (Is it safe to buy)
-Discount, if you can. (urgency principle)

If you're on Utopia, you probably already know this.
But what you probably don't know is that visual hierarchy is super important.
When building your page, think about size, space, font size, colors, and contrast.
This image explains everything:

Thanks @irishecom
Your visitors have to see all the most important information in the less time possible
and in the right order (by order of importance)
Here is the right order (it can change a bit depending on your product):
1. Product name/headline
2. Product picture
3. CTA + guarantees/shipping
4. product benefits
5. Quantity/product description/stars/other stuffs
Here is a good example from Skinnyfit :
Thanks to an incredible visual hierarchy, in less than 5 sec you can get hooked.
In less than 5 sec you know:
-What's the product and what it does ("Super youth" = It makes you healthy and young)
-How it looks like
-The benefits of it
-How to buy it + the guarantee

And now, Imagine if the "above the fold" section was like this:
This version contains all the exact same information but presented very poorly (without
following any principle of visual hierarchy)
I can guarantee you than the first version would perform X2 better (at least)
That's the framing effect baby ;)
Here are 7 actionable tips to improve your

"above the fold" section
1- Use an attention-grabbing headline and use the generic product name as a sub-
headline
2- Highlight your guarantees with a headline and a special logo

3- Don't make the product description very visible. It's a secondary element.
4- Change the color of the background for the section following the above the fold. A color
contrast will make people more likely to make people interested.

5- Use colored dots/text for the mall benefits list to make it stand out from the rest
6- Add a small testimonial. It will add some social proof and make people more interested
in your product next to product headline

7- Use clear CTA that gets people to take an action. "Buy it now" "grab mine now" "Buy
now" "Select a size"

Keys:
-Focus most of your efforts on the "above the fold" section. More than 50% of your visitors
will leave without even scrolling
-A good visual hierarchy between the elements of your "above the fold" section will allow
people to scan your product and its benefits much faster.
Fast scanning = Less friction
Less friction = Less frustration
Less frustration = Higher conversion rate
Product page: 6 small things I

implemented to increase the CR
by +20%
Most of the stores could improve their CR very easily by doing a few simple changes.
I wanted to share with you the 6 things I implemented on my client store that
increased the conversion rate by 20%.
And tbh, it's wasn't difficult to do but most Ecom stores don't do it.
If you implement these changes, I can guarantee you that you will see you CR increasing
by 15 to 100% (or more, depending on the current state of your page)
To put in perspective: +20% in CR (9,8% to 11,7%) means around +20,000$ in revenue
per month for my client. That's a lot.
Most of the changes were made inside the above the fold section of the product page.
Why? Because, as I explained in my last article, the "above the fold" section is by far the
most important thing in CRO (check my last article).
I am not going to show the page because it's my client website's but I will illustrate each
of my changes with a before/after and examples.
How I made all the changes
For all the changes I made, I used the page builder "Shogun" (29$/month).
It means you can do exactly the same in your store without any technical skills or
without paying a dev.
Of course, it's always better to get everything fully customed by a dev but it costs much
more.
Shogun is a great start.
1. Clear CTA + Highlight guarantees &

secured checkout
It can sound stupid but just adding a secured checkout badge and adding a guarantee
below your CTA can have a big influence on people's buying decisions.
Action turned CTA > "Add to cart"
I will never stop saying.
Don't underestimate these changes.
Good Example of Guarantees+secured checkout below CTA (Skinnyfit):

2/3/4. Adding a Benefits list + Strong
Headline + Testimonial on the "above the
fold" section.
These are the most impactful changes.
If you do all the other changes but not 2/3/4, don't expect any change in CR.
I will never stop repeating it.

Example of great Above the fold example by Mantasleepmask:
5. Adding a FAQ Section on your page
It seems obvious but not so many brands do it.
An FAQ allows visitors to not have to look for any information outside the page.
Remember:
Leaving the page = Time = Friction = Not buying the product
Before: No FAQ section at all. People had to go to the shipping page to see the details and
had to look through the Reviews section.
After: FAQ section with the answers for the most asked questions.
6. Adding More social proof
The old product page only a review section. That's good but far to be enough.
Good Social proof for ecom=
1. A video testimonial video where real persons (not a paid actor) talk about how good
is your product. If you don't have any videos it's ok, just do the next point.
2. A series of testimonials pointing at different problems they had and how the product
resolved them. Better if you can show faces
3. Series of pictures of people using your product
4. A Review section + questions section. You can get both with the "Stamped.io review"
Shopify App
Before: Just 4
After: 1,2,4
Mantasleepmask uses almost all kinds of Social proof:
6.5 Powerful Strategies To Boost

Your Conversion Rate | Testing
Time
Hello hello my friends,
Welcome back to another week.
First things first, I want to thank you. Thank you because OUR Utopia is flourishing. It is
healthy and growing daily - you are not only getting immense value, but you are
continuously leveling up because of what is going on here.
We are a level up from money twitter.
Today, my family, I want to give you a list of strategies + additions you can add to your
site to boost your conversion rate.
There are dozens of methods to do so, but they will all vary based on your store. These are
all elements to test out once your product is validated
Let's begin
1. Drop Shadow behind CTA
Your CTA must call your consumer. It must be so easy to see, you are holding your
consumer's hand on the journey to the sale. We never want to leave them at a dead end.
Having the CTA be the only thing popping out of the screen will let them know what to do
next
2. Headings that handle objections + are
skimmable
Utopians, Ill be totally honest with you 99% of you aren't doing this well
My close friend Brail Petkov is one of the few who does a fantastic job with this. If I see
another description that literally is title "Description", ill flip lol
You are taking your consumers on a journey to the sale, they are skimming through your
product page hunting for the information they need to solve. You are solving all their
objections
Great headings can include
> A review that showcases the audiences demographic so other consumers can relate
> Handle an objection
> Go to amazon and see their product headings (for similar products), look at their
reviews, look at their faq's - derive your own headlines from these
3. Bullet points above the fold

People want to understand the offer right away. The offer will include
> The pricing - discount + real price + bundles
> What they get out of the product
> Trust + safety

Many people have numbers 1 and 3 but the majority of people miss out on number 2 -
Number 2 explains very quickly what they are getting with the purchase immediately.
These aren't features, these are emotional benefits that allow the consumer to imagine
themselves with the product
0.5 Pre-purchase upsells/cross-sells
This next tip isn't to boost your conversion rate but I thought it would be clever to slide in
here
Pre purchase upsells have made me an F ton of money - here's what you do
1. Download Candy rack
2. Once some clicks ATC, give them the option to
A. Buy one of your products
B. Buy 2 of that SAME product for X% off
C. Buy 3 of that SAME product for X% off

5. Customer review above the fold
One of my favorite elements on a website that has increased the average duration on my
sites - a review above the fold
You can't just put any review here, however
This is THE MOST IMPORTANT REAL ESTATE ON YOUR PRODUCT PAGE
The review here should
> Showcase your ideal customer so other consumers can relate
> Talk about the benefits of the product and how they changed the persons life
6. Price, Old price, Discount percentage

Another vital element I see stores missing
Once your product is validated, you want to optimize to make your product page as much
as possible.
So simply you want your consumers to understand the offer right away. Have your new
price, with your old price and a discount percentage tag above the fold.
7. Free Product With Their Main Purchase
Ouuu, you're all in for a treat. Last year I was selling phone cases,
For one of our cases, we decided to throw in a pair of headphones in for 'free'
Look at the conversion rate difference between it (Green)
VS
The other products (all cases were essentially the same)

Throw in a 'FREE' product with the main product you are selling
The product can cost you a couple bucks but the perceived value will increase
You will see a great boost in conversion rate
Personalized Website Experience

| Understanding your buyer |
Strong Example
It's 2020
Your buyer wants the most tailored experience to their needs
Everyone is different.
If you sell earbuds - not all buyers have the same size ears
If you sell phone cases - not al buyers have the same phones
If you sell health products - buyers have different health concerns
Tailoring experiences to your buyer is extremely important which is why i constantly

preach TO CREATE A BUYER PERSONAS SHEET!
Since all experiences are different, understanding your buyer persona will allow you to
break down your target audience's objections.
You can then solve it more directly with your product.
Don't you see it? Buyer personas will boost your conversion rate.
Still don't believe me? Keep reading.

Today I want to show you an
example of a Well Branded,
Personalized Store that is
making millions
https://www.tula.com/collections/all/products/face-filter-blurring-moisturizing-primer
Welcome to Tula
Tula does multitudes of things on their product page to personalize the buyers experience
1. Suitable for.
Since this is a healthcare brand, they understand that everyone's face is different.
This is a massive objection that women have before buying any skincare product. ALL
SKIN TYPES ARE DIFFERENT. Immediately on their product page, they go and target
down towards the most qualified audience

Here are the type of skins this product is for - This makes the people with these skin types
more confident with their purchase. AKA it pushes the needle
2. They understand their market
People in the skincare niche are understanding the importance of natural products.
Products that weren't tested in an inhumane manner. We are natural human beings, we
need natural remedies without hurting animals
Multiple times on their product page, they leverage this:

A cruelty free icon to let people know there was no cruel behavior involved.
You should be leveraging icons/trust badges on your site to build some sense of
credibility. AKA a website guarantee.
3. CUSTOM REVIEWS (My favorite part)
This is the most unique part of the site in my opinion. We know social proof is king - Tula
understands this
They went above and beyond
The reviews are now even more tailored to the exact buyer persona.
They have
Skin type:
Skin concerns
They want the buyers to resonate with the past buyers. They want the buyers to
understand that this product is definitely for them
This is something you can do with your reviews
If you have a custom review section on your website, add your buyer demographics and
their main personality traits + problems.
Then use the review to solve that problem

4. Benefits filled product images
Your product images don't need to be boring pics of just your product.
Tula challenges the status quo and has benefits based product images that help qualify
the audience
Boost Conversion Rate | Boost
Percieved Value | CONV HACK
Here is a sweet share for you all today
You are in the game of creating

offers:
Everything going on right now is you (producer) sending out uniquely created offers to
your audience (consumer)
It is your duty to create such an enticing offer that they cannot decline.
Here's an example
I used to dropship phone cases in 2019
My brand was making 6 figures a month
Then one day, one 5 fig product tanked.
I realized competition begun sky-rocketing.
I refreshed my offer by adding FREE HEADPHONES with all cases (Value $39)(Cost $4)
Boom, we stimulated new interest
Another example is mixing in GUMROAD into the mix
Gretta (owner of this brand and Dropbottle) Is seeling some pretty bloody expensive tea
You can go to any other tea shop and pick up the same products for a fraction of the price
So, what she do?

She added a FREE SKINNYME DETOX PROGRAM. An entire course for all purchases
She always labels it as "LIMITED TIME ONLY" but its been up for months
This is a valued course of $59 sold given for free to these exclsuive buyers
Takeaways
Increase your products percieved value

If your product isn't selling as well anymore, play with the offer
If you want to increase your conversion rate, add a small cost product, say the value is 5-
10x more, and let people know they are getting it for free
:)
I will be personally doing SKINNYMETEA style with a free course for my new supplement
brand :)
Another day of value, ladies and gents
Let's keep prospering
8 mistakes that ruin the CR% of

your product pages
I am always talking about you should do improve your conversion rate but rarely what
you shouldn't.
Pointing at the mistakes is also a great way to make you understand what works and what
doesn't.
All the mistakes I am about the reveal are mistakes I've done myself, so, I know what I
am talking about.
I've run countless AB tests, designed a lot of product pages and I can guaranty you that if
you don't do these mistakes, your stores will be at least 2 times profitable.
1. Text description on the Above the Fold
The "above the fold" section's goal is to grab the visitor's attention by making the most
information & benefits visible in less than 5 seconds.
Even if they are well written, nobody reads these text descriptions. Not scannable.
2. Unvisible benefits on Above the fold
Great to add a benefits list on the above the fold, but If it's not clearly visible at first
glance, it makes it completely useless.
The Benefits list should be placed in the middle of the page.
Use color contrast and increase the text font size and weight to make it stands out from
the rest.
3. Big blocks for product descriptions
No matter how good you write, if the text is not easily scannable, nobody's great to read
it.
When I see big paragraphs without spaces it personally makes me bored and it leads to
leaving the page.
Make your description visually more appealing by using small paragraphs, Headlines, and
illustrations.
4. Too many distractions and buttons on
the Cart page
The ONLY goal of the cart page is to get people to reach the checkout, not getting people
to visit other pages or getting information.
Keep it simple & focus the attention on the CTA ("Check out now")
You can eventually add a one-click upsell on the cart but do it well. Upselling is not the
main goal of the cart page.

5. Attention spreads in 100 directions (on
useless stuff)
When a visitor arrives on your product page, his attention shouldn't get spread in 100
directions and focused on useless stuff
Bring the visitor's eyes only to the things that matter.
Things that matter:
● Benefits
● Headlines
● Product images
● CTA's
● Discounts
Things that don't matter:
● Add to wishlist button

● Menu & Logo
● Social media logos
● Search bar
6. Pop-ups after 10 seconds on the page
This point should be taken very seriously.
When a visitor arrives on your product page, starts browsing it, and gets a pop up in front
of his face, it feels almost like aggression. Conversion rate killer.
Let visitors the time to get interested in your product before displaying a pop up with a
discount. Minimum 40 seconds on the page.
+Don's use Newsletter pop-ups on the product page. Nobody cares.

Give them a -10% discount.
7. Don't use shitty timers and "X people

are..."
We are not in the 2017 dropshipping Golden age.
People don't fall for it + It ruins your brand image + It looks spammy.
You can use timers and similar stuff for special occasions like Black Friday. But not during
all the year.
8. Using very basic CTAs
Make them big, In capital letters and Attention-turned (the text).
You can add chevrons as well. It pushes people to click.
Probably the simplest change to make but one of the most powerful.
Do it.
Headings for Your Product Page

One of the most slept on elements for your website is your headings. for some reason, 95%
of the websites I've analyzed in Utopia are all lacking on headings that are meaningful.
Your funnel is about creating memorable experiences at every touchpoint.
To create memorable experiences we must
1. Resonate with consumers beliefs

2. Handle all their objections
3. PROVIDE INFORMATION THEY WANT TO KNOW ABOUT SO THEY CAN BUY
How can we do all the above?
Simple.
Headings on your product page.
Headings are important because they allow the consumer to SKIM to areas they are
interested in. At the end of the day - the majority of your consumers all have a different
reason for their purchase- your job is to define those reasons, and help them see how your
product solves their problems
A great example is:
Atmosphere studio - https://atmospherestudio.in/collections/frontpage/products/blue-
mint-kombucha
They answer all the consumers main questions + objections within their description
Here are some Headings you can use
1. Big fat claim
2. Question - A massive question about a pain point that can resonate with consumers lives
3. Quote
4. Massive Benefit
Test Initiated. An Extra $844...

so far. Copy me
New test has been initiated 😎
This is comical. Ross Jun told me to change my call to actions across my site
All of them were swapped to this spectacular colour over here
#2697FF
Here are my results so far
An extra $800+ so far.
My newest mastery area will be testing.
This is fascinating,
Something so tiny just changed everything
10 small tweaks that improved

my conversion rate by 3%
Having started dropshipping in January, I still consider myself a beginner.
I have, however, improved a lot during my short time of ecommerce. And something I am
proud of is how I increased my conversion rate from a measly 1% to consistently
averaging 4%.
Obviously it could still be a lot higher, but I just thought sharing the small tweaks I made
to achieve this could be be beneficial to other beginners:
1. Deleting all apps and only having the bare minimum to improve load time. Getting
VITALS was a big help to this.
2. Jazzing the colour names up. From 'Black' to 'Jet Black', 'Pink' to 'Candy Floss' and
'Green' to 'Aquamarine'.
3. Buying a cheap PO box address and adding it to my footer.
4. Adding '24-hour support' to my footer (you can email at any time).
5. Making all the colours congruent. I have 3 set hex codes and don't use anything
else.
6. Adding custom images of humans using the product. I just ordered it from Amazon
and shot one with me and one with my girlfriend.
7. Adding a 60-day guarantee with 'We don't ask questions' (still haven't had one
customer claim it yet!).
8. Adding a gif directly below my description heading, and none more to ensure it
doesn't effect load time.
9. Starting a section of my copy with 'Many big brands will say that they...' to show
my audience how my product/brand is different.
10. Moving my trust badges down and placing them just above my reviews (not
100% sure if this made much of a difference.
I hope this helps other beginners like myself :)
Product Images Strategy |

Lessons by Wiz
"People don't buy what you do, they buy why you're doing it" - Simon Sinek
Our goal as marketers is to
1. Understand our consumers' belief system
2. Resonate with them VIA our brand personality traits & colors And staying
congruent
3. Provide them the most streamlined journey possible
4. Create such memorable experiences across every touchpoint of our brand
5. Solve a problem they were hungry for

There are places across our site funnel that need a combination of all those 5 points from
above.
The area I want to focus on today:
Your Product Images.
There is a point that I bring up to dozens of you in Utopia, probably over 100 times now
YOUR CONSUMERS CANNOT GO TO A STORE AND PICK UP YOUR PRODUCT. They cannot
look at it
They cannot examine it
They cannot look at the details of how it works
We aren't doing justice for

bringing our product to life
Almost all of us are falling victim to this
Our consumers cannot visually imagine themselves with the product.
The best way to do so is
1. Paint vivid pictures with your words (copywriting)
2. Powerful ads that showcase the product in use + benefits
3. Enticing product images on the page so consumers can imagine the product with them,
in front of them
A brand that harnesses point 3 is https://superu.co.uk/products/clean-greens
(Take a look at their product page btw - its glorious )
First things first: Their congruent branding across their site:

All their product images on their collection page follow the same style. White background.
Hero image of the product
In comparison to something like this: which looks unbranded, looks like a basic
dropshipping store that just wants a quick buck

On their product page, they stay congruent with that hero image. the product simply tells
what the product is used for, what is inside of it, and a beautiful design packaging.
Here's where it gets interesting. Their product images have their product benefits +
product ingredients in a very unique manner
THIS IS SOMETHING EVERY SINGLE ONE OF

YOU SHOULD BE DOING
These product images tell a story. They show that the brand is
> Staying consistent with their branding
> They showcase the benefits of the products
> THEY SHOW THEIR IDEAL BUYER PERSONA USING THE PRODUCT
Another brand is:
https://www.buywow.com/products/wow-apple-cider-shampoo-coconut-oil-conditioner-
set-500ml?variant=19245130514494
They leverage multiple images wiht benefits, comparisons with competitors, hero shots,
and more
This is a strategy you can and should be leveraging

Brands you should be studying for product
images:
https://superu.co.uk/products/clean-greens - Benefit based + Value proposition
https://www.skinnymetea.com.au/products/14-day-teatox - HERO SHOTS
https://airgrip.co/collections/airgrip/products/airgrip - HERO SHOTS
https://mantasleep.com/products/manta-sleep-mask - HERO SHOTS
https://www.buywow.com/products/wow-apple-cider-shampoo-coconut-oil-conditioner-
set-500ml?variant=19245130514494 - BENEFITS + COMPARISONS
Product Page Test For

Conversion Rate - Lessons by
Wiz
Hello hello, Utopians.
I wish you all a prosperous Saturday.
Here's the situation. For the past few days, I have been seeing MULTIPLE killer brands
implementing this simple strategy on their product pages.
We all know we should always be testing.
Here is something I want you to test.
My Hypothesis:
1. Because we saw (DATA/FEEDBACK)
Because we saw multiple top tier brands with great conversions rates implementing
CONTENT about the product above the fold
2. We expect that (change) will cause (impact)
We expect that adding 4 benefit-focused bullet points/a paragraph about the product
above the fold will cause the user to under the offer/product quicker without scrolling,
thus improving the chance of a conversion by increasing average duration. It will also
work as a hook for later on in the product page as you will reiterate these points again
(Familiarity principle, cognitive bias)
3. We'll measure this using
We'll measure this using conversion rates, average duration on Google Analytics
Beekeepers did a great job of immediately showing the benefits of the product in a
paragraph with 3 bullet points explaining what the audience will get right under the CTA
Boom by Cindy Joseph (Ezra Firestone brand) They added a full micro description of the
product OVER THE CTA- so people immediately understand what the product does for
them and who it is for.

So simply, Drop Bottle outlines the 4 main benefits that they come back to on their
product page. It not only gives users an understanding of what the product is right away,
but they also will get a sense of familiarity when they scroll down because those points are
reiterated across the product page
This will be a lovely attribute to test on your product pages

2 Kick-Ass Elements to Add To
Your Site | Conversion Rate
Booster
Welcome to a new series.
I have been going back and forth trying to organize killer value series for different days of
the week for you, the Utopians
The value inside the Utopia is already above the majority of courses and we are only
about 7 weeks in.
We are literally becoming the Library of Alexandria for marketers

This series will be about
KICK-ASS ELEMENTS TO TEST

ON YOUR SITE
Let's begin
1. Icons On your website
A powerful Utopian Aaron Crowe asked yesterday "How to add icons on a site like this"
Here's how
1. Download the icons from a free icon site like https://www.flaticon.com/
2. Upload the image in your shopify description with size 50x50
3. Add text beside it
Thats it
You can also check out https://utopia.wizofecom.com/posts/adding-svg-icons-to-

product-page-for-bullets-blurry-and-cant-fix
Literally this simple - make sure to compress images before uploading - I download the
images as a PNG
2. ADDING ICONS ON PRODUCT
IMAGES
When people are on the home page + collection page, your primary goal is what?
To bring people to the next step of the funnel. Its a tailored journey of step by step
One way to do so is visually - when you see the preview of the product image across your
funnel pages, catch peoples attention like how this brand did below
They have a splat in the top right of their pick that says "back in stock"
Content that YOU SHOULD PUT HERE is
1. Flash sales & discounts
2. Urgency/scarcity - only 18 left, or 24 hours left
3. Trust badges - 333+ Reviews, or 100% organic, or Money back guarantee

LEVERAGE YOUR DIGITAL REAL ESTATE
We want every online marketing topic posted inside our Utopia

This will soon become a directory for you all.
We are all at different steps in our online marketing journey. But the beauty is, there will
be solutions for all parts of the way
Save $60 per year and increase

your conversions ... maybe?
Read on for a quick tip you can implement which might increase your conversions. It's
an extra way to draw the customer's attention to something you want them to see.
Here it is working on the website I'm currently building:
As you can tell, I've taken inspiration from dropbottle - thanks to Wiz of Ecom for telling us
to study their page!

In the instructions below, I've used the effect to draw attention to the Add to Cart
button. You could use it for whatever you like on your Shopify store. No need for extra
apps which:
1. Slow down your store and

2. Can cost up to $5/mo for something this simple
Without further ado follow these instructions & watch the video:
1. Left click on the thing you want to add the pulse effect to and click "inspect"
2. Look for the "class" attribute and copy the long text without spaces. In this case, the
ATC button is called "product-form__cart-submit"
3. Go to your theme editor. Click Actions -> Edit Code.
4. Scroll down to Assets and click on "theme.scss.liquid" (if you're using a different
theme it might be called something different ... just look for something with "css" or
"css" in the name.
5. Scroll all the way to the bottom and paste in the button class you copied "product-
form__cart-submit"
6. Now paste in the following code:
.{ box-shadow: 0 0 0 0 rgba(255, 85, 72, 1);
animation: pulse-red 2.5s infinite;
}
@keyframes pulse-red {
0% {
box-shadow: 0 0 0 0 rgba(255, 85, 72, 0.7);
}
70% {
box-shadow: 0 0 0 10px rgba(255, 85, 72, 0);
}
100% {
box-shadow: 0 0 0 0 rgba(255, 85, 72, 0);
}
}
7. Move the "product-form__cart-submit" to after the beginning dot. Your code should
look like this if you use Debut:
.product-form__cart-submit {
box-shadow: 0 0 0 0 rgba(255, 85, 72, 1);
animation: pulse-red 2.5s infinite;
}
@keyframes pulse-red {
0% {
box-shadow: 0 0 0 0 rgba(255, 85, 72, 0.7);
}
70% {
box-shadow: 0 0 0 10px rgba(255, 85, 72, 0);
}
100% {
box-shadow: 0 0 0 0 rgba(255, 85, 72, 0);
}
}
8. Click Save and admire your beautiful new CTA.
Play Video
You can mess around with the colour, timing and pulse size in the code snippet as you
please. It shouldn't be too hard to find out which bits to edit.
I hope some of you guys find this useful. If you end up running a test with it and find it
increases your conversions do let us know!
7 ways to improve your AOV

(with examples)
When Brands want to optimize their revenue, they focus mainly on improving their
conversion rate (CRO), which is a good thing, but they tend to neglect their Average
order value (AOV).
The AOV is definitely something that you should take care of because it can:
-Increase your revenue and make bigger margins (+profits)
-Reduce your acquisition costs (+ROI)
-Improve the customer experience (better UX)
Boosting your average order value is fundamentally about encouraging customers to
buy more items and buy items that cost more.
Here are 7 ways you can improve your AOV with reals on-site examples :
1. Add upsells on your cart page.
Offer upsells that have a link with the main product you sell. They have to be
complementary.
Some Examples :
Smartphone → Charger / Sneakers → Socks / Coffee →Mug
You got the idea.

Offering a discount at the same time can work even better.
2. Cart carrots
Offer something to your visitors when they reach a certain amount of money spent: -Free
Shipping
-Gift/Credit
-Reward
Display a progress bar if you can, it suggests a "goal to reach", it will have a stronger
impact on people's minds (because it's visual).
3. Bundle offers/package over single product offers
A bundle of complementary products has a bigger perceived value than single generic
products sold separately.
It's also a great way to differentiate yourself from competitors.

Create a name, an identity, add a product, or something unique that will set it apart from
the competition.
Also, Bundle offer = Bigger margin
Take a look at the example from GTA 5 to have an idea of what is a great bundle.
4. Offer discounts/rewards for bigger volumes of items
Give your customer a discount when they buy more than one product.
Don't simply display discounts, add percentages, money saved, colors with contrast.
Spending more has to be obvious for the visitor.
Works great for consumables, food & subscription-based products/offers.

5. Personalized product/package
People put a lot more value in things that are "made for them" than for generic products
from categories that everyone can access.
Personalized = higher perceived value.
Allow your visitor to build their own "personalized package".
Product recommendations based on quiz work great too. Here is an example.

6. Product recommendations/upsells on product pages
Same as for Cart upsells, they have to be linked with the main product + added to cart in 1
click.
Some examples:
Jacket + Clothes that fit with the jacket
Pan + cooking accessories

Tablet + safety glass + digital pen
Offer a discount at the same time if you can.
7. Anchoring effect to increase perceived value.
The anchoring effect can literally x2/3 the value of your products if used correctly.
It's a too broad topic to be explained in this article, so, check this article if you want to
know more about the anchoring effect in marketing.

Also, if you want to know more about pricing techniques, you should follow @edortizv
That's it ! I hope you liked this article.
If you have questions or if you know other strategies to increase AOV, I would be happy
to know about them.
I published a thread about AOV on my twitter if you're interested. @thframingeffect
Thanks for reading.

Examples come from: Allbirds, Bellroy, Bluebella, Nativecos, Larq, Manscapped,
Dropbottle, and Rockstar (gta 5)
Stupidly Simple Way to

Manufacture Trust.
I don't think people give infomercials enough credit.
It's a HUGE industry.
Yet, I hear so little about it.
Well, I found Ron Lynch... he's been involved with a ton of infomercials. Some incredibly
successful, some not.
Despite the failures, this dudes a genius
He's been on a few podcasts / interviews on Youtube.

Watch them AFTER reading this article.
Here's how he 'manufactures trust'.
.. it's a stupidly simple idea, but it works.
Really, really well.
And no, it wasn't by saying '4 magic words'.. or any surface-level rubbish.
He uses illustrations.
Simple, right?
This is an example from one of the companies he worked with
"Fix Me Stick"
This graphic was accompanies by this narration:
"Plug it in and it will suck the viruses out. Your

computer will run like new!"
This BASIC illustration is incredibly powerful, even though it's super simple!
Again. Like a lot of concepts in copywriting and marketing, it's very simple.
Yes, the implementation of the idea might be hard, but it just goes to show how you don't
need to overcomplicate it.
How could you implement this into your business?

A Technique We Can Steal From
Ecommerce Titans.
I love Ian Stanley.
.. there, I said it!
Both his videos, and his book "Confessions of a persuasion hitman" are great.
But ONE thing he said, really stood out to me.
"Always price anchor"
Well, what does that mean?
I'm sure you think you know what it means.
You say your product was $99.99, and sell it for it's 'real' price of $17.97
.. not quite.
That's certainly ONE way to do it.
But you run the risk of it not looking real, and the customer quickly leaving.
Case in point, one of my competitors says their product is on sale from $500, down to $70
FOR TODAY ONLY.
Come on.. you can do better than that!
"So what can I do then?"
Well, you need not mention price, my fellow compadre.
You can anchor in a more subtle way.
.. find a way to mention a higher number!
Here's an example.
You're selling a watch, for lets say.. $49.99

"From design to manufacturing, over 300 hours
have been spent making this timepiece.. from looks
alone, you would expect it to cost several hundred
dollars.. "
.. never sold a watch in my life. Can you tell?
.. anyways, there's one important lesson in there.
We NEVER mentioned the price.
What did we do?
We educated and anchored.
The fact that it's genuinely taken over 300 hours from design to manufacturing (from start
to finish), gives us a high number to start off with. Then we go on to suggest you'd "expect
it to cost several hundred dollars."

Why have we done that?
Well..
1. We're building an perception of quality,

2. We're planting that big number in their head.
It's not rocket science.. because it doesn't have to be!
Go and look up an article on anchoring for ecommerce.
I BET few would talk about altering your copy to accommodate this effect!
There really isn't more to talk about. Seriously.. that's it.
Can you think of other ways to price anchor?
20 Ways You Can Gain

Customers Trust (And Their $$)
I see a lot of people on Utopia asking "How do I generate trust? I need more social
proof".
Social proof is probably the best way to generate trust, of course, but it's far from being
the only one. There is a lot of other ways you can do it.
Let me present all the ways to build trust with visual examples.
You guys probably know a lot of them but I found it interesting to present them in one
place.
Let me know If you use other methods to generate trust :) Would love to know about them.
[Video] Breaking Down A

Powerful Website | ADD THESE
TO YOUR SITE
Hello hello my friends
Today I broke down powerful elements from https://hellotushy.com/
I broke down the fundamentals of a converting website using what they have
Enjoy :)
https://youtu.be/qakEavJ9_hA
How You Can Pull The

Conversion Levers to Boost Your
Revenue
Intro
Hey Folks,
I’ve been amazed by the true potential of this community and I believe we’re just at the
beginning.
I’ve been in “famous” communities like Adleaks and CXL, but nothing compares to this.
That’s why today I wanna share with you which are the levers that you need to pull if you
want to increase the conversion rate of your Ecom brand.
This is especially useful for eCommerce owners who want to understand the fundamentals
behind a high converting page and want to craft one, or more, for their own store.
Ready? Let’s go!
The LYFT Model
To help you understand better how to pull the levers behind a high-converting landing
page, let me talk about the LYFT model developed by WiderFunnel:

As you can see, you have different elements like Distraction, Anxiety, Relevance, Clarity,
and Urgency.
Now, this is already powerful on its own, but today we’re gonna address even things like
Incentive and Value, so we need to talk briefly about another model.
MECLABS Conversion Heuristic Formula
This is a formula, not a chart-like model as for Widerfunnel.
● C stands for Conversions

● M stands for Motivation
● V stands for Value, your unique value proposition
● I stands for Incentive
● F stands for friction
● A stands for Anxiety
Keep in mind though that this is not a real mathematical formula, but it’s empirical,
meaning that the numbers are there to highlight the avg. the weight that the different
pieces play in the formula.
For the sake of simplicity, here’s how we could link the pieces between both models:
Now that we have two amazing models to explain how high converting landing pages
work, let’s dive in!
Urgency
Urgency is everything that creates, for the note, REAL urgency, and I capitalized “real”
because most skip this and, as a result, it backfires and gives the opposite result.
Mantasleep links urgency to something real, like the current holiday period, and it
increases the user’s motivation through an incentive.

Amazon lets me know my guaranteed date is 20th December if I purchase in the next 12h
51m.
Don't mind about Italian, but look at the bold text.

As you can see, Urgency can be even an Incentive when leveraged in the right way.
One mistake that I see all the time is confusing Urgency with Scarcity.
Urgency is bounded to Time. Scarcity is bounded to quantity.
It’s simple as that, and let me show you an example of Scarcity from Decathlon.
This is scarcity because they’re just running out of items, not of time.
Now let’s talk about Relevance and Clarity.
Relevance and Clarity
Relevance is everything that deeply resonates with your customer on an emotional level.
That doesn’t mean just the last feature of your product, but how that’s gonna change your
customer’s life for the better and/or help him relieve of painful situations.
Onnit makes it clear that they’re all about health and peak performance, so this will be
relevant to me:
And since they’re a 9-fig brand, they’re doing that everywhere.
The Plant-based protein supplement’s description increases relevancy and motivation, by
making it clear it’s the right alternative to whey protein for a plant-based diet.
Relevancy doesn’t just help you in the product comparison pages or the product ones, but
it’s the first step to higher conversion rates even on the homepage.
Dollar Shave Club sells beard products, so it’s likely that a target customer is a dominant
man who cares about his aspect and uniqueness.

Guess what? That's what they're just telling you in the first screenful.
If you’re a man who cares, and I know you are since you are in this community, this will
definitely resonate with you if you want to own your beard.
Not just on a surface level, but on an emotional one, making it a truly powerful statement.
Obviously, relevancy and clarity are not just created through the right words, but even
through images.
The Allbirds brand is all about sustainable practices to make shoes, and that's why they
have a video on their landing page that talks about how they do things in a sustainable
way:
Click on the image to check out the video below on the page
And like any great product page, they’re showing the main benefits of their product
through images. For example, they’re showing how simple it is to dress them up:
Or how some of their shoes are rain-resistant:

This serves to increase clarity and relevancy, but there’s one last thing that’s extremely
important for high converting pages, and that’s the above-the-fold content.
If you noticed, giants like Organifi don’t have to put too much stuff in their first homepage
screenful, because the awareness level of their product among their target audience is
already high.
In other words, they don’t have to display social proof in the first 5-sec of your visit, but
they can’t get away with a CTA and an image.
Nonetheless, their product page has everything you need to make an empowered decision
without having to scroll down the page.
This happens for three reasons:

● Some customers might not have time, therefore they want all the most important
information in the first part of the page. This section is a miniature of your page, so
there needs to be 95% of the info customers need, like social proof and guarantees.
● The above the fold content establishes high or low expectations of how your page
will be.
● As soon as they land on your product page, you must increase motivation with social
proof, relevant images, and benefits, while lowering friction and anxiety with trust
seals, guarantee, and an objection-proof testimonial.
Ok, enough talking about Relevance and Clarity. Let’s talk about Friction.
Friction
Friction is anything that stands between the sale and the customer and while it can’t be
zero - that would mean a free Bugatti for anyone - it can definitely be lowered.
Every action item means more friction for your prospects because it increases cognitive
fatigue and decreases motivation.
To make it clear, let’s make some examples.
As soon as I got onto the Mantasleep page, I might question the trustworthiness of the
brand, as they’re newer than others.
That’s why they immediately display an objection-proof testimonial of a happy customer.

You might have seen that giants like dollar Shave Club and Onnit don’t do this, but that’s
because they’re already established brands and don’t need social proof in the first
screenful.
If you’re not an 8-fig brand, don’t fall for the trap!
Another example is given in the checkout process. To lower friction, you want to make
damn simple to buy.
Organifi already preselects “Same as shipping address” for billing method to let people
buy fast, even if we're not customers yet.
Now, I was a guest user, but guess what happens if I’m a registered one?
Well, now friction is very low, near to Amazon levels, because I just have to put my credit
card information, as everything has been compiled automatically for me:

They’re lacking one thing though, and that is not giving the opportunity to input your
credit card information in their account.
As you probably know, this is something that you can easily do on Amazon.com for a
lightning checkout process:

Friction is not just in the checkout process, but it’s even in the signup process.
Onnit gets this wrong:

There are seven form fields and one captcha.
Surprisingly enough, Mantasleep, a smaller but fast-growing brand, handled this better:
Fields are big and clear, and they’re just four, with a bright yellow CTA.
The color is rightly chosen, as in psychology Yellow is synonymous with excitement,
optimism, and energy.
If the awareness level of your brand is high, you have multiple products for different
needs, and you’re running CRO experiments, the Dollarshaveclub signup example might be
helpful.
They want to create a customized experience for you, as you can see in the lengthy GIF
below:
Keep in mind that this will work just with high intent people, so on different occasions like:
● Visitors come from high intent channels, like Google Ads or Organic Traffic
● The awareness level of your product(s) is already sky-high
● The goodness of your product(s) is already widespread
Now, this is the last example to reduce Friction and increase motivation.
Let’s talk briefly about Distraction.

Distraction
I won’t go in-depth here, but just because of that it doesn’t mean this aspect is not that
important.
There is good news: most eCommerce stores and websites, in general, don’t have any
more banners and advertisements around the pages.
You might think popups should be part of the list as well, but that’s not always the case.
Displayed at the right moment, like a discount in the checkout process as someone seems
exiting or a short poll for your HotJar, popups are indeed really effective.
For example, this just showed up when I was playing around with the checkout process @
Organifi:
This is timely because I was actually looking to buy their products.
For whatever reason, my motivation decreased and I was trying to leave the website,
therefore they displayed a discount for me, which works as an incentive to increase
motivation long enough to complete the checkout process.
Just as a recap, consider these to keep Distraction low:
● No banner, no automatic slider

● Keep elements that contribute to the conversions
● Keep copy that’s relevant to the customer
● The header must be compact
● The visual hierarchy must be tied to the Information Hierarchy
Conclusion
This was the last bit of my post, folks.
As I said, I’m really happy to have found a community where people are not talking about
how good they are or sharing fluff, but instead committed to:
● Grow together
● Build lifetime partnerships and relationships
● Sharing tons of goodness
And who knows, maybe in the near future we may be hanging out together in a Bali villa to
have some fun and grow together!
Might be an idea for you, dude Wiz of Ecom.
Let me know if you have any questions in the comment section below and I’ll be more than
happy to answer them for you.
Upgrade Your Brand's Site

Badges With These Examples
Bringing out my inner Olivier . in this article.
I have had these saved away in a folder for a few months now.
They are trust badges that I have come across when doing research on eCommerce
brands. Some are better than others - best ones are branded with their own brand's
colours and aesthetic.
This should give you inspiration to improve your own trust badges, or put them on your
eCom store if you don't have them.
Click the images to see them better, or download them onto your phone/desktop:
A lot of these are better than the badges you normally see on dropshipping stores, and
some eCommerce brands.
Get a designer to create custom icons to use for your badges - same colours as your
brand's Primary, Secondary + Tertiary colours.
Or use simple icons from the likes of thenounproject.com, icons8.com, iconmonstr.com +
change the colours yourself with Photoshop etc.
Use the same font on the badges as the font you use on your whole store - homepage,
product page, checkout etc.
All of these examples were placed either just above the footer on each store's page or
within their product page.
The formula to follow:

● Branded Colours.
● Branded Font.
● Branded Aesthetic.
Adiós.
Why are e-commerce ‘gurus’ so

busy complicating the process?
Confused by acronyms, software and the next 'killer idea'.
You shouldn't be.
Why? Because the whole process is way more instinctive than you'd think.
Ten months ago this little guy landed in my life and despite 'not knowing' what to do we're
all doing great - even in the middle of a pandemic.
The whole process of buying something is inbuilt into us in the same way. You just need
to know how to harness it...
Cut away all the technical babble/acronyms and just think ‘How would this go in “real life”
- i.e. not online….Let me explain…

TO MARKET ONLINE YOU NEED 4 PILLARS TO GROW, THESE ARE:
1. Traffic (people in the door)

2. A conversation (in which help is given)
3. The sale (your prospect buys)
4. A relationship (which you can nurture)
Stop overthinking it.
Yes there are hundreds of potential pieces of software, way more than a handful of
advertising options and plenty of ‘killer strategies’ (yawn)
But…
These 4 pillars are the BIG things that actually move your business forward.
Steps to improving your customer growth...
1. WHO ARE YOU TRYING TO ATTRACT AND WHY...
Spend some time thinking about your ideal customer.Who are they? (give them a name).
What are their desires?
What about their struggles?
Now…how can you appeal to them and fix these.

What end result does your product give that’ll help them?
Now, write down the things you can offer that will get their attention.
They could be free, discounted, interest based or well timed.
2. SO YOU’VE GOT THEIR ATTENTION...
What offer will you put in front of them that’s IRRESISTIBLE?
Something they can’t ignore.
Something they can easily whip their credit card out and buy, without overthinking it.
Don’t try and sell them your most expensive and profitable product - that can come later.
3. THE SALE! THEY’VE RAISED THEIR HAND AND WANT TO BUY.

MAKE THE MOST OF THIS OPPORTUNITY…
The psychology of buying is massively on your side at this point.Emotionally they’re in the
buying process.
So don’t stop with the one offer.

What extra little bump will they jump at?
You can try sell a higher priced upgrade or add-on at this stage because they’ve already
committed to buy from you.
Kinda like going on a date and ending up getting a 'bit more' than you hoped for 😉
In fact, do this bit the right way and you’ll add around 50% extra revenue to
your marketing conversions.
4. NURTURE YOUR BUYERS...
Every product has a story.
A compelling reason why people buy it.
It doesn’t have to be life changing to make a difference.
Capitalise on this and create buyers who see themselves as part of your business and
movement.
Build them into brand ambassadors. - what I refer to as a 'Tribal Brand Culture'.
And DON’T stop making offers.
Because offers are the lifeblood of engaging them to buy again.
Keeping them on your radar and making sure they don’t forget you.
5 Simple Tweaks You Need To

Make to Your Website's Footer
For Higher Conversions
hey Utopians!
Most footers you find on website templates are completely useless to your visitors. We've
all been on a website that had a footer that looked like this.
People neglect to put more thought into this part of their website when it's one of the most
important aspects of people's sites.
Why do I say it's one of the most important parts of your site?
Because the only people who will EVER see your footer are people who:
1. Didn't immediately leave your site

2. Stayed interested in your content and website copy long enough to stay until they
reached the bottom
This is an extremely VALUABLE part of your audience and you need to take every
measure to get their contact information and begin selling to them.
More than likely, they're in the market to buy whatever it is that you're offering and now,
they're considering their options.
1) Make your footer bigger.
I guarantee it's not taking up enough space if people can look at it and recognize it as a
footer.
Make it take up the same amount of vertical (px) space as the sections above it so there's
no way your visitors can ignore it.

By the way, I'll leave an example at the bottom of this article that has all the tweaks I'll
mention in this article.
2) Limit the number of options in your footer.
One thing many people don't understand about their website is that they need to be
intentional with how they use the space on their site.
Your buyers more than likely don't care about your "Privacy Policy" or your "Corporate
Responsibilities".
Get rid of that stuff or put it somewhere else on your site. Delete anything off your footer
that isn't directing people to give you their contact info or their money.
And that leads me to my next point...
3) Get their contact information!
This can be done in many ways.
Offer a lead magnet in the form of an eBook, diagnostic quiz, etc., and ask for their
email/phone number in order for them to receive what you're offering.

4) Add social proof
Your footer's a great place to display some testimonials or link off to a case studies page.
This is a great way to increase people's desire for your product/service. If they were on
the fence before, this is what will tip them over into ready-to-buy mode.
5) Add a Call-to-Action that's hard to miss
Some visitors will already be convinced by the time they've reached the bottom of your
page.
This segment of your visitors doesn't care about your lead magnet or your social proof.
They just want to know how to pay you and receive your product/service. Direct them
there with a large CTA.
Case Study
Here are the 5 tips in action on my agency's website if you'd like some inspiration.
This is my first post on here so any feedback along with your questions/comments would
be appreciated below!
Conversion Killers #01 | 1-Step

Newsletter Opt-ins
Want to know an easy way to drive away HALF of all the visitors that would ordinarily be
interested in signing up for your newsletter?

Let's say you own a plumbing company and you have a blog that you're putting out long-
form SEO content geared towards people in your city that are searching how to save
money on plumbing costs.
You have this 1-step form on your blog that doesn't describe anything about what value
your email list will provide to your readers except that they'll receive notifications about
when you have a new blog post out about plumbing.
This might interest some.

But to the vast majority who are just doing some quick research to figure out how to solve
the plumbing issue that they're having as quickly and cheaply as possible, this sign-up is
very easy to ignore.
So how do we fix this CRO killer?
By using the power of reciprocity.
It's a lot easier to influence the decision of somebody who's already said yes to you once
than somebody that's never interacted with you at all.
Here's what that principle looks like in action on a newsletter signup.

Most CRO consultants would advise against making users click twice when they could click
once.
This is a special exception.
Research by Wunderkind (Formerly BounceX), a CRO agency that works with brands like
Refinery29 and Rag&Bone, shows that conversions shoot up by 100% when you use a 2-
step opt-in that appeals to your audience.
● Step 1: A hook (Quiz-style question that doesn't take much effort for your site's
visitors to answer + sets the CONTEXT for your next step)
● Step 2: The offer (Something you can provide that corresponds with the question
that you asked)
The Hook, Explained
In the solution above, the audience (people in the market for plumbing services looking
for a deal) is presented with a simple quiz-style question.
As anybody knows, people enjoy a welcome distraction while they're doing serious work
and that's exactly what this question does--It breaks the monotony of the task that they
were just doing (plumbing research)
What you're doing is breaking their focus for a second to direct their attention somewhere
else--a habit and a neural pathway in the brain that is well-practiced by most, if not ALL,
internet users.
The Offer, Explained
The offer you provide in your second step needs to be developed with 2 things in mind.
1. Your first step in the form (What is the context for your offer?) This will form the
basis for your headline in the 2nd step of your form
2. Your audience (Who are you speaking to?) This will form the basis for the
descriptive text in the 2nd step of your form
Once you answer these 2 questions, present your offer in the following order:
1. Using the context from your question, distill your offer into a brief-but-direct
headline. This can be a free consultation, ebook, voucher, etc.
2. Use descriptive text that speaks directly to the immediate need of your audience.
How To Keep Your E-Commerce

Marketing Systems Relevant - At
Each Stage Of The Customer
Journey
ONE SYSTEM, 4 MARKETING FUNNELS,
MAXIMUM REVENUE
Well constructed marketing funnels are THE key to a successful e-commerce business.
And no-one is spending enough time stitching this together.
Doing ‘a bit of email marketing’ isn’t cutting the mustard.
I tried out sales funnels for a bit’ falls short.
IT’S HOW YOU PIECE EVERYTHING YOU’RE DOING TOGETHER THAT MATTERS.
All the time and effort you’re spending on SEO, Social Media and whatever the latest
‘killer’ method is will be wasted if you’ve not got a system in place to capitalise on it.
And it’s pretty simple, you need to attract new leads and take them on a journey towards
being brand advocates.
All leading up to the final step of ‘Tribal Marketing’ - where the real riches live.
So we have 4 stages within the overall funnel, and they all play a key role:
1. Attract
2. Engage
3. Accelerate
4. Retain
Within each stage you should have a separate funnel (email funnel and sales funnel) for
guiding your prospect on to the next part of the customer journey.
Here’s how this breaks down…
1. ATTRACT
Sales funnel structure - super compelling, totally irresistible offer.
Email structure - Warm up and welcome sequence. Story based.
2. ENGAGE
Sales funnel structure - compelling front end offer, relevant bump and lucrative upsell.
Email structure - Link product benefits to usage, cement the idea of relevance to the
prospect. Segmented offers according to behavior.
3. ACCELERATE
Sales funnel structure - Higher ticket products that capitalise on the level of brand
awareness and trust. Chance of bump and upsell being taken increases if offer is relevant
and compelling. Offer should reward buyer for their affiliation with your brand.
Email structure - Nurture brand affiliation and offer ‘free’ value to reinforce the value and
benefits of the product. Offers should scale with spending to encourage higher AOV.
4. RETAIN - Tribal Marketing
Sales funnel structure - Don’t stop making offers! These people are now your ‘VIP’s, so
treat them accordingly. ‘Exclusive sales,’
Email structure - Encourage reward for testimonial, user generated content and referral.
Don’t stop the offers.
Hope you got something from this short insight! Next up - I’ll be breaking down each
one of the four funnels in detail…
Zero to One: How To Get Started

In Web Design as a Complete
Beginner
Hello there my Utopian brothers and sisters!
After completing a large project with Wiz I am now getting back to business. Which for me
means I am reviewing my systems in my web design business. What I offer is quite simple
and as I look over the systems it dawned on me to break down a path for Utopians to take
so they can get to a similar level in just under a month.
In order to get started you are going to need a few things:
● Carrd or QuickCreates account

● Canva or Photoshop
● Figma or Illustrator
A combo of QuickCreates, Photoshop and Figma is what I use personally but to each their
own - all results can be achieved using any combination.
Once you have these things the first thing you will need to outline is your offer. For me my
main offer for clients I serve is to create 2-page high converting funnels. Now for the
unaware, that is simply a nerdy way of saying I make websites that get clients to go from
not knowing what a business does to booking a call or buying a product.
How To Create 2-Page Converting Websites
These websites consist of 2-pages:
● Landing Page (the first page you see when clicking on the link)
● Sales Page (can be booking or selling a product)
Ok now this is where we will start to get a little more technical if there is something you
don’t understand feel free to comment and ask once you have Google’d your question.
The anatomy of a strong landing page for me can be boiled down into 3 parts (I stole this
from Russell Brunson)
Hook:
The goal of the header (hero section) of your website is to draw the reader in. How can
you inspire curiosity in them so they have no choice but to read on. I structure my hero
sections with a headline, subheadline and a nice image and sometimes a button to jump to
pricing.
Story:
When designing the story I usually attempt to tell it from the customer avatar’s point of
view so we can eliminate pain points and objections. For example if we are selling fitness
programs to 40 year old office workers who want to lose weight.
Their objections to getting fit in the past are most likely:
● Limited time
● Low energy after work
● Needing a workout they can do at home with kids
So what we do from here is create a story from the point of view of someone who was
once in their position and outline the realisations they had to have to overcome these
beliefs.
"How did you get there?

Why did you let yourself go?
Many of us tend to neglect our bodies in the city. We eat on the run, work long hours,
often without exercise and spend hours a day on the couch watching TV or surfing
online. Soon, we have a spare tire developing around the mid-section and it is
difficult to lose it. I was once there too until...."
Here's how I would layout the story section of the landing page with the content above.
Offer
Now that the customer has read an emotional story they are either going to relate or close
the page. That’s fine the people who stick around will now be expecting you to hit them
with a product. What I do to increase curiosity is add a button that will promise to teach
them ONE THING. Also a good idea to add some testimonials here too for social proof.
The Sales Page
There are many different styles of sales page you can use. I like to use video sales letters
which is a video of the person selling their product or I hire an animation expert to create
a video. BUT we are just starting out so you are just going to use copywriting and images
to sell your product.

As you can see here this page is covered in Call To Action (CTA) buttons to urge the
customer to make that final click to book a session or buy a product. The entire goal of the
sales page is to continue to twist the pain points introduced on the landing page. But
more-so to reinforce that these results are easily obtainable using the method you are
selling.
Setting Up Your Lead Gen or Product Fulfilment System
The goal of all this fancy design and structuring is to achieve two things.
1. Get a list of leads for a business
2. Sell a product
What you will be responsible for is designing the site that achieves this. But how you make
your recurring money is by building and maintaining the system that delivers this to the
client.
For Carrd: Lead Delivery System
- You can setup Zapier to send the leads that fill out forms to a Google Sheet
- Convert that into a PDF and email it to the client each month
For Carrd: Product Fulfilment
- Setup a Gumroad account and integrate it into Carrd
- Set-up a Stripe payment button at the bottom of the form you create for shipping and
have that info Zapped over to a Google Sheet
For QuickCreates: For Both (Disclaimer: I receive a commission if you choose to use
QuickCreates but I do believe it is the best option.)
- Add the client as an admin and granted them access to the Leads panel and Shop panel
and they can see leads or upload products themselves
Granted the pricing difference between Carrd and QuickCreates is evident with the lack of
features within Carrd. Carrd being $59/year and QuickCreates being $29/month. But
either you spend time to save money or spend money to save time, your choice.
FINAL STEP: ATTAINING CLIENTS
Build Your Portfolio

The easiest way to build your portfolio is to make websites, obviously. However without
the portfolio it is hard to land any clients. So what I suggest is to do the following.
1. Creating Landing Pages for Affiliate Offers
I have bought some amazing courses on Twitter and what I will be doing and what I
recommend a lot of you do is build affiliate pages to build up your portfolio. How?
- Find a product you want to affiliate for
- Landing page to explain how it helped you, what you learnt personally and why you
recommend it to people
- Create an email form at the bottom of the page with a button that redirects to your
affiliate link
- Giveaway free bonuses of your own to people that buy through your link
- In order for them to receive these bonuses they must enter their email and then buy
through the link
You just got
1. Lead you can sell similar product to later

2. A perfect portfolio piece you can prove converts
2. Redesign Influencer Websites
This is what I did to break into the Twittersphere I found people who put out content I
really enjoyed and redesigned their website for them. It is a fine line between pandering
and providing free value. To ensure you are delivering value be sure to make contact with
the person first. If you cannot get a response be sure to outline it is simply a
concept/redesign and not actual paid work.
3. Cold Email Outreach
I refuse to even try explain this as it has been perfectly summed up in Cold Email Wizard's
course I highly recommend you invest in this if you are thinking about running a service
based business.
There it is - the summary of how you can get started on your web
design career. Once you have got the first few websites built you
will be ready to jump to phase 2 of systemising you business.
However, this is enough to get you from nothing to something. I
hope it helps!
If there’s one thing you could do
to skyrocket conversions from
paid ads - It's THIS
There's one piece of a marketing funnel you see virtually nobody talking about (no wizard-
themed Twitter accounts around it either). Yet, it has the biggest potential for turning your
traffic into customers.
(And shooting your ROAS through the roof)
First, let me ask you a question
Does your funnel look like this?

Well, what if I told you
That with this build, your whole business relies on cheap dopamine hits, unreasonable
behaviors, and essentially your customer's willingness to throw money into the fire?
Yep
No matter how thorough and well-structured your landing pages are
You are hitting up random people on the Internet, thinking that just by showing a benefits
list and a pretty "how it works" scheme, you will convince them to buy.
This puts you in a position where you rely on nothing more than a temporary excitement
and automatic payment form fill-out plugin.

No wonder a 10% conversion rate is considered "good" if that's how companies operate.
But you can switch your approach.
And I'm writing this post to let you know how to do that with just one simple addition to
your funnel that will result in orders coming not only from the impulse-driven monkeys
buyers (you still get their clicks) but also from the rest, aka 90% of your traffic.
What's the addition?
An Advertorial
A long-form copy sales page disguised as a regular piece of content (a blog post for
example) that goes between your ad and your landing page

Here's how it looks:
(well, that's just the above the fold)
With an advertorial, you take advantage of the fact that while people rarely read
advertisements (and generally don't want to be sold to), they're used to consuming
editorial content 24/7 and absorb it like a sponge.

The layout is more familiar (they can read it faster - it hits harder), and the news
publishing appearance gives a huge credibility boost.
Making your customers switch from "WARNING: I am being sold to" mindset to "Let's learn
something new, oh yes that's very interesting indeed" mindset.
This is why advertorials are a perfect place to:
● Provide details about your product

● Agitate pain points
● Bring solutions
● Talk facts and figures
While wrapping it all in a story that allows you to control the narrative. A narrative that
ultimately leads your readers to checkout.

You see...
The problem you're facing right now is that once a potential customer arrives at your
product landing page, they're still a cold audience.
They clicked the ad, likely not even knowing it was an ad (lol), and now what
A pretty product shot, three bullet points, and a discounted price is supposed to do the
heavy lifting?
There's no intrigue, nothing interesting, just straight-up "buy my shit" vibe
Hence the 10% (often much less)
With advertorials, it's a completely different ball game
The first objective is to get them to read, basically agree to a "conversation" rather than
get them to buy
(which is way easier to pull-off)

And they will read it
Every single time
Cause they're fucking addicted

With every paragraph, your leads will be getting warmer and warmer; emotions will come
at play, genuine interest will kick in.
That's where you start talking about your product.
(And what's crucial is that with good copy this transition will seem natural)
You get to tie it to the story and present it as the ideal solution to the topic you've been so
generously explaining
To then send them to your landing page using a few shiny CTAs
Where they will already know exactly what they want
So all you'll have to do is show them an easy way to get it
And collect the check.
Eventually, it will become as easy as selling candy to a kid
Allowing you to make the most of your ad spend, no matter where you spend it.
So how do you build an advertorial?
Here's a basic ruleset
● Remember: 80% educating content, 20% sales talk

● Structurally, we ideally want to match:
Heading & Intro > Story > Product Introduction > How It Works > Results &
Testimonials > CTA
But it's flexible

● Whenever you can, use a video or gif instead of a static image, especially when it
comes to the headers. Text & video variability lowers the drop-off
● You gotta stay FTC-compliant: Make it clear that it is an advertisement, not a news
publication, etc (disclaimer in the footer and a top banner with "Advertorial" written
over it, works, and keeps you solidly in white hat territory)
● Use multiple CTAs. It's a long piece of copy so make sure you include a button every
now and then
● Use a sticky sidebar that scrolls with a page on the right side and make sure it
includes a CTA
● Use multiple font weights and styles, add bulleted lists, and use BIG, bold, headlines
to ensure the best readability and easy "scanning"
● Include testimonials/reviews at the bottom
I likely forgot about something, but I'm sure that's more than enough to produce a great
advertorial - after all, it mainly depends on your copywriting skills.
Need help?
I haven’t quite set up an Advertorial gig in the UTOPIA yet

But you can shoot me a DM, and we'll talk about what you need, and how we’ll make it
happen. (Design, Copy, Development included)
Take care
-LP Bruv
How to Design a Website That

Works
Hello Utopians !
Every marketer knows how much traffic they’re getting because it’s right there in your
analytics. But what happens next isn’t as obvious.
That’s why giving advice for driving traffic is easy, but web design tips are hard.
I struggle with it every time I think about what to write about next for you guys.
Most of these tips are supported by research. These are for beginner designers and
advanced UX pros, for small businesses and big biz.
The Structural Layout of the Website
Websites are two things: containers and content. The container is two things: structure and
style. Let’s start with the first.
Leverage a visual hierarchy
Every page has a visual hierarchy.
Visual hierarchy refers to the arrangement, size, color, and contrast of visual elements. It
determines their relative prominence and the order in which they are seen by the human
eye.
Web designers use visual hierarchy to guide visitors' attention to important elements first.
The website layout includes the position (high or low on the page), sizes (big or small),
visuals (video, images, icons), and contrast (color and white space).
Combining aspects multiplies their effect.
Everyone will see a large video, high on the page. Few people will see low-contrast text
surrounded by images.
Visual hierarchy is why your eyes follow a certain path on every page you visit on the
internet. When used deliberately, it guides the visitor’s attention through a series of
messages, toward a call to action.
Put a keyphrase-focused headline at the top of the page

The headline on the top of the homepage (and every page) is either descriptive or not. If
not, the visitor may not be able to answer their first question: “Am I in the right place?”
It’s also an opportunity to use a target keyphrase and indicate relevance. But a lot of
marketers write something clever or vague instead.
Rather than write a fancy, but vague headline, write something descriptive. Make sure
that you explain what the company does high up on the page, above the fold.
Wild tip : Either say WHAT you do, HOW you do it, or WHY you do it. You can never go
wrong with one of these.
Example :
WHAT : I create high converting websites and brand guidelines for your online business
HOW : I create creative and high converting websites on webflow
WHY : I create a digital experience to help you dominate your market and generate more
sales
But don’t put all of your CTA at the top

Visitors may be spending more time there, but that doesn’t mean that they’re ready to
take action. A lot of persuasion happens farther down the page.
Content at the top may be visible, it’s not necessarily going to be the most effective place
to put your calls to action.
Like every other thing cited here, try and test it out before and see what works best for
you.
Mimic landing page design: Make it a tall page.
More pixels mean more space to answer questions, address objections and add supportive
evidence. If the visitor doesn’t find an answer to an important question, they can simply
keep moving down the page. Once they are satisfied, they’ll simply stop reading.
The most effective sales pages mimic sales conversations.
Show one thing at a time
“I like clean, modern designs.”
Visitors don’t like clutter. We like whitespace. In other words, we like low visual complexity.
In 2012, Google learned that more complex designs are less likely to be perceived as
beautiful.
This explains the trend toward single-column layouts and tall pages - Landing Page Bro is
great at this for instance.
Designs with multiple columns (left side navigation, content area, right rail) are more
complex, with more visual elements within the visitors field of vision.
Stick to standard layouts
That same study by Google found that a website that follows web design standards is
more likely to be loved. Don't put the homepage button at the bottom right for example.
The sites considered the most beautiful are both simple and clean.
Think of it this way, it’s good to differentiate your brand, but the layout isn’t the place to
do it. Be different in WHAT you say. But be typical in HOW your site is used.
Some cars look amazing. They’re different. They’re beautiful. But they still have doors on
the sides, wheels on the bottom, and headlights in front.
The “standard” website includes the following:

● Logo in the top left
● Horizontal navigation in the header
● The search bar at the top
● Social icons at the bottom (AKA footer)
● Mobile responsive design
Don't fall for "false bottoms"
Modern marketing websites, especially sales pages, are built with page blocks. These are
rows of content, often with an image on one side and text on the other, flowing down the
page in a single column.
Here’s what it looks like :

As the picture shows, the footer has a darker background color. So many sites do this that
visitors now expect that a switch to a darker background means the bottom of the page.
But if the design has a pageblock with a dark background, the visitor might think they’ve
hit the bottom and stop scrolling. It’s a false bottom.
Wild tip : Changes in background color is a great way to let users know that the type of
content is changing. Just be deliberate when selecting background colors for page blocks.
To be safe, choose only slight variations or just always use white or light gray. Then switch
to dark gray or black in the footer.
Avoid carousels
They’ve been popular for years and clients love them. But there is a problem with the
homepage slideshow: visitors might only see the first slide.
So what to do instead?
● Stack the slides, so the visitor can see each by scrolling down the page. They will
suddenly become much more visible.
● Use a featured image, using the one most impactful slide as the hero. Add a good
call to action!
Avoid tabs and accordions
Your information needs to be seen, no need to hide it: avoid tabs and expandable boxes of
content.
Knowing that up to 76% of website visitors are scanning, you can make your content more
visible to them by keeping it all exposed, with no need to click to reveal something.
If tabs and expandable accordions were effective, you’ll probably see them on
Amazon. But you don't.
Remember, scrolling is faster and easier than clicking. If the visitors have to aim and
click or tab to be able to view something, they are less likely to see it.
Crucial rule of UX : fewer clicks lead to less friction
Use people pictures
Faces are uniquely powerful imagery. The magnetic power of people's pictures is very
useful in web design.
Not only do faces draw attention, but they also correlate with conversion.
Make sure your website doesn’t look like a soulless can of soup.
The pattern I've observed in hundreds of businesses over the years has kept repeating
itself.
Big companies are always trying to look small, and small companies are trying to look big.
Funny, right?
Every business should just try to be more personal, more authentic.
It's becoming common to see human-centered design now
But avoid stock photos of people
There is a time and place for stock photos, but I would avoid stock photos of people. They
just never feel genuine, therefore they don’t build trust.
Companies are tempted by stock photos because the production quality is high. But your
visitors care more about reality. They would prefer to see real people who actually work at
the company. Use UGC instead.
Be authentic.
Use faces as visual cues

People pictures give you a special opportunity to guide the visitor's attention. The famous
“you look where they look” phenomenon.
Use a line of sight in face imagery as a directional cue to guide the visitor's attention to
benefit statements or calls to action.
Use arrows as visual Cues
Faces can guide attention, but they aren’t the only way to control the eyes of your visitors.
Little hand-drawn arrows may be even more effective.

CXL found in an eye-tracking study that an arrow was more powerful at getting visitors to
look at a page element than a simple arrow.
If you want your visitors to look at something, point at it with an arrow.
Use color to guide visitors’ attention toward a CTA

Colors have emotional connotations (red is urgent, blue is calm) and they’re part of brand
standards. But they are also opportunities to pull the visitors eye toward buttons and CTAs.
But a study shows that it's not the color itself that makes the conversion effective. It's the
applied design principle that works (here the principle of contrast).
If you want your button to be more visually prominent:
● Contrast the button color with the background

● Contrast the button color and the button text
● Contrast the button color with nearby elements on the page (or leave plenty of white
space around it)
Wild Tip: Pick an “action color” for all of your links, buttons, and rollover effects. Make it a
color that’s distinct from the brand colors used throughout the design (these are the
“passive colors”). Use the action color nowhere else but in the clickable items.
Be descriptive with your navigation
Navigation is always visually prominent, so it’s an opportunity to communicate. Visitors
typically start their visit by scanning across the header. Anything there, including your
menus, is very likely to be seen.
When the navigation labels are generic, you’ve missed a chance to tell the visitors what
you do.
Example 1 - Products / Services / About / Contact
Example 2 - Web Design / Branding / Social Media ---------- About / Contact
Put "home" on the left, but other than that, don’t worry too much
about the order of menu items
If you do have a home link, put it on the left. It’s the most commonplace for it, so users
expect to find it there.
As far as the rest of the menu items, research shows that the order isn’t all that important.
Be careful linking to anything on other websites
Whenever relevant, link to things that help the visitor reach their goals. On a blog post,
that’s often a citation of a source or link to external references. This post links to dozens of
articles and studies!
But on service pages and on your homepage, you should link away to other sites with
caution. For any page optimized to convert visitors into leads, ask yourself, do you really
want visitors to click on that link? Does it help you reach your conversion goals?
Avoid using social media icons in your header

Colorful social media icons in your header aren’t great for your goals. If visitors click on
any of those colored buttons, they land on a site filled with distractions. They are unlikely
to come back.
If you want to link your social media, do so from your footer.
Write meaningful subheads
Vague subheads are everywhere. They are often large and useless but followed by things
that are small but useful. Actually, the opposite would make more sense.
Make sure that the big things are meaningful and helpful to visitors. If your subheaders
say things like “products” or “services,” ask yourself if a more descriptive term would be
more helpful.
This is good for scanners and usability. It’s good for the visually impaired and accessibility.
It’s also good SEO practice. Never miss a chance to indicate relevance!
Avoid long line length
Long paragraphs do not align with digital content best practices. Go straight to the point
without wasting the user's time.
As a general rule, don’t write paragraphs longer than 3-4 lines.

Use simple words.
The easier it is to read, the more successful the website will be. Use the common words
that visitors expect. Long sentences and fancy words force the temporal lobe to work
harder. That’s not good.
It’s about using simple language that everyone can understand. Simply put : dumb it
down.
That big word might make you sound smart, but it might make your visitor feel dumb. A
visitor who doubts themselves is unlikely to take action. So as you write, keep asking
yourself this question:
Can a 12-year-old understand the meaning of the words written on this page ?
List Order and “Serial Position Effect”
When ordering any lists within your copy, put the important stuff at the beginning and
end. The reader’s’ attention and retention are lowest in the middle of any list. As visitors
scan the page, the first and the last items are most likely to stay in short-term memory.
It's different when you showcase your offer on one single line like this :
OFFER 1 ---- OFFER 2 --- OFFER 3

Studies show that that offer n2 is the one likely to attract your visitors, so make sure that
the one you want to sell is well placed.
Answer the top questions of visitors
The main job of the website is to answer those questions. Every unanswered question is a
missed opportunity to build trust. Unanswered questions also increase the likelihood that
the visitor will leave.
Add evidence & social proof
The “conformity bias” is the human tendency to do what other people are doing. The goal
is to make any decision other than using your company seem outside the norm.
Give your visitors proof that you’re legitimate. This is your social proof. Ideally, every one
of your marketing claims is supported with evidence.
The fastest, easiest way is to add testimonials. Here are other types of social proof you
can add on your website :
● Endorsements from relevant influencers

● Product reviews from customers
● “As seen in…” logos of media where your business has been mentioned
● Social media widgets showing the size of your following
● Trust seals, including association memberships, security certificates, and awards
Mention scarcity
This aversion to losses can be useful to web designers and copywriters. Here are some tips
for writing copy with loss aversion in mind.
● Emphasize the costs of not using your product or service.

● Group costs together, list benefits separately.
● Emphasize immediate gains.
● Create urgency with limited-time offers. If the product is scarce, say so.
More than just a pretty site
Everyone loves beauty. Everyone loves cool new design features. Everyone’s a critic. But
as visitors, we need more than beauty. We need information. And as website owners, we
need results.
As much as it pains me, visitors value easy-to-find information more than beautiful design
or fancy UI and animation.
I love beautiful design as much as anyone. It’s why I got started in this business in the first
place!
But as designers, our goal is to help your visitor find what they came for, and then give
them what you want them to have.
I hope this article helped you, if you have questions feel free to DM me.
Other related articles :
Neuromarketing & Web design
20 UI principles to help you design anything digital
----
Best Way to Start with Content

Marketing if you're relying on
Paid Ads rn (+ Bonus)
and leave your competition in the dust while doing it.
Most shop owners who invest in new customer acquisition rely on the same strategy: paid
advertising.
Either on Facebook or Google, maybe even on Pinterest.
And it makes sense... after all, that's where the potential customers are.
"Classic advertising" looks something like this:

Sure it works, but there's still a big catch: only a few people buy.
The potential customers ask themselves: What does this help me with? Why this
particular product and not another? Is this even a trustworthy shop? - if the ad is
clicked on at all.
It's no wonder that about 96% of the people who click on your ad are not ready to make a
spontaneous purchase.
So what can you do to get more people to click on your ad and then buy? Sure, a few
tricks can increase the CTR and lower the CPC, but that's not what this short guide is
about.
Fact: your competition knows the same "tricks" as you do, and they are getting fiercer by
the day.
It's like playing the same game with ever-changing rules. Plus, new (talented) players with
deep pockets join every day to get your piece of the pie - sounds very frustrating to me.
If you're interested in increasing your ROAS and don't want to fiddle with your ads every
day, read on.
I'll tell you about an alternative strategy: This strategy is already being used profitably
by a few successful e-commerce companies but is unknown to most.
This "secret" strategy will help you stand out from the competition, get more out of your
advertising budget, and get started with Content Marketing in a cost-efficient way.
There is a lot of nonsense on the internet masquerading as helpful tips. So here's a brief
outline of why you should read on.
My name is Dan, and I have ...
✔ 9 years of content marketing and SEO experience ...
✔ 4 years of experience at a leading B2B e-commerce company as a content strategist ...

✔ sold a side project (blog with approx. 440,000 visitors per month) after 2 years for a high
five-figure sum (sold thousands of eBooks building the blog) ...
✔ Social media competence: built up a Pinterest account with more than 53910 subscribers,
generated 6244 followers on Instagram after 2 weeks ...
✔ Launched a premium newsletter (306 paying subscribers within 11 days) ...
Enough bragging, let's get to the strategy:
Instead of directing your potential customers to the product page, let's add a little
(profitable) extra step.
Most e-commerce ads direct potential customers directly to the product page. After all,
the customer is supposed to buy the product!
Sounds good... And a few people will take advantage of the offer; most will not.
The conversion rate is meager if you want to attract the attention of people who have
never bought from you or heard of your shop before.
This is also understandable:

Imagine someone approaches you during a walk on Sunday and asks if you want to buy
this beard care set? It's also on sale right now, btw!
Even if you've decided to invest more time (and money) in your beard care soon, chances
are you're not going to buy this beard care kit right now.
You don't even know if...
● The price is too high or if you can get it cheaper somewhere ...
● The set is the right choice for you ...
● You can trust the seller at all ...
And it is precisely these (and countless other) factors that keep most people from making
a spontaneous purchase.
So instead of tweaking the ad text and image, optimizing the product page, and
increasing the marketing budget, I suggest a different strategy:
The Presell Page: The secret strategy of

professionals
The Presell Page is a fusion of advertising and advice. It has only one job: To reach
potential customers, gain their trust, and sell your product.

You achieve this by helping your customers. And with a good guide (read: helpful
blogpost), this is surprisingly simple.
Let's stay with the "beard care set" example for a moment.
Instead of sending the potential customer directly to the product page, you promote a
Presell Page: 5 mistakes men make when grooming their beards.
On this page, you explain common beard care mistakes and show how to do it better. At
the end or in between, you recommend your product that simplifies beard care: your
beard care kit.
That's it.
Now your product pitch is not just advertising but a helpful addition.
Likewise, with this approach, you gain the attention of potential customers interested in
their beards. Even if they considered a grooming kit unnecessary (and would have ignored
your ad).
Nice side effects:
✔ Viral effect: Helpful guides are shared more often with other people than product pages.
The chance that your product will get free attention increases.
✔ Usually, a lower CPC can be realized with a Presell Page, and the retargeting list can be
expanded.
✔ SEO effect: If done correctly, there is a chance that the presell page will be found later
via Google and thus organically ensure new customers.
A lot of arguments in favor of a Presell Page, right?
Now you'll find out what must be present on a Presell Page so that it really does bring in
new customers.
Let's go!
Element 1: A compelling theme
For a Presell Page to work, you need to know what makes your customers tick and how
your product can help.
In short, find out what "problems" your target audience has that your product can help
with.
Here are a few examples:
● 5 tips for fewer wrinkles in old age (cosmetics)

● 7 winter trends for men over 40 (men's outfitter)
● How to make your dog's coat soft and plush (pet food)
● These 3 time wasters will kill your productivity in the home office (Office Equipment)
● 11 ideas for a cozy evening for two (furniture/decor shop)
And if the muse isn't in your favor, you can get inspiration from blogs in your industry.
Find out what the most popular posts in your niche are, and you'll know what resonates
with your target audience.
(You can quickly tell if a post is popular or not by the number of comments and shares).
Element 2: The headline
Think of a headline that will catch the attention of your potential customers. These
formulas make for a good headline 99% of the time:
X tips to (solve the problem) or X mistakes that (get in the way of solving the problem).
(Important note: Try to formulate a headline that only appeals to your target group!)
And the more defined your target group is, the better, as you can then create a headline
that exclusively addresses your perfect customer.
Let's stay with the beard care example:

A good headline for the presell page would be 5 mistakes men make when grooming
their beard, alternatively 5 essential beard care tips for men over 40.
We've checked off the headline element, let's move on to the next essential component:
Element 3: The helpful content
After you've got the attention of interested people, you have to deliver. This means that
your guide has to provide real value.
Remember, this is not the moment when you sell your product, but when you gain the trust
of potential customers - the sale comes later.
Make sure you give excellent tips that your customers haven't already read 100 times to
create enthusiasm.
Tip: Write as if you were giving advice to a good friend (or father-in-law, depending on
the industry).
Don't withhold your knowledge because you think your product will be redundant - the law
of reciprocity will reward you.
We, humans, are all subject to the law of reciprocity (= If you give a gift to a person, they
feel obliged to give something back to you)

And your helpful content is your gift to your potential customers. And after you have given
your "gift", it is time for the next element:
Element 4: Your product
Now is the time to present your product.
In the best case, your potential customer should already have everything he needs to
solve the problem...
But your product makes your customers' lives even easier and more beautiful or solves the
problem even better - a natural addition to your advice.
A word of warning: A simple "buy now" is not enough. Present your product in such a way
that it fits in with the helpful tips.
Let's go back to the beard care example for a moment. Instead of saying "Buy the right
beard care kit now", stay in the role of the helpful advisor:
"Now you know what you can do to make your beard look and feel healthy. And if
you want to make it even easier for yourself, I recommend our Hugo beard care set.
In the our beard care set, we've combined our five best-selling beard care products
for you: ... "

You introduce your product as another tip and tell the reader why it's good, how it can
help or why it makes their life easier.
Tip: It is advisable to include storytelling and social proof in your presell page to set
yourself apart from your competition and strengthen your product's trust.
And now it's time for the grand finale:
Element 5: The Call to Action
No matter how good your guide is, if you miss the most crucial step, you can save yourself
a presell page right away: The call to action to buy, or CTA for short.
Now that you've piqued your potential customer's interest, gained their trust, and
delivered solutions, the product pitch is a no-brainer.
After presenting your product and its benefits, you have to tell them where and how they
can buy it.
"Get your beard care kit now for only €29.90 by clicking on the button."
The likelihood of someone buying your product now, after you've given them so much, is
significantly higher than with a "normal" ad.

You should have realized by now...
A Presell Page can make all the difference when it comes to converting cold traffic into
paying customers. And at the same time, you stand out massively from your competition.
Imagine having a few of those Presell Pages optimized for organic traffic and will deliver
new customers organically over time. That's the endgame here.
By the way ...
I'm currently looking for Shop Owners that want to test this strategy to create a few case
studies (since I'm starting my Content Consulting).
Here's my offer: I'd do the research and deliver the text, you just have to run ads to it –
easy A/B Test basically. If that sounds good to you (and you already run ads profitably)
feel free to send me a message.
Now I'm going for a drive in my new car. ☀️
6 Ecom websites to take

inspiration from (CRO/Copy)
Hey Utopians, I hope you guys are all doing well.
Since a lot of you guys asked, here is a list of my favorite ecom websites
All these brands were created by some of the best marketers in the world & they all spent
millions in testing different stuff. worth checking them out
You can take inspiration from them not Only for Conversion Optimization but also for
branding, design, Acquisition Strategy, ads.
Blissy
-Amazing Copy
-Use advertorials and sales page
-Ultra optimized for CRO and Bundles offers
-Founded in 2017 and already generates +70m$ per year
Here is one of their Sales page, check it out: https://offer.blissy.com/lp1/
Petlabco
-Pet supplements niche
- Founded by 2 guys running a top FB ads Agency (in term of ads spent)
-Use sales pages & Advertorials
https://promos.thepetlabco.com/itchreliefchews_pg/itch_pg
- +200m$ in revenue in 3 years. Insane.
-Built an amazing community around the brand on FB. people post pictures of their dogs
and get 1k likes, no joke.
Biotrust
-Top tier vitamin/supplement niche
-Very unique branding with "medical" visual identity
-Generate about 50% of their rev from email marketing
-Push subscription/bundle offers in an amazing way
-They must make a lot of money because their revenue per employee is about 280k$
(based on growjo.com)
Athleticgreens
-Most of their traffic comes from Influencers (youtube & podcasts mostly)
-Target entrepreneur & "smart people" niche (Lex Friedman, Tim Ferris
-Make amazing Landing pages & personalize them according to the influencer
-Amazing design & UX
-Push Subscriptions
boombycindyjoseph
-Skincare for mature women niche + high ticket
-Created by Erza Firestone, A genius marketer constantly testing and having multiple
ecom brands/saas
-Amazing branding & Visual identity (Designed and written for boomers)
-Ultra optimized for conversion

-You can do a similar website without dev or anything custom
Judy.co
-Next level design, Brand & Copy
-Brand takes advice from Nik Sharma (A guy who launched and advised a lot of successful
ecom brands)
-For Paid traffic, they use an extremely CRO optimized LDP :

https://get.judy.co/shop-judy-prep-kits-today/
-Ultra Optimized for AOV (bundles, upsells, Downsells)
6 Pro Tips to successfully setup

your online reviews (from a
review app founder)
You need reviews and you need to use them correctly to convert customers. Without
reviews, sales can be lower by up to 70%.
I’m the founder and creator of Opinew Product Reviews app on Shopify. We had
thousands of merchants using our app and I have personally supported over 2000 shops
with their review related issues. From small to large multinational companies, DTC brands,
Dropshippers. We learnt quite a lot about how to utilise reviews to bring the most benefit
to your online store and here I’ll share 6 relatively easy quick-win strategies that every
online store should implement IMHO.
Don’t try to do it all at once, but do make sure to give these tips a chance. Even if you only
implement one of the tips below, you’ll be better off. Let’s get to it!
1. Basics: Show review widgets in all the
relevant places
To keep your customer thinking at all times
“all these people have had a good enough experience with both this product and this
store, so it should be ok”,
use these 3 absolute essentials:
stars on product page below the title

stars in product collections
review widget below product description

Extras
I also encourage you to select a few top reviews and put them in a carousel on your
home page so people get a sense of how good (and safe) buying from you is right when
they land on your site. Those reviews should be more about buying experience and the
shop rather than just products (unless you sell a small selection of products).
You can also satisfy your customers' need for social confirmation by showing how your
shop and all your products are rated overall. You can do this via a dedicated all
reviews page or put a badge in your footer that shows your overall store rating. This will
help to sell products that don’t have reviews yet. It will make customers think:
“maybe this product doesn’t have reviews yet, but this shop is rated very well overall, so
this review-less product should be good to buy too”.
All reviews page

Footer badge
⚠ Common review widget pitfalls ⚠
Not putting the stars below the product title. In many cases the review widget is below
the fold on the page and in some cases it might seem there are no reviews on that
product. Make your customer think that there are no reviews and your sales will drop by
40-70% according to our data.
Also, and this is so simple yet so important - align the stars. You wouldn’t believe the
amount of times I’ve seen something like this:

It makes your shop look disorganised. Would you rather buy from a neat organised
business or a messy warehouse with items all over the place?
And don’t show empty stars if a product doesn’t have reviews yet. Some buyers might
think that nobody is buying it and thus not safe to buy. It’s better to not show anything at
all.
2. Have a good balance of positive and

negative reviews
Don't delete or hide the negatives. At least not all. People will check your positive and
negative reviews. If there are no negatives the product looks fishy. Your customers know
what real reviews look like and that a few negative reviews are part of what a genuine
business has to deal with in the real world, so if you think you’re being a wise guy by
hiding negative reviews, think again because they can see right through you. 300 reviews
and not a single 1 or 2 star review? Yeah right...
Don’t shoot yourself in the leg. Having only positive reviews can be harmful - the only thing
you’re boosting here is your ego and your strong internal social need to only present your
products in the best light. You can be smarter than this.
But that doesn’t mean that you should leave negative reviews unattended, which brings us
to our next tip...
3. Reply to reviews
To optimise even further, engage with reviews, reply to them.
I mean leave a visible comment on that review that other customers will read. There are
two reasons for this:
● For negative reviews, this is where you show people what you do when things go
wrong and make them feel that you care about their business and that buying with
you is safe .
● For positive reviews you show people that your brand and team are engaged with
your buyers, that your store is active and being cared for, and you aren’t just some
marketing storefront for a warehouse in China where the only comms you get are
the automated order confirmation and tracking messages.
4. Incentivise with coupons to get 2x more
reviews
We’ve found that when you offer a coupon for writing a review you can increase the
number of people leaving reviews by 2X! Plus you will get repeat customers on top of that.
Normally around 3-5% people leave a review when asked (via email or SMS) but with a
coupon offer, you can increase it to 7% or even 10%. What kind of coupon is enough? I
would recommend starting at 5% off. Suprisingly, there isn’t much difference between
offering 5% off and 15% off.
5. Put high quality reviews first for a 30%

conversion uplift vs sorting by recent
Over 80% of people read only the first page of reviews. What if good reviews are on the
second or third page? You have one chance to make a good first impression so you have
to nail those. Amazon does it with their reviews - noticed they are not sorted by time? By
default Amazon puts only the best converting reviews at the top of their review widget. So
have a look at your reviews and pin the best ones on top.
I understand this might be quite tedious but our numbers show that if you show those high
quality reviews at the top you can increase your sales by extra 30% for that item vs if
reviews were only sorted by time. If you have an item that sells at high volume that +30%
for is totally worth it.
At Opinew we are the only ones in the industry we have an AI powered system that we call
“Smart Reviews” that can do this for you automatically for all your products. You can read
about it here.
6. Implement SEO rich snippets

This is important for increasing your SEO ranking. Rich snippets create the stars you see in
organic search engine results.
You have to do this because search engines prefer those “enriched” results. They rank
them higher because it lets them show results that are more informative to those who
search. Here is a complete code we use at Opinew but if adjusted it can work for any
review app really. Opinew Rich Snippets JSONLD Code
Closing words
Overall do this for easy wins:
1. Show review widgets in all the relevant places

2. Have a good balance of positive and negative reviews
3. Reply to reviews
4. Incentivise with coupons
5. Put high quality reviews first
6. Implement SEO rich snippets.
After that you can do things like optimising your review request emails, adding Q&A
section, optimising request delivery time etc. but the above will bring probably 70-80% of
possible benefit so it’s a good place to start.
Hope this helps!
Tomasz
CEO | opinew.com
And since this is my first post and a welcome to Utopia, let me introduce the team behind
our app :D This is our 2nd in command Stefan, me and Cham, our Lead Engineer. Enjoying
the rare Scottish sun in Glasgow.

How to build the Perfect
Checkout Page for e-Commerce
I found a great source of inspiration for building the perfect Checkout Page for ecom
stores. I'm building my new checkout exactly like that and I just wanted to share it with
you guys, since the checkout is one of the most important pages, where a lot of revenue is
lost in many stores.
The infographic is from https://vwo.com/blog/anatomy-perfect-checkout-page/

How to get Reviews that actually
convert for your brand
"I love it"
If you saw this on a page of a product you were interested in would you purchase it?
Of course not, the average customer has gotten smarter, they can smell the BS of fake
reviews miles away.
Look at the basic dropshipping store from 2015, those would never perform right now
So why are you using the same style reviews as you were back in the day?
Product reviews are some of your greatest assets, people like Ezra Firestone use it across
their websites in headlines and deep within their copies,
But many of you have probably tried them to see
Here is a checklist of elements you should have within your product review
> Genuine reactions/experience with the product
> What life was like before the product (talk about the pains) (challenges
> What have you done to try fixing the pain before you found the brand
> What is life like now
> What are the results
(We will structure these into questions soon)
The objective here is to look at the buyers journey from the prospect's shoes. They all have
their own individual problems and we know that reviews are one of the greatest
conversion boosters because the prospect gets to see what other people are saying about
the product
Here's how to get the reviews

1. Send a campaign to your past buyers once a month
2. Setup a review flow that sends 40 days after the purchase
The email copy
Hi Growth,
It's Wiz, from _____________.
How have your braces worked for you so far?
My team and I are very interested in knowing your thoughts and opinions about our
products.
Your voice is so valuable for us that I've put together these gifts for you in exchange:
Send us a video review, and we'll send you a FREE pair of __________.
You pay nothing, nada… 100% free insoles with free shipping.
How's that?
Don’t feel comfortable with that? We get it!
You can also send us a photo review, and we'll give you a 30% discount on your next
order.
So you just need to:
1. Choose between video or image review.

2. Record or write your review following the instructions below.
3. Send us an email with it, and get the amazing gift!
Are you in?
Fantastic!
Keep reading to know how to send them:
How to send a video review

For video:
1.Turn the phone horizontally
2. Record the video by answering the questions below
● What's your first name?

● How was your life before you found _______________?
● How has your life improved since you tried our products?
3. Share it with the email and get your free pair of _____________!
Please ensure you hold the device horizontally when shooting a video.
How to send a photo review

For photo:
1.Take a picture
2. Record the video by answering the questions below
● What's your first name?

● How was your life before you found __________ ?
● How has your life improved since you tried our products?
3. Share it with the email with the review and get your massive discount!
And that's it.

It’s that simple!
You'll not only get rewarded for your review, but you'll be helping other people, just like
you, to improve their quality of life by finding relief for their __________.
3. Provide a discount/unique offer in the email
Where to use these reviews
1. Within your video ads on paid media
2. On your Instagram and save them as story highlights
3. Add them to your social media content strategy and post them weekly
4. On your product page near the bottom

5. On your product page as a heading - take a piece of one of the videos/images, copy
what they say, and add it as a heading like this
How we made a store an extra

million dollars a month (Without
spending a cent more in ads)
When we first start working with a store, We ask: Where's money hiding in the business
that we can extract? With this store, they were doing ~30% of their total revenue from
email. Most agencies would say 30% is good... And it is.
But, That doesn't mean there's no work to be done.
In my opinion, 30% email revenue is the BARE minimum that any business should accept
as good. This company was sitting on $1M a month in MRR that was slipping through the
cracks.
If they took their 30% email revenue as acceptable and didn't do any extra work? They'd
miss out on $12M a year in additional sales.
But luckily, they didn't.
Here's what we did:
We first looked at the campaigns they were sending out, which were on point. There
wasn't work to be done there - they were crushing it. The potential for extra revenue
lied in their email flows.
They had all the foundational flows (welcome, browse, abandoned cart, & checkout) but
they could do much better.

The flows weren't driving enough sales.
So what did we do? We evaluated the core infrastructure of the flows they had running to
see what was working + what wasn't.
Our findings:
>their flows were shallow
>they had only one or two emails in each
>they weren't well optimized
>all their (engagement and click) metrics were low
>the flows were underperforming
Put simply, They could be doing a lot more.
We rebuilt each flow from scratch using our knowledge about the customer lifecycle and
how people interact with this business. This produced a substantial lift in revenue so the
flows started producing what they should.

Here's what we tweaked:
1) Browse abandoned flow
They only had one email in this flow. Plus, It wasn't resonating with the audience, wasn't
getting clicks and therefore wasn't getting purchases.
We added these emails:
Email #1
Tie it back to their shopping session with some information about the product they were
looking at.
Email #2
Plain text email from customer service asking if they needed help.
Email #3
We did some cross-selling with complementary products. "Since you were looking at X, we
thought you might like Y"

We made all these changes within a week, And they made 50k. We did these for other
flows as well. Now, this store had a lot of traffic... ...but even if your store is small, there's
still opportunity volume flowing through.
(it doesn't matter how big or small your store is - why not make your paid ad spend more
profitable with good email marketing?)
For any store, opportunities for sales slip through the crack by not maximizing email
revenue.
With this particular store, they were spending lots on traffic - it was easy to produce an
extra $1M/month by improving their flows.
They had all that opportunity there (via lots of traffic) but weren't taking advantage of it.
By fixing the flows? Easy & automated $1M/month.
Like I said, MOST eComm stores are leaking money every month... Which can be fixed
with proper email marketing. If your store isn't making at least 30% of its total revenue
from email? DM Me - let's fix that.
Website Conversion Rate and

Best Practices to Skyrocket It
for Online Stores
Let's face the fact that there is a large number of entrepreneurs who will launch and build
their eCommerce business. Whether you are a novice or seasoned manager,
understanding and optimizing the website conversion rate of an online store is critical to
compete with others. Today, we will together break down what conversion rate means and
what you should do to maximize it to grow your business.
What Is Website Conversion Rate?
In a nutshell, an online store conversion rate is the percentage of site visitors who
complete the desired action. Hence, you need to know your end goal to define your
conversion. Businesses often use this metric to track ROI as it offers insight into whether
your site is convincing enough to turn a visitor into a customer. In fact, there are several
types of website conversion that e-merchants should consider here:
1. Online sales
2. Percentage of customers who add at least one item to the shopping cart
3. Percentage of customers who add items to their wishlist
4. Email signup rate
5. Social media share
Knowing website conversion rates is the first step to understand how well your sales funnel
is performing. Thus, store owners must know how to calculate them. Let’s say you choose a
sale as a conversion.
The formula to measure the percentage of shoppers who completed a purchase on your
online store. For example, you had 50 sales in total with 2,000 store visitors in a month so
CR would be 2.5%.
However, if the conversion happens on other sales channels like social media, you can use
the following one.
To measure success using this formula, merchants have to keep track of leads and
resulting sales. To be more specific, leads here are potential individuals who show their
interest in your products or services. For instance, you achieved 20 sales on Instagram
and had 300 leads so CR on this platform would be about 6.66%.
Thanks to technological advancements, there are a lot of powerful tools such as Google
Analytics that will help you record website conversion rate with a few setup steps. Keep
reading and we will talk about it later in this article.
What Is A Good Conversion Rate?

This is a common question among startup owners, and the most appropriate answer is, it
varies. You should understand that there is no right or wrong rate for all businesses. We
can’t compare the CR of a store that sells luxury shoes and accessories with one offering
$10 phone cases. Plus, the conversion rate is highly contextual, which means variables
have a powerful impact on your conversion rate. That list includes product type or your
niche, average order value, traffic sources, devices (PC, mobile, or tablet), platforms
(macOS, Windows, iOS, Android), and geographic location.
However, you might find it challenging to set KPIs if you do not have enough data.
Therefore, it is a good idea to use the industry benchmarking metrics to understand how
others are doing. Take a closer look at the following charts.
The average conversion rate in all segments of eCommerce markets fell from 2.16% to
1.80% in June 2021 compared to June 2020. (Source: IRP Commerce)

By specific markets, Arts & Crafts (3.06%), Health & Wellbeing (3.04%), and Pet Care (3%)
have been the most potential niches up until now. Meanwhile, Baby & Child (0.39%) is the
toughest market to compete in compared to others. Now, you can save these statistics for
your strategic plan in the future.

Conversion rates for large-screen devices such as desktops and tablets are approximately
2x higher compared to the ones from mobile devices (Source: Invesp)
There is no doubt that a conversion rate is the backbone of any eCommerce business.
Save these figures for future reference as you’ll probably change your strategic plan - an
ultimate preparation to gain a rise in profits.

Top 4 Proven Tactics to Boost Your
Conversion Rate
To drive more sales and stand out from the competition, don't just stop yourself at the
average CR. Aside from benchmarking your store’s performance, conversion optimization
should be one of your baseline goals. Now, we will walk you through some effective tactics
that you can apply to quickly bring in more revenue.
Optimize Visual Materials
Think about what you like to do when you go shopping. As a shopper, you want to touch
and feel the product to know whether it is a good fit or not, right? Unfortunately, this
activity is limited when it comes to buying things from online stores.
To overcome this and to bring your consumers an enjoyable experience, the use of high-
quality images and videos to showcase your items comes highly recommended. According
to Hubspot, the human brain processes visual details 60,000 times faster than text-based
content. Likewise, compelling visual elements can help store owners generate up to 94%
more views. Hence, visual commerce is the very first step for you to stay ahead of the
competition.
Urban Natural Home provides an image ranger slider to show customers how their Valeo
Floor Lamp fits in architectural home styles. (Source: Urban Natural Home)
Makeup Geek is another example of using photos to illustrate their product in use. Instead
of showing the packaging only, the brand lets customers know how pigmented the eye
shadows are on different skin tones. (Source: Makeup Geek)
Optimize The Shopping Flow
Leading potential customers to your store is not enough. To boost sales conversion rates
on websites, you need to create a simple, smooth, and effective buying flow. Here are
some major points that every store manager should pay attention to and keep optimizing.
Improve Site Search and Navigation
The fact is the faster customers can find a product, the more likely they are to purchase it.
Recent studies show that up to 68% of respondents would not return to a website with a
poor internal site search, and the figure for bad website navigation is 37%. To build a
smooth site search experience, merchants can:
1. Place a search box in an easy-to-see location.

2. Have a synonym bank and typo tolerance for common search terms.
3. Add facets as filter options that can speed up their buying process.
4. Keep your menu horizontally at the top or vertically down to the left-hand side.
5. Make sure both header and footer sections have links to product pages or
collections.
To help shoppers quickly locate their favorite items, Red Dress builds a filter tree so they
can filter products by collection, price, size, and color apart from the horizontal menu and
search box at the top. (Source: Red Dress Boutique)
Optimize Your Checkout Process
Imagine how frustrating it is to lose customers during this process. To reduce the checkout
abandonment rate, merchants should make everything on the checkout form is simple and
clear, for example, input fields. When consumers type in their credit card number, format it
for them as they go along. Besides, it is better to have a dropdown or picker when it comes
to filling in a date or country field.

Express checkout enables customers to purchase goods or services without entering their
shipping and billing information. Therefore, their personal and financial data can be safely
transmitted to the merchant. (Source: Yummy Bazaar)
To make the checkout more convenient, consider digital wallets as they can greatly help
with this. Payment processors like PayPal, Google Pay, Amazon Pay allow consumers to
sign in and then repopulates everything for them. Hence, it is much easier, faster, and
more secure.
Apart from always showing shopping cart content to review, it is important to ensure that
your store is safe. Hence, you need to apply some methods to enhance your on-site trust
and credibility, for instance, installing SSL certificates, or displaying some sort of security
badges (GeoTrust, McAfee).

Store owners often take care of product descriptions with demonstrations to show items
off and in use. It’s good, really. However, that’s not enough. To convert curious customers,
e-merchants need to have Frequently Asked Questions (FAQ) where you address the most
common concerns about products, services, return policies, and your brand as a whole. Did
you know that 68% of online shoppers view the return policies before they make a
purchase?
FAQs sections save time for both customers and you because consumers do not have to
contact you to get details for simple questions, while you do not need to waste time
resolving those simple tickets. (Source: Equal Exchange)
Designing a FAQ page seems like a simple task, but it is easy to over-complicate the page.
We’ve got some tips for you to make it optimal for your shoppers.
1. Write clear and concise answers instead of eloquent and long paragraphs.
2. Include a search bar so that customers can find the appropriate answers as quickly
as possible. Likewise, consider showing product pages in instant search results, as
well as redirect visitors to relevant pages when they search for shipping or return
policy.
3. Organize questions by categories like the product-related information (such as size
charts), payment methods, shipping, return, or security policies rather than a
random order.
4. Stick to a simple design and basic format to improve readability.
5. Update content over time as your business grows.
Optimize The Promotion
eCommerce promotion is one of the most popular and effective tactics to turn visitors into
paying consumers. Besides, it plays an important role in raising brand awareness and
nurturing loyal customers as well. Here are some great promotional ideas for your
business.
Offer free shipping - No longer a trend, free delivery is now a standard that influences
customers buying decisions. According to Nosto, the free shipping program has proven to
increase AOV by 97% while reducing cart abandonment by 18%. Due to its impact and
popularity, merchants should place it at a noticeable and fixed position across your site.
KKW Beauty displays a top banner so online shoppers will be aware of this attractive deal
(Source: KKW Beauty)
Creating limited-time promotions will make your consumers feel a sense of urgency - a
powerful method to hasten them towards completing a payment. You can offer timely
discounts when they subscribe to your newsletters, showing a popup once they enter or
before exiting your site.

Sephora Malaysia sends an email to all members to inform them about the limited time
20% discount one day in advance. (Source: Sephora Malaysia)
Though, if you are looking for a less pushy alternative, think about displaying hot selling
products across your online store so visitors cannot miss them.
This is an excellent way to draw attention to your best-sellers while also giving valuable
assets to the products that are selling the most. (Source: Mavi)
Optimize Customer Experience
The customer experience (CX) is all about how your consumers perceive your brand. A
recent study indicated that when it comes to making a payment, 64% of respondents find
CX more important than the price as a key differentiator. Therefore, improving your
customer experience will let consumers go through an enjoyable shopping experience that
generates more sales.
Now let’s see how brands are doing to level up user experience.
Use A Live Chat Software
Implementing live chat software helps you support more customers in less time while
turning conversations into checkout with ease.
Room Shop used Shopify Inbox to make the most of online sales, 80% direct and 20%
wholesale. (Source: Room Shop)

Room Shop is an accessories brand that sells via Instagram and the Shopify store. To stay
on top of all sales channels as well as maintain a consistent buying experience across
every touchpoint, Shelly Horst, the store owner, decided to install Shopify Inbox. It has
been proven to be a powerful tool as she uses it to promote her brand while acting as a
virtual stylist for customers. In other words, each inquiry she receives is a great
opportunity to build an authentic connection with consumers who feel like they are talking
with a product expert.
Shopify Inbox also provides merchants with insightful metrics so you can evaluate its
performance to plan for growth. (Source: Shopify Inbox)
Harness The Power of Social Media and User-Generated Content

(UGC)
One of the most interesting trends in the eCommerce industry is probably the search
behaviors that witness the rise of social search.
Approximately 45% of global Internet users said that they would turn to social media at
least once per month to look for information about items or services they would like to
buy. (Source: Data Reportal)
The use of social networks is more popular among younger groups. Meanwhile, it is also
increasingly important for brands to reach GenZ and Millennials because their power
continues to grow in the coming years. The research discovered that 58% of Gen Z
respondents made purchases via social media, namely Instagram, while 45% of
Millennials have browsed their social channels for products.

Social networks are on their way to being dominant channels for brand search. Gen Z uses
social networks instead of a search engines, and this will soon be the case for younger
millennials. (Source: Data Reportal)
The reason behind it is that these groups want authenticity rather than promotional
content and paid advertising. As a result, they would seek case studies, advice from
friends, families, colleagues, or social proof. With customer reviews and testimonials, your
business looks real to them instead of one trying to steal their money. That’s why business
owners should develop strategies to promote their online presence now.

You can combine photos from customer reviews with their photos from Instagram or other
social media platforms to showcase them on-site in galleries. (Source: Headphone Zone)
The use of UGC is a very creative way to influence consumers throughout their buying
journey. Aside from building brand trust, UGC could result in 29% higher web conversions
than campaigns or sites without it.
Personalization
Today's consumers expect a personalized experience when they are shopping online.
According to McKinsey & Company, a successful personalization program can yield a 20%
higher customer satisfaction rate and a 10% - 15% increase in sales conversion rate. Also,
store managers should concentrate on loyal customers as targeting regular consumers will
boost an ROI 3 times higher than that of mass promotion.

Amazon Prime Wardrobe is an exclusive program for Prime members where shoppers can
try eligible items before buying them. (Source: Amazon)
Let's take a look at Amazon, the world's largest online retailer. Amazon continues to raise
the personalization bar with innovative offerings to Prime customers. For example,
Amazon Prime Wardrobe has released a personal shopping service exclusively for their
members called Personal Shopper by Prime Wardrobe. Apart from benefits like a 7-day
try-on period and free returns, a team of stylists provides personalized recommendations
from more than half a million items across brands based on customers' responses in the
style survey. There is no doubt that Amazon’s innovations in personalization are setting
new standards for the whole industry.
To succeed in personalization, it’s vital to pay attention to:
1. Data management serves as the backbone of analytics.

2. Consumer segmentation and analytics so you can identify value triggers and score
consumers accordingly.
3. A library of campaigns with personalized content for specific groups.
4. Technology employment to keep track and assess your store performance as well as
optimize it based on data-driven insights.
5. Test and learn as nothing comes out perfectly so you need to get started, detect
conversion issues and optimize your campaigns over time.
4 Powerful Tools to Boost Your Website

Conversion Rate
It would be impossible to understand your business performance, in general, and
conversion problems, in particular, without analysis tools. The following four are our highly
recommended tools for any eCommerce business.
Heat-mapping Tool
A heat-mapping tool like Hotjar is extremely useful to understand how your visitors
interact with your site from a high level.

Depending on your plan, a heatmap experiment can capture up to 10,000 pageviews and
compiles a visually detailed analysis. (Source: Hotjar)
Interestingly, store managers can take advantage of its session recording - a distinctive
feature to analyze customer behaviors in real-time. With a targeted page, Hotjar will
record individual sessions that allow you to watch later and know exactly customer
interaction on an organic level. Furthermore, it is easy to set up attribute-based filters by
visit, page views, length, country, device, and more to drill down deeply on specific
segments and types of visitors.

Google Analytics is used to track website activities such as session duration, pages per
session, the bounce rate of individuals using the site, along information on the source of
the traffic. (Source: Google Analytics)
Setting up Google Analytics has been a must for all websites including eCommerce ones.
This tool gives you a clear and in-depth view of your online shoppers by answering various
questions:
1. How do they find your site, probably from a keyword search from Google, referral
websites, or direct visits
2. Are those visitors returning or new users?
3. How long did they stay on your site?
4. Which operating systems or browsers did they use with what type of devices?
5. How many converted customers (based on your goals set up) and the interactions
leading to conversions.
Advanced Collection and Search Analytics
To eCommerce businesses, data-driven insights about your customers' shopping behaviors
play a key role in designing a growth strategy. Third-party apps like Boost Product Filter &
Search provide e-merchants an analytics feature that helps you trace the search flow of
on-site visitors. Therefore, it is an invaluable tool to learn about shoppers’ digital shopping
behaviors and analyze their interactions.
Collection Analytics illustrates how online customers use your filter menus to browse items
on specific pages and the whole store. (Source: Boost Commerce)
With the Collection Analytics, users can check:

1. Top interested collections through the Top Filter Click report. It shows your
customers’ interests in a group of products during a period of time.
2. Trends of product browsing in every collection page thanks to the Top Filter Option
Value Combination report.
3. Shoppers’ growing demands with Top Filter Option Value report that indicates
trending attributes of your products.
Apart from Collection Analytics, Site Search Analytics lets store owners know what online
shoppers are seeking and how they react to search results. (Source: Boost Commerce)
To help e-merchants gain deeper insights to make the right decision, the search analytics
dashboard exhibits:
1. A list of top entered search queries revealing what they need from your store.
2. A list of top search terms with no result and how many times they search but no
matching terms. This metric is important because it enables you to monitor and
configure better search settings so that you can enhance the shopping experience
and convert those sales next time.
3. Total filter clicks and top filter option value on the search page let store managers
see whether products are drawing attention or not, aside from which ones are the
most popular.
Need powerful analytics functions? Get your 14-day trial now!
Quantcast Measure
The quickest way to introduce Quantcast Measure is that it is a tag-based analytics tool
that fills in between Facebook and Google Analytics. Thus, Quantcast helps you measure
customers’ site usage and brings you comprehensive data about demographics, and
psychographics on a per-click basis.

The deep insights into who visitors are on a personal level which has translated into
business intelligence for you to tailor a key message to customers (Source: Quantcast
Measure)
How Will You Increase Sales?
It is important to remember that every eCommerce business is different, so there is no
right or wrong conversion rate for all. Although the tips we have mentioned should be
adequate to help you improve your sales conversion rate, you also need to update new
tactics and stay in contact with your consumers to gain valuable insights. One more thing,
keep testing everything until you can turn your site into a conversion generator.
How to decode and increase
your Shopify store's conversion
rate….
Speaking about conversion rates seems to be taboo in the realm of e-commerce
Everyone wants to talk about scaling your store's revenue through Facebook, Tik Tok, and
Snap ads
However, you can double stores revenue cheaper and much easier by doubling your
conversion rate
Let’s break it down by numbers:
If you’re putting $1,000 into ads and bringing in $2,000 with a .5% conversion rate you’re
getting a 2 ROAS
If you can get your conversion rate to 1% then when you spend $1,000 on ads you’d bring
in $4,000
Now you’re getting a 4x ROAS

Most Shopify stores conversion rates are hovering right around 2-3% (if yours is below 2%,
you have a lot of catching up to do)
And what’s worse, is most think their conversion rates are set in stone and are solely
product related
If you build your website without conversions in mind or you’ve never even tried to
improve your conversion rate, this is for you.
Step 1 - Decoding your conversion rate.
Conversion rates are confusing. They fluctuate on a daily, and even hourly basis.
There are multiple factors that go into a conversion rate such as the quality traffic being
sent to your site, your website, the channel you are advertising on, etc
For example, if you’re advertising on Google using a branded keyword (your companies
name) your conversion rate of traffic coming from Google will be higher than Facebook
because it's high intent traffic.
Decoding your conversion rate
The first step to decoding your conversion rate is to look at it at different time intervals.
When looking at a client's conversion rate, I always check it on a 30/60/90/180 calendar

to get a holistic view of their true conversion rate. Never look at it on a weekly or daily
basis.
The second step to decoding your conversion is looking at data.
Women lie. Men lie. Numbers don't. Data is the most valuable thing.
Hotjar, Fullstory, or a similar app on your site is your best friend, especially if you’re
getting 5k+ visitors a month.
When we work with clients that are looking for a full redesign we always use any Hotjar or
Google Analytics data and then base their new website on customer behavior.
For example, let’s say Hotjar has recorded 1,000 customer interactions on your website
and shows that most customers who end up scrolling to your customer reviews end up
purchasing.
It becomes a no-brainer to move the reviews higher up on the page.
The third step to decoding your conversion rate, which NEVER gets talked about is talking
with your customers/website visitors.
Let me give you an example.

A few months ago we were working with a client whose conversion rate was below 1%.
He was getting tons of visitors but not many people were buying.
He sells biker uniforms and bibs (pictured)
He was able to get in contact with some store visitors that did not end up buying. He found
out that the main reason for them not purchasing was not because they thought the
product was bad or too expensive but because they did not know what size to order!
So, we created a size guide on his website

Shortly after, his conversion rate started creeping up and his return rate plummeted.
Don’t overcomplicate it.
Okay, so now you know how to decode your conversion rate.
So how do you increase it?
There are a few ways

If your site is getting over 10,000 visitors per month use Google optimize. (I go over that
here)
But, what if your site is getting only 2-3,000 visitors per month? Or you’re building a new
site from scratch?
You can still use Google Optimize, but you’ll have to run tests for much longer (2-3 months)
so Google can get enough data to make a decision
At this phase, your best bet is to work with a professional website development company
that has done hundreds of CRO split tests for bigger stores and has a good understanding
of what elements of pages convert (shameless plug for my company, 301Studios.io)
Obviously, it’s not one size fits all, and what works for some stores won’t work for all
But there are some general rules of thumb that increase conversions for 99.9% of stores
we have worked with.
We know this because we have tested it.
Here are some no-brainers.
1- Call to Action above fold

We have tested having this and not having this on websites. Having some type of CTA
above the fold is always big for conversions. Here is an example of a store with it and
without it
2 - Product Review Stars (underneath the product description). This is pretty self-
explanatory, but we have seen in many tests that having the product review stars WITH
the # of reviews converts higher than without it (see below)

3 - Comparison Section. Here are some examples of comparison sections we created for
clients. Customers love these. Usually, if there are on the fence between your brand and a
competitor this will push them over.

Those are the three no-brainer changes and additions you can make to your site if they
are not already in place that I can almost guarantee will help your conversion rate.
However, like I said it’s not always one size fits all and at the end of the day working with
an expert is always the best way to go.
I will be posting this as a thread on Twitter and giving a FREE WEBSITE AUDIT to
anyone that retweets and DM’s me “Utopia” after. My Twitter is @me1ies
(https://twitter.com/me1ies)
I hope this thread was helpful! If you have an e-commerce store and are interested in
improving your conversion rate feel free to shoot me a DM or schedule some time to talk
with me directly at 301Studios.io

Wishing the best of luck to everyone out there grinding. If there is anything that needs to
be explained better, or even if you do not agree with something please let me know.
Hopefully, we learn from each other.
Best,
AM
How to Write An Ecommerce

Product Page That Converts At
23%
Say, you’re going to buy a scented candle.
Which of the following two would you buy?
And, which would you be willing to pay more for?

They’re both candles with one common goal: make my room smell nice and homely.
Now, the answer is pretty simple. I’d buy the second one in 5 secs without even focusing
on the price.
Reason: People buy experiences, not products.
Hence, your product page should be an experience in its entirety and not just a page.
While it may nearly impossible to build a product page that converts well, as good as 23%
to be precise, it’s not that difficult.
I know because I’ve done it. But, I don't expect you to figure this out on your own.
That’s why I am sharing pure value, no BS, real stuff that works here.
Let’s get started!
Here are the 7 core elements of your product page:
1. A catchy headline, aligned to your UVP.

2. High-quality product imagery for great aesthetics.
3. Clear product pricing with an irresistible offer or subscription.
4. An engaging product description addressing your buyer's pain points with your
product's benefits.
5. Social proof, guarantees to build trust and credibility
6. An eye-popping CTA to encourage your visitors to buy your offer.
7. Your contact info to make your support accessible to your prospects.
Now, let’s get to what exactly you need to do to make your product page convert.
1- Sell Benefits, Not Features
You might have heard this popular marketing saying and it does stand true, ALWAYS.
So, begin with your UVP aka Unique Value Proposition. Your UVP is the benefit you offer -
THE BIG FAT BENEFIT. Yes, you heard me.
Your UVP is the focal point of your page.
While crafting your UVP, make sure your visitors get it in no more than 5 secs.
Your UVP should answer the following questions for your visitors:
1. WHAT are the benefits of using your brand?

2. HOW can you help them solve their problem?
3. WHY should they use you instead of your competitor?
How can you craft a value proposition?
Use the pretty simple method by Steve Blank:
We help [X] to [Y] by [Z]
Here are some of the best examples of UVPs I’ve seen:
Casper: “No More Sleepless Nights”
Poo~Pourri: “Tell Bathroom Odor to Buzz Off!”

Glossier: “Uncomplicated Makeup That Lives With You”
2- Craft Magnetic Headline & a

Subheading
Your headline is as important for your product page as bread is to the butter. Your
headline needs to speak the language of our UVP and needs to:
>> Be short yet compelling. Less than 10 words to be precise
>> Be Concise, Clear, Compelling, and Credible (4Cs Formula)
>> Have active verbs, power words
>> Have numbers and quotes (if needed)
Provide more information about your offer in the subheading. It needs to be:
>> Descriptive
>> Informative
>> Persuasive
Remember, you don’t always need a subheadline to go with a heading. It is only needed
when your product needs supportive text to describe all the features to go with the
headline.
Death Wish Coffee killed it on their product page. Have a look!
3- Product Description That Sells
"If you read a product description and you still have questions, then it didn’t do its job”
- Neil Patel
Pretty straightforward!
Product descriptions matter and well-written product descriptions make it hard for the
visitors to not get enticed. Also,
Product Complexity → Detailed product description
Because it needs a little bit more information for the users to address buyer barriers and
concerns.
Your product description should do 2 things:
>> Inform
>> Persuade
Else, it is as good as dead.
To write great product descriptions, you need to answer the following 3 questions for your
potential customers - but in a fun and engaging manner:

1. What problems does your product solve?
2. What do customers gain from your product?
3. What makes it better than your competition?
A product description should answer these questions in a fun and engaging way.
The most important thing I emphasize is, PUT THE MOST IMPORTANT INFORMATION
IN THE FIRST FOLD.
Death wish coffee did it best - the brand put only needed information in the first fold and
for the users that needed a little bit more convincing; there is valuable and persuasive text
below the fold.
Curating content for product description is one part but displaying it is another - and as
important. Poorly displayed great information can cost you a lot of customers.
Format your information in a skimmable manner - like your reader is in a hurry.
Use:
● Bullet points
● Ample white spacing
● Paragraph breaks
● Buttons
I love love love, Love Hair. See this:

How easy they have made it for a user to digest this much information in a single fold.
Their first fold is everything persuasive and enticing. Kudos to them!
4- Create a Sense of Urgency
If you’d give your users forever to buy from you, they’d take it forever to buy.
Doesn’t make any sense?
Let me put it straight for you.

Make your visitors go from “I Must Have That” to “I Must Have That Right Now”
Create urgency, scarcity, and use FOMO to your benefit. For instance, consider this
example:
“Hurry! Only 9 left in stock!” note on the product page is using the principle of scarcity to
make the visitors take action immediately.
5- Social Proof For The Win
Social proof lets you win more customers by giving your customers a sense of security that
they aren’t the first ones to buy from you and by choosing you, they’re making the right
decision.
Social proof comes in different forms:

● Starred ratings
● Reviews
● Seals
● Testimonials
● Client logos
● Case studies
● Certification badges
● Press/publicity
These are all the ways to build your trust and credibility as a brand. See this for instance:
SSL encryption and PayPal lock affirm trust and even affect your Google ranking.
To Sum It Up
There is no such page as a perfect e-commerce product page - there are just converting
ones.
Your product page should just have one goal - CONVERSION. Sometimes ugly product
pages convert more than sophisticated ones. You just gotta find what works for your
brand by always experimenting and testing.
There is tons of content out there, having tons of information about product pages per
article. But, I just put the main strategies and considerations that have worked for me and
may work for you too.
Put the effort now to get more sales in the future.
Keep pushing yourself to aim higher and build killer, converting product pages.
Good luck :)
7 Elements that High-Converting

DTC Product Pages Have in
Common
1) Clear Call To Action.
There is no need to dive too deep into this because most of you already know this, but
letting prospects know what they actually have to do on a product page is crucial.
2) Great product photography.
Your product gallery needs to showcase your product from every perspective, highlight
the beauty of your product through great product photography or lifestyle images
(especially for apparel, jewelry, beauty).
Lifestyle images offer key visual information that otherwise could be hard to glean from
other kinds of still product images.
Include close-ups where you can show the texture and details of the materials.
Satchel & Page is going hard on their product quality by showing these close-up shots for
one of their bags.

3) How-to section (applicable if your product needs additional explanation).
Go that extra mile and explain to your customers how it works or how it needs to be
applied properly for maximum results - for verticals like haircare or skincare - because
your customer will want to know how to use that product before making the decision to
purchase.
These sections are great for helping your customers envision themselves using the
product, which also clears their minds from any concerns and doubts.
Verb Haircare is perfectly using a How-to video for their conditioner to show their
customers step by step the way their product should be used.

4) We all know the power of User Generated Content.
The impact of UGC for creating additional trust and social proof is bigger than ever. Place
any kind of images or videos you have from your customers using your product(s) on your
PDP.
NxTSTOP is repurposing a lot of the IG content their brand has been featured in on their
product pages to offer more social proof.
You can think about this from a different angle and create this section more around
customers' reviews. Look at this example found on Javy Coffee's PDP.

SNOW is doing the exact same thing, but the only difference is that their product is solving
a problem, so they are proving the results the product can get by showing real customer
experiences.
5) Focus on the role (outcome) your product(s) plays in your customer’s life.
Reinforce the main benefits of your product to build that confidence in your customer’s
decision.
Present your product as the only solution to their current problem and how well is going to
satisfy that need.
Four Sigmatic is touching on all the main benefits you can get as a consumer by switching
over to their organic mushroom coffee.
6) The “Us vs Them” section.

This is such a great way to address the main objections/questions prospects might have
about your product and if you are able to provide all this information in a visual way (a
chart works great here) by comparing your product to your competitor's product, you start
increasing your brand’s believability even more.
Disco Skincare is using a well-designed chart to make it clear why their product is better
than 4 other well-known competitors in the market.
Moon Pod is definitely proving why choosing them is a complete no brainer, and I like that
they are making the price point so obvious and how many other benefits you are getting
as a consumer for that cost.

7) Customer reviews.
One of the most important sections on the entire PDP, but you should not only think about
the regular customer reviews on the bottom of the page.
Instead, try to add any kind of testimonials you might have from influencers or celebrities.
If your product(s) has been mentioned in a major publication, use that to your advantage
to create additional credibility.

5 eCommerce Homepages That
Are Killing It But Nobody's
Talking About | Copy These
Tactics
Your homepage is a virtual front door for your brand and you never get a second chance
to make a first impression.
Would you agree?
If a new visitor lands on your homepage and doesn’t like it, what would happen? It leaves
without interacting with it. What does it cost you? Your brand’s repute, number of sales
you make, and your ROI.
There’s a lot at stake. Isn’t it?

So what makes a brand’s homepage amazing than just blah? An aesthetically pleasing
homepage doesn’t do anything but when combined with the conversion elements - oh dear
lord, it can surely skyrocket your conversions.
A conversion optimized homepage is beauty with brains.
Below you’ll find 5 such examples of some of the best ecommerce brands that are being at
the top of their game. Sift through them to learn what works, and why.
1. Petlabco
Why it works:
● The headline clearly describes the offer with prominent CTA, which is a very clever
way to intrigue the visitors to buy at the very first fold.
● The imagery has a very pet-like, homey feel which is perfect for the brand.
● The testimonials represents the social proof in a promising manner, demonstrating
the wonders petlabco products has done to the dogs.
● The backed by vets section further reinforces credibility. The visitors can’t help but
buy at this point with peace of mind.
● The categories help the unsure prospects to choose the products according to their
dog’s problems, which is a really smart way to sell at least one product if not in bulk
at this point.
● The customer testimonials from regular people reassure the users by giving the
honest reviews of petlabco about the team and awesome support. This is a game
changer as it tells the users if things may go wrong at any point, patlabco has it
covered with professionalism.
● Scrolling further the why petlabco section beautifully elaborates the brand, giving
the reasons why a user should choose petlabco over the rest.
● Bullet point copy makes it easy to read and lists the reasons why petlabco
subscription is the smart choice for the user.
● The have your dog featured offer makes it fun to be on patlabco and its amazing
community
2. Blissy
Why it works:
● The banner scroll is utilized brilliantly as it gives an holiday sale offer, a signature
Marilyn Monroe collection, plus an introduction to blissy junior with an irresistable
offer because why not? I may not buy for myself but would definitely buy something
for my kids.
● The red CTA button color on Marilyn Monroe section on banner stands out on the so
you know exactly where to go to “Shop” Blissy’s Signature Collection.
● The influential brands such as Marie Claire, Popsugar, & more provide credibility to
the brand.
● The Blissy VIP CTA button, contrasts with the classic white Blissy background, sticks
through the end, giving the visitors a chance to become a valuable Blissy member
for free in a matt er of a single click — a very wise option indeed.
● An eye-popping red Reviews sticky gives product reviews and site reviews on click
which helps the visitors to navigate between them easily and learn about the other
people’s experience with the brand, as well.
● The Blissy products and all the collections upto marble collections gives gazillion of
options to the visitors to pick from — I just can’t help but add a sweet blissy item to
my cart on sale to save myself from scrolling through the end. Did you do the same?
● The silk hair accessories and silk hair masks are the best ways to bring style and
great brand aesthetics to your wardrobe — best for those who are looking for some
cheaper options at Blissy.
● The customer reviews provides social proof and true essence of Blissy as a pillow
case brand.
● The featured on section further adds to brand’s credibility by well known brands like
Allure, Glamour, & more.
3. Biotrust
Why it works:
● The every order feeds a child on the banner and the main bar at the top adds an
emotional, purposeful objective to the purchase. A sense of befitting you and a child
inturn is hitting two birds with a single stone for visitors — a very thoughtful offer
from the brand, indeed.
● The banner scroll is utilized to its fullest containing powerful headlines, bold offer
CTAs, and an introduction to new products with fine product imagery.
● A Reviews sticky gives real reviews from real shoppers, pretty straightforward and
accessible way to give social proof that visitors can access anytime on the page at a
single click. The 6736 reviews is an astonishing number that shows brand growth and
credibility.
● Below the fold section has eye-catchy product photos with clear headlines and
popping CTAs, gives the user a sneak peak of the benefits of keto elevate and
ageless multi-collagen and where to buy them.
● Scrolling further, the shop by health interest section is helpful with clear iconography
and lets people find the right product according to their problem area.
● The shop by product section has all the biotrust products on swipe, with relevant
images that add a nice visual appeal to the page while giving users an option to
learn more about their desire product(s).
● Testimonials section sounds very promising and adds credibility to the brand.
● Your new coach section describes the brand voice that ‘it cares’ by giving the free
coaching to the customers helping them to achieve their goals. CTA is broad and
wide for the visitors to take the action immediately at least once. I clicked on the
CTA even right before I read about the benefit, did you?
● Help us help you is a very powerful headline for the socials section. The statement
underneath is appropriate and beneficial and likely generates a lot of conversions
for the section. Attractive iconography coupled with social links is a very sweet way
to get the visitors on the social platforms of Biotrust.
● Biotrust then jumps straight over to the blog section, by using recipes, articles,
podcasts, & more as a headline which tells the visitor why they should get into the
brand’s blog.
● Next up, join our tribe jumps off the page and encourages visitors to join the
community on instagram. The $100 offer reinforces the idea that they are not doing
it for free but getting something in return which is a win-win for the brand and the
visitor as well.
● The badges show prospects the credibility of brand and the reasons to invest their
money on it.
● The ebook offer with 20% discount lures the visitors in to give their email address in
exchange of information they need plus a sweet discount; that hurts nobody!
4. Orgain
Why it works:
● The slider on the banner beautifully communicates the brand with nice and fun
imagery. The offers are a mix and match of urgency plus customer’s value of money,
which is impressive and sells for itself.
● The product categories separated into chunks make for an easily digestible sections
that entailed product knowledge.
● Orgain recipes gives a kick to utilizing orgain products in a fun way, made very easy
through the titles, description, relevant pictures, and CTA to explore more.
● The orgain way draws prospect attention and is explained with bullet points which
makes it easier for the user to review them and decide whether Orgain is the best
option for the visitor.
● Subscribe & save tells users it’s convenient to subscribe to Orgain and be benefited
by the perks of it.
● Real reviews from real customers is a powerful social proof headline and
subheadlines with descriptions prospect trust in the brand.
● Scrolling further, the tiles are bold and convincing, giving the visitors several
conversion pathways.
● Nutrition developed by a doctor gives prospects more reasons to believe in Orgain
products and buy with confidence.
● The next section features notable brands such as Business Insider and
Women’sHealth which reassure the visitor that Cruise Zap is a legitimate brand.
● Testimonials section sounds very promising and adds credibility to the brand.
5. Native
Why it works:
● The headline and subheadline work together to form a strong value proposition
speaking for the brand itself.
● The earn free deodorant is a sticky CTA that is a very intelligent way to get brand
referrals without disturbing the visitor’s experience.
● The shop our picks section showcase products with large images that make the offer
prominent and plays a crucial part in conversion.
● Clean. Simple. Effective is clear and to the point as it state Native’s UVP. The copy
underneath maintain the message match and is optimized for readability in small
chunks.
● The Bestsellers section has ample spacing between the products with great imagery
and prominent add to cart CTAs that allows the users to add the products to cart
through a single click which boosts conversions.
● Social proof at the bottom of the section boosts prospect trust and has CTAs to shop
the respective products too which is a smart strategy to balance value and offer.
● The as seen in section features notable brands such as Byrdie, Elle, and BuzzFeed
which reassure the visitor that Native is a legitimate and trustworthy brand.
● The subscribe and save offer is enticing and likely generates a lot of conversions.
The copy is benefit-oriented, and separated into bite-size chunks for easy reading.
Don’t Reinvent the Wheel – Steal The Best Homepage Examples
There you have it. You don’t have to create your homepage from scratch. Look at the
examples above and model the winning elements in yours. But, notice one thing - the
above examples don’t follow every best practice out there, but I hope you’ve found some
to inspire you
But I do have a final piece of advice for you: no homepage is perfect, or up to the mark,
but it can be improved and made better. Also, what works for others won’t necessarily
work for you. Which is why I suggest, always be testing.
Analyze your homepage and try to make it conversion optimized, always. I repeat, always.
If you have any questions, suggestions, or opinions ; please write to us in the comments.
Good luck :)
3 Ways You Can Use Your Cart

Page To Boost Your Conversion
Rate and AOV
✅ Have Fun Spending With Incentives
Cart incentives are an awesome way to increase your Average Order Value. This is a great
example of using tiers to your advantage.
Have a new objective after every goal they hit. Make it a fun game to play.
Seeing the bar go up will give a nice dopamine rush almost as it's an accomplishment.
Once they see they can save a couple of dollars they will want to hit the next tier and save
more.
If the incentive is good enough of course.
Every time your customer hits a new goal you can give them a congratulations message
up top. Let them know they won.
"Congrats! You Unlocked 10% OFF!"

"But Connor, how can I utilize this?" Just wait... we'll get there
First, I want to show you two more tactics you can utilize in your cart...
✅ Upsells + Add Ons
Alright, I am going to give examples of two different websites.
Both use different tactics to increase their AOV
1. BlendJet
Use in-cart upsells to your advantage. It's a simple thing you can add to your customer's
journey.
As long as you aren't too aggressive it will work wonders.
There are plenty of ways to use in-cart upsells effectively...
You can have different discounts like BlendJet or you can just have a simple offer.
Test and see what works for your market.

This will skyrocket your AOV when used correctly.
2. Muddy Bites - Increase AOV With Accessories

Having accessories that pair nicely with your main product is a great way to boost your
AOV.
How do I find an accessory?
Start with your audience. Create a survey and ask what their biggest problems are or
make it fun like Muddy Bites.
Make it multiple choice and ask what product they could use most in their life. Find their
pain points. Make the winner on the survey an accessory. Sell accessory in cart.
Another way is getting a review app that has likes and dislikes.
Use the data to see what you can add to improve your customer experience.
Be creative with it.

Note: I see brands with their main product sold on their homepage with a bunch of
accessories at once.
No Bueno. This will cause confusion.
Keep your main offer the goal - Sell your customers other things like "Buddy The Bite" in
the cart later on. Not on the Homepage.
Cold traffic won't know what your main product is when on your homepage.
Example: Blendjet mainly pushes their blender first on the homepage then adds the fruit
packs later down the journey to pair with the blender.
You want your customer's journey to be frictionless.
Simply put - If you have one main product, sell the visitor on that first. Accessories come
later.
✅ Surprise Them With A Gift
Understanding the power of free gifts can play a big role in increasing your conversion
rate. People love FREE stuff. It's how our brains are wired.
It doesn't have to be anything special either.
Make it resonate with your customer. Test different gifts. Find the winning formula.
Idea: Give them a sample of your upcoming product with their purchase then send a
survey on their experience.
You will boost your conversion rate and learn more about your customer.
As Promised - Use Incentivized on Shopify for upsells - cross sells - shipping bar
Not Affiliated
Follow Me On Twitter If You Enjoyed This Post @TheConnorCM
How To Let Your Customer Try

Your Product Before They Even
Buy It...
This is gonna be short sweet and powerful
99% of the time you buy a product to enhance your life in one way or another
So when you're selling a product...
Put yourself in your customer's shoes
And go through a day of what it's like using your product
How do you feel?

Do you feel energized when the sun rises
Pain-free throughout the workday
Blissful before bed
Explosive at the gym
After you've created a perfect day with your product
Make a roadmap visual for your product page
Make them feel what it's like...
Before they even try your product
And watch your conversion rate soar.

Follow Me On Twitter @TheConnorCM
Five Scary Tactics You Can Use

To Make Thousands... Lessons
From Mister Jones
1. Subscriptions Are King When Used Correctly
Ecom is a fast paced game
We have to adapt quickly

Subscriptions are taking over countless industries
But most brands are doing nothing to stand out
The subscription button is just sitting there
As boring as a cloudy sky
Fortunately, you can get a step ahead of your competition
How?
Handle objections
How are subscriptions going to make your customer's life easier?
The less friction your customer has
The more money you'll make
So instead of just saying "10% OFF"

Say This...
Delivered Right To Your Door
Every Month
Cancel Anytime
Never Lift A Finger
Save 10% OFF

2. Make Your Main Offer A Bundle To Increase
AOV
If you're selling more than one thing
Try to make your offer more enticing
Instead of just selling shampoo...
Sell "The Core Shower Pack For Men"
Shampoo + Conditioner + A Bar Of Soap
You can't just have shampoo...
You need the one stop shop for everything
Get creative with it - What else does your dream customer need?
Mister Jones does this effortlessly
You want to feel like garbage before bed?
That's fine - Just buy the Rise + Shine

You want to feel amazing day + night??
Buy the 🙌Perfect Pair🙌
Everything you need to crush the day
3. Your Image Carousel Has Meaning
Most brands burn cash without even knowing
They throw random pictures in a carousel with nothing to show for it

A great way to boost your conversion rate is to make your pictures have meaning
Take your ideal customer on a journey
Your pictures need to be more than just HD
There needs to be a purpose behind each one
Show them a day in the life with your product
And if it's a consumable...
Show them how each ingredient will make their day better
Visuals are key
Be more like Mister Jones

4. Announcement Bar + AfterPay = CVR 🚀
If your offer is expensive like Mister Jones
Especially $80 for supplements (CRAZY)
Add AfterPay to your store
The AfterPay + Free Shipping offer works well because
1. Who doesn't love free shipping
2. It handles the objection of not being able to afford it
If you buy only one supplement, you end up paying an extra $10 in shipping
If you buy both you get
Free Shipping + A nice discount with a subscription + A way to afford it with AfterPay
Seems like a no brainer
5. FAQ Section To Handle Objections
Your cold traffic has questions...
Lots of them
Being honest will increase your conversion rate
If your brand is shady people will notice

While competing with brands, the more transparent you are the better
Example: If you are selling greens powder and you don't have somewhere to read the
ingredient
You will lose a customer to the competition
People are one Google search away from ordering from a different brand
Handle objections with FAQ's
Make a section in reviews where people can ask questions about your product
Then add the most asked questions to your FAQ tab
If you enjoyed this follow me on Twitter @TheConnorCM

Last-minute preparation for
shopping season with advice
from Protein Package's founder
Black Friday/Cyber Monday, then Christmas, and year-end sales have been approaching,
which makes store owners feel extra daunting as to how to leverage sales. We are here to
help. Recently, we had a sip with George Greenhill, the founder of Protein Package - a
successful British start-up in foodstuff. We had a wonderful conversation with him about
how to utilize Product Filter & Search app by Boost Commerce to grow holiday sales.
So far, Protein Package with the help of the Boost app has witnessed an increase from
2.5% to 3.2% in conversion rate, equivalently around a £250,000 increase in sales over
a year. Let's explore George's secrets on building a winning online store with our app.
The story of Protein Package
I started Protein Package whilst still at school aged 17 in the United Kingdom. We’re on a
mission to revolutionize the famous ‘pick and mix’ you enjoyed as a kid but, instead, for
the healthy snacks that everyone loves today.
We’re based online and allow visitors to mix and match their favorite protein snacks and
the best nutritional supplements that we import from the world’s most popular brands. The
reason for starting Protein Package was due to an issue I personally faced when I started
regularly training at the gym.
I wanted to improve my nutrition and diet to help me reach my fitness goals but all of the
products I enjoyed like Grenade and Fulfil Protein Bars came either in large boxes that
left me with the same flavor for weeks on end or expensive individual wrappers - a real
nightmare.
After building the website myself, £300 of birthday money to my name, I invested it all in
our first batch of stock allowing customers to order a pick and mix with great value
solving the issue I’d faced in the past. New customers enjoyed the unique idea and we
quickly gained traction on social media through happy buyers sharing their experiences.
As the number of orders grew, so did our product range. We began to stock vegan options
like the Misfits Bars and even expanded into zero-sugar energy drink markets offering
Bang Energy and NOCCO. We needed a solution so our customers could easily filter our
offerings and search our entire catalog quickly.
We came across the Product Filter and Search application by Boost Commerce in
Shopify’s App Store due to its amazing reviews and testimonials. We decided to give it a
go and have been using it since early 2017 (not long after we launched our current
updated store). It’s helped us provide an awesome interface for our customers to narrow
their search and discover their perfect products.
I’m now 21, we’ve just moved into our new UK warehouse which will enable us to reduce
prices so our customers get the very best value, improve efficiency levels and grow our
close-knit team with new awesome people.
We see our future heavily based around bringing new exclusive international brands from
outside of the domestic market into the UK as well as working with current brands on our
new feature called ‘Behind The Brand’ where we talk to the people behind the world's
biggest health food brands and gain insider information.
Why the Product Filter & Search (PFS)

app?
What made you decide to use PFS in the first

place?
We decided initially to try Boost Commerce’s Filter and Search App due to the
brilliant reviews it had, albeit, at the time, fewer than the current 1000+ reviews
averaging a high 4.8 of 5 stars.
With the quick theme set-up, the 14-day free trial provided us plenty of time to fully
test out all the features before deciding whether to go ahead with the paid monthly plan
(not the smallest investment back then). Just before installing the app, we also reached
out to the customer service team to double-check that all the features we required from
the software were available, within a matter of hours we had a comprehensive response
outlining all the features we required were available at our disposal.
About other filter & search solutions on the Shopify

app store
One of the biggest challenges was finding an app that integrated directly with our
Blockshop Shopify theme. Because our theme’s made by a third-party developer, not
every filter and search app fully supported it, however, Boost Commerce’s app offered full
theme support and automatic theme installation. A win-win.
We used different search apps in the past but they lacked the ability to offer smart
search suggestions, detailed analytics, and the frontend didn’t look very clean or
professional. As it wasn’t a new app type to us, getting one that we could easily transfer
our old filters using Shopify’s tag system was preferential so we didn't have to retag
around 1,000 products. As Boost’s filters supported tags and more, all our previous work
was easily transferable and adaptable, saving our small team countless hours of repetitive
work.
Another glaring omission in other applications available was that on collection pages with
filters installed, the pages were hosted on the app’s servers and URLs but not ours which
would have negatively impacted our search engine rankings (SEO) but this was not the
case with Boost’s app.
How to make the most out of PFS features

for sales season
What’s your favorite PFS feature and how do you

use it?
Due to stocking hundreds of brands on our website, other apps would only allow our
customers to select one option at a time. Not only was this restriction confusing but really
annoying if you’re browsing and only wish to view your favorite brands and products with
certain dietary features.

An awesome advantage of Boost's filters is the multi-selection option enabling website
visitors to choose multiple brands at one time. Pairing this with the ability to add search
bars inside the actual specific filters makes for super-efficient and speedy searches.
As we sell health food products and nutritional supplements, many of our products have
various unique dietary requirements like being certified vegan and free from gluten. For
smaller and less frequently used features such as GMO-free and ketogenic for the Misfits
Protein Bars, we didn't want to create new collections for every combination possible as
Google would see this as duplicated content (not great for our online reputation). By using
tags, customers could still filter these features without requiring multiple unneeded
collection pages to be generated.

We’d like to give an honorable mention to the ‘top search terms with no result’ that you
can find within the analytics tab. As a business offering hundreds of brands, we’re always
on the lookout for the next big brand or new release. The chances are if customers are
searching for a particular product but get no results, it might be a good idea to consider
stocking it.
After looking at the data for the past few months we were able to identify Per4m, GFuel,
and C4 as new brands to take on and begin stocking which are all planned to launch in the
coming months. These tools are also useful to spot searches you could introduce synonyms
for and maybe products discontinued that customers still want to purchase from you if
they could.
Top secrets: Special in-app settings to boost sales
for this holiday sale
Black Friday and Cyber Monday are fast approaching and redirects are always the first
thing we set up for big events like this. Most people simply search “Black Friday” so we
create redirects for this and any synonyms such as “BF” to push customers directly to our
Black Friday promotion collection so there is no confusion on where to get all our limited-
time offers. Taking this one step further, adding the “Black Friday Sale” as high priority in
the Suggestion dictionary will funnel more customers to this page even if their initial
search idea started as something different.
With the recent release of the new Sort by option to order by the percentage discount
size, we will be adding this to the website as the default sort for the sale period so that all
our best offers will be displayed closer to the top of the page and gain the most visibility
and clicks.
Summarize:
● Set up redirects and synonyms for relevant searched phrases like “BF", “Black
Friday"
● Use Suggestion dictionary to set high priority for related keywords like “Black Friday
Sale"
● Add the percentage discount as the default sorting option on the website
How do you feel about the features’ update?
The constant new updates to the app bring more and more possibilities for us at Protein
Package to explore and grow our average daily sales. Two of the new features we’ve
started to use and love are search synonyms and the extra sort by options.
With the recent widespread introduction of Metafields in Shopify's platform ecosystem
and the introduction of Online Store 2.0, we can’t wait to reap the benefits of these
groundbreaking updates and see how Boost Commerce integrates more with them in the
future. We regularly keep an eye on the “What’s new” page on the Boost website to get
insights on how to best use new feature launches and stay in the know on the application’s
general change log.
How do you rate the support from Boost team?
Boost’s support is second to none.

We’d love to specifically mention Will who’s helped us on many occasions when we’ve had
little bugs or conflicts with other apps installed on our Shopify store which is what we
mostly contact support for. All matters are handled quickly with genuine fixes instead of
half-hearted workarounds you get from many other businesses that list Shopify apps. If
anyone struggles with coding or bugs, you can rely every time on the team to get it sorted
for you as soon as possible. All of the little queries we have about the app and display
settings are generally well covered in the help center, knowledge base, and technical
guides.
Glamorous results of Protein Package

after using PFS app
Comparing the time before and after installing Boost’s application, our conversion rate
went from 2.5% to 3.2% which over a year equates to around a £250,000 increase in
sales. For a small family business like us, this increase in conversion rate is huge, albeit,
not all of this uplift is attributed to the Boost Filter and Search app solely but it definitely
accounted for a large chunk of that growth.
Using the built-in analytics tool offered within the app, we’re able to look at the total
number of searches, of which, you can see that we average 40,000 total searches that
focus heavily on brand names, popular products, and requirements such as healthy vegan
options. By adapting the data timeframe ranges in the settings, you can easily spot
trends or spikes in certain areas you can exploit in your upcoming marketing
campaigns.
Finally, looking at our filter clicks, we can see users are selecting dietary
requirements, product types, and the stock status so that any products out of stock
are hidden from view. This might be because within our pick and mix, due to the sheer
number of products, we can get various flavors out of stock so this feature is an easy way
to exclude any items they can’t order currently. Unsurprisingly, from the 9,000 clicks, our
pick and mix accounts for the vast majority of filters due to most users following the
Homepage > Pick and Mix (build your Protein Package) flow and then starting to refine
their search.
======
This is the end of our little yet helpful chit-chat with George. Hope that you can gain
valuable lessons for using Product Filter & Search app. If you haven't installed it yet, do it
now and enjoy a 14-day free trial. You’ll love using it like George and his team.
TRY FREE NOW
Big thanks to George for the detailed sharing. We wish Protein Package a wonderful BFCM
and year-end sales!
3 Ways To Get People To 'Bite'

At Your Offer
Ladies and gentleman
Today I'm sharing 3 immeasurable lessons you can use from Bite Toothpaste...
Let's Get Started
1. Make A Strong First Impression
First impressions aren't only important in real life

They're also important in Ecom
If you don't get your message across efficiently you can lose a customer
In the snap of your fingers to a competitor
That's why you should make sure your hero banner gets your message across as efficiently
as possible
In less than three seconds you know:
1. Bite helps save the planet by reducing plastic
2. Bite makes your life easier (Just from the name alone)
3. Bite has social proof from some of the biggest names
4. Exactly where to go to buy with their clear CTA

2. Less Friction, More Moola
One lesson that will never change and continue to evolve is:
The less friction you create between your customer and your product
While getting your message across
The more money you will make
These can be simple things such as
Making your site speed 2 seconds faster or creating a faster checkout than competitors
You should dissect everything on your competitors' website
And look how you can get 1 step ahead
For Bite it's making a collection drawer
Instead of sending their visitor to another page (Which wastes 5 seconds)
This is a massive enhancement in user experience
That you can ONLY get from Bite

3. Use Your Cart Drawer Effectively
Remember going on a carousel as a kid? Picking your favorite color pony
Excited you got it. Because you wanted the pink one
While your friend wanted the blue one
Because we all have different wants and needs
How is this connected with your cart drawer?
Because in-cart add ons aren't one size fits all
We all have different needs at different times
So if you have a niche store
It can never hurt to try an in-cart carousel
Like the one at the carnival as a kid. Because some of us like pink
While others like blue
Instead of A/B split testing different cross-sells
Your customer now has a variety to choose from
So you make the add ons a one size fits all
When you're at a grocery store checking out can you only buy M&M's?
Of course not. That'd be silly.
Adding a simple carousel like this
Can skyrocket your AOV

Follow me on Twitter @TheConnorCM
For the best tweets on CRO
How Build A Bear Disrupted The

Stuffed Animal Industry and
Made Billions
I had a gym thought today mid seated bicep curl
About cognitive biases - Specifically the IKEA Effect
Which led me to think about how Build-A-Bear made a multi-billion dollar brand off of
psychology
We humans value things we own (obivously)
But we value things we build even more. By building something
Our perceived value of the thing we built skyrockets astronomically
It's why Ikea is successful

It's why Build A Bear is successful
Let me ask you something...
If you go to a toy store and there is a bunch of stuffed animals sitting in a basket
Are you going to even think of buying one for over $25?
I would guess not. Unless you got something going on that no one knows about.
BUT
Build A Bear is selling the same exact stuffed animal...
The same material - the same stuffing - They may even get their materials from the same
exact supplier
So what separates them and why does it work?
Build A Bear simply uses one simple psychological trick
They let you "build" the $55 bear you are about to buy
Even though you're doing almost nothing
You touch it - smell it - pick a sound
Then you build it even though the worker does almost everything
But now that you "built it" your perceived value of the product skyrockets
Lesson:
Make it easy to assemble
But hard enough to feel accomplished
So your customer feels like they built the empire state building
But the trick is to not make it too hard
Anyways...
There's a way you can add this to your website to increase your AOV
Add an option to customize your product:
It's important to be creative here
Adding simple customizable options such as embroidering your name or building a box
Will increase the perceived value of your product
You're selling skincare?
What would you rather do
Build a box with your favorite products
Or buy a premade package?
Build the perfect routine? Or buy someone elses

If you enjoyed - Follow me on Twitter @TheConnorCM
How To Increase AOV

Conversion Rate And LTV For
2022
How To Write A Great Headline

For your Ecom Brand or
Agencies Home Page
Did you know 8 out of 10 people read your headline, but only 2 out of 10 will read the rest
of your page?
That's because MOST HEADLINES SUCK!
On average, five times as many people read the headline as read the body copy. When
you have written your headline, you have spent eighty cents out of your dollar.
—David Ogilvy
This means, getting more eyeballs to your headlines corresponds to getting more eyeballs
to your business.
Let’s get started on how you can craft powerful and engaging headlines for your
eCommerce brand, but

FIRST THINGS FIRST
The first thing you need to do is identify the problem. Your headline should identify the
problem and ideally in five or six words, under 10 for sure.
If your headline starts becoming 12, 13, 14 words, that's just too long.
Keeping that in mind, let’s cover the ways you can create better, more descriptive - yet
precise headlines.
Now let’s get into the tips and ideas you can use to write headlines for your brand!
#1 Use Numbers or Data
eCommerce is all about numbers and data. You’d agree! And, adding numbers in your
headlines engage more readers as numbers organize information in a logical order and
put things in context. Odd numbers always work best for a fact.
Example: 7 Tips for Using Numbers in Headlines
#2 Use A Rationale
Use a unique rationale to demonstrate the purpose of your headline i.e why should a user
take a particular action? Be original and value-driven while using a rationale.

Consider the following as examples:
● Reasons
● Principles
● Facts
● Lessons
● Ideas
● Ways
● Secrets
● Tricks
Givemetap’s banner is a perfect example of rationale;

1 bottle = 5 years of clean water for someone living in Africa.
Just wow! A perfect utilization of numbers and rationale that urges the consumers to buy.
#3 Rhyme
If it rhymes, it’s a headline worth your time, they say.
Rhyming headlines are more likable, memorable, and persuasive.
Example:
#4 Use Alliteration
Alliteration is the repetition of the same sound across a phrase. It’s poetic. It’s classic. It’s
simple. Everyone does it and everyone loves it.
Example:
#5 Avoid Sound Smart Adjectives
Talk and write like a real person. Avoid using smart, complicated adjectives that are too
difficult to comprehend by a common user. Talk in the language of your users - use simple
yet helpful lingo.
Here is a great example of a simple yet purposeful headline from Bear Mattress:
#6 Drop a Hint
It’s human psychology to get intrigued by a cliffhanger. We want to know more about
what’s unknown which is a great aspect to use in your headlines.
A perfect example of it that I truly love is:

#7 Share Your Experience
In order to connect with your audience, share your personal experiences and stories. This
doesn’t make you look unprofessional as many might think, but it gives a human touch to
your content.
But, avoid crap and junk while doing so. Not every story is meaningful to your audience.
Example: What I learned about going viral after writing 50 Twitter threads.
#8 Wipe Out the Obvious Junk

Cut the crap because crap is crap. Get straight to the point and try to lead by value.
Avoid using “We” or “Our” or anything that isn’t about your visitor but yourself.
Also, avoid unnecessarily long headlines, have a sub-headline underneath your headline
instead if there’s a need. Your headline adresses the problem, and the sub-headline talks
about the solution.
A great example that I love is:

#9 Open-ended Questions
Open-ended questions allow users to add more information - including feelings, attitudes,
and understanding of the subject. It is a perfect way to engage your audience.

Example: Where’s the Beef?
Brand: Wendy’s
#10 Close-Ended Questions
Close-ended questions spark curiosity in your audience which can be a very good way to
gain your audience’s attention.
Example: Did somebody say McDonalds?
Brand: McDonalds
#11 How To NOT Write Bad Headlines
When crafting a headline, evaluate if you can answer “yes” to these two questions:
1. Imagine your website to be just a headline and a CTA (e.g. try it now, sign up, learn
more, etc). Would anyone take action based on your headline?
2. Would you use your headline as is while conversing with a friend to explain your
brand, or product?
Use these both questions as guidelines to craft a clear, actionable, precise headlines for
your brand across your marketing and sales platforms.

Follow the ideas above and create headlines that convert well for your brand.
But, don’t ever forget SPLIT TESTING because a headline that worked for your business 2
years ago isn’t going to work now. Why? Market conditions and your audiences change
over time. For that reason, you always have to be testing and creating optimal headlines
that convert well.
Good luck with your headlines!
May the odds be with you.
5 Tips to Optimize Mobile Menu

Design for Your eCommerce
Store
What’s the Best Menu Design for Mobile?
Top and Bottom navigation
This menu type involves having a bar located either at the top or bottom of the screen
with a selection of icons to represent the menu items.

Facebook’s mobile site places icons on the top bar to represent actions that have become
well-known to users.
A great benefit of this type of navigation design is that the iconography provides easy-to-
understand visual cues, when done right. Pages such as home, chat, and search can be
easily identified by users without confusion. Additionally, as icons are used rather than
text, there is a little more space to include more menu options.
Bottom navigation leads the way, however, as it positions itself in a comfortable area for
both left-handed and right-handed users to press with ease.

The bottom section of a phone is the easiest area for mobile phone users to click with their
thumb. (Source: Smashing Magazine)
Although this mobile menu design does provide more leeway for the inclusion of menu
items when compared with a text-based menu, it is still limited. If you include more than 5
icons on the bar, you’ll run the risk of making it difficult for visitors to accurately click on
their desired icon. Additionally, if they remain visible whilst the user is scrolling through a
site or app, it can take up coveted screen space which could be used to display more
products.
Cards
This pictorial-based menu system is gaining popularity across a range of mobile sites and
mobile apps. A card design pattern involves having square or rectangular-shaped boxes
that are filled with an image accompanied by a text label.
Just Eat uses a card navigation system that allows hungry shoppers to scroll through food
options and visualize their options.
Menus composed of cards wins favor as humans are highly visual beings, we are able to
process an image sixty thousand times faster than text. This will result in menu items being
easily scannable, increasing the chances of a customer quickly finding the page they are
looking for. Considering that you only have 10 to 20 seconds browsing time to engage
customers with your content, this menu style could really come in handy.
Cards are also very customizable. E-merchants can use real products from their inventory
to give shoppers an immediate real taste of what to expect from each menu category.
They can also be easily adapted to different screen sizes, and have a much cleaner look
and feel when it comes to displaying a wider range of menu items.
A major pitfall of this type is the huge workload when updating your mobile site. It is much
easier to fix a shorter list of elements than it is to update a range of cards. Furthermore, if
you have a particularly large number of cards, it poses an issue when customers are
attempting to find very specific information that is buried among all the cards.
Hamburger menu
This is a popular mobile menu option utilized by swarths of mobile commerce sites.
Displayed either in the top-left or top-right hand corner, menu options are hidden behind
three horizontal lines. Upon clicking on this, visitors are presented with a drop-down list of
menu items.
(Source: UX Planet)
The defining benefit of this menu design is that it is well-known and well-accepted. There is
no ambiguity with this icon, mobile users can instantly identify it as an icon that displays
menu options.
It also frees up space on the top bar. This means there’s more room to display your site’s
core functions, or any actions you deem as important to your customer, and hide
secondary ones behind the hamburger menu.
Furthermore, this design prevents your customers from feeling overwhelmed by a
multitude of menu items shown on their small screen. This can lead to choice paralysis,
which is something you’ll want to avoid at all costs as it will stop a sale in its tracks.
Research has shown that people are more likely to make a purchase on an eCommerce
site when they are confronted with fewer options, so condensing page options through the
use of a hamburger bar could work wonders for your store.
The downside of this type of mobile menu design, however, is that it creates an extra step
for visitors to be able to access certain pages. Also, it is often positioned in a hard-to-
reach place and effectively hides information from visitors to the site.
Still, a hamburger navigation design is the best choice for the mobile version of most e-
commerce stores. That's why nearly all Shopify themes use it as the default mobile menu
design. So, let’s take a look at the ways you can negate the pitfalls of this menu design to
get the most out of your hamburger menu.
Also see How to optimize Shopify website navigation to increase conversion rate
5 Handy Tips to Optimize Your Hamburger

Menu
Tip #1: Show important pages alongside the

hamburger menu
To overcome the issue of hiding important pages from visitors to your site, rather than
placing the entire menu behind the hamburger icon, you should have the icon alongside
key pages. Dig into your website data to see which pages are popular among your
customers. Select up to three of these core actions and stick the other menu options in the
hamburger bar.
Zara identifies New In, Shoes, and Bags as the primary menu items their customers are
interested in, leaving other page options within the hamburger bar.
Plus, there’s evidence that suggests that having a combined approach to navigation on
mobile - where some links are displayed and some are hidden behind a hamburger icon -
results in higher engagement. On mobile devices, 86% of people use the hamburger menu
when it is placed alongside other page links - that’s 1.5x more than when all options are
put in a hamburger menu! It’s useful to ensure buttons like search, shopping cart, and
login are not hidden in the hamburger menu as these are highly important actions for
shoppers.
Tip #2: Put the menu in an easy-to-reach position

Another point of focus is the placement of the hamburger icon. Typically, we find the
hamburger icon on the top left of a page as we commonly read from left to right.
However, it’s impossible to reach with just one hand, requiring some effort from visitors to
your site. So how about relieving this strain by placing the hamburger icon in a much
easier-to-reach position?
(Source: Smashing Magazine)
The majority of mobile phone users will hold their device in one hand, making reaching a
top-left corner icon a difficult task to do without changing their grip.

(Source: UX Movement)
In response to this, some mobile apps and websites have ditched the top-left corner for
the top-right or bottom bar, particularly as phone screens have become larger which
exacerbates the effort of reaching upwards.
Moving the hamburger icon to a more reachable position has worked out well for
companies, with Facebook reporting better engagement, speed and satisfaction metrics,
and Redbooth having a session time increase of 70% upon shifting the hamburger icon to
the bottom of the screen.

Nike places their hamburger icon in an easier-to-reach position for right-handed users.
Tip #3: Label the icon
Another great way to boost engagement with your hamburger menu is to alleviate
ambiguity completely by labeling the icon so visitors know exactly what tapping it will lead
to. Labels such as Menu, More, and Explore could increase the likelihood of shoppers
pressing the icon by a massive 75%.

Now, with your hamburger icon hiding only the less valuable pages to your customers and
it being in prime position for easy clicking, it’s time to move onto how to arrange the menu
items in the hamburger menu.
Tip #4: Organize by priority
First, ensure that the pages in the menu are organized in terms of priority for your
customers from top to bottom. Aside from the product details page, the most important
pages for shoppers are the product listings pages, the homepage, shopping cart and
checkout page. As we’ve already established that the shopping cart should not be hidden
in the hamburger menu, place your homepage button at the top followed by the different
product pages in order of popularity.
Tip #5: Optimize your categories and subcategories
If your store is particularly big with a number of subcategories, you should nest them
under their relevant main category and visually show that the item is collapsable. You can
make these subcategories even easier to take in by listing them alphabetically.

Red Dress makes it crystal clear that their menu items have subcategories with downward
pointing arrows.
Do you use thematic merchandising in your menu like New arrivals? Well, a handy tip here
is to make these subsections of the menu clear by highlighting them with colored headers.
This will go a long way in assisting comprehension whilst scanning and reduce fatigue.
Adding some color to the different ways to shop will make your menu much more
digestible. (Source: LinkedIn)
To Wrap Up
Optimizing your mobile menu is an important consideration for all eCommerce stores,
particularly as people shift towards using their phones to shop. Making sure that your
mobile menu button is easy to access, simple to use, recognizable, and easy to
comprehend is the best way to keep shoppers on your site for longer and lift up your
mobile commerce sales. With these handy tips, you can set your sights on producing a
great experience for your customers.
Please visit our blog for more insights into CRO, marketing tips & more.
Product Filter & Search
Are you losing out on $$ for

these common landing page
mistakes?
#1 Page loading speed:
According to Portent studies for every 1 second delay you can lose 4.42% of your
conversion rate. Can you imagine the loss in $$ if your page takes 10 seconds to load. Go
to Gtmetrix and put the URL of your page and check how fast your page loads and
discover the problems hampering the speed and conversions.

#2 Is your value proposition clear?
Value proposition is the promise/value to be delivered.The hero section of the page should
have a clear value proposition. A good value proposition has clarity, shows the concrete
result the customer would get, how it is better than the competitors and avoids hype.
#3 Value driven social proof:
No generic social proof. Testimonials should be specific and should show how your
product/service has provided value to the person.

#4 Action oriented CTA:
An action oriented Call to Action removes uncertainty and make the person click, rather
than a generic CTA like “Proceed, signup, continue”. Asking yourself "what will the user
get/what will happen after the user clicks on the button?" will help you to create an action
oriented CTA
#5 Too many distractions?
● Avoid having links on the page that makes users leave the site
● Do not have social icons at the top of the page
● Avoid having distracting elements that deviates users from taking the desired action
#6 Is your copy user centric?
A lot of websites have copy focused towards themselves and not towards the users. One
way to know this is to use Control+F (on Windows) and Cmd+F (on Mac) and search for
‘we’, ‘I’, ‘us’ and replace it with “you”. This will make your copy more user centric.
#7 Target audience:
Are you addressing your target audience or you are targeting everyone? Calling out your
target audience creates a sense of familiarity and makes your service/product more
catered towards them. It helps you to niche down and become an expert in that field.
#8 Are you using microcopy?
The goal of microcopy is to either instruct users, or alleviate their concerns. Microcopy
brings clarity and reduces the chance of users dropping off in the midway. Go through
your sales funnel or ask your friends and ask them what are the objections or questions
they have in each step. Use on-site surveys to understand the objections of the users. Turn
these objections or questions into assurance through microcopy.

If you found this useful, consider following me on Twitter for more secrets and tactics on
improving conversions of your landing page: @saptaswa_
16 Product Detail Page (PDP)

Guidelines
1. Descriptive Product Title
● The product title provides all the required information about the product and helps
prospects perceive it better
2. Use Standard Layout of Product Detail Page
● Prospects are used to the standard layout where the product gallery is placed on the
left side and the product overview (title, variants, CTA, price) on the right.
3. Enticing Main Image
● It's the first touchpoint and it helps users to decide whether to look further or not
4. Gallery with Different Product Photos
● If the first image entices the prospects, the next thing is that you want to sell the
product using the other images
5. Actionable Elements For the Product Gallery
● Arrows near the main image work like a CTA to start browsing through those images
6. Swipe Actions on Mobile Devices
● The product gallery has to be optimized for native actions on Mobile (swipe to switch
between images)
7. The Main CTA-button(s) Should Be the Most Prominent Element On the Screen
8. Copy of CTA-buttons Should Clearly Explain What Happens When the Prospect Clicks
On It
9. The Price of the Product Should Be Visually Prominent

● For many shoppers, the price is the primary driver in terms of whether or not they'll
buy
10. The Price Should Be Placed Next To the CTA-button
● When prospects are ready to move further in the purchasing process (i.e. Add To
Cart), they should clearly understand what is the price of that product.
11. Show All the Additional Charges Near the Price (if there are any additional
fees that your customers need to pay)
12. Show How Much Prospects Save If the Product Is On Sale
13. Show Shipping Information on the Product Page
● Based on Baymard's researches, 64% of prospects look for shipping information on
the product page
14. Show Information About Returns, Refunds, Money-Back Guarantee
15. Show Relevant Units for Products Where Information About Dimensions (size,
weight, length) is important
16. Have a Short Product Description with Key Benefits Of the Product In the Top
Of the Page - write a few bullet points right under the ATC button.
● Some customers need to read all the detailed information, while others need to read
a few short sentences about its benefits to build that confidence in a purchase
decision.
How to Increase Customer

Returning Rate in a
Dropshippping Brand
A 5% increase in retention rate will increase profits by 25% to 95%, according to
Harvard.
Customer returning rate aka Lifetime Value is one of the most important metrics to
measure for your Shopify store. LTV is the best analytics metrics which affects every area
of your business.
Customer acquisition is 5x more expensive than customer retention.
Because, your current customers know your USPs and trust your brand.
Since customer acquisition costs are increasing with Facebook ads, TikTok etc — Shopify
owners aren’t seeing profits off of their first sale. They see profits after the second, third,
or fourth sale.
So your objective over here is to get your customer to buy from you not only once but
multiple times which should be the key factor while building your brand.
So how can you turn your one-time buyers into repeat customers?
The main idea behind this is to deliver excellent quality and service that keeps customers
coming back.
But, let’s dive deeper into 7 proven customer retention strategies you can start
implementing today to increase your business profitability.
1- Create your brand identity
2- Use personalization
3- Educate your customers
4- Start a customer loyalty program
5- Provide great customer service
6- Create a community for your brand
7- Be active on social media
Now, let’s explain these for you one by one.
1: Create your brand identity

Building an emotional connection is very crucial to harnessing your relationship with
customers. And, to keep your customers coming back, such a relationship is a must.
Let’s take Nike, for example.
Nike is not just a company that sells sport-clothing stores but a company that has built its
foundation around admiration for famous sportsmen. You’d find a clear reflection of that
in Nike’s marketing campaigns.
So, consumers don’t just come to Nike for a pair of sneakers that they can get anywhere
too (and at low costs) but they keep on coming back to Nike for the idea it’s selling and
the emotional connection it has built with the customers over the years.
Which is why creating your brand identity is so very important for customer retention.
You can create your brand identity by understanding your customers on a deeper level:
> what are their interests?
> what motivates them?
> what’s their passion?

Then, use this knowledge to build a brand identity to touch a chord with your clients, and
they’ll keep on choosing you over your competition (no kidding!).
2: Use personalization
I read it somewhere, “If your customer is just another faceless customer to you, then
you will be just another faceless business to him”, and absolutely love it.
On the other hand, If you treat your customer like an individual, your business would be on
top of his mind to shop from.
For that:
> implement personalized marketing messages (Hi, Harry instead of hi there)
> send personalized emails
> implement personalized recommendations (like Netflix, Amazon etc)
52% of customers are actually likely to go elsewhere if you don’t personalize

- Salesforce’s State of Marketing Report
Personalized emails generate 6x more transactions and revenue than non-

personalized emails.
- An Experian research
Do you need any more reasons to incorporate personalization throughout your website
and marketing?
3: Educate your customers
You need to understand that your product needs to become a habitual part of people’s
everyday lives.
How can you make it happen?
You need to educate your customers.
One way to do this is through:

Sending Engaging Emails
Email marketing is the backbone of customer engagement and a great retention tool.
Email has the highest conversion rate at 4.29%
Shopify data from Black Friday Cyber Monday
But there is one condition to this, the emails you send should add value to your customer’s
experience.
Firstly, you need to send follow up emails (thank you email, product recommendations,
personalized discounts) immediately the moment they make their first purchase from you.
You want to make sure that every single touch point, meaning every point someone
experiences in your brand is memorable and smooth.
For example, when you’re giving them order updates you need to make sure those email
order updates are educating them on:
> what’s going on
> what might be going on in the world

> how fast the order would be delivered to them
For your email marketing to work, you also need to:
> send transactional emails (receipts, password resets, abandoned carts)
> use segmentation (specific products, amount of money spent, whether they used
discount code etc)
Once your customers receive their order:
> send a bootcamp email series. Your goal is to teach people to use your products so you
can become a habitual part of their everyday lives.
> give them a community for your brand. A community for all the customers where they
can connect and engage with each other. Bring them onto a Mighty Networks or Discord
where they can chat with each other.
Your objective is to create a list of an audience of people who believe in what your brand
believes in and now when you’re building your brand, people will buy from you over and
over again.
When you’re creating a community for your audience of all your customers let’s say for a
health care brand, everyone can talk about:

> their health
> health tips
> their journeys
Then you have rituals — where everyone every morning says good morning. You could
have a habit tracker inside. You need to do things where people use your brand every
single day so they buy from you more than once, multiple times over.
4: Start a customer loyalty program
73% of North Americans said that once they find a product or brand they like, they
remain loyal to that brand.
- State of Commerce report
Customer loyalty programs should be an integral part of your customer retention strategy.
So establish a customer loyalty program for your customers to build a long-lasting
connection with them.
There are a few different ways, you can do this:

> hook your customers with offers
> give a sneak peek at new products
> offer exclusive discounts
> tailor your order confirmation emails
> create special discount codes in emails
They’d feel valued by this royal treatment and keep coming to you.
For example, Sephora’s program “Beauty Insider” - which gives customers access to
discounts and gifts without actually spending any money.
Another example is,

5: Provide great customer service
Reality check: customer retention depends on customer satisfaction
Customers are sick and tired of brands that don’t care about them and are only busy lining
their pockets. That’s why you need to provide the best customer service and experience
you possibly can:
> listen to them with the intention of understanding
> don’t ignore them

> handle their complaints efficiently and smartly
> make them feel you care for them
> provide them with necessary information
> be solution-oriented while solving problems
> don’t make promises you can’t keep
Treat your customer like a king and they’re not going anywhere else.
6: Create a community for your brand
A community is like your email list on steroids. Inviting people to a community can help
drastically to build customer loyalty and increase conversions.
This is how you can launch your very own community for your store.
Community structure
- A library: use mighty networks. This will be the hub of all the main value your community
offers
- A chat: use discord. This will be the hub to chat with like minded members
Community launch strategy
- 3 days of pre hype to your audience by poking them with pains
- 7 Days of real hype to your audience and collect emails for the early launch offer
- Go live with a unique launch offer for 3 days then increase the price on day 4 of go live
You can also:
Start a Customer Communication Program
This is a long-term investment you’d make in your relationship with your customers.
How can you start it?
Create variety of information centers for your customers, like:

> a knowledge base
> webinars
> podcasts
> social media events
Having access to these information centers allow your customers to find solutions to their
problems easier and quicker without having to reach customer support.
When it comes to customer retention strategies, sticking with what your customers know,
not what you know, is generally a good policy.
7: Be active on social media
Be friends with your audience. Being active on social media lets you break the glass ceiling
between you and your audience. Having 1 on 1 connections with top engagers gets more
people talking about your brand and boosts loyalty with those customers and followers.
If your customers forget about you, there is no way you can retain them. Use your social
media to engage with current customers and target past customers as well. You can have
targeted ad campaigns for that purpose too which removes the guesswork.
Make your social media easily accessible for your audience on your website.
For that, put social buttons in:
> your site footer
> your checkout page
> your contact page
> your emails
For example, an email from Harper Wilde:

Announce new products, special deals, and other updates across your social media
channels to keep your audience informed and engaged. Generate social media buzz
across all channels to maximize your customer retention potential.
Customer Retention Tools
A lot of your nitty-gritty work related to customer retention can be automated. Here are
some apps that can help you:
Customer Relationship Management Software
1- Bobile
2- Qualtrics
3- Zoho
Loyalty program apps
1- S Loyalty
2- Smile.io
3- Retentio
Social media apps
1- Instagram Shop
2- Auto Post
3- Kudobuzz
Email apps
1- Spin-a-Sale
2- Happy Email
Wrapping Up
Your current customers are your biggest asset because they already know your brand, the
products you offer, and the service you provide. Focusing your time and energy on
customer retention strategies is going to supercharge your store’s revenue stream and
bring tremendous growth. DO MORE OF THAT!
How and Why to make your

website faster
Hello, Utopians,
In this article, I want to talk a bit (or maybe a bit more) about fast websites. I see a ton of
people who ask for feedback on their websites and those load in more than 10 seconds
which looks like a joke for me in 2022
But anyway, in this article I will talk a bit about why you need a fast website and then how
to make your website faster
1: Why do you need a fast website
Having a slow website is the biggest turn-off these days. Literally, NO ONE will do business
with you if you have a slow website. They will leave your website after 5 seconds
YES. 5 seconds
Your offer, your design, your social proof, your copy, and everything else is useless if
people never get to see them. Having a fast website that loads in less than 3 seconds
should be your #1 priority when you’re building a website
Test your website here and if it loads in more than 5 seconds close everything you have
open right now and work on fixing that
We live in a world where everything happens online at the speed of light. People want
everything now. As fast as possible and without much effort. You probably understand this
by now, right?
(besides that a slow website also damages your brand a lot)
Just think about this:
You have a slow website → people leave → they never get to see your service → you don’t
close them
BUT
You have a fast website → people come to your website → they see how great your
service is and how it can help them → you close them

Do you see what I’m talking about now? Literally, EVERYTHING changes once you have a
fast website
But now the big question comes: “How do I make my website faster?”
Well, don’t worry. Here are some tips that you NEED to follow:
1: Good hosting
This might not be a problem for most people here because most of you all use Carrd,
Webflow, Shopify, or WordPress. If you use something else to build your websites be
careful at what hosting you use because that plays a huge role in your page’s speed
Also, quick tip. If you use WordPress be careful at how many plugins you use. Your goal is
to keep that number as low as possible
2: Optimized images
This is by far the one that makes the biggest difference between a fast and a slow website
You want to use .webp images which are mobile responsive (get smaller as the screen gets
smaller too). You don’t want to use huge ass images on your website. And try to keep that
number as low as possible

Don’t add images just to have them on there because this will dramatically decrease your
website’s speed
3: Don’t use heavy content
What is heavy content? Big, complicated animations, videos, too many images
These are the ones that make your website slower.
If your website is slow right now it’s probably because you have too much heavy content
on it. Try to remove some of it and you’ll see a huge boost in the website’s speed
4: Keep the first section as simple as possible
This is key. You might have a slow website, but if the first section loads fast your visitors
will at least see some part of your website, and that does help a lot
In your first section do this:
● No animations
● One image or video at max
● Text
● Color background (do not use image backgrounds)
This will make a huge difference in your website’s speed
And that’s pretty much it!
What I told you here it’s not science. And probably most of you already knew this stuff.
But at the same time, you didn’t apply this to your existing website
And if that is the case. Close this tab and go apply the tips that I told you above until you
have a faster website. You will thank me later for this!
That’s it! That’s the end of the article
The Visitor-First Guide to

Conversion Rate Optimization
More conversions generally mean more money for your business.
And most companies have natural limitations on their upside—budget for advertising,
addressable market, R&D resources, etc. But some companies limit their own upside
further by going at conversion rate optimization (CRO) blindly, without studying visitor
behavior. This leads to poorly-informed (and likely unsuccessful) optimization efforts.

In this guide, I'll share a step-by-step conversion rate optimization (CRO) process, point
out what parts of your website can be optimized and help you start to apply a visitor-first
approach to your website.
The traditional definition of CRO
Conversion rate optimization is the process of increasing the percentage of users who
perform a desired action (form completions, add to cart, content download, link click) on
your website. At its core, CRO is about optimizing every element on your website to align
with visitor needs and expectations. It’s about optimizing the website experience.
With this in mind, I want to offer a modified

approach: Visitor-first CRO.
Visitor-first CRO requires teams to invest time in studying visitor behavior first, before
optimizing or even coming up with an overall strategy. By doing this, you’re optimizing for
human behavior and likely increasing the percentage of first-time and repeat visitors who
convert along the way.
Let’s take a look at a CRO process that prioritizes your visitors, from start to finish.
The 5-step Conversion Rate Optimization

process
(Download CRO Process | PDF)
These steps can be applied to any business, no matter if you run a Shopify or
BigCommerce e-commerce site, operate a series of lead generation landing pages
through HubSpot or manage some other sort of website traffic.
Let’s walk through how each of these takes another step towards increasing conversions.
Research
GOAL: Identify and select optimization ideas.
First, start by collecting information about visitor behavior throughout the customer
journey. You can do this with a CRO tool like Lucky Orange. This part of the process is the
art of optimization and requires the most practice. Start by looking for outliers and things
that go against what you’d expect (or like) your visitors to do on the web page.
At this point, you’re looking to spot trends like:
● An under or overperforming page or set of pages

● Unique behavior by an audience segment (UTM parameter, geographic location,
landing page)
● Visiting a certain page before leaving your site
● Performing certain checkout actions before abandoning
● Visiting certain pages prior to adding to cart or checking out
Once you’ve collected data, it’s important to organize the information to make it useful
across the organization. Even if you’re a solopreneur, this step allows you to keep track of
ideas for prioritization and later reference. Using a qualitative research journal can help
you codify your insights.
Before coming up with a hypothesis, you need to prioritize ideas. There are endless ways
to do this and your organization will have a unique set of requirements for work to get
done. No matter how you approach CRO prioritization, we recommend applying a rubric
that determines potential impact.
This should include things like how much traffic the page gets, how long it’ll take to
implement the new idea and other factors you can find in this A/B testing prioritization
log.
Hypothesize
GOAL: Formalize what you’re testing and what you expect to happen.
Now that we’ve chosen an optimization idea to take forward, it’s time to develop a proper
hypothesis. This can take many shapes, but here’s what we recommend.
We saw [visitor behavior] on [URL or section of site]. We believe that changing [thing
you’re testing] will increase/decrease [what you’re measuring].
Put simply:
We saw X and believe that changing Y will impact Z.
Visitor behaviors can be anything from visitors abandoning forms, avoiding CTA buttons
or not reading vital content blocks. And what you’re measuring doesn’t always have to be
a full conversion. It can be something as simple as increasing time on page.
More on how to measure success later.
Notes:
● Documenting your hypothesis is important (even if you’re a team of one). Over time,
you may run hundreds of A/B tests and at some point you’ll want to look back to see
if you’ve tested something before.
● Come back to tests from time to time as your products and services evolve. Just
because a hypothesis was incorrect the first time around doesn’t mean it won’t work
a year or two later.
Test
GOAL: Verify testing elements and audience segmentation is accurate, then launch.
Finally, it’s time to test.
Everything to this point has focused on understanding where visitors are struggling on
your site. This is our visitor-first approach and leads to testing that’s well-informed and
customized to a real problem your visitors are having.

Building your test can happen in a multitude of ways including using great tools like
Google Optimize. No matter which software powers your A/B tests, be sure to run through
this checklist before launching a new test.
1. Is the test being served to the right audience segment?

2. Is the test being served to the right percentage of that audience?
3. Do you have an end date set or will you test until reaching statistical significance?
4. Does your test variation render properly on mobile browsers?
5. Will this test impact any other team members or departments? Does this require
communication before and after launch?
6. Have you documented your hypothesis somewhere?
After launching a new split test, it’s time to breathe easy. No matter what happens, you’re
learning about your website visitors and taking steps towards an amazing customer
experience.
Evaluate
GOAL: Monitor performance and communicate your findings.
Once you push your optimization test live, evaluation begins. Depending on your traffic
levels, you may start to notice an impact within a matter of hours or days.
Our evaluation process is simple—look to see if what you’re measuring is changing.

Regardless of the change you see, watch Session Recordings of people experiencing your
test variation. Note any differences in behavior. This can be something as small as
scrolling further down the page or filling out your form fields in a different order.
If you spot an opportunity to refine your test, adjusting mid-flight is okay. While we
recommend against doing this regularly before reaching statistical significance, from time
to time you’ll have an aha moment and alter the test while it’s running.
Once the test completes, it’s time to report and communicate. Again this is pretty simple.
We’re looking to identify any change in the key measurement along with a few notes of
what you saw. You may see a meaningful difference in how people navigate your web
page without an impact on the key measurement.
Oftentimes, studying A/B test results will help you come up with ideas for future testing.
After writing down your findings, it’s time to share with any relevant team members. This
includes anyone who may benefit from knowing what you learned and can change from
test to test.
What to optimize on your website
The way your website performs is a combination of every page, word, button and block on
the site.
This also means all of those items can be optimized over time. This list isn’t exhaustive but
is a great place to start when considering how you’re moving people down the conversion
funnel on your site.
Note: There are other optimization categories not listed here. Things like page speed and
technical performance or security are also areas where your site needs to perform at a
high level. This list focuses on areas where you’ll primarily use CRO tools to succeed.
Copy
Every word on your site matters, and some matter more than others.
Start by ensuring your key messages are prioritized in important spots like your home
page.
Doing this ties everything together and helps people understand how your offer is
different/better than competitors. Be sure to balance primary and secondary messaging
throughout the site with your secondary always working to prove or support the main
point of your brand’s value to customers.
On our home page, we’ve decided to highlight our primary and secondary messages just
before our initial CTA offer. By doing this, we greet new visitors with a clear explanation of
the value they’ll get from us and start mentioning specific tools so they know what to
expect should they read further.

Your unique selling points should apply to the brand as a whole and extend throughout
your site. If you’re in e-commerce or another industry using online products, dialing in
your product descriptions is vital.
Study Session Recordings to see which content blocks people read and which they pass
right over.
This will help you determine what’s important and what’s not—and show you where your
optimization focus needs to be. If you’re in e-commerce, use this opportunity to study
which copy on your product pages and throughout your checkout funnel get the most
hover time in recordings.
What about search engine optimization?
If you rely on organic traffic as a conversion source and have the resources to commit to
improving your Search Engine Results Page (SERP) positions, then you’ll of course want to
spend time working with search engine optimization (SEO) strategies.
While not something you’ll necessarily apply a CRO tool to, SEO is such a closely related
field that it’s necessary to include here. We use SEMrush to monitor keyword positions and
plan content topics.
Layout
Websites are becoming increasingly similar over time. There are many reasons for this,
one of which is optimizing toward human behavior and a general understanding of what
works and what doesn’t.
Does this mean there’s a perfect web page design we should all build?
If everyone had the same traffic sources, products and goals, then the answer would likely
be yes.
Since all businesses are not the same, CRO starts by adapting best practices for your
specific situation, many of which relate to layout. How you organize elements around your
site can have a huge impact on how easy your website is to use—and your conversion rate.
Here are some layout elements to focus on when studying Dynamic Heatmaps and Session
Recordings.
● Navigation: The goal here is to make all parts of your site easy to find. Surfacing key
pages and removing unnecessary clicks to find something will make your site much
more usable. And having a great search feature helps users as well.
● Call-to-action: Focus first on button location. Make sure it’s the primary focus of that
spot on the page and that it’s above the effective fold (how far down the page most
people scroll). After you dial in CTA location, testing button color, shape and size are
also worthwhile efforts.
● Images: Beyond making sure you only use hi-res, relevant images, be sure they’re
placed in spots that don’t get in the way of a conversion. Hero images can be great,
but make sure your message is visible and that they help guide people down the
page or further into your site’s conversion funnel.
● Forms: This part of your page is important enough to devote an entire section to
below. For now, just make sure your forms are above the effective fold on your
page, so that the average visitor sees them and has a chance to convert. Find this
metric by looking at a scroll heatmap.
● Mobile: Does your site render how you’d expect it to on mobile and tablet size
browsers. Are people able to complete your desired action or does an element get in
their way? Filter Session Recordings by device type to only see traffic for mobile
phones, tablets, etc.
Forms
Lucky Orange Form Analytics highlights five key form metrics that will help you fix form
issues. This includes things like which form field causes the most abandonment, the order
in which people complete your forms and any fields people complete more than once.
The best forms are simple and intuitive. This means removing fields that aren’t completely
necessary and giving people easy-to-understand descriptions of what they need to
provide in each field.
Your web form optimization process should start with metrics and include a variety of
tests like re-ordering or replacing fields and potentially breaking forms into more than one
step. Always keep in mind any impact form changes may have on later steps in your
conversion funnel—especially if salespeople or further qualification will be necessary after
the initial form conversion.

How to find the best conversion rate
optimization tools
Your business is unique. And your current focus and growth trajectory is even more
specific.
This is why finding a great CRO tool that fits your needs in the near and long-term is vital.
But reading overly-technical product descriptions and sitting in valueless demos is the
worst.
Here’s what we recommend you consider when it comes time to start using CRO tools:
● Can this tool track everything and everyone on my site?

● Does this tool offer a feature I’m already using elsewhere (chat, heatmaps, form
analytics) and can I consolidate?
● Does the tool sample traffic, leaving me without a complete picture?
● Are there customer communication tools to inform my tests and support broader
marketing efforts (surveys, announcements)?
● What collaboration features does the tool have?
● Can the tool scale as my business grows or is it designed for a certain size company?
Common questions about conversion rate

optimization
How do I calculate my conversion rate?
Calculate your conversion rate by taking the number of conversions and dividing that by
the number of sessions or the number of people who sign up for a free trial of your service
and subscription and then upgrade to a paid option. Depending on what you’re studying,
the elements in this equation can be swapped for unique visitors, leads generated, etc.
How do I improve my conversion rate?
In general, improving your conversion rate is about optimizing each little piece of your
website over time. Sometimes you’ll spot a huge opportunity and others, you’ll make a tiny
change to a piece of copy and see major results.
What is a conversion funnel?
A website conversion funnel is a route people take to learn about your product or service,
consider if it’s right for them and then make a purchase. In the case of Lucky Orange’s
tool, you choose a page from your site to track and then can see behavior between those
pages in a certain order.
Conversion Funnels for CRO highlight points in the journey people are dropping out of the
funnel. This is usually a good place to begin with optimization efforts.
What’s a good conversion rate for my business?

There are many places online to find industry-specific conversion rate benchmarks. And
while they can be valuable in some cases, most of the time we recommend setting your
own benchmarks and working to improve them.
There are so many variables at play that impact your conversion rate, that focusing on
your own site experience as the starting point is a better path forward.
What web pages should I test first?
Start with your most visible pages, those that get the most traffic or are the centerpiece of
your current marketing campaign.
If you don’t have any current focus areas, start with your home page, product pages, top
blog posts or anywhere else getting enough activity to build a solid amount of data inside
your CRO tool. Part of building a solid split testing hypothesis is having ample examples
and data points to back up your assertion.
Who should be my CRO expert?
Whether your role centers around digital marketing, sales, product development or
something else entirely--you can become a conversion rate optimization (CRO) expert.
Regardless of how you decide to handle optimization, having clear roles and expectations
is highly valuable. And giving time for people to study CRO and become an expert is often
necessary for newer businesses.

Does SEO impact my conversion rate?
A lot of current thoughts on content marketing revolve around aligning topics and
channels with a user's stage in the customer journey. Similar rules apply when considering
the relationship between SEO and CRO. The more high-quality answers you provide to
your questions, the more organic traffic you’ll get. And if that traffic is satisfied by your
answers, they’ll be more likely to convert.
So, yes there is a connection but it should primarily be leveraged in your content strategy
as opposed to studied with CRO tools.
Where to start with CRO
Keep things simple. You don’t need to hire a conversion rate optimization agency or
service to provide feedback on your site.
Remember, you’re studying visitor behavior to learn more about the people who want to
buy something from you—and that you know them better than anyone else in the world. If
you get stuck in a rut, study a high-performing competitor’s pages for inspiration.
With the right processes and tools and commitment to the long game of optimization,
you’ll no doubt increase your conversion rate to levels you may have previously thought
impossible.
36% of your paid traffic is going
to waste because your page
takes longer than 2 seconds to
load...
You are paying for clicks just for them to bounce away.
How we improve page speed for clients and how you can do it too:
What I'll cover:
1. How to check Page Speed
2. Relevance for your Conversion-Rate
3. How to Improve your page Speed
1. How To Check Page Speed
First of all you want to check your Page Speed with: https://pagespeed.web.dev
It should have a rating of above 40 for mobile and a First-Contentful-Paint of less than 2
seconds
2. Relevance for Conversion-Rate
The speed of your Page is directly correlated to your Conversion-Rate:
2.4 seconds -> 1.9% CVR
3.3 seconds -> 1.5% CVR
4.2 seconds -> <1% CVR
5.7+ seconds -> <0.6% CVR
https://www.cloudflare.com/learning/performance/more/website-performance-
conversion-rates/
Therefore you want to make sure to have a lightning-fast Store!
So....
Let me show you how to do that.

3. How to Improve your page Speed
1. Optimize media assets (Images & Videos)
Use: https://tinyjpg.com and make sure your Images are smaller than 1MB + utilize Lazy
Loading
2. Use a Shopify 2.0 Theme
you NEED to migrate to a Shopify 2.0 Theme They optimized back-end for faster loading
times
3. Build everything with custom code
do NOT use apps or page-builders
you can build everything with custom code everything else will slow down your page
It's that simple really. Do not pay 10 f*cking grand for a developer to optimize your page
speed...
We've worked with hundreds of Shopify Stores and built dozens ourselves. And this is what
it comes down to.
How to boost your AOV by 40%+

{ECOM PEOPLE}
Want to see a step-by-step breakdown of how we are increasing our client's AOV by 40%
+?
Requires zero developers and only 3 apps. If you follow this step-by-step you will create 8
different opportunities for a customer to spend more.

The first thing you need is to have multiple products (preferable 3) but two are fine. These
products need to help solve a similar problem or go well together.
For this thread, I am going to use Gleamin as an example. They sell a clay mask, a
moisturizer, and a serum.
Here is how their current product page looks for the mask (their flagship product)
Step: 1
Download the app “Vitals”. It’s $39.99 and can do almost anything.
Upsell #1
On the app you want to hover over to “product bundles” and create a product bundle.
Select the three products you want to bundle together.

Important: Make sure that you go into the Vitals editor and select the placement to be
underneath the ATC/Buy now button. It will default to lower on the page so you need to
manually do this.
Here is how it would look for Gleamin.

Why this works:
What we have been noticing is compared to FB traffic, TT traffic does not click around the
site as much.
They go to whatever page they are sent to and either buy or bounce. Adding the option to
bundle, and not having it as a standalone product (which Gleamin has) allows customers
the choice of either buying a single mask OR buying bundle without having to leave the
page to search for the bundle
Upsell #2
Let’s say that someone only buys the mask and doesn’t want the bundle, even with the
discount.
We are then hitting them with another upsell offer. This time pre-purchase (so right after
they click the ATC or Buy Now button). We are hitting them with the same bundle offer, but
at an even lower price. So if price was holding them back previously, this time they have
no excuse not to buy.

Why this works: The copy is HEAVILY based around scarcity and FOMO.
“90% of customers upgrade”

“The offer will disappear if you decline”
“Special offer ends in:”
Upsell #3:
Let’s say the customer STILL does not buy the bundle. They clearly just want the mask. So
let’s get them to buy as many masks as possible.
To set up this upsell, go to Vitals again and create a volume discount.

Here is how this would look on the cart pag for Gleamin if someone only wanted the mask.
The upsell on the bottom must be tiered. So once someone adds one more and gets that
10% discount they will be pushed to add another one to their cart, but for a bigger (15%
discount). Easy way to get someone to buy 2-3 of one product.
Upsell #4
I’ve already been seeing this on a ton of stores, but if you have not already done so I
highly recommend downloading the app Navidium. It automatically adds shipping
insurance to customers orders and because you can have it be pre checked the take rate
is usually 40%+
Upsell #5–8
The next four upsells are all post purchases with Zipify OCU. These are super easy to set
up and will bring a massive revenue uplift. Pretty much a no-brainer to have on your store.
Here is how I recommend setting them up.
First post-purchase upsell:
Make this a completely new product. Not one that was included in the bundle. By now if
they haven't bought the original bundle they just don’t want it. It’s very important that
with all post purchases you are giving a steep discount and focusing heavily on scarcity
and FOMO.
If they decline the offer, you can set up a down-sell. For example, Gleamin could down-sell
a mask applicator brush or a washcloth. This is an impulse buy for customers who are
hesitant to spend more $
The last two upsells are another post purchase upsell and then one on the thank you page.
Most customers will not make it this far so these are not as important, but they should still
be set up because they will bring in $.
These can literally just be a t-shirt or stickers with the brand name hooked up to a POD
app so it’s automated $$.
Those are the 8 upsells you can add in your store to boost AOV.
Obviously, you need to have a balance between making money and annoying the
customer so I recommend post purchase surveys that ask about the buying experience.
I hope this thread helped. If you are looking for CRO or Landing pages, schedule a call.
We have worked with a few of Shopify's biggest brands including Goli, SkinnyMeTea, The
Oodie, and more.
Also for one person who RT’s this on my Twitter (https://twitter.com/me1ies)
I will give them a full CRO heuristic audit of one page of their site (usually takes me 2-3
hours to do this).
9 Mistakes We See E-commerce

Stores Make (With Solutions)
There are millions of e-commerce stores—each with their own unique approach to selling
goods. And despite the fact that the variety of products available online has never been
greater, the elements that make one e-commerce store convert better than another
remain rooted in fundamental user experience rules.
Avoiding the common mistakes in this post will help separate you from competitors. As
you go through this list, consider your store: What’s working? What could be improved?
How can a visitor-first approach help you increase conversions?

1. Not using sticky navigation
As you scroll down a page on your store, does the navigation become hidden or does it
follow you down? If it stays hidden at the top of the page, you may be missing conversion
opportunities.
Here are two reasons why sticky navigation can help increase your conversion rate:
● If you have a CTA button in your top nav, keeping it in front of people at all times
increases their likelihood of engagement.
● If your top navigation bar includes important links to a Sale page or product
category pages, reminding people they can easily jump further into your site is a
great idea.
Action:
If your top navigation bar isn’t sticky, see what you can do to change this. Once you’ve
made the change, use a click map to see how many clicks this bar receives over time.
Watch sessions to see if people are using the navigation bar once they’re further down the
page.
2. Forgetting to focus your home page on

conversions
Even if the majority of your traffic lands on product pages, it’s still important to have a
conversion-oriented home page. All too often, we’ll see home pages that have a lot of fluff
and not enough deliberate messaging and internal linking.
In the example below, you’ll notice Lucky Orange customer, Daring Foods does a great job
of leading with primary messaging but quickly shifting to specific products and proof
points for potential customers.
Action:
Watch sessions of people navigating your home page. Do they just want to engage with
the navigation or are they prone to scrolling down? How often do they simply go through
your hero section? Is there a section further down the page that gets a lot of attention?
Also, if your page is on the longer side (over five scrolls), see how far down the page
people make it before clicking or leaving using a scroll heatmap’s effective fold line.
3. Having too many options in your

navigation bar
Staying with navigation for a minute, you need to find the balance between simple
usability and trying to fit your entire site in the navigation bar.
We often see teams taking up prime real estate in their navigation with things like Privacy
Policy or Shipping Information. Those pages are vital for a very small portion of your
audience and conversion funnel, and making them available in your footer will usually
suffice.
Beyond that, carefully consider how you’re guiding people to your product pages. If you
have a small library of goods it might not make sense to force product categories and
instead display everything at once in a filterable list.
For those stores looking to improve their navigation, studying market leaders is a great
place to start. What words do people expect to see when they are shopping for your type
of product? What’s the typical user behavior?

Action:
Start by studying color-coded heatmaps and look at your navigation. Are there items
rarely clicked? These might be able to be removed. Repeat this question inside dropdowns.
Once you’ve removed any unneeded items, it’s time to test any new ideas around
combining product types or highlighting something like a sale in your navigation bar.
4. Using more than one difficult or

uncommon form field
Did you know that Americans spend over $30 billion online each year while drunk?
We present that to say this—optimize your forms for drunk people. If your form is simple
enough that someone buying outfits for their dog at 2 a.m. with Cheeto dust on their
fingers can breeze through checkout, you’re on the right track.
Action:
Find and remove or fix difficult fields. Spotting these fields is easy with Form Analytics,
which provides reports on fields causing things like high shopping cart abandonment, high
rate of repeated fields or a longer time to complete.
And even if one difficult or time-consuming field may be necessary for your conversion,
identifying them and minimizing abandonment is a great step forward. Test placeholder or
descriptive text to make them more intuitive, add your difficult field to a second step or
collect it later on in the process if possible.
5. Not offering alternative payment

methods or terms
Conversion rate optimization (CRO) is all about removing barriers to conversion. When
people try to buy something on your store, offering Buy Now, Pay Later (BNPL) or
alternative payment methods (APMs) like PayPal, Zelle, Shop Pay or Google Wallet gives
you the best chance to meet their preferred option.
Only one in three millennials have a credit card, so it’s particularly important to offer APMs
if they make up a large portion of your audience. Lucky Orange customer Infamous Swim
does a great job with this, accepting traditional credit cards, quick pay methods like
PayPal and Apple Pay and three different BNPL options.

Action:
Watch sessions for people who abandon your site from the checkout page to see if there’s
any indication they’re searching for a payment method you don’t offer. This could be
opening drop-down menus or visiting an FAQ web page more than once.
If you feel like you’re missing out on conversions because of this, offer a survey to people
when they show signs of struggle asking if there’s another payment method they prefer.
6. Not offering product bundling options
Creative product bundles can help your business grow in a few different ways. First, it
allows you to surface new or lesser-purchased products alongside something more people
see every day. Bundling can improve the user experience by creating the feeling of finding
a unique offer or even a “good deal” depending on how you describe the bundle.
This can be very useful when it comes to products that work well together or serve
someone during a similar activity or part of their day-to-day routine. For example,
skincare products are ripe for bundling.
Action:
Which top products can you bundle together inside an “ultimate” package? Is there
something you think is a great product (that people will return to buy again) but that’s just
not getting attention? Do you have any products that could work well together—
amplifying their benefit when combined in one purchase?

7. Including site search with a very small
product library
Site search can be vital for those stores with an expansive or hyper-specific product list. If
you’re just getting started and only have a handful of products, consider removing search
from your store for the time being.
Highlight the products you have and make them easy to find by simplifying your
categories and product pages. When people engage with a site search that performs
poorly or doesn’t return any options they may be more likely to abandon the store.
Action:
If you have site search, consider setting it up inside Google Analytics to see the terms
people are using. This will help you determine if they’re likely getting helpful responses or
going down a path that doesn’t bring them any value.
8. Only including product specifications

without an engaging product description
Great product descriptions can be a competitive advantage. On the flip side, product
pages with nothing more than specs like dimensions or manufacturing location are likely
to leave potential customers uninspired.
Here are a few quick tips for improving your product descriptions:
1. Use active voice to speak more directly to your customers with confidence.
2. Focus on how the product makes someone’s life easier/better.
3. Make your descriptions easy to skim with smart formatting like paragraph breaks,
lists or bolding section titles.
4. Look for opportunities to use reviews or other user-generated content.
5. Call out key features, product quality or other products something works with well.
6. Allow your descriptions to be translated into a visitor's native language.
Action:
Watch sessions for people visiting your product pages. How much time do they spend
hovering over your description? They’re more likely to go through product photos or
videos, but any time spent reading a description will increase the chance of a conversion.
9. Not offering in-use product photos or

videos.
Another way to help people see how your product will improve their life is through photos
or videos of the product in use. Whether it’s how well a piece of clothing fits, how fast a toy
moves or how well a product cleans a surface, seeing the product in use builds a deeper
connection between customer and product.

Action:
Getting this type of content is more difficult than a product-only still photo. Carve out time
in the next month to take a few top products and build out deeper content. Start by trying
to get 2-3 high-quality photos of the product in use. Then, watch sessions of people on that
web page to see if they’re lingering longer on in-use photos versus product-only shots.
Keep in mind there are ample options for outsourcing creative work, including Shopify
Experts where you can hire business expertise across a variety of functional areas.
Rising above e-commerce competition
You’ll notice a lot of the action items in this list use CRO tools. This is because having the
right tool in-hand gives you the qualitative data points you need to make confident
decisions. Without watching sessions or studying heatmaps, you’re left guessing.
And if you’re in a super-competitive marketplace (which most e-commerce product
categories are these days), it’s tough work carving out a loyal customer base. We hope
these tips will help you spot optimization opportunities on your store.
What do you think was left off this list? What's the "one thing" e-
commerce stores need to do better from a UX standpoint?
9 Psychology Secrets that Will 3x

Your Conversions
This piece of GOLD was written by:
Theo Ohene
Please make sure you like his thread and follow him for more value on marketing and
growth.
Here's the link:
https://twitter.com/theoohene/status/1526205026829475844
Here are the 9 Psychology Secrets that Will 3x Your Conversions:
1) Hick’s law
More options leads to harder decisions.
Don't confuse the user.
Reduce the number of options.
Use a short sign forms and ask only what you need.
2) Zeigarnik Effect
People remember incomplete tasks better than completed ones.
Make the user feel like they are close to the finish line during signup.
Use progress bars and never start the progress bar at 0.
The user will be less likely to drop-off.

3) Endowment Effect
You value something much more if you think you own it in some way.
By making users invest a little customisation they’re more likely to make an app feel theirs.
This will lead to them returning to the app and increasing retention.
@trynolt does this nicely
4) Future Pacing
Rather than focus on features, @Discord focuses on letting my imagination run wild.
"Imagine a place..." This me think about what is possible. Being part of a community. That
sense of togetherness.
Use future pacing to make a visitor sign up and dream.
5) Reciprocity
People feel the need to reciprocate when they receive something.

It’s ok to ask for a favour, but would you ask 6 in a row to a stranger?
The same goes for apps.
Value 1st. Ask 2nd.
@Expensify shows you the value in their tool first, then asks for personal info
6) Loss Aversion
Humans experience loss more than gain.
@Linkedin says you'll loose connections, recommendations and more when you try to
cancel your account.
Use loss aversion:
• In cancel flows to reduce churn
• Abandoned Carts to increase sales.

7) Cognitive Load
Cognitive load is the total amount of mental effort that is required to complete a task .
Follow @skrug's principle: Don’t make the User think.
57% of users abandon cart due to do extra work during the sign up flow.
Reduce friction and make it simple.

8) Bandwagon Effect
The tendency for the brain to conclude that something must be desirable because other
people desire it.
Use number of customers, social proof and testimonials to show your product is desirable
and they should sign up for it.
@miro does a great job of this.

9) Decoy Effect
Make big prices look smaller by comparing them to even larger prices.
Always use tiered pricing to allow this to take effect.
Have a lower, medium and higher tier offer.
Usually people will gravitate to the medium tier offer.
@TheEconomist did this well.

Summary
TL;DR Psychology principles that will 3x your conversions.
1) Hick’s law
2) Zeigarnik Effect
3) Endowment Effect
4) Future Pacing
5) Reciprocity
6) Loss Aversion
7) Cognitive Load
8) Bandwagon Effect
9) Decoy Effect
That's all for today.
LONG LIVE OUR UTOPIA!
3. Analytics & Resources
Video Breakdown | Google

Analytics Case Study | Lessons
By Wiz
Hello hello my friends!
This is the first-ever video breakdown for the Utopia
As time goes on - we will get better and better with these videos
These videos are exclusive for Utopians eyes only
PART 1:
https://youtu.be/NXcdabSs90A
Video
PART 2
https://youtu.be/dkAqnBYHlh0
Want a FREE spy tool to find the
best performing Shopify stores?
Looking for some inspiration for your next e-commerce product or service launch?
Go here -> http://xpareto.com/
Enjoy!
How to Use Google Analytics for

Your Shopify Page Load Times
A simple explanation on Shopify Page load times and how to look for this information for
your own use inside of Google Analytics in comparison to other speed test tools.
How to Use Google Analytics for Your Shopify Page Load Times
Utopia Video Breakdown | HOW

TO TEST EFFICIENTLY (My
Testing Strategy)
For the past few years, Hash Umar has taken me under his wing and has opened my mind
up to conversion optimization.
All the secrets I have ever provided about CRO has been inspired by his teachings
Today's video overviews his teachings about testings and how you can test to boost your
conversion rate
https://youtu.be/k8fJATGDCn4
My Testing Structure + SOP +

Template | Lessons By Wiz
Ahhh,
Here's are fun share for you all (BE READY, THERE IS A SURPRISE AT THE END OF THE
SHEET)
I always preach testing. A day not testing is a day wasted.
Why? Because 80% of the marketers' journey is in the process of optimization.
Setting up a brand, creating an offer, creating a site, etc
Once all that is setup, then what?
Years of bloody testing to improve every single aspect of your site and brand.
Just imagine, your site right now is converting at 1.5%

Today you saw one of my older posts to test in our Utopia, you implement it and let it run
for 2 weeks to gather data,
2 week later, your new conversion rate is 2%
Boom, you are now getting more sales off the same amount of traffic. This is the beauty
about testing.
But it's not as easy as it looks
There are fundamental factors on how to test that we must understand
What to test?
1. Because we saw (DATA/FEEDBACK) -> This is looking at your website's data, you want
to look at conversion rates, trends, patterns and obvious data that is sticking out like a
sore thumb
2. We expect that (change) will cause (impact) -> This is where you define what you will
be testing. What you will be testing is a single independent variable so you can see if the
newfound results are directly attributed to that specific test.
If you are testing 3 things at once, how would you know what attributed to the results?
Then we create our hypothesis, based off this specific independent variable. What will that
specific independent variable do for our site?
What effect will it have?
3. We'll measure this using -> This is how we will see if the test worked or did not
Are you testing for conversion rate?
Are you testing for average duration?
Are you testing for high page/sessions?
We must define what we are testing for and then understand where to find this data
(google analytics)
Here's an example
Because we saw a lot of dropoffs on the product page
We expect that removing one of the EXTERNAL LINKS that took users off the site funnel
will cause more people staying on the page and more conversions
We'll measure this using Revenue & conversion rate
My Exact testing sheet
Here's a gift for you cause you are a legendary Utopian
My exact testing structure sheet
https://docs.google.com/spreadsheets/d/17-
Lx19SLOJtL2rVDjGt8EC7IF4zQD14JZuD7x2I5TB4/edit?usp=sharing
Here you will see my past data for an older brand that was hitting 7-figs a year
Copy it all over,
It's yours now
How to find out what theme /

which apps a store is using
This question has been asked a few times around here so I know the following will be
useful for some:
THEME
To find out what theme a shopify store is using, simply input the store URL into here:
https://whatstoretheme.com/
The tool isn't perfect, but it'll give you the name of the theme they're using. Most big stores
will have custom theme names so it'll be hard to figure out, but on other stores you'll get
information like this:
APPS
To find out which apps a shopify store is using, paste the store URL into here:
https://whichshopifyapps.com/#!/
Again, the tool isn't all-encompassing but it'll come in handy. You should get results like
this:
EXTRAS
Lastly, for all you techies out there, the following tool will tell you a lot more about each
store including stuff like widgets, analytics, frameworks, advertisers etc.:
https://builtwith.com/
For the above example, I can see what payment providers, javascript libraries, email
hosting provider & tracking pixels the website is using:

These tools will definitely come in handy for those of you looking to level up.
(Perhaps Wiz of Ecom has another magic tool, because the ones above didn't pick up that
beekeepersnaturals.ca are using Prestige Vogue :P )
What is attribution? Explained
with an analogy
Kabeer Chaudhary, Managing Partner APAC at M&C Saatchi Performance explains
attribution modeling beautifully through the below analogy:
“Johnny gets introduced to Jane by his friend Jack at a party. They have a nice casual
conversation over a drink and they part ways. Johnny already likes her.
Next week they bump into each other again. This time it is at Jake’s party. The
conversations are longer, Johnny is mesmerized. He picks up the courage to ask her out
on a date. She says yes. Perfect.
Johnny & Jane have been dating for a couple of years now. He knows that she is the one.
He wants to propose marriage but is extremely nervous. His mother gives him the courage
to go buy a ring and open his heart to Jane. He does. Jane says yes. Perfect.
Now, who should get credit for their marriage?
If Johnny was to use last-click attribution, his mother would get the entire credit.
If Johnny was to use the first-click attribution, Jack would get the entire credit.
If Johnny used linear attribution - Jack, Jake, and mommy would get equal credit.
If Johnny used time decay attribution – Mommy would get the maximum credit, followed
by Jake and then finally Jack.
Stupid Johnny forgets to thank anyone in his wedding speech.
Don’t be Johnny. Know your attribution.
Learn from others, the best way

Site teardowns are quickly becoming my new favourite thing. You can learn so much from
an expert tearing-down a seemingly "established" brand's website.
Most courses or online guides only tell you the what. But for us to fully understand, we
need to know the why. Teardowns give you exactly that. Using these newly understood
principles rather than strategies, you'll become a better marketer.
Try googling "DTC teardown" and see what value you can gain and apply to your
businesses going forward.

Here are a couple from twitter you can learn a lot from:
https://threadreaderapp.com/thread/1290093968902901761.html
https://threadreaderapp.com/thread/1291093076719656960.html
Here are two great free resources for getting

information/stats on competitors websites.
https://www.spyfu.com/ and
https://www.similarweb.com/ ?
FREE SITE AUDIT BY GOOGLE!

I ran across this on @PUG on twitter
He posted a thread and this was the link
https://growmystore.thinkwithgoogle.com/
this is a massive luxury for all us
It's free so don't expect massive tips
But its a clear checklist of things I was missing
200+ Converting Shopify

Product Pages (FREE)
"Inspirations
Look at inspirations in ya niche"
Everyone be saying this, but when the time comes, how the hell do you find them?
This has helped me
This will help you

200+ Shopify Product Pages
Master Google Analytics or

Perish... A Guide
Question --> What am I missing from this list? Drop some value below
"DATA, USE YOUR DATA"
Everyone is talking about data-driven decisions, but where do you get this data
from?
Google Analytics. Here is a guide on finding the DATA you need
1. Landing Page
Go to Behaviour —> Site Content —> Landing Pages This will allow you to see crucial
data like - # of Sessions - Bounce rate - Average duration - Transactions - Revenue -
Conversion rate
2. Product Performance
Go to Conversions —> E-commerce —> Product Performance This will allow you to see
data around each of your products - Product revenue - Unique purchases - Quantity -
Average price
3. Site Speed By Page
Go to Behaviour -> Site speed -> Page Timings This will allow you to see INDIVIDUAL
page speeds VS. Your average OVERALL site speed

4. Source/Medium
Go to Acquisition —> All traffic —> Source/medium This will allow you to see EACH
TRAFFIC source of yours with its - # of users - Bounce rate - Conversion rate -
Transactions - Revenue
Infinite Landing Page Swipe File
Hey ya'll.
Quick post on the go here...
I use this amazing site for web design inspo for my landing pages. 👇
https://www.lapa.ninja/category/software
I'll usually save a bunch of designs and toss them into FIGMA for my designer/dev
and deconstruct the structure of the pages that I like and figure out how I can
mimick the same flow and design.
Many of you will jump to the ecommerce landing pages, but I urge you to check the
SAAS landing pages and use them as inspo for your Shopify stores. IMO SAAS
understands the user journey better than most of the eccom brands featured.
Long live Utopia.
Carrd Mistakes to Look out for

If you are using Carrd, be sure you are making these mistakes.
Free mini guide
Common Carrd Mistakes _.pdf
Need Headshots For Reviews?

I have the perfect solution for you.
There's a website that allows you to download high resolution portraits of people.
You can use these images for your reviews/testimonials on your website, or even
digital advertisements. It's an easy way to build trust with social proof, and increase
those conversion rates.
People relate with other people. Faces make things comfortable.
The catch?
All the faces... well.... They're all generated using some crazy AI Technology.
Meaning... they're not real "people."
Here's the site - https://generated.photos/faces
Ecommerce takeaways from The

Unbounce Conversion
Benchmark Report 2021
Ecommerce takeaways from The Unbounce Conversion Benchmark Report 2021
Pessimism isn’t a sales secret in ecomm.

Short copy sellls better: easier reading and fewer words seemed to lead to higher
landing page conversion rates.
Social Ads better than Google Ads: our analysis of channel performance shows that
you’re more likely to get conversions from social and email visitors.
Subscription boxes lead the way for conversions in ecomm. (All ecommerce median:
5.2%)
How we used a little-known tool

to double a client's revenue in 2
months, without spending a
penny extra
I run a conversion-focused web design and development company for Shopify store
owners
A few months ago, a client approached me looking to increase his conversion rate
and boost his revenue

These were his numbers for the two months before working with me
As you can see, his store was doing decent, about $500 in revenue per day. But his
conversion rate was terrible: 0.77%
As a CRO-focused design/dev company, we knew the exact steps to increase his
conversion rate.
Here is what we did and how YOU can do the same
Step 1 - Conversion rate split testing

One of the most slept-on tools in the realm of e-commerce is Google optimize.
If you have a Shopify store or really any website and you’re not constantly testing
changes to your site's pages I can GUARANTEE you’re losing thousands of dollars a
month
What Google optimize allows you to do is change aspects of your page directly
through Google without having to do it in Shopify and then split test the changes
against your traffic.
For example, let’s say you have a Shopify store selling soap that gets 10,000 visitors
per month, makes $1,000/mo, and has a 2% conversion rate.
You want to see if you can increase your conversion rate and make yourself some
more money.
With Google optimize, you do an A/B test of things like the color of your add to cart
to button the headline you use, where you place your reviews, banner text, and so
much more
Let’s say, for example, the ATC button on your store is green, so you make a test with
a black add to cart button.
Google optimize will then send half the traffic you get to a green add to cart button
and half to the black add to the cart button.

And the best part...is you don’t have to create two pages and deal with sending half
your Facebook ads traffic to each page then try to make assumptions from the messy
data.
You can do this all in Google optimize
After about two weeks of letting the test run, Google will let you know exactly which
color button (green or black) converted higher and made you more money.
That is exactly what we did for this client.
We saw his conversion rate was low we so ran a series of tests to find to improve it
Some of these included
-Testing the placement of the ATC button (green or black)
-Testing the placement of reviews (higher or lower on the page)
-Testing the price of bundles (3 for $100 or 4 for $125)
-Testing the header text (Free Shipping or Free 2-day Shipping)

The best part of this is you don’t have to be an expert in CRO or design and
development.
You just need to be creative.
Here is an example of a test we ran for another client and the results we got. For this
client, one of the tests we did was moving the add to cart button higher on the page.
Here’s what we learned

This ONE test literally made the client $15k in incremental revenue in a month
The “301 Studios Update 2” is the test with the higher up ATC button, the “original” is
the one with the lower ATC button
After two months and a handful of tests here is what our client's numbers were
looking like:
Revenue up over 100% in ONLY TWO MONTHS

Conversion rate up 50%
And we are not even done working with him!
We run 1-2 tests a month for this client and aim for a minimum 10% conversion rate
increase each month over a year.
The best part is we did not have to spend an extra dollar on advertising.
This is the power of Google Optimize.
However, there are some drawbacks
1. If your site is getting under 10,000 visitors per month this won’t help much
because there aren’t enough experiment sessions and Google can’t give a
definite answer
2. If your site's overall UI is crap, Google Optimize won't help much. First, give the
site a facelift and get it up to par, then use Google Optimize to ensure continued
CRO.
Some tests you can begin doing with your store that have worked well for us
-Placement of reviews
-Color and placement of ATC button

-Changing banner text
-Price of products and bundles
If you’re interested in having something similar done, schedule a free to schedule a
call with me directly @ the link in my bio, and let’s get to work! Or shoot me a text at
my personal cell phone # 973-970-8928
Stop using Gumroad's landing

page to sell your products do
this instead:
Gumroad is maybe one of the best platforms to sell your courses (especially for
Twitter)
It has a lot of advantages
But also one huge disadvantage
And that is the landing page

Why?
Let me show you
This is how a normal Gumroad landing page looks like
But why is this bad?
1. When someone first comes on your product’s landing page all they see is the
price, the title, a cover photo, one button, and a bunch of text
2. If you have a big copy no one will have the patience to read it because you
can’t make it more exciting through design. It will feel like reading an article
3. If you keep scrolling the only call to action button you have on your landing
page will disappear so the viewer won’t be able to buy your product unless they
scroll back up
4. You can’t make parts of your copy really stand out (making the text a specific
color for example)
5. You can’t make it personal
These are the biggest disadvantages of a Gumroad landing page
But what can you do to solve these and increase your conversion rate?
The answer is simple.
Use a custom course landing page
This is how a custom course landing page would look like

So, why is this custom landing page better?
1. You can add multiple call to action buttons across the page
2. You can make it more personal so it stands out
3. You can make the copy more pleasing to read by diving it into multiple sections
and formatting it the way you want
4. You can embed your Gumroad product and redirect the buyer directly to the
checkout
As you can see a custom landing page is more versatile and can easily boost your
conversion rate
Just think about this

If you can add more call to action buttons to your page it will be easier for the users
to buy
This alone can double your conversion rate
And to be fair I never saw someone who built a custom landing page and didn’t
immediately double their conversion rate
In conclusion, if you’re still using Gumroad’s landing page you’re leaving money on
the table :)
That's it for this article Utopians!
Hope you found it useful and if you have any questions feel free to reach out to me.
I'm always happy to help!

The Most Powerful Marketing
Article You Will Read | 12
Strategies to Implement Now
Hello hello Utopians.
I recently realized that Twitter is ungrateful. I have dropped countless powerful
threads and people just take it for granted. So to change this, I created a new Twitter
account called The Almighty Marketer . I tweet 1 marketing strategy a day that will
make you money. And I delete the tweet after 3 hours forever. You either act on it or
miss out forever.
Here's the secret. I am putting all the deleted threads here. I've already dropped 12
powerful ones - Here you go.
1. What content should you have on your

home page banner? //Micro thread//
I get sent multiple websites a week to review in our Utopia and on Twitter
I see the same styles over and over

Content trying to be clever, content attempting to build curiosity, etc
All these are useless - your above the fold is the most important real estate on your
website
Instead of being so complex
Let’s breakdown 3 examples of great home page banners (you can try these yourself)
1. Dropbottle
You know exactly what they sell the moment you visit the site. They showcase a hero
image of their product and in a few words you will know if you want to keep scrolling
or bounce off the page. This makes for high purchase intention usage on your site
2. Boom by Cindy Joseph. They do something unique with theirs. They know their
audience is an older demographic so they have to provide more value + better
reviews, So the banner content is a 5-star review with tangible results
3. Curology Again, straightforward content - The content on this banner changes to
all the pain points the customer may have. This validates the audience immediately.
They also have before and after images on their banner image
The theme with all of these banners is you know exactly what they sell the moment
you visit their site
2. Dumb it down
Dumb it down. Stop trying to be clever with your copy, focus on simplicity. Use
visuals & copy to hold the hands of your audience. You want to handle all their
objections, relate to the pain, and understand how you solve it

3.INSTAGRAM GROWTH THREAD
Instagram takes up too much of your time? Maybe it’s time to start automating your
IG journey. This is how you can completely automate your IG account with 4 hours of
work each week. **WITH SCHEDULE TEMPLATE**

For those that are new here, every single day I tweet a thread about a marketing
strategy or brand breakdown. I do this across every marketing topic you can image
CRO, SOCIAL MEDIA, FACEBOOK ADS, GOOGLE ADS, EMAIL MARKETING & More
Without further ado, let's begin
Creating new IG posts every day is a waste of time. You should have your IG posts
set & prepared a week or even a month in advance. How do you do that? With this
schedule template. (FREE IG SCHEDULE TEMPLATE)
https://docs.google.com/spreadsheets/d/
1435XwJUQcNNbHfOD2WUNlmCZuVS_U3C8lPkdo9gWGPE/edit#gid=0
Every Saturday, I spend around 1-2 hours creating content for one week worth of
post “How do you get so much done within a short amount of time?” Well, every week
follows a set of certain themed posts

Monday: Aesthetic Post (High Quality Image) Entertainment post
Tuesday: Video Value post
Wednesday: Value post
Thursday: Value post Friday: Fact
Friday
Saturday: Aesthetic Post Value post
Sunday: Did You Know Post (shorter version of fact Friday post)
Now the most difficult post out of all is the 'value posts' Remember, people follow you
in exchange for the value or entertainment but creating content every day for this is
difficult. We know the benefits of creating content consistently means more sales to
your brand daily...
But the only barrier on our path is coming up with new ideas and creating these high-
quality value posts. This is why apps like http://socialstudio.ai were created. They
allow you to automate your IG content creation with AI AI-generated content Post
editor Schedule &more

You're probably wondering what the aesthetic posts are. Simply put, they're nice
images of things like gardens, sunsets or images that would relate to the niche.
Aesthetic posts often do the best & are more likely to be noticed.. (found from
photography accounts)
"So, what about the design? How are those made quickly?" Adobe XD. Create a file &
create multiple Artboards that are 1080x1080 - For each artboard you'll create a
template based on a themed post. Now, with those templates you can edit them freely
each week to put new content
With this, you won't have to design a new post each week, all you need to do is
change the content & maybe add other aspects to make it seem unique. I recommend
changing up the templates slightly each month so your IG account doesn't get
repetitive.
4. Your store needs to have congruent

branding
Look at these 2 examples Image
A: Branded - Consistent, looks authentic Image

B: Nonbraded - Looks like a dropshipping store - Stop using Aliexpress images -
Develop a standard product image template - Showcase brand colors

5. Branding
One of my favorite examples of branding is Bokksu and Tokyo treat
Both sell Japanese snacks but to 2 different audiences
1. Bokksu: Authentic Japanese cuisine - sohpsitcated brand

2. Tokyo Treats: Japanese treats - playful brand Understand branding to speak to
your audience
6. This is how you create reviews that

convert
Relying on reviews like “I loved it” won’t cut it anymore Asking your customers
questions to get reviews that show tangible results “What was life like before the
brand?” “What is life like now with the brand?”

7. Here’s how you boost your conversion
rate
Give you audience a “FREE PROGRAM” if they purchase your product Add some
urgency, let them know what it’s valued at This will push your prospects over the
finish line
8. Home page breakdown
Let's breakdown an eCom brand's home page together And learn how you can
implement their methods on your store
You know the saying, don't judge a book by its cover? We're going to apply that to
today's lesson, but the opposite. This session's judgement is one of my favorite ecom
stores, http://partakefoods.com..
We're going to break down each element of this brilliantly designed homepage to see
how their use of tone, colors and offers aligns with their product, starting with the
banner.
Banner Breakdown All the essential elements of the first scroll are there: Offer for free
shipping Image of the product Clear CTA Updated banner (Pumpkin spice is
seasonal) Fantastic use of color Savings pop-up (email address in exchange for 10%
off)
After the Fold: Combined with the brilliant use of color, they have laid out a list of
their products. Each product offers its own CTA, right at the time corner, clearly
visible as you read the titles.

They also make great use of space by offering their main category but switching
flavors when you hover over the column.
The Differentiator: Ingredients & Allergies Partake was actually created by a mom
who was frustrated with the snack options (or lack thereof), so she decided to create
her own (good for her!).

One of Partake's most significant value propositions is their differentiator; a
healthier, safer snack for kids to take to school. The differentiators are clearly
outlined, easy to understand, and you instantly understand their stand-out factor.
The Reassurance Just in case it wasn't enough to state what the cookies don't
contain, what's in the cookies sounds just as good as what's missing. And it's not just
a list either, but the use of visuals allows people to quickly scan *some* of the
ingredients present.
Note: Always cater to your users' laziness. People are lazy by design, it's true, so don't
shame me, but the reason why you should care is that people tend to stay longer
(read more, scroll more, etc.) if it's not hard to understand the information.
So, in this case, instead of reading the word 'apple,' a picture of it does a much better
job. Not only do you get natural, healthy ingredients, but you also get to learn about
them too.
Next: Blog, Recipes and What they Stand For Their products are not just for cookie
monsters but also serve as a single ingredient in a full blown receipt. Very clever.
Nearing the bottom, we have another CTA and social proof, and even the pickiest
eater enjoys these cookies.
Founder Message Whether you have a face for radio or not, sharing your message,
your 'why,' can help you connect with your core clientele. But, of course, this won't
work for every company and every product, so don't force it.
Consistent Messaging The cookies are a solution for kids, but let's not forget the true
heroes, the buyers! I mean-- the moms! Words of encouragement can be a great idea,
significantly if it adds an element of surprise.

Takeaways: Fantastic use of colors Consistent messaging Easy to understand
products It leaves you a little smarter Clearly indicates who these products are for
Simple CTA's Designed to create loyal customers
9. Here's how to improve your site's load time and get your brand more
conversions //thread//
Someone once told me that they like to dip old fort cheese wrapped in bread into hot
chocolate. I tried it, and it’s actually amazing. The theme for today is complementing
relationships- I always have a point
You already know that increasing website speed = Increased conversion. As
marketers, conversion % falls on us, so it’s essential to gain at least an overview of all
the factors. So, we’re going to focus on 6 ways you can improve your website load
time.
Google’s unwritten rule is 3 seconds; I’ve eaten things that have been on the floor for
longer (5-second rule generation). Google says that almost 50% of websites don’t
even come close to that, but that stat is actually irrelevant for you.
It’s you vs. you- except with less money wasted. First- check your Page Speed-
https: //developers.google.com/speed/pagespeed/insights/
Tip#1 At the top: CSS > JS The first optimization to perform is to move CSS to the
head and JS to the bottom. Ensure the stylesheets go in the <head> section of your
page structure, and all the scripts are moved to just above the closing </body> tag of
your page.
Tip#2 Server Provider Choose a server provider that doesn’t hinder your website
speed, such as shared hosting. Instead, opt for Virtual Private Server, Dedicated, or
Cloud Servers
Tip#3 Page Cache Utilize page caching - With caching, it’s possible to store the
finished HTML page and serve it to the user right away.
Tip#4 Use a CDN Use a Content Delivery Network (CDN ), which gathers data from
the nearest location, and distributes server load across different servers instead of
just opting for one.
Tip#5 Compress Image Sizes Compress images, which can help reduce sizes up to
80%. Use JPG for complex illustrations and PNG for graphics, stats, screenshots, etc.
You can also utilize image optimization plugins and image optimization tools, like
Shopify’s free image resizer.
Tip#6 Optimize for Mobile Everything should be focused on and designed for mobile-
first, always.
10. Your CTA is a CALL TO ACTION Not a
whisper to peace.... Here's a thread on how
you can boost conversions with powerful,
branded CTA's
Buy Now. Download Now. Add to Cart. Ok, great, we are all familiar with CTA's, yeah?
So is everyone else, particularly your customer
You've done all this to get people to come to find out about you, come to your page,
read your copy and finally, short of buying dinner first, there is your CTA. What do
you want from them? To buy, to give you their email, to watch a demo?
You already know who your clientele is and how important your brand tone is, but for
some reason, many marketers skip their brand tone when it comes to their CTA. It's
almost like you forgot who you're talking to. Let me show you what I mean, all from
http://drinkhydrant.com,
1.Let's start off with their pop-up: Get $5 off By the way, side note here, Shopify had
done research with regards to the psychology of online buyers based on the language
of the promo Let's play, would you rather, but the eCom version What you rather get
$10 off a product

Or Would you rather earn a $10 credit? It turns out, most people wanted to get $10
off of a product rather than have a $10 credit added to their account. Ok- let's focus.
CTA's. CTA's.
The pop-up offers a $5 discount and you have 2 CTA’s to choose from. ‘Reveal Code’
the ‘No discount, thank’ I’m a psycho option. Their use of the CTA is very intriguing.
Typically you would see CTA’s such as ‘Get Code’ or ‘Get Discount.’
You can see throughout their website they utilize different CTA’s that are unique
throughout each action they want you to take. For instance, the banner page’s CTA
(which is in all capitals compare as oppose to the title) is a CTA that ‘answers’ the
title.
Content is just one aspect of a powerful CTA. The design comes first. If you don't
capture the eye of the readers, the content won't matter.
A notable aspect of their CTA's design is that they are spotless and complement the
page's colour scheme. You don't see a blaring red CTA to 'capture' your attention.
We see different designs that help stand out for various reasons. Like the example
below, the CTA stands out but because it is colored in, but because it is outlined,
drawing the eye to the 'Shop Now' button.

This is done with different colors against different backgrounds. Color, content, and
being true to your brand tone by knowing your audience make the winning difference
for CTA’s.
11. Boosting your CONVERSION rate.
Actual strategies to implement on your eCom brand right now
Product pages have significantly evolved and continue to find ways to increase
conversion. We have analyzed the latest product pages that have laid out all the
conversions elements in a brilliant way.
From their color schemes, brand tone to well-positioned images and content, this
brand does a beautiful job at converting in subtle ways. Below is a breakdown of a
product from Disco and I will outline the quiet genius decisions they have used to
convert clients.
Let’s start with one of the first things we see on their product page. The pain-point
solutions are clear, noticeable and straightforward. If you have acne or have a
birthday, you should buy this product because it will solve your problems (you could
have acne AND a birthday)
This provides credible proof and social proof from regular people like you and me.
Now that we know people like this product, it is worth our time to read on about it.
The description follows the rule of 3’s; it gives us the three best value propositions
about this product and its benefits to the user. It also explains more about the
product with a short, easy-to-read description;
The beauty of this product is the layout of its pricing and its subscription model. Of
course, they have pre-selected the subscription option, highlighting the savings and
price comparisons for those of us who can’t do the math.
$27.20 every two months looks and feels a lot better to pay than even $44.00 once. It
actually doesn’t feel like a 20% discount, but a 50% discount because. They have laid
out their pricing and obvious savings by clever use of space, colors, and selection.
And just in case you had any doubt, they’ve added their guarantees right at the
bottom, 30-day money-back, secure checkout and a chance to save even more with
free shipping opportunities.

After the fold, they have clearly laid out the all-natural ingredients and used a
moving carousel to highlight further their most significant value proposition: all-
natural ingredients, vegan, and cruelty-free.
It makes me feel good to buy this product knowing that I am using something
organic and not harming any living creature along the way. I am a good person, and
my skin should reflect that.
In all seriousness- I do 100% support products that do not harm animals or the
environment.
Instead of removing any doubt on the checkout page, they have made good use of
the product page to answer FAQs. This is not only brilliant for its use of removing
doubt but also a fantastic way to place keywords on each product page for SEO
purposes.
Next, we see how the product is used with very nice, clean, easy-to-follow
instructions. The copyright used also aims to keep the page light in content, and it’s
speaking to a particular type of audience.

And lastly, they compare their product against **some** of their competitors.
Although they don’t use some metrics about the results when comparing their
products to competitors, it is evident that the angle they are going for is related to
the ingredients.
Not to say the product does not work, but that they stick to the overall theme we
have seen on this product page. The product is organic. We see it in the description,
ingredient breakdown, carousel, FAQ and comparison chart.
The brilliance of this is that they have narrowed down who their target clients are
and built a product page based on that.

12. Thread on the secret sauce for
capturing more emails to your eCom
brand's email list Average 9% capture rate
(and no, it's not wheelio)
Marketers are in the business of hunting for owned traffic sources. Bet you never
heard that one before. Banned social accounts, disabled ad accounts, these are all
scary truths that can happen to anyone and to counter these, the best thing to do is
to create some owned traffic

The most popular being your email list. Here are 2 genius ways to capture HIGH
PURCHASE INTENT emails to your email list (and get you some extra conversions)
1. Curiosity building pop up After about 15 seconds on the website (non intrusive),
they have a pop up on their site with 2 prominent elements that I want you to
understand:
a. Their congruency - It doesn't look like spam because it aligns with the branding b.
Their copy - MYSTERY OFFER - Curiosity builder, while everyone else is providing a
discount code, they peak the interests of their audience. WHAT COULD IT BE?
2. Immediate discount pop This is by far my favorite copy. I've tested this on multiple
brands - I learned it from my friend Jeff who owns an email marketing agency
Straight to the point copy, talking directly to the prospect and it provides the
discount in the success message
Takeaway: Setup a optin pop up on your site today. If you already have one, work on
tweaking the copy and providing the offer immediately on the success message so
they don't have to leave your website. And start capturing leads asap.
13. Mini Thread on Brand Positioning.

How do you want your brand to sit inside the minds of your consumers? 2 brands
selling nearly the same product, but both are targeting completely different
audiences.
This is the power of understanding your target audience and staying true to your
brand. Here's what I want you to notice - Study both of the pages and notice how
they voice and project their positioning off to their audience.
Brand 1: The Cooking Guild "Are you an emperor in the kitchen" Directly targeting
men with a rugged, strong persona. "The same traditional Japanese blade-making
technique used to make samurai swords"
Brand 2: House of Knives "Sharpest Price Guarantee" Focuses solely on the
discounted pricing point - targeting those looking for a great knife for a bargain.
Takeaway: It's in the copy, product images, and colors. They both selling similar
products at similar pricing points, however, one with a discounted tone of brand and
the other being tough and rugged.
Understand your consumers touchpoints with your brand (where they experience
your brand) and make each of them radiate your brand's tone and positioning.
Quest | The strategist’s guide to
CRO tools and workflows |
Lesson 1/6
Where does CRO fit into business
optimization?
Whether your role centers around digital marketing, sales, product development or
something else entirely–you can become a conversion rate optimization (CRO) expert.
If your work impacts the customer at one or more points in the conversion funnel,
you likely care whether the website is operating at full efficiency. Today, we’re going
to provide strategies for using two of the most fundamental CRO tools at your
disposal—heatmaps and session recordings.
But first, a note on how much time to spend on

CRO.
For many, optimizing a website seems like a luxury activity. One that consistently
gets left behind in favor of more immediate-need projects. And that’s totally fair. But
keep in mind the potential impact of 2-3 small wins in CRO each quarter or even each
year.
Increasing your website’s overall conversion rate by even 1% can be a really big
deal. And we’ve seen customers make gains of 100% or greater. So, it’s worth your
time to figure out a process that works for you.
In this Quest, we aim to help you build a set of workflows that puts you in a position
to succeed with CRO in the long term. Let’s dive in.
Heatmap fundamentals and use examples
Heatmaps are a visual representation of website visitor behavior. While they vary in
complexity and accuracy, they’re a great way to better understand the average
behavior of a visitor on any given page of your site.
In general, heatmap tools require website owners to place a small code snippet in
their header or footer to generate the visualization. The technology then goes to
work, following mouse movement including scrolls and clicks and adds color to the
page visualization based on the amount of activity in the selected traffic segment.
In this example (specifically a scroll heatmap), you can see how far down the page
an average visitor goes (the effective fold). You can also see when the color fades
away which represents an area most website traffic is not seeing.
More on this later.

Let’s talk through five ways you can use
heatmaps to optimize your e-commerce
store.
Average scroll depth (the effective fold)
No matter what goals you set for your website, you want visitors to check out the
entire page. By monitoring the effective fold, you’re able to see where the average
visitor stops scrolling when on a page.
Why does this matter?
If there’s a call-to-action or other key content block below this line, then you may
want to consider moving it up the page.

Top-clicked elements
You may assume that visitors will only click where you intend for them to click. This
could be a form, navigation list or in-body hyperlink.
Oftentimes, you’ll find visitors are clicking on unexpected items that may not even be
linked. For example, if you list customers on your site with logos, visitors may think
these are linked to something and try to click them.
Regardless of where your clicks are happening, use this view as an indicator of where
visitor attention is going during the website customer journey.
CTA location
As mentioned above, be sure your CTA is above the average scroll depth. Beyond
that, if your CTA lives next to something else receiving a lot of clicks, determine
whether or not it makes sense to separate these elements to remove the distraction.
When it comes to landing pages for paid traffic, CTA location is even more important
as it might be the only desired action on the page.
In this example, we can see the CTA button is in a great spot — with 100% of average
visitors making it to that point on the page.

Top-engaging segments
Take heatmap analysis a step further with segmentation. See how different traffic
sources or visitor segments navigate the page to see how they’re engaging with your
content.
This can be used to judge the quality of your traffic (high-abandonment rates
combined with low scroll depth indicate traffic not interested in your offer) or
compare the behavior of new versus returning visitors.
High-abandonment fields
In an ideal world, 100% of visitors who start filling out your form will finish. The
unfortunate reality is somewhere below this mark. Find the field causing the most
abandonment by using a form analytics tool on top of your heatmap.

This will show you which form field the visitor was last completing prior to leaving
the page. To fix this, test switching form order, breaking your form into more
digestible steps or altering your approach to form placeholder text. The goal here is
to increase the percentage of visitors who complete this specific form field.
What about mobile?
The best heatmap tools will allow you to see behavior visualizations on various
device types. Since many websites emphasize the mobile visitor experience, this part
of the tool is vital. And if you’re using a traditional heatmap tool, you may miss
insights on elements that perform differently on mobile (like hamburger menus and
mobile-only form flows).
We always recommend comparing mobile and desktop views to see the entire visitor
behavior picture. Regardless of how much mobile traffic you receive, the percentage
is likely to grow in the coming years.
In this mobile heatmap (filtered for clicks) example, we see which product categories
visitors click most when reaching the site on a mobile device.

Session Recording fundamentals and use
cases
Session recordings (or session replays) are a video playback of an actual person’s
movement during their time on your site. You’ll be able to see mouse movement,
clicks, forms completed and any other action during the playback.
Often used for conversion rate optimization (CRO), session recordings can be an
invaluable tool to increase your understanding of what visitors actually do when they
visit your website.
In this section, we approach your e-commerce store by analyzing common page
types. This is mainly to provide you with a first-time glance at your entire store.
When it comes time to analyze your store, you may choose to look at the behavior on
a specific page or instead go after a segment of visitors–or even one visitor based on
a behavior tag.
What should my store optimization goals be?
Of course, you want to sell more products. But what website metrics can you optimize
that lead to increased (or more valuable) conversions?
We expect you’re already paying attention to general e-commerce metrics like add-
to-cart rate, average cart value, average order value, etc.
As for website performance, here are some areas our top e-

commerce customers monitor on a regular basis:
Effective fold on key pages: How far down the page an average visitor scrolls before
leaving the page
CTA visibility: Based on the effective fold, what percentage of a page’s visitors will
see your key call-to-action or key messaging
Form abandonment rate: Which form field causes the highest bounce rate, as
measured by the field a visitor is working on prior to leaving the form

Form field time and order: How long visitors take to complete each field and in what
order
Top-clicked elements: Which elements (buttons, links, navigation items, popups)
across the entire site are being clicked at the highest rate
You may have elements like CTAs across a variety of page types, but your goal may
be quite different in different locations. For example, you may have a homepage
button leading to a Clearance merchandise page whereas a CTA on your product
page leads directly to checkout.
The point is, it’s worth considering the context of each page prior to calling your
analysis complete. Speaking of pages, let’s take a look at how session recordings can
help you better understand some of the common page types in an e-commerce store.
How to optimize every page of your e-

commerce store using session recordings
Home page
E-commerce store home pages are a unique spot on your site. There is a fine balance
between making your entire product line findable and not being overwhelming. You
want people to know you have a product or sale that matters to them without
creating confusion or frustration.

Most of your traffic will also likely begin their journey on your site on a different
landing page like a product or sale-specific page.
So, when we look at a session recording for a home page, we should start by seeing
how far down the page they scroll and make sure all important CTAs and key
messages are visible.
Make sure your average visitor is seeing what you need them to see. And on a home
page, this is usually a concise representation of product categories (or however you
generally organize things).
Product category pages
On an e-commerce category page, what’s your main goal? Usually, the answer is to
get visitors to engage with a specific product or to filter the category to better fit
their needs.
With this in mind, we want to pay attention to two things.
First, look at a few session recordings to see how users are engaging with your
filtering options. Are most visitors even seeing them? If so, are there any competing,
clickable elements too close to the filtering that may be distracting? Consider
prioritizing filtering over primary navigation (at least visually).
Second, take a look at how people go through the specific products highlighted on
the page. Do they go straight down, left to right and then down or is there no
discernible pattern? If you use multiple pages within a category, how are visitors
engaging with the pagination? Do they get to the end of the products shown and
scroll up or are they quickly engaging with buttons to display more?
Knowing this information will help you better understand how to organize your store.
Some stores see success with a featured product image and several smaller options
while others will benefit from image carousels and more copy elements to help with
navigation.
Individual product pages
This is where the money is made. In e-commerce, a product page with a great
product description and beautiful product images is a solid starting point.
Here, session recordings can show us if visitors are moving through a certain number
of product photos, having any issues with sizing or other customization tools and
whether or not they’re scrolling to the bottom of your layout.
If you’ve added a new page feature, such as social proof testimonials, see what
visitors do when their mouse path hovers over this area. Are they staying still to
indicate reading behavior or are they immediately moving along?
Checkout and shipping information pages

A successful conversion path leads us to the checkout page. And no matter if you
have a single or multi-step checkout process, you’ll want to watch session recordings
for visitors who make it to this point.
This may be a great place to deploy Form Analytics to see fields are too difficult or
generally cause a higher rate of abandonment.
With session recordings, we can also watch visitors who are trying to find shipping
information or spot signs of struggle with a form like getting error messages.
In this example, we can see the person nearly finishing checkout but then deciding to
view the shipping policy on a separate page.
If this occurs regularly, see what shipping information you can provide on the
checkout page. This could indicate average shipping times, how you handle returns
or anything you believe customers want to know–without introducing unnecessary
confusion or doubt.
While many e-commerce platforms don’t allow full customization of checkout pages
or forms, watching session recordings can at least give you an idea of what changes
you might make prior to the visitor getting to that point.
For example, if visitors tend to leave once shipping costs appear (after entering their
address), consider putting this function inside the product page with a zip code field
to estimate costs.
Blogs and content-heavy pages
Some e-commerce websites will leverage blogging and search engine optimization to
attract new traffic or bring back existing customers. Regardless of intent, we can
easily use session recordings to judge content success.
Watch recordings for visitors who come to enter the site via a blog post and end up
making a purchase. See how much of the content is consumed (scroll depth and time
on page) and then follow along as they navigate through other pages leading up to
the purchase.
On the flip side, be sure to watch recordings of visitors who come to the site to read
the content and leave before making a purchase. Does the content provide an
obvious connection to the person’s needs or is your content actually a barrier to
purchase?
If you have a lot of content receiving organic traffic, take the time to compare the
performance of long-form versus short-form pieces. While SEO experts generally lean
towards long-form content for search ranking, it’s possible your customers prefer
lighter pieces that get them to the point of purchase intent more quickly.
If you’re looking to convert more of these readers, consider how you can incorporate
forms and CTAs into the body of the blog post (check out the h3 CTA concept from
Nectafy).
Should you outsource CRO?
The concept of a hybrid team (in-house, freelance and outsource) is becoming more
and more common.
When it comes to CRO, you may want to outsource if nobody on your team has a
basic understanding of (or time to study) core conversion rate topics. Outsourcing
could be viewed as a step before eventually bringing the effort in-house, or it could
be a more permanent solution.
Because your website is such a focal point for a lot of branded efforts, it must be
clear what your relationship terms are with your outsourced resources. You’ll need to
decide where their decision-making powers begin and end and when you as the
brand can/should veto them.
Should you choose to outsource, it’s still highly recommended that a few people
internally work to understand the needs and struggles of your website visitors. This
knowledge informs a wide range of activities including content strategy and
customer service best practices.
-------
Lucky Orange is a leading CRO toolkit trusted by over 300,000

websites worldwide. Give it a try with a free 7-day, no credit card
required trial: www.luckyorange.com.

Lesson 2/6
Key form metrics to optimize for increased
revenue
The argument for form optimization is clear
Think for a moment about how much more money you’d make if your forms
converted 1% more visitors.

Even at a small scale, an increase in form conversion rate can lead to major growth.
The necessity of form optimization is clear, and modern CRO tools make it simpler
than you may imagine. It’s easy to dismiss forms as difficult to optimize, but they’re
ultimately one of the final (if not the final) stepping stones to a conversion.
And it’s not just about form fields and buttons. Optimizing your form’s location on the
page and surrounding content can all impact how successful the form is. If you’re
placing a form near other powerful elements or even another call-to-action, you may
be sabotaging your results.
Let’s take a look at the six metrics that matter when it comes to improving your
form’s conversion rate.
Six key form metrics and what you can do

with them
In e-commerce, we pay attention to several core metrics. And while your usage and
order of importance of these metrics may vary from business to business, there are a
handful of mainstays that usually make a report. With form optimization, things are
much the same.
There are six core metrics you should understand and follow. The primary focus here
is spotting areas where your form experience is more difficult than it needs to be.
Secondarily, you’re looking for signs that forms are having technical issues causing a
poor visitor experience.

Abandonment
Cart abandonment is a massive battle for e-commerce store owners. While some of
this issue is less in your control, visitors abandoning the process while completing
your form is something you can certainly impact.
With an abandonment report, you should focus on which form field(s) cause the most
abandonment. Possible optimization options include splitting a difficult field into two,
removing the field entirely, changing placeholder text to make it more intuitive or
reordering fields to place a difficult one between two simpler fields.
Here’s what a form abandonment report looks like inside Lucky Orange. It's a part of
the Dynamic Heatmap tool (which you can see overlayed on the main section of the
page):
Time to start
How long does it take for visitors to start completing your form once they’ve arrived
on-page? The longer a visitor is on a page before beginning your form, the more
likely something will get in their way and cause them to abandon the site altogether.
What can be causing a long time to start? On Shopify stores, we often see visitors
trying to find information about shipping or really clarifying any vital information
before completing their purchase.
Later in this article, we’ll discuss Dynamic Heatmaps and Session Recordings. These
tools are a great next step if you see a high time to start. With session recordings, for
example, you’ll be able to watch as visitors navigate the page before, during and
after they’ve completed the form. Watch to see where their mouse goes, what they
click or which other pages they navigate to before starting the form.
Field time
What causes visitors to abandon forms? For some Shopify merchants, the finger can
be pointed at difficult fields that take a long time to complete. With a Field Time
report, you’ll be able to see which fields take the longest to complete.
Alone, this metric is a great starting point. You’ll want to also view an Abandonment
report on the form to see if the longer field times are causing people to give up on the
form—or if it’s simply a longer required response.

For example, a full address field or something that may require them to look up a
piece of information might take longer on average, but the length of time won’t
necessarily mean they’re struggling or considering abandoning.
Tip: Don’t forget to analyze metrics like field time for mobile visitors. Oftentimes, the
numbers will look quite different across device types.
Average order
A great place to start when trying to find A/B test ideas, average order reports show
you how people go about completing your form. Despite our best efforts to predict
human behavior, people are going to fill out forms in whatever order they deem
easiest.
Test field order to combine easy fields or to prioritize a gateway field (something
people don’t mind giving you that then makes them feel connected to the effort of
completing the form) and then view an average order report to see how you’ve
impacted visitor behavior.
Repeated fields
Another sign of struggle on forms is visitors repeating fields over and over again.
This report will highlight any field where visitors are starting to complete something
but then delete and refill, or click out of the form and return to that field. What you’re
looking for here are signs that people are either:

● Not wanting to give you a piece of information and coming up with a fake
response
● Struggling to come up with a correctly-formatted response (address, birthday,
phone number)
● Having technical issues with a form that require them to try a field more than
once
How to work Form Analytics into your CRO

workflow
As is with many things in the world of website optimization, you’ve got two different
paths to take when using Form Analytics.
Path #1
Proactively monitoring form metrics or choosing a specific Form Analytics report to
follow. In this path, you’re using the metrics described above to spot areas of
opportunity and to tweak existing forms to increase performance.
Path #2
Reactively researching problem areas or problem areas for segments of traffic or
specific products. In this option, you’re leveraging Form Analytics as a research tool.
Of course, all roads lead to making changes on your forms—but with this workflow,
you’re aiming to answer a question as opposed to working from a baseline like in
Path #1.
Regardless of how you use Form Analytics, you’ll want to leverage the power of
Session Recordings and Dynamic Heatmaps in tandem with this tool to see what
happens before and after people are engaging with the form
Conclusion
You have a lot to think about when it comes to your e-commerce business.
And prioritizing something like Form Analytics over product development or speeding
up shipping times may not make sense for you right now. But there is undeniable
value in understanding how people are engaging with your forms—and there might
even be easy-to-mine gold in the hills if you can spot an abandonment issue or
difficult field and make a quick adjustment.
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Form Analytics is just one of the tools you'll find inside Lucky Orange.
We work with all kinds of e-commerce teams, from those just getting
started to those already at a major scale.

Lesson 3/6
How being more intentional with conversion
optimization can drive bigger gains (Free CRO
journal included)
Companies that decide to wade into conversion rate optimization (CRO) do so in a
variety of ways—and those that do so with an intentional approach are more likely to
see success. Unfortunately, many businesses release optimization ideas in a more
haphazard, less-informed manner.
Website optimization is really just like any other business effort: If you operate
without a clear goal, you’re way less likely to make a measurable impact.
And for an idea like conversion optimization to gain traction inside a company, it
must have a clear connection to helping people do their job better and/or driving
more revenue. But how can we take something as technical as optimizing your
website performance and turn it into a concept that people with diverse roles can
understand—and more importantly, be motivated by?
Random vs. intentional CRO
With every CRO project, you’re attempting to improve a business metric of some sort.
Even the most basic analysis and testing pushes for an upgrade or change that can
grow your business. And randomly deploying A/B tests based on a hunch can
absolutely be a net positive over time.

What’s likely to happen along the way, though, is a series of guesses based on
incomplete information. Teams also tend to work on low-hanging optimization. If
something more high-effort comes along, it might get thrown to the back of the line
even if it has great potential for gains. It’s just human nature.
With a more intentional approach, one that we’ll describe in greater detail below,
anything you do around optimization will be connected to core business goals. It’s a
more efficient path forward and one that can empower great progress throughout the
entire organization.
Before moving on, let’s slap a definition on intentional CRO.
Intentional CRO is the practice of mindfully researching your website visitors and
combining all relevant data sources to create highly-informed optimization tests
aligning with overarching business goals.
In other words: applying great focus to making your optimization ideas as good as
possible, every time.
The three goals of all CRO efforts
While each of these goals is listed separately below, you’ll likely see a bit of each
when executing your CRO strategy. It’s also worth noting that these goals are the
broad benefit of CRO—not the objectives or key results you’ll use to measure specific
success. More on that later.

1. Learning about your customers
Oftentimes, CRO is exploratory in nature. Whether you’re hoping to understand if
your website is mobile-friendly or which types of people complete your desired
action, these are all an attempt to better understand your website visitors.
Depending on where your business is in its maturity curve, this goal may be your sole
(or primary) focus. And while it might feel like learning is several steps removed from
increasing conversions, the relationship is much tighter than you think.
The more you understand your customers, the higher your chances of delivering a
great user experience.
2. Gaining effectiveness and precision
The tighter your goals are, the more focused your work will be. With optimization,
time is money. Every idea based on incomplete information that is working towards
something as broad as “making the website better” is most likely a step sideways, not
forward.
When you apply a structure and intention to CRO, your ideas become more refined
and push your website or landing page experience closer and closer to it’s perfected
form.
3. Gaining efficiency
Again, time is money when it comes to optimizing your website experience. And just
as you pay attention to website performance, you should pay attention to the
performance of your CRO efforts. Building a system that makes it easier to generate
and deploy great ideas is key.
Each member of your CRO team (even if it’s just you) should have a living document
to track insights and ideas—and reporting for those things that turn into action.
Bonus: Improving communication
Communication is a problem area for many businesses. And no matter how complex
your business is today, it’s likely you’ve seen situations where poor communication
gets in the way of progress.
By developing CRO goals in an intentional fashion, we help everyone better
understand why and how things are happening in real-time. It’s much easier to
discuss projects where everyone at the table understands the language used and the
overarching goal of their time and energy.
How to make your team more intentional
What is working with intention?

It’s worth clarifying that intentions are not goals. Unlike goals, an intention (in the
individual sense) maps out how you’ll approach a situation and, more importantly,
why you’ll do it this way.
In a successful business, you’ll likely have a series of business goals. Whether they
focus on increased revenue or market share or bringing a new product to market in a
certain amount of time, these goals are what you’re trying to achieve.
Intentional work, then, is how your team will approach their work en route to
achieving their portion of the goals. Working without strong intent leads to disjointed
teams that operate with their own belief system and their own way of doing things.
Let’s take a look at the system we use to focus our work towards creating a good
user experience at Lucky Orange—OKRs.
Objectives & key results (OKRs)
This is not to say you should apply strict uniformity and squash creativity—but
rather, create a system where creativity has a clear and organized path to move
forward. Speaking of a system that drives results in an intentional fashion, let’s talk
about what we use at Lucky Orange—objectives and key results, OKRs.
In short, this system empowers goal-setting and work alignment throughout an
organization under the guise of high-level objectives with related measure (key)
results.
For example, you might have an objective to increase your understanding of your
customers. While we can’t measure this, we can add specific key results that create
tangible work for employees. In this instance, key results might be doing 10 customer
surveys per quarter, doing 100 NPS surveys per month or studying heatmaps twice
per week.
By setting up a system of OKRs, intentions are clear, no matter your level in the
organization. For individual contributors, key results drive your day-to-day work. For
managers, OKRs help you communicate your team’s work towards overarching
business goals. And for executives, OKRs help you see how different departments are
progressing toward those business goals you’ve set.
Optimizing with intention
When we transition this conversation into conversion optimization, intention basically
becomes a list of things to do. It’s important to not lose the original goal—proceeding
with an unwavering commitment to understanding the whole situation before making
a move. To make gains with efficiency, effectiveness and education about customers,
painting the complete picture is a must.
Here’s what this list might look like:

After documenting your existing knowledge, it’s time to add a whole host of things
into the equation prior to deploying an optimization idea. Here are a few example
activities you can run in pursuit of becoming intentional with your conversion
optimization work.
Spend time with heatmaps and recordings
It’s time to plug my team's tool, Lucky Orange.

Heatmaps provide a visual interpretation of visitor movement around a page.
Using our Dynamic Heatmaps and Session Recordings gives you a front-row seat to
user behavior on your website. Spending time looking for high-level trends on a
heatmap segmented for Facebook traffic might lead you to watching recordings of
visitors who do something weird with a CTA.

A look inside the Lucky Orange Screen Recordings view.
This type of activity is extremely intentional as you must devote your time and
attention to breaking into subjective research in search of qualitative data. Making
heatmap and recording analysis a weekly or monthly habit can pay dividends even
with just one great optimization opportunity.
The best way to use these tools? You can, of course, pick key pages or page elements
to study in a mostly-random path. Alternatively, you can generate a hypothesis or
find a specific business problem to evaluate.
For example, if you see an abnormally low number of sales for a certain product,
ensure visitors are engaging with that section of the site in the way you intend. Or,
let’s say your mobile conversion rate is much lower than desktop. You can potentially
put an end to this by watching people struggle with your mobile navigation or forms.
If you choose this more specific approach, don’t forget to look for other notable
insights along the way.
Study the connection between front and back-end

data
No matter how successful your website is at converting visitors, it’s important this
turns into a reliable stream of revenue. Without this, optimization means nothing.
And, in some cases, a win on the website side of things can cause issues in back-end
metrics like cost-per-acquisition or time per phone call, etc.
This exercise allows your team the time to spot a correlation between behavior on the
website and your other data sources.
Do people who regularly visit your website submit more help tickets? Consider
building a stronger FAQ page.
Are visitors who convert without reading any content abandoning your service
quicker than others? Get a help video or links to top content in front of them
immediately after conversion.

Taking the time to connect as many data sources as you can into one picture is a
great way to come up with better optimization ideas (leading to more efficient
optimization).
Set an expectation if you can’t see everything
What happens when you come up empty with your initial research? How can you
responsibly move forward?
It might be time to work with a specific business issue in mind.
● Which products are selling less than others?

● Which sections of your website have lower time-on-page?
● Are there any fields on your forms causing more abandonment than others?
● Is there a significant difference between mobile and desktop performance?
If you reach this point, the solution may be revisiting our first goal of optimization—
learning more about your website visitors. In the absence of a solid UX design, CTA
location or product layout test, lean into further research and customer interaction.
Release a new survey, put together an offer to connect with customers or meet with a
customer-facing team to hear the latest questions they’ve been getting.
When to work on high-effort optimization
Sometimes you’ll figure out that your CTA button isn’t visible and people aren’t
completing your desired action. Easy fix.

Other times you’ll notice that your website leaves something to be desired on mobile
devices and you need to re-work entire sections.
In the latter example, you’ll likely need to pull in multiple employees and devote an
entire technical cycle just to follow this optimization opportunity you’ve uncovered.
And it’s easy to push these high-effort ideas to the back of the line in favor of
something easier. Beware, though, these “difficult” ideas may be just the ticket to
increasing revenue and growing your business.
Document every idea you have and make space in the year (OKRs are a great place
for this) for your team to dive deep with complex optimization needs.
Using a CRO journal
One great way to keep things intentional is journaling.
And no, this isn’t the journal you’ll hide under your pillow so your parents don’t know
you like Timmy. This is the journal where you document ideas or even test results so
you can remain organized and efficient. Check out our free template below as a
starting point and message us on Twitter if you run into any roadblocks on your
optimization journey.
Get the CRO journal template

Lesson 4/6
How to optimize customer support as a
small business
The more interest your brand draws, the more customer support you’ll have to
provide. And while it may be possible to scale by hiring or outsourcing, it’s also
possible to rethink how you leverage certain support channels to make things
simpler.
This post aims to provide tactics for maximizing support capabilities as a small,
always-on business. Let’s get into it.
Choosing support channels
In the same way you select marketing channels to meet your customers where they
spend most of their time, your customer support should (ideally) be present in the
places people will ask questions.

We say “ideally” to recognize that you can’t be everywhere at once. But you can
create spaces for questions to be answered and funnel inquiries in that direction no
matter where they originate.
When choosing the places where you’ll provide

support, consider the following:
● Can my common questions be answered in an FAQ page setting? How can I

keep track of new FAQs and monitor the effectiveness of the FAQ section?
● Am I able to provide live chat support throughout the day? Are there enough
common questions to support canned/saved replies?
● Where can I set response time expectations throughout the customer journey?
● What support do my competitors offer? (Channels, response time, refunds, etc.)
● Where can I provide clarity around shipping and returns?
● Can I get in front of issues and negative reviews by proactively surveying
people?
● Do I need to prepare for an increase in inquiries based on seasonality?
Building a smarter FAQ page
Don’t sleep on the value of your FAQ page. This value shows up for businesses that
regularly maintain the questions, answers and organization of everything in their
FAQ section. Monitoring which questions get the most views or interactions (asking
“yes/no is this valuable?”) lets you refine FAQs over time.
Be sure to log customer feedback in a centralized location to keep track of question
trends. These belong on your FAQ page (and likely in your live chat saved replies). In
some cases, it may make sense to have a “submit a new question” form somewhere
inside your FAQ section.

Also, consider how your FAQ section relates to the rest of your website. If you publish
a lot of content, linking to a post with deeper context might help answer a question
more than a short FAQ-style response. Be sure to surface key pages like shipping
information within your question list.
Customer support KPIs to measure
Depending on how mature your efforts are, consider monitoring some or all of these
customer service KPIs:
● Customer Satisfaction (CSAT) score: This score will usually be a result of asking
people in a survey how satisfied they are with your product/service. In the
context of customer service, you’ll ask how satisfied they are with their most
recent interaction.
● First Response Time: FRT is calculated in the following fashion. Time of first
response minus the time of the customer request. Simply put, the faster your
reply, the more likely you’ll come to a positive outcome and less likely you’ll
lose customers seeking a great customer experience.
● Net Promoter Score: Another survey question worth asking throughout the
customer journey is, “how likely are you to recommend our company/service to
somebody?” While this is helpful to follow NPS trends, it’s also a channel for
unhappy customers to express their issues privately, before going to a public
review forum.
If someone provides a low NPS rating, offer them a follow-up question to

describe their issue and offer a yes/no checkbox if they’d like to be contacted
for further support.
● Escalation rate: If you have more than one customer support person,
monitoring the escalation rate will help you see how many “serious” issues are
coming in. This is typically when a manager will be brought into the fold to help
squash a problem.
● Abandoned call/chat rate: If you’re spending time on the phone or online

helping people, the last thing you want is for them to abandon your
conversation without a solution.
If you’re seeing a large percentage of live chats abandoned without resolution

this could mean you need to adjust your response approach. It could, however,
also mean you need to abandon chat as a support channel since you’re unable
to solve customer issues in that setting.

Lesson 5/6
Here’s how teams fail with CRO
Some companies doing conversion rate optimization suffer from a similar problem:
they don’t see any gains and end up putting CRO on the backburner. The team
doesn’t get to the root of conversion issues or create channels for optimization
research and communication.
Unfortunately, these results are often reached without a clear understanding of where
things went sideways.
The signs of a failing optimization effort can be subtle and may even be purposely
hidden by those involved to avoid giving up on a topic they recognize as vital to
long-term growth.
These signs— unclear roles, bad goal-setting, over-complication and treating
optimization as a “want”—result in frustrated, disjointed efforts. This creates an
optimization process that doesn’t really optimize anything.
Here’s how to spot these issues and what you can do to prevent or fix them.
Unclear roles/responsibilities
“I handle A/B testing, but the ideas are sort of just collected
over time from meetings and Slack messages.”
Lack of role clarity is a huge issue for many companies.
Even if you’re a great team player willing to jump on projects to help get things done,
you want to know what you’re responsible for and what is viewed as a success by
your manager. And when it comes to website optimization, teams without clear
expectations can end up with very mediocre results or worse (completely stalled
efforts and in-fighting).
To solve this, it’s vital you first identify the role your website plays in business
growth. Doing this early on allows you to figure out what kind (and how much) work
will be required. Then, you can start to figure out which team members will take the
work.
And the role your website plays in your business will change as
your goals change.
● For e-commerce, you’ll focus on increasing add-to-carts and reducing cart

abandonment. This will require watching Session Recordings to spot specific
abandonment triggers.
● For businesses that use their website as an educational resource, optimization

will focus on making content easier to find and surveying visitors to determine
if the website is helpful or not.
● For lead generation, you’ll focus on filtering by traffic source to optimize

budget efficiency. You’ll push to understand which features on landing pages
are a distraction and which are encouraging visitors to convert. Similar to e-
commerce, much of your time will be spent improving your CTAs.
While these all may sound similar (in some ways they are), the path to optimization
likely requires different types of expertise and different tool usage.
Decide who your experts are (or will be)
Most teams don’t have a job title containing “CRO.” If you’re lucky enough to have
someone like this, fast forward to the next section—you already have a CRO expert,
you just need to refine the surrounding processes.
If you don’t have a CRO job role, remember that all we’re talking about is someone
who studies visitor behavior to create a better website and increase conversions.
You can go about identifying your expert(s) in two ways:

1. Who on your team has an interest in CRO or a passion for the customer
experience?
2. Who on your team is responsible for the success of your website?
Either way, you’ll want to make space for conversation and education about CRO
before setting optimization goals. Part of these conversations should be the amount
of work required to “do CRO,” beginning with specific tasks involved.
Though we’re framing this section around tasks, it’s all really about time.
Do you have the time to watch 50 recordings a day or can you watch five and get
what you need? Are there spaces in your week to build monthly reporting decks or
does it need to be less formal? Think through what would happen if you carved out
20% of someone’s week to focus on CRO.
Bad communication and goal setting
“We’re just optimizing for more conversions, right?”
In an ideal world, individual employees would understand their own objectives, how
they relate to departmental objectives and how those live within current business
objectives.
And while this world may be closer than not for some organizations, most can benefit
from just a touch more formality and process. As you navigate conversion rate
optimization, try to plug in processes and opportunities for communication where it
makes sense. At the start, this might be sharing the latest insight or A/B test result
during an existing department meeting.
Here are two tips to improve communication and goal setting

around CRO:
● Create a full hypothesis before starting a test. This will help everyone involved
know why the test is happening, what you’re measuring and why you think the
expected result will happen. Start with this template: “Because we saw X, we
believe changing Y will result in Z.” Document this hypothesis and add test
results alongside any notes after the test ends.
● Consider reframing your efforts as customer experience optimization. While

you’re obviously optimizing to increase revenue, don’t forget that you’re
delivering an experience for real people. Goals that drive your team to focus on
the wrong thing can have a cobra effect and leave you pushing against what
you once sought to fix. Framing website optimization and customer experience
optimization may resonate better with people whose roles are not website-
centric.
Overcomplication
“Before I release this test I need to know the PPC keyword changes and get approval
from the leadership team and … and …*”
Yes, we’re encouraging you to develop processes and communication channels. But
these formal elements are only useful if your CRO experts are creating output on a
consistent basis.
The reality is that your most successful competitors are optimizing their websites
(along with their product and marketing channels) as quickly as they possibly can.
So, it’s important to remember that the output has to be there.
You have to be studying visitor behavior, coming up with test ideas and (most
importantly) doing something about it if you’re going to not only keep up, but aim to
beat them. And keeping things simple will help everyone involved move forward with
minimal resistance.
● Allow yourself to make a goal for the number of A/B tests run per
month/quarter/year. While we generally avoid this type of vanity goal, it can
be a healthy driver for action. It encourages consistent research and hypothesis
generation, which is the core of optimization.
● Account for the customer journey, but accept that some uncertainty will always
exist. In a perfect world, we’ll never be fooled by confounding variables but
they exist and that’s okay. If possible, document the main touchpoints from
your main channels throughout the customer journey. This will allow you to
consider the impact of any changes you make or may help you discover other
optimization levers you can pull.
● Lean on common sense when optimization stalls or fails. Sometimes we conflate
so many pieces of data and opinions that we end up with a test that’s
nonsensical. Training your CRO instincts as opposed to always putting things
through an engineered process is a great way to make your efforts more
efficient and impactful over time.
Treating optimization as a “want”
“We’ll get to CRO when things settle down a bit.”

You know the feeling. You have a lot of responsibilities, but you have that one thing
that keeps getting pushed to the back of the line, week after week because it’s viewed
as either:
1. Difficult and time-consuming

2. Lower priority than other projects
And while some tasks will be pushed to the back of the line, CRO is something that
truly can’t wait. Every day that passes without a push for optimization, you’re
missing out on revenue gains.
Let’s approach each of these struggles separately.
CRO is difficult and time-consuming
When conversion rate optimization is viewed as difficult or time-consuming, it can be
because it’s an unexplored topic for the team, there aren’t clear experts to take on
the work or you don’t have the right tools in place to get started.
And these are all understandable concerns.
Hopefully, this article gives you some ideas for making CRO more approachable, but
it does boil down to giving your CRO expert(s) time to learn and propose workflows
and strategies and onboarding a piece of tech that gives you the data you need
without a ton of time and effort.

People that know what they’re doing + tech that works = faster results
It’s a lower priority for us than other projects
It’s easy to de-prioritize conversion rate optimization, especially if it’s a new concept
for your team.
While increasing revenue and delivering a better customer experience is vital for any
business, it’s justifiable to prioritize other projects in any given moment. Whether this
is responding to customer inquiries, fixing a product bug or writing a blog post, it’s
okay to handle your business based on immediacy, business impact, etc.
What’s not okay, is to go an entire week or month without analyzing visitor behavior
on your site. So, where is the sweet spot? How can you handle your core
responsibilities AND optimize your website?
It all comes down to building a workflow that becomes a habit. That weekly calendar
block to watch session recordings, monthly meeting to share insights and A/B testing
log all create urgency and responsibility around CRO. And while it may start as a
must-do task, once you start seeing value from this commitment, it’ll likely turn into
something you can’t wait to get to each week.
How to be great at CRO

As you read above, conversion rate optimization doesn’t have to be complex, but it
does require commitment and process. And there’s certainly no blog post out there
that will immediately turn you into a world-class optimization expert, but here’s a set
of guiding ideas to take forward into the wild:
1 - Spend more time observing your customers
2 - Spend more time interacting with your customers
3 - Document what you see, even if you’re not sure what it means
4 - Share what you see/learn with your team so they learn to value customer insights
5 - Trust the data and your intuition when it comes to coming up with a test idea

Lesson 6/6
The documents and workflows you need to
do CRO
The short answer is that any company with a website and a conversion funnel can
benefit from someone who understands CRO.
The main difference from one company to another will be if this person solely does
CRO work or if it’s a small part of their job. In some cases (like a large e-commerce
store), a full optimization team may become necessary.
What happens if a company doesn’t have a CRO expert?
A business that doesn’t prioritize website optimization either has too many balls in
the air and not enough employee bandwidth, or they simply don’t feel like their
website is a key part of their customer experience. While this sounds negative, there
are some businesses that don’t rely on their website for leads or conversions as much
as other channels.
For those that do require an excellent customer experience on the website, building a
culture of optimization is a great way to get ahead. And sometimes CRO is a great
way to approach business problems like sales promotions that aren’t working, a
sudden drop in overall sales or a new traffic segment that’s not converting.
When does it make sense to outsource

CRO?
The concept of a hybrid team (in-house, freelance and outsource) is becoming more
and more common.

When it comes to CRO, you may want to outsource if nobody on your team has a
basic understanding of (or time to study) core conversion rate topics. Outsourcing
could be viewed as a step before eventually bringing the effort in-house, or it could
be a more permanent solution.
Because your website is such a focal point for a lot of branded efforts, it must be
clear what your relationship terms are with your outsourced resources. You’ll need to
decide where their decision-making powers begin and end and when you as the
brand can/should veto them.
Are you outsourcing any piece of your CRO efforts? Let us know on
Twitter.
Should you choose to outsource, it’s still highly recommended that a few people
internally work to understand the needs and struggles of your website visitors. This
knowledge informs a wide range of activities including content strategy and
customer service best practices.
Resources for conversion optimization

experts
This section includes resources in three categories that represent different
competency areas for a conversion optimization expert. If time is limited or if you’re
a team of one, becoming well-versed in the technical side may be enough to get
things started
Technical
Lucky Orange user strategies: This collection of how to’s specifically references Lucky
Orange tools. Each of these articles will show you a real-world use case for a tool
with a framework for success in each.
3 Steps to web form optimization: Learn about different ways you can analyze your
form’s performance like field order and abandonment rates. This post talks you
through a basic audit of best practices before laying a framework for form
optimization.
Content optimization: 4 methods to refresh content: Understanding how to work with
content from a variety of sources written over the course of several years will serve
you well in CRO. Lessons in this article can be carried into optimization best practices
for new writing, even short form things like page titles and navigation item naming.
A beginner’s guide to mobile website optimization: Depending on your website traffic
breakdown, mobile may be more important for you than other businesses. No matter
your mobile traffic level, understanding how to optimize pages for mobile will serve
you well in the long run.
Communication
How to build and structure a conversion optimization team: Even in a situation where
people aren’t fully spending their time on CRO work, knowing the responsibilities that
must be covered is very helpful. This article helps frame which roles could be
necessary and their main areas of expertise.

How to sell a CRO budget to your c-suite: From CRO tool subscriptions and new hire
salaries to customer survey participation gifts, there’s usually some amount of money
spent when adding CRO work to your company.
Tell stories with data: Communication in data science: A large portion of success with
CRO is in sharing your findings with other team members. While this article focuses
on data science as a complete field, many of the pieces of advice translate well for
our topic specifically.
Workflows
How to drive major growth by becoming your team’s CRO expert: Anyone in an
organization can become a CRO expert. This piece describes how everyone from
marketing and technology to customer service and sales could go about taking that
role.
How to analyze (and optimize) conversion funnels like a pro: Understanding how
traffic flows into and around your website is a must for CRO success.
How to never run out of CRO ideas: Lucky Orange can consistently surface potential
areas for optimization. But what if you’re just flat out of ideas. Start with this article
to build a sustainable pipeline of optimization concepts.
Other (equally important) topics to

understand
As is with many modern job roles, someone who works in CRO should also understand
a lot of the surrounding concepts. Pushing to learn about a wide range of topics will
help when it comes time to make an optimization decision.
For example, the more you know about search engine optimization, the less likely
you are to make an SEO mistake during A/B testing. It also helps to understand key
messaging and core marketing topics like personas--even if you’re in a technical role.
Here’s a group of resources to help you better

understand a few related topics:
The Moz Guide to SEO: One of the most widely-referenced SEO guides online, and for
good reason. If you’re brand new to the concept of SEO or need a refresher on basic
elements, start here.
What’s the ideal A/B testing strategy? This is a deep dive into the technical side of
running a successful testing strategy. You can, of course, run tests on something like
a landing page based on a hunch and hope for the best--but this long-form article
will help you refine your approach to be a bit more scientific.
30 minutes to optimized brand messaging: A quick exercise to help you work through
brand messaging--even if you already have it documented. This article discusses the
purpose of different types of messaging and things to consider when putting together
a strategy.
Content ROT audit: Redundant, Outdated and Trivial content is a burden on your
website experience. Running a regular audit of older content pieces will help keep
things clean and can benefit your conversion rate from content pages.
Google Analytics Academy: The typical organization will have more than one tool in
place for analytics. Most have some sort of Google Analytics account--and their
Academy will teach you everything you need to know to get started.
Action items for a new CRO program
If you’re ready to start using conversion rate optimization for your business, you’ll
want to lay the groundwork for a repeatable and scalable process. Even if you’re the
only one taking on responsibilities at this point, following these steps will help you
track results and implement better changes as days go by.
First, come up with a set of website OKRs related

to business goals.
If you’re not familiar with OKRs, they’re simply Objectives paired with Key Results.
Objectives are what you’re trying to achieve and Key Results are how you’ll
benchmark and monitor your progress toward the Objective.
Here are a couple of examples:

Objective 1 = Improve our blog content
Key Results = Increase the number of visitors who read more than one post per
month; Increase blog subscribers by 25%; Publish five new blog posts per month
Objective 2 = Better understand our website visitors and their behavior
Key Results = Launch one site survey per month; Conduct five face-to-face customer
interviews per month; Run two A/B tests per month
Next, you’ll need to figure out who is involved in

conversion optimization.
This includes the people who are impacted by the results of CRO work in addition to
those who will carry out the exercises and research themselves. Consider using a
RACI chart to show who is responsible, accountable, consulted and informed for each
step of your CRO process.
After that, choose which tools you’ll use -- starting

with Lucky Orange.
No, seriously. Lucky Orange is an amazing option to be the cornerstone of your CRO
efforts. As is with any part of your tech stack, be sure to ease your way into acquiring
new tools. The worst thing you can do is waste time and money with something you’ll
ultimately abandon shortly after signing up.

Finally, consider putting together a prioritization
rubric.
Here is our testing prioritization rubric if you’d like to repurpose it for yourself.
Essentially, you’re looking for a way to judge whether or not an idea should receive
attention over something else. This can be very beneficial for larger teams or
businesses where more than one department will have a say in optimization ideas.
Doing things the right way
Website optimization is a pursuit that requires planning, trust in the process and an
organized approach over the course of months if not years. It isn’t enough to throw
A/B tests and customer profiles together based on your gut feeling anymore.
To create a website experience that’s world-class, and not just good enough, it’s
necessary to dig into the needs and behaviors of people visiting your website.
Becoming a CRO expert is a great place to start.
Swipe File Of Dozens Of Winning

ClickFunnels
Recently got in contact with an inspiring individual
He connected me with this clickfunnel swipefile that will help all you eCom brand
owners
https://trello.com/b/rgP0l3hQ/funnel-swipes
Click that link & enjoy
Long Live Utopia
FREE Database with 20

evergreen Split-Tests that have
generated over $8,251,427 for
Clients
Wiz of Ecom | Utopian 💭 I want the Value of the Month award If i keep on going like
this.
Another mighty Day in the almighty Utopia.
I wake up and think to myself:
What may I publish for my fellow Utopians to be of Value?
And then I remember that I put together a Database of couple of evergreen Split-
Tests that we ran hundreds of times. And who are killing every single time.
So safe to say you can plug-and-play them and test them on your Store.
Have Fun!
This is 100% FREE VALUE (no strings attached) - you can directly access it from my
GDrive:
https://docs.google.com/spreadsheets/d/
16rhNTZRZy278WgUzPdY3eF5K9NxsyiTzfnfZtcXMeiM/edit
As always: if you have question ask me anytime.

- Carl
https://twitter.com/CarlWeische
4. Case Studies - Site Breakdowns
9 Fig Brand Analysis &

Breakdown | Conversion Rate
Optimization
Referencing larger brands who have a strong presence is your ticket to faster success
Large brands have already tested hundreds of thousands and MILLIONS of dollars
on elements on their site to boost their conversion rate.
I mean, at the end of the day, brands main goal is to make money
"What is a business’ #1 objective? Make money." - Michael Paik
Today I want to breakdown an entire brand's product page to help you improve your
store. Full disclaimer. All niches are different which means all product page elements
can differ.
This post is here to give you inspirations on what is working for them and what can
potentially work for you!
REMEMBER, ALWAYS BE TESTING :)
BUY WOW - SKIN SCIENCE
We know that the majority of your audience is now coming in from mobile so for
today's breakdown, we will look at it all from a MOBILE POV
1. Above the Fold

Above the fold is a coined reference to newspaper stands. When walking by a stand
we see all the top headlines immediately. It captures our attention and we go in to
read it (then purchase).
The reference was adopted by eCom stores to explain the first view that is shown
right when the website is loaded
Their above the fold has the following elements
> Powerful product name THAT IS SEO FRIENDLY. "science natural shampoo" "Apple
cider vinegar shampoo"
This is something that Amazon does quite well and it is something you can adopt.
> Their product images. Their primary image showcases the bottles (both products),
as we swipe through the images, we can see COMPARISON based images with
benefits
> They immediately leverage social proof with 5 STARS + The total number of views
> And we can partially see the price
Their above the fold is magnificent. We immediately understand their offer, trust their
brand, and see how it is an authority in the industry

2. Offer + Credibility
The first scroll. They simply define their offer (Subscription offer using recharge app)
> They have bundles for getting more than one
> They give us 2 payment options (I am logged into paypal, that is why I have the
option to buy with Pp) - This is very smart and I recommend everyone to do this.
Have an ADD TO CART button, but on top of that, have a BUY NOW button
underneath.
ATC leads to the cart page
Buy now leads to the checkout - this reduces friction and helps more conversions
> Guaranteed safe checkout - builds trust with consumers. ALWAYS ALWAYS ALWAYS
have this under the CTA
> Sticky add to cart. As you scroll down the page, you always have an add to cart
button following you. The reason this is powerful is that most eCom stores only have
their CTA's at the top of their page, which means when someone scrolls to the bottom,
they become lost - We must hold the consumer's hand all across the journey
3. Description STRUCUTRES
Note how they have 3 options here. I have begun to notice top brands that are
making powerful revenue a month have adopted this style
They give the consumer the option to choose what they want to read about without
being intrusive. It shortens the length of the overall page but it provides key
information across the product page.
For their main benefits (which are ingredients) they are leveraging icons across their
page to help people imagine what is mixed within the formula all while providing a
slight description of what the benefits of the ingredients are for the hair.
They also have a lovely HOW IT WORKS
This is a vital part of the process for all brands. People want the solution that your
product solves without a hefty learning curve. It is your job to simplify the offer and
offer positioning all while letting your consumer know how simple your product is to
use.
In my opinion. I feel like they could have reduced the steps and added icons. 7 icons
do seem overwhelming
4. Trust Badges
So simply, at the end of their page, they want to win you over. They already build
small trust, they showcased their offer, they described their product beautifully, now
their goal is to bring you over to their side. To help you get there, they highlighted
their key GUARANTEES + COMMITMENTS so you can feel confident about your
purchase.
They understand their consumers and how in 2020 they want Cruelty free, no
chemicals, preservatives, etc.
But at the same time, they let us know we have a money-back guarantee so there is
nothing to worry about for the purchase. It gets rid of buyers remorse early on in the
journey
They have gone above and beyond with these icons with 1 sentence explanations to
help the consumer imagine what the commitment/guarantee truly means
UX Beauty | Pcgamingrace.com
https://www.pcgamingrace.com/
Scroll through this beauty of a site.
The hover overs, upsells, customization features for products.
The Branding
Figured I would share it here, tons of great little nuggets.
Cheers,
HW
VIDEO BREAKDOWN | Site

Funnel Case Studies | Pt 1
Hello hello everyone!
Today I am breaking down winning site funnels + their objectives
I hope you enjoy
There are 2 parts to this video (Scroll down to see part 2)
PART 1: https://youtu.be/8Y7hlTyoW3w
Video
Part 2: https://youtu.be/Vp0vZH9L9v4
Take inspiration from these 10

Ecommerce stores
Hey Brotopians
There is no need to reinvent to wheel.
Some brands are already spending millions and are running countless of AB tests to
find out what page structures convert the most.
We just need to copy their techniques and adapt them smartly to our own stores.
When I build Ecommerce pages/websites, I always like to take a look at successful
stores to get inspiration and to know what's working and what's not.
So, here are my 10 favorite Ecom stores inspiration:
Each of them is unique and has a different niche/type.
I removed Dropbottle & Organifi from the list because Wiz already mentions them a
lot.
Perfectketo
-Low ticket products

-Food & Supplements niche
-Product page Design
-Bundle & Offers
-Cart page
-Category pages
Skinnyfit
-Skincare/Supplements/Weightloss niche
-For Females
-Product page Design & Copywriting
-Offers & Bundles
-Cart page
Judy
-Website Unique Design
-Branding
-Copywriting
-Product page design

-Low/medium ticket products
Mantasleep
-Product page design
-Copywriting
-Low ticket product

-Dropshipping
-Cart page
Everlane
-Mode & Clothes
-Branding
-Website design & Navigation
-Low/medium ticket products
-Purchase flow
Ouraring
-High ticket product
-Tech/Life Optimization niche
-Branding & Copywriting (Tech/precious)
-Product page with multi-step process

Remarkable
-High ticket product
-Copywriting & Branding
-Product page structure (Similar to sale letter page)
-Purchase flow(Multistep + upsells)

MVMT
-Medium ticket product
-Branding & Design
-Mode/style/Watch/jewellery Style
-Product pages structure
-Category pages structure

Manscapped
-Bundle & Offers
-Branding "Masculine"
-Copywriting
-Website & Product page structure

Parachutehome
-High ticket product (+1200$)

-Product pages design & Structure
-Copywriting
-Branding
-Purchase flow & Cart page

VIDEO BREAKDOWN | Site
Funnel Case Studies | Pt 2
And we are back!
Here is the promised Part 2 of our site funnel breakdown!
You can see part 1 below too!
Part 1:
https://utopia.wizofecom.com/p
osts/video-breakdown-site-
funnel-case-studies-pt-1
Part 2: Below
https://youtu.be/YVP65H9hbwo
9 Greatest Product Pages For
You To Study - Lessons by Wiz
Inspirations are key
Imagine if you had a list of top converting Shopify product pages.
Well, now you do.
I wanted to make Everyone's lives easier.
This post will be your inspiration for your product page.
Below you will find a list of Powerful

converting product pages.
Study them all.

1. https://www.organifishop.com/collections/organifi-green-juice/products/organifi-
green-juice-1-bottle
I went to an event about a year back and they had this brand showcased at the
show. They were converting at a strong 11% LOL
11% Y'ALL -- This page is
2. https://www.boombycindyjoseph.com/products/boomstick-trio
Ezra Firestones brand. He was speaking at a manychat event I went to last year. And
he will be selling his brand for over $100 million.
3. https://airgrip.co/collections/airgrip/products/airgrip
This product page is leveraging reviews + pain points + FUN ICONS across the page
to make the page more memorable. Their structure is impeccable.
4. https://www.dropbottle.com/products/rose-gold-drop-bottle?
variant=31139395010658
One of my favorite brands to ever make it to the market- I personally believe she has
one of the strongest product pages - Her conversion rate is amazing

5. https://www.shieldrepublic.com/collections/apparel/products/i-study-
triggernometry-apparel
Another great brand converting at strong numbers - this is in the clothing niche -
very simple. They leverage their brand tone across everything
- Description
- Trust badges
6. https://www.skinnymetea.com.au/collections/all/products/28dayteatox
Owned by the founder of dropbottle. They infused an info product with an eCom
brand for added perceived value
Take a look at how simple their product images are too - they add spunk to the
experience but can simply be done on canva
7. https://beekeepersnaturals.ca/collections/all/products/beegan-pharmacy
Awesome offer positioning - clean brand tone - powerful use of the pages real estate
with the accordion drop menu of description
8. https://skinny.com/
Very much like a heavy duty sales page - this is for squeezing people out of the
funnel. I recommend running something like this for REMARKETING ADS
9. https://www.boombycindyjoseph.com/pages/5-makeup-tips-for-older-women?
fbclid=IwAR1hYQvhXcc0BUlOtpI_uh_xVT0D2w5qu7qeQbaBGE5cHYOGa3P9pLropOk
This is a prelanding page -- Wes W thank you for this one -- Pre landing pages are
amazing for your prospecting ads + warming up your pixel + qualifying your
audiences
FEEL FREE TO ADD MORE BRANDS TO THE

LIST BELOW
LETS ALL SAVE THIS THREAD FOR OUR

OWN REFERENCE.
Optimizing My Site Following
Utopian Branding Guidelines
Hey fellow Utopians - let's just get this out of the way to start.
I am an ABSOLUTE BEGINNER in the eCommerce space and this is my first venture
into getting a brand up and running.
With that (as you can probably imagine) I have been running blind most of the way
and figuring things out on the fly... but this utopia has been my guiding light and
source of inspiration.
About 2 weeks ago I ran my first ad campaign and it completely flopped from a
conversion perspective:
- High bounce rate
- No conversions
I clicked around the Utopia and found a number of potential reasons for this and
have started tweaking things slowly.

My cost per click is down to below $3.00 but still no conversions... so I have moved on
to updating my website landing page. It was slow and did not have any compelling
call to actions / attention grabbing titles.
I am still working on the speed, however click this link to see my updated design:
https://vicinutrition.com/collections/nutritional-gummies/products/premium-apple-
cider-vinegar-gummies
I now have
- An impossible to miss title
- Compelling product photo demonstrating the product benefit
- Bullet points of the benefits
- explanations of how the product works in a non-obtrusive fashion
- reviews
- demonstration of the brand and its people

- final photo of the product with attractive background next to a relatable CTA
Note that I am still fixing a few kinks with the add to cart 404 error but it is almost
to the point that I am ready to start running ads again.
BUT.... I am sure most of you could find a way to make it better.....
I would sincerely appreciate if any of you wonderful eCommerce Expert Utopians
would dedicate a few minutes of your day to give this humble beginners' site a glance
over for any improvements I can apply.
For reference, this is what the product page looked like before...
https://vicinutrition.com/collections/nutritional-gummies/products/premium-apple-
cider-vinegar-gummies-2-month-supply
Thanks to anyone that is able to offer constructive feedback
Heading out for a few hours to hike before I come back to the Utopia for the
weekend!
One of THE BEST Shopify Stores
You'll Ever See
Yo guys, a little backstory first
I've been looking for a new mouse, so typing "Best mouse 2020" into Youtube was a
good starting point
What happened next is history

A video called "Top 5 Gaming Mice 2020 - Q1" popped up and revealed the treasure
I'm about to tell you about
Took a bit of skipping but there it was
The first one to make it on the list - Pwnage Ultra Custom Mouse
It looked real neat and I've never heard of it before so Google came in play
Click, click, click...
And BAM
https://pwnage.com/
For a guy that's into branding, design, and overall online marketing it all seems so
perfectly done that I could print this one and hang it right above my desk
There's everything and more
And what's best is that looking at it, they're basically using the same concepts we
(UTOPIANS) all know very well
BUT combined with a banger product and amazing virtual photography!
(To not forget the 3D models - That product page huh? God...)
And yep, they're using Shopify
How do I know? Just look at the code

Now, I'm not here to tell you how to design hero banner and icons or how to display
the benefits and features across your website, because you already know that!
Nor will I educate you about posting reviews and increasing the AOV, because...
Ye! You already know that!
I just wanted to share this find and prompt you to explore it by yourself, soak the
perfection in
And yes, you will admire how personal the experience is, how you can almost FEEL
the mouse right in your hand and how the little gadgets make you want it 3 times
more...
Whatever it is - You're right
But there's One Key Takeaway I wouldn't want you to miss
LOOK
How the Buying Process has been replaced by the Creating Process
Who wouldn't want to buy something they created themselves?
Nobody
While you're deep into the "Customizing Funnel" you're already SOLD
This truly is marketing101
Hope you enjoyed it!

Peace
-LPbruv
Store Teardowns - Learn from

others pt. 2
Fellow utopians, you're in for a treat today.
In my opinion, there's no better way to learn than by seeing & doing. We can read all
the articles/books we want but since we're such visual creatures, they don't have the
same effect as actually seeing things in action. After all,
If a picture is worth a thousand words, then a video is

worth a million.
The following links are short clips of experts tearing down high - and low - converting
Shopify stores. I'm sure each and every one of us can learn something from these
videos.
Enjoy :)
Teardown 1:
https://streamable.com/sgpzju
Teardown 2 & 3:
https://streamable.com/7zhbr1
Teardown 4 & 5:
https://streamable.com/855toh
P.S. If you guys want a teardown of your own or need help making technical changes
to your store to increase conversion rate, shoot me a DM.

Case Study: Branded SHOPIFY
Store to INVESTIGATE
Found this site recently
All I can say is I am in awe.
The fundamentals of this product page are fascianting.
https://beekeepersnaturals.ca/collections/all/products/beegan-pharmacy
This is my opinion but here's why its converting
A. Benefits with icons

B. Simple to scan through and
find what you want to read
about
C. Their method of making
D. Social proof and nice

guarantee, hehe i purchased it
cause this
I think this is an agile page to act as a case study

Something we should all look at and appreciate + study their branding
Creating a Personalized Site

Journey - Luxyhair.com
I remember showing this to Wiz of Ecom when I first saw it.
We were in awe of how personalized this journey is.
The Home Page (Click Here)
One thing that caught my attention is the fact that they don't have just one home
page banner, THEY HAVE TWO! Both of which take you their collection page (AKA the
next step of the journey)
The site has a perfect mix of CTA's, reviews/ review images, testimonial & brand info.
Everything is spread out in a way where you can keep track with ease while being
tempted to buy.
Their home page is also PACKED with CTA's. Every single section has one, though it
doesn't seem spammy or annoying whatsoever. The CTA content isn't too repetitive +
they make use of different design styles.
The Collections Page (Click Here)
Now it gets even better. The collection page isn't a bunch of product images, names &
prices slapped.
Each product collection has its own small banner with product image & short points
about the product.
From here, you're taken to another page which allows you to choose the thickness &
gives a video on choosing the right one.
Once you choose the thickness you're taken to ANOTHER page which is the product
page. It's VERY short yet straight to the point with simple icons + benefits, many
product variations, accordions & another video.
You may be wondering "What's with the long process, isn't this hurting their sales?" -
This journey throughout the site is VERY targeted, navigating the website is
personalized to the max. So, having all of these extra pages only makes it better for
them.
The Before & After Page
This page is quite interesting. A whole page dedicated to showing off the before &
after of the product. Essentially, it's simply another page to sell while giving strong
visuals.
Notice how the before image differs from the after image?
Before image: Small smile, facing forward
After image: Big smile with teeth showing, posing to show off the hair acting like
they're having a good time
Sneaky, yet smart.
Is there any particular part of this site that caught your eye?
Brands You Definitely Should
Check Out
It's always important to be studying other brands, even if they don't share a similar
niche. There's always 1 or 2 things that you can pick up for your own.
So I have decided to create a list of 3 brands you should be studying
1. Skinny Bunny Tea
skinny.com
What to pay attention to:
- Use of color on-site & products
- Icons (Many, many icons)

- Bundles with pricing point
- Subscription vs one time model purchasing
- Short Review Videos & testimonials
- Free course with the products
- Product images
2. Luxy Hair
luxyhair
- Home page banner
- Product images
- Product explanation
- Before & after image
- CTA placements (many of them yet they're subtle)
- 1 Step... 2 Step... 3 Step process
- Reviews with review images
- "Shop Hair > Shop All" section

3. Keto Krate
https://www.ketokrate.com/
- Home page banner

- Icons
- The fact that the home page is the product page!
- Community/reviews
- Step by step process (check out my thread on that)
- Use of hashtag displayed on site for socials
Remember, you don't have to stick with studying competitors in your niche. Branch
out, find interesting concepts from other sites & find out how to apply them on your
own.
The possibilities are endless.
Power to You, Our Utopians!

Case Study: Prymal Coffee
Creamer
Listened to an investor call with the founder of Prymal Coffee Creamer yesterday and
was amazed at her numbers. She was looking for help cause she didn't have cash to
keep product in stock (as you can tell by the website)
Maybe some of the ecomm vets and break down their ads and website and help
explain her crazy success.
Some numbers from the call:
Monthly Revenue May 2019: 17k
Monthly Revenue May 2020: 200k
Cold Traffic ROAS: 5.77
CAC: $6.00
Margins after COGS and CAC: ~65%
Website: https://prymal.com/
IG: https://www.instagram.com/prymalcoffeecreamer/
FB Ads Library: https://www.facebook.com/ads/library/?

active_status=all&ad_type=all&country=US&impression_search_field=has_impressio
ns_lifetime&view_all_page_id=254897504950359&sort_data[direction]=desc&sort_d
ata[mode]=relevancy_monthly_grouped
What makes their ROAS so good?
Whats she doing right?
What could she do better?
thanks team!
Is this one of the greatest eCom Home Pages
Ever or completely trash?
https://www.vanityplanet.com/
Unique Product Page You Can

Study
I was laying on the grass today under a tree when I got a message from my sister
She found this product and was inlove with the product page
I checked it out and I loved it - first thing I thought was to share it in here with you
all
https://diamondskinpro.co/products/skin-care-vacuum-pore-cleaner
Take a look at this page, extremely powerful elements throughout
Above the fold we immediately see the benefits of the product in bullet points
What is unique about it is how much it pops out with the shadow effect
Next up
The Description.
For simple scanability
They've got tabs of the main points of sale in a consumers heads
As well as powerful headings

Other elements that work well are
- they show shipping times and estimates to help close the sale
- trust badges that are custom to their brand
- sticky add to cart
This is a very powerful product page
What do you think?
Good CRO practices for Skincare

Brands (for men) + 4 examples
Hey Utopians, if you have a brand in the skincare industry or you're just curious
about it, this article will interest you.
After analyzing +60 websites from brands in the skincare industry, here is what I
learned in term of good CRO practices:

Good Practices:
● Have a unique branding and visual identity. If you have an amazing product
and offer but you're branding/visual identity is bad. Nobody will buy your
products
● Design and imagery are very important

● Offer kits/bundles/packages with different goals. ex: "Age management set"
● Offer subscriptions to increase LTV + offer discount
● Subscriptions with renewal every 2 or 3 months seem better than only 1 month.
● Talk about the ingredients and their benefits (using illustrations).
● Use a very simple cart slider. You can add an upsell inside.
● Offer a Free trial if your products are amazing and if you can afford it (I don't
recommend it if you're just getting started)
● using a US vs THEM section is a great way to stand out from your competitors
Examples of Great skincare brands for

men :
I selected Skincare brands for men only because this niche is booming right now.
That's why I think it's much more interesting to analyze them.

Go visit their websites
Disco
https://letsdisco.com/
Product page optimized for CRO (ATF, UX, Design, Copy, Faq, How to use, Us vs
Them)
● Amazing branding and visual identity

● Us vs Them section. Great way to differentiate from competitors.
● Call to action section at the end of the page + CTA on sticky menu
● Use of split payment app (Shop pay)
● Very simple slider cart with upsell inside
● "CQ Grooming Award Winner 2020" on the product page (social proof)
Tiege
https://www.tiege.com/
● Amazing Branding & Visual identity (black + green)

● Bundle offers sold as "System". System 1, System 2, System 3
● subscription offers with discount
● Product pages optimized for conversion (above the fold, benefits clear CTA,
Social proof, details about the ingredients)
● Great cart page with upsells inside

● Quiz product recommendations
● "Skin Cancer Foundation Recommended". Great social proof
Luminskin
https://store.luminskin.com/
● Great branding & design (Very clean and use of pastel colors)
● Free trial for subscriptions (you pay for shipping. Great way to acquire
customers if your products work very well
● A lot of different "Sets" for different needs with unique names and prices. "Age
Management Set" "Classic Maintenance Set" "Correction Trio Set"
● A page dedicated to ingredients with images, details, origin, and benefits.
● "How to use" page for each product. Very clear and easy to understand
(reduces friction)
Huron
https://usehuron.com/
● Great branding + Very clean and minimalistic design (blue/red/white)

● Bundle offers branded as "Kits"
● You can choose the delivery time for subscriptions. example: every 30, 45, 60
days
● Gift card options
● Great product page
How to answer & handle

negative reviews to get more
sales (from a review app
founder)
I will explain how to use negative reviews. You'll learn how to use buyer psychology
to make negative reviews convert more visitors on your store.
When I convinced one of our clients to show more negative reviews and reply to
them, their conversions went up by 4% because people saw negative reviews with
engaging responses from the shop.

Review of Ben Nevis, highest mountain in the UK
Why does a buyer want to check by

reading negative reviews?
1. The main flaws of the product and if they are unimportant enough to buy
anyway
2. If the shop reacts or tries to help customers when things go wrong. This is
where you reply to reviews to easily help your business.
When people see replies they instantly know business will take care of the buyer.
And if you can call/email the customer to deal with the situation they will likely
change the review and mention how helpful you have been to them -- those are the
ones you want to pin/feature to the top of your review section.
How to manage and reply to negative

reviews
1. Assess the situation
Take a step back to figure out what went wrong. Leave your ego. You’re replying
mostly to everybody who will read the reply, not just the person who wrote the
review.
2. Work on your reply
Typically a good response covers the following:‌

● ‌Say "hi" and that you're sorry their experience with your product or service
hasn't been as expected‌. Don’t go into too much detail because it might sound
defensive.
● 99% of the time don’t try to show how wrong and how much of a moron the
customer is unless you want your reply to be purely satirical -- EXAMPLE
● Reassure the customer that things will be made right (make sure to mention
specifically the issue they're writing about, that's how they will know you
actually paid attention to what they said)‌.
● ‌Letting the customer (and everyone else watching) know that they'll be
contacted privately to continue the conversation and offer solutions. Offer one
possible solution in your reply.
● Overall your response should be empathetic, concerned, supportive.
These are the basics, your reply can cover more but not less.
(Private conversation after you reply)
3. Do right by the customer
Propose your solution and let your customers throw their ideas also. Be collaborative.
4. Ask customers to update their review

Once they feel appreciated and satisfied, ask them to update their reviews. They are
willing to do so.
5. Keep sending out review requests
Keep sending out review requests automatically to your customers to get more good
reviews. That's what my company, Opinew does.
Here is a full, longer article we wrote about this if you want to dig deeper:
https://www.opinew.com/blog/how-to-respond-to-reviews-positive-and-negative/
Gleamin LP Breakdown
{ECOM People}
Wanna see an example of a conversion-oriented landing page you can mimic?
Let’s break this page down section by section and explain what makes it so great
This page was created by me and the team over at @LPBruv (where I acted as a CRO
consultant)
Above the fold
Recall, in almost all my threads I emphasize how important it is for the space above
the fold to be optimized as much as possible.
As you can tell this is exactly what was done, let’s dive right into it.
Product Benefits: Having this section above the fold is massive. As you can see it is
not in a clunky paragraph form, it’s in easily understandable sentences. Another thing
with these benefits; most of them are mentioned in customer reviews! Use your
customer reviews to help craft and prioritize your product benefits.

Social Proof: There are two instances of social proof. Both are equally important.
Social proof #1 shows QUANTITY “7,376 reviews.” Social proof #2 shows QUALITY:
“As featured in.” Customers get the best of both worlds. If you are able to add this,
do it. It will help a ton with easing customers
Product Features: Nicely placed and described in a very easy to understand manner.
With skincare or any consumable, product features are HUGE. Do not forget to
include them above the fold.
Bundles: As I mentioned before, one the main goal of this landing page is to inform
customers so we made sure to mention the bundles but not have them above the fold
like gelblaster did (see previous thread). This will keep the visitor on the page so they
can learn more about the product, and if they are ready to purchase they have the
CTA which takes them to the bundles.
CTA + Guarantee: “Try it risk free” + “Moneyback guarantee.” When driving cold
traffic to a page, test your CTA. Customers may be more receptive to “Try it risk free”
as opposed to “Buy it now.” The top e-commerce store owners are testing their CTA’s
and offers constantly. Just look at Curology and Lumin.
Section 2 - More Social Proof

Customer photos work so well. They
1- Keep visitors engaged on the page. People like seeing people. It’s been tested
hundreds of times.
2- You have to see it to believe it. With skincare, you can talk all you want about
benefits but if you have customers result you’re gold. Some skincare companies, like
moonxcosmetics ENTIRE Instagram’s are just customer before and afters.
Section 3- Product Details

Feeling ready to buy? Here’s a product details section. Just like with the first section,
we added all the most important things to this product details section.
There is one that I want you to notice though. The customer call-out: “For the un-
even, dark spotted and acne prone skin.” Again, look at your reviews, see what
problems customers are facing and use those in customer call-outs instead of always
reverting to using the product title.
Another thing to notice. The product photos are not all product photos. Mix these up
with customer pics, ingredients, before and after pics, etc. Who wants to see 5
different angles of the same product.
Section 4 - Data backed results
Women lie. Men lie. Numbers don’t. Try to include survey or experiment backed
results that prove your product works. Don’t link to some Harvard research article no
one is going to read. Keep it on the page and keep it simple.

Section 5 - Ingredients
Having an ingredients section is massively important especially with cosmetics. When
creating this try to use as many high quality images as possible. For this section we
used real photos, not icons or drawings + bolded benefits of the main ingredients.
Additionally we explained what each ingredient does which goes a long way
Section 6 - Why Choose us?
I’ve preached about this many times and in my opinion it’s easily one of the most
important parts of a landing page. Create this section to highlight the most
important differences. No need to go crazy here, just convey what’s important.

Section 7 - How to apply + Risk free + More CTA’s
Pretty self explanatory, but adding another CTA here is big as the page is halfway
complete and customer have plenty of information on the product by now. For the
how to apply, keep it simple. Use photos, gif’s or illustrations. Avoid a big paragraph.
Section 8 - Bundles Section
Bundles are one the easiest ways to increase AOV. If they'll buy one chances are they
will buy 2 or 3. So many people try to get new customers to subscribe instead of
selling bundles. First time buyers are going to be MUCH more hesitant to commit to a
subscription than a bundle. Test a bundle instead of a subscription on a landing page
for cold traffic and the results will speak for themselves. Trust me.
Section 9 &10 - More Social proof and reviews

For these two sections we took a UGC video from a credible figure (licensed
aesthetician) and then placed the customer reviews directly under it. Notice how the
customer reviews are broken down by “top skin concern”! Many of these concerns are
in customer call-outs, product benefits, etc! You can break down customer reviews
with Yotpo and Stamped.

Last few sections - FAQ and an additional CTA at the bottom are a must-have. The
last thing on the page should be a CTA, even if it’s to submit an email.
Hope this was helpful for everyone when thinking about how their products' landing
pages should look.

I am giving anyone who RT’s and likes this thread a FREE landing/product page
audit (must be getting 10k+ store visits p/m)
DM me “ FREE AUDIT” after you’re done.
Twitter is https://twitter.com/me1ies
Shoot me a DM if you're interested in Conversion Rate Optimization or would like to
bring back the AMMARxLPBROS collab to create a landing page for you.
Knowell LP Breakdown
{ECOM People}
Wanna see an example of a conversion-oriented landing page you can mimic?
Let’s break this page down section by section and explain what makes it so great
Page and copy done by https://twitter.com/me1ies

To preface, this landing page was created around a specific customer segment:
Women who suffer from PCOS (a hormonal disorder in women)
Knowell’s product helps with a variety of women's hormonal conditions, however, a
large part of their buyers suffer from PCOS.

Creating a landing page specifically tailored to a customer segment is great for
conversions.
Here is an example of how this can be used:
On your website as a Klaviyo pop-up, ask visitors what hormonal conditions they
suffer from.
Include PCOS as one of the options. Then, collect visitors email address and create a
custom Klaviyo segment with that.
In your emails to that segment, link the CTA to a landing page specifically tailored to
that segment.
Here is an example of FashionNova doing something similar:
When a visitor selects a “preference” they are segmenting themselves.
Time to break this page down

Above the fold:
Social Proof #1 - The first thing on the page is social proof. Our customers say “Life
Changing.”
When using customer quotes or social proof, try to show the lifestyle change that the
product has instead of putting “works great!” try “years of pain gone in a month”
Compelling Header - “Show PCOS Who’s Boss.”
With the H1 copy it’s critical to call-out your customer segment (PCOS sufferers) and
then offer a way for them to fix/heal whatever problem they are facing, preferably in
a specific timeframe.
Unique CTA - When it comes to your CTA, you should test different copy aside from
the standard “Buy Now” or “ATC.”
When a visitor clicks a CTA that says “Feel Great Again” it makes them feel they are
one step closer to relief, rather than one step closer to giving you their credit card
information.
Social Proof #2 - As mentioned in previous threads, there are two types of social
proof. Qualitative and quantitative. The “featured in” bar exhibits the legitimacy of
the company.
Section 2 -
Header copy - “You’re not alone in this.”
PCOS is a very common problem in women, but rarely talked about amongst
themselves.
Most women feel they are suffering alone.

When writing the copy it was critical to make those diagnosed with the condition feel
supported.
Before writing copy, especially for supplement companies I would always finding a
subreddit about the issue and analyze every pain point that a visitor may have
Here were some findings:

It all comes down to knowing your audience and their specific pain points.
Product use cases: ALWAYS call out specific problems that your customer segment
has and show how your product is designed to help with those problems in an easily
digestible manner
When creating a LP for a specific customer segment (PCOS), you can get really
granular with this section.
Section 3 - Social Proof + Product use cases

Social Proof - People are incredibly skeptical when buying products from ads. Usually
the biggest objection is “Does this product work”
The more social proof you can have the better. Use different formats so there is less
redundancy. Will go more into this later

Product Benefits: In addition to the icons, detailed dropdowns were added that
explained product benefits and what ingredient in the product is used for each
benefit.
Section 4: Ingredients
Knowell’s product has TONS of ingredients. Showing all the ingredients in a clean
assortment was a challenge.

I want you to notice the visual hierarchy of the section and how it helps with
displaying all the ingredients.
On top you see more commonly understood ingredients (cranberry, B-vitamins, etc)
These are ingredients that most people have heard of already.
Then if you want to learn more, you can see the “sub-ingredients” contained.
Under the sub ingredients there is the benefits + its importance/why it’s in the
product
This type of visual hierarchy allows for large chunks of information to be broken
down into smaller sections.
Section 5 - How it works for YOU
This section breaks down the frequency of use for the product. I definitely
recommend having a section for this on most landing pages.
Section 6 - Objection handling + urgency

Every single landing page should answer the question “why should I buy this product
now?”
“PCOS can not only put you in a self-fueling anxiety cycle but may be dangerous if
left untreated”
This sentence brings out a sense of urgency and answers that question.
Section 7 - Comparison table
Nothing too crazy here, but a very important section to have in every landing page
Section 8- Founder section
In my opinion one of the EASIEST ways to build trust is a founder section. This can
either be in the form of a photo + founder background or a founder video discussing
the product and common objections

Section 9 - UGC social proof + Customer review app
Have as many formats of social proof as possible. In this section there is a UGC
testimonial video of a customer talking about the product + reviews from a review
app
UGC testimonial video is something I rarely see, but can have a significant impact on
conversions
Section 10 - Buying options + Bundles + Use cases + Payment options
This section is very important.

A potential customer has three different purchasing options. Subscribe (one bottle),
Buy once (one bottle) or Buy once (three bottles)
If not designed correctly, there can tons of confusion.
When someone clicks on subscribe, the buttons below disappear to reduce friction
and options for the customer
When a customer clicks on “buy once” the buttons reappear and they are given the
option to buy one/three bottles
Doing this cleans up the design making it easier for a customer to checkout.
Final Section - FAQ
The FAQ section should never be one of the first few sections on a page. Typically
after scrolling through most landing page a customer will start having questions. I
added the FAQ section at the bottom for this reason.

Hope this thread was helpful for everyone when thinking about how their products'
landing pages should look. I am giving anyone who RT’s and likes this thread a FREE
landing/product page audit (must be getting 20k+ store visits p/m) DM me “ FREE
AUDIT” after you’re done
Twitter: https://twitter.com/me1ies
How I designed a landing page

for Sean in just 24hrs without
sacrificing the quality: the
process.
One day...
Sean reached out to me asking if I can make his landing page less ugly.
If you don't know Sean...Follow him on Twitter, he drops massive value:
He needed the result fast - 24hrs.
That’s a challenge.
Usually, it takes 1-2 weeks to launch a solid landing page but...
...the opportunity to work with Sean was too good to say “no”.
This is how the initial landing page looked like:
And here's how I fixed it:

The process:
1. Onboarding
I start with an onboarding questionnaire.
The purpose:
Gain all the information I need to work without interruption.
I use it to understand the project and the client.
Goals, fears, desires, preferences.
Target audience and USP.
All this information is crucial for success.

2. Analyzing existing landing page
I spent ~30 minutes understanding why the current landing page doesn’t work.
Yes, it’s ugly.
But...
...What’s the real problem?
Why doesn’t it work?
Fonts?
Colors?
Layout?
Lack of information?
Confusing messaging?
I created notes for what I needed to fix:
● Header - not clear who’s this for

● CTAs - not enough scarcity and information about benefits
● Video testimonials - the transformation is not obvious without watching the
video
● Offer - not clear what exactly you get from the free call and the program
● FAQ section - “Who’s this for” can be a separate section to handle the main
objection - is this for me?
● Color scheme and fonts - don’t say anything about the brand
3. Using a Moodboard
I created a mood board and sent it to Sean.
The purpose of the mood board...

...is to create visual references for yourself.
It’s the easiest way to get into clients’ brains.
And understand what exactly they’re looking for.
What emotions do they want to convey?
What message do they want to deliver?
And it takes me to the next - the most difficult step.
Colors and fonts.
4. Picking colors
Considering the target audience - men...
And understanding Sean’s preferences...

I picked two colors:
Black - the primary color
Gold - the accents color.
They’re masculine and bold.
And then I created an inspiration board for myself...
...to find the exact hex codes of colors I needed.
I used Pinterest and ColorZilla for it.

5. Picking fonts
The next challenge...
Fonts.
I usually use 2 fonts:

For headlines.
For body copy.
By using two different fonts...
You create enough contrast between copy and headlines...
...And make it easy to scan and digest.
I duplicated pieces of copy and applied sample fonts I thought might fit.
6. Using Swipe File
I approach web design the same as every other discipline...
I study what works and put my spin on it.
I have a swipe file of landing pages.
I went through them and picked these two:
The True Transformation

The "masculine" landing page:
• Easy to read
• Bold promises
• CTAs stand out
• Target audience is men
• Offer is easy to understand by scanning through headlines

Start and Scale your Online Store
I like how this landing page is structured and...
How it uses testimonials.

7. Sketching
Having taken the general approach to the landing page structure...
..I’ve created a sketch for Sean’s landing page.
I use pen and paper because it’s fast and easy.
It took me 5 minutes to create the structure outline.
As I design...
I tweak it and leave notes in my sketchbook.

8. Designing "in live"
When speed matters...
I never create wireframes or prototypes.
I design straight up in Webflow or Carrd.
By the way...
This is where sketches help.

They act as a north star.
9. Finding images
Solid colors are boring to the human eye.
That’s why...
...I always use textures.
I used Unsplash to find images of walls.
Walls are the best neat texture providers.
Combined with gradients...
...They make designs pleasing and engaging.

10. Working out video testimonials
Stories sell.
That’s why...
Testimonials are the MOST important part of any landing page.
Sean got plenty of solid video testimonials but...
...without watching them, you don’t know about the transformation.
That’s why I always spend extra time working on them.
Here’s the process:
● Watch video
● Understand how the product impacted a person’s life
● Take notes about the transformation
● Put the most important part of the transformation into the headline
● Introduce the person and the story below
● Add call to action - “Watch his video for more”
It’s the best way to showcase transformations.
11. Call to Actions
CTAs should be specific, time-sensitive, and highlight benefits like crazy.
So...
I added multiple CTA sections.
After video testimonials:

Highlight benefit + problem in the headline
Describe what they get from a free call
Change “Book here” to “Book a free call now” on the button
After text testimonials:
Attention-grabbing headline.
Reiterate about the value they get from a free call
Reinforce the idea that there’s no pressure.
12. About section
It’s the section to show your credentials.
It’s important because people need to trust you...
If you want them to pay you money.

It eliminates the risk.
I included Sean’s photo, a short description of his achievements, and what he could
do for his clients.
13. Is this call for you?
Sean doesn’t want to spend time with people who’re not qualified.
He has a qualification form in Calendly but...
I highlighted the prerequisites to work with Sean.

I put it into a separate section to focus attention on it.
14. Creating header section
It’s the MOST important section of the sales page.
So you need to pay extra attention to it.
I added two elements: Eyebrow and headline.
Eyebrow: calls out his audience.

Headline: States the USP
15. Adapting for mobile
More than 60% of visits happen from mobile. So...
If the mobile version sucks, you lose traffic.
I work with each section step by step.
● I create a desktop version.

● Then adapt it for mobile.
● Then proceed to the section
This process ensures I won’t forget to adapt any of the sections.
Use this process if you are stuck designing your landing page
The 12 Step VSL Framework

That Got 1 Agency 100%+
...Increased Conversions In Their Sales Call
Bookings And How You Can Do It Too
That agency is KnowledgeX run by Andre Haykal Jr and his co-founders.

I'll be using their VSL script as an example throughout the framework breakdown.
48 ago I finished the new VSL for Cold Email Wizard and Andre's Client Ascension
Program.
I used the same framework in both VSL's. I'm sharing everything with you in this
article.
VSL's are a powerful way to engage your prospect when they land on your website or
sales page.
Yet there is a lack of them on agency websites.
Do you have one?
You’re missing out if you don’t.
Having one allows you to…
● Keep your prospects focus in one place.

● Conjure up emotion and bring their pain/struggle into the present moment. This
is key in creating a sense of urgency.
● Holds their attention for longer. A human voice and text on a slide are a
powerful mix. Do not underestimate them.
● Creates connection and rapport in a short space of time.

● Warms your prospect up for the sales call. This speeds up the sales process.
Now for the 12 Step Framework to create your VSL
It’s broken down as follow…

1. Your Bold Claim
2. Pain Points & Struggles
3. Future Pace Your Bold Claim
4. Social Proof
5. Company Credibility
6. Company Introduction
7. Main Benefits
8. High-Level Features
9. Staying As You Are
10. Remind Them Of Your Bold Claim
11. More Social Proof
12. Call To Action
Copy and paste this numbered list 👆🏻
It will make it easier to write your script in order. And plug in the other information.
#1 Your Bold Claim

The aim of your Bold Claim is to grab the attention of your prospect. And show them
the clear ROI they’ll get by working with you.
You can have 1 or all of these in your Bold Claim...
● % increase in revenue - “40% increase in revenue”

● Numerical increase in revenue - “$10k in your bank”
● The number of new X - “10 new clients”
● In X number of days - “Within 30 days”
The more specific you are. The more powerful your Bold Claim is.
Make sure you can back your Bold Claim up. Don’t share some hype-filled bullshit.
Your prospect will run a mile if you do that.
Possible openings...
“You're about to learn…”
“Learn how to…”

“You're about to discover…”
“Discover how to…”
“We’re about to unlock the secret to…”
“Here’s the formula to….
Bold Claim Example: KnowledgeX
“You’re about to learn how to fill your calendar with an additional 5-10 qualified
sales meetings a month with your dream clients on autopilot without spending a
penny on ads.”
Your Bold Claim
Write yours in a new document
“.......................................”
Link to Step 2 examples…
Choose one below or create your own.
● Before I share exactly how. We need to talk about why you might not be seeing
these results right now”
● “Before I share our formula. Let’s talk about why you’re probably not getting
these results already”
● “Before I share exactly how you can achieve this. Let’s talk about why. You’re
not getting these results at the moment.”
#2 - Pain Points & Struggles
Part 1 - 3 Typical Reasons

Use these or create your own.
“There are typically 3 reason(s) why XXXX, just like you, fail to YYYY”
“We’ve discovered 3 reasons why XXXX, just like yours, are failing to meet their
YYYY”
XXXX = Your prospect
This could be ecom brands, B2B companies, Dentists etc
YYYY = The result
This could be...
“fail to scale their business”

“hit their income goals”
“secure their ideal clients consistently”
Focus on the high-level reasons.
Your opening…
“………………………………..
1. XXXX
2. XXXX
3. XXXX”
Real Example: KnowledgeX
We’ve discovered 3 critical areas why agency owners, just like you, are failing to
scale their business.
1. A lack of time.
2. lack of money.
3. And a lack of know-how
Part 2 - Pain Points & Struggles
Use these or create your own variation
”The chances are, if you’re watching this video, you’re struggling with...”
or
“I’m going to take a guess. You’re watching this video because you’re struggling
with…”
Your Pain Points & Struggles
Keep the points to 3-5 max
Think of the most common pain points your prospects share with you.
Use them here.
The more they relate to them.
The more persuasive your VSL will be.
1. “.................”
2. “.................”
3. “.................”
4. “.................”
5. “.................”
1. Generating leads consistently for your business. Causing a lack of revenue

growth
2. Wasting time and money on dead ends such as SEO, paid ads and other paid
promotions
3. Relying too heavily on referrals and word of mouth leaving you with an
unpredictable pipeline
4. Wasting time on calls with unqualified prospects. You’ve experienced those tire
kickers before.
#3 - Future Pace Your Bold Claim

You’ve taken your prospect into their pain and struggle.
Now it’s time to bring them out the other side and allow them to imagine a brighter
future.
“Imagine having... >> insert your bold claim <<”
”Think about having >> insert your bold claim <<. How would that make you feel?”
”What Impact will it have on your business if >> insert your bold claim <<.
Imagine having an additional 5-10 qualified sales meetings a month with your dream
clients.
#4 - Social Proof
There are a number of ways to share social proof.
Here they are in order of preference.
1. Video testimonials
2. Case studies
3. Screenshot of accounts (Klaviyo, Stripe etc) - This works well if your prospect is
an Ecom brand owner. You could splice in a screenshot within a video
testimonial.
Video Testimonials
These are the best social proof.
Here is my Video Testimonial Framework to send to your client.
Don’t ever ask for one again without sending this.
Part 1
What were your biggest struggles and pain points before working with us?
And
What was the turning point or moment that caused you to get in touch?
Part 2
What was the big result(s) you got from working with us?
Get them to share a clear ROI.
"We increased our email reply rate to 18%. Resulting in a 37% increase in revenue"
"We closed a $12,000 deal from 1 strategy call within the first week.”
Part 3
What was it like working with our team?
This is where they can blow smoke up your arse and share how awesome you are.
Limit the time they spend on this. It's a "nice to have". Not a necessity.
Part 4
Get them to share an optional call to action.

"If you're an FB ads agency like we are. Working with X is the smartest investment
you'll make for your business. Book a call with them right now"
Summary
1. Pain points and biggest struggles

2. Big result
3. What it was like working with you
4. Optional call to action
Case Studies
This is a clear way to show the “before and after” journey.
I used the example below as one of 3 case studies for the KnowledgeX VSL.
I explained these results using a voice-over during the VSL.

Before
After
Income Screenshots
We see lots of them online.
Screenshots of a Klayvio or Stripe account can be powerful when used right.
Especially when spliced into a video testimonial.
These work well if your prospect is an Ecom brand owner.
#5 - Company Credibility
This is an opportunity to share:
● How many customers you’ve worked with

● Known brands in your space who you’ve helped
● Known brands you’ve gotten your clients introduced to
● Any notable PR you’ve had relevant to your prospect
It’s really important to keep this short and sweet. Your prospect doesn’t need to
read/hear a 5-page essay. Remember - Your aim is to get them on a call.
Your Company Credibility
“.......................................”
“We've been trusted by more than 100 clients and have gotten them on the phone
with some of the most recognizable companies such as Qualtrics, Livestrong, and
Rarible, just to name a few.

We’ve also landed our clients meetings with some of the fastest-growing eCommerce
brands in the world. Such as Hint Water, Vega, Dr Squatch, Stitch Golf and Obvi.”
That’s it. Simple.
**** If you haven’t helped any companies of note or only a small amount of clients.
Leave this section out****
#6 - Company Introduction
This section needs to be kept simple. It’s s an opportunity to humanise your VSL.
Showing a picture of you and your team (if you have one) will help build rapport with
your prospect.
Especially a friendly-looking one.

If you use case study slides. This is the only other time where you will use a voice-
over in your VSL.
Tech point - Use www.remove.bg to remove any photo background.
If you have a high res photo(s) use them.
Your Company Introduction Voice Over
“.......................................”

The script for their voice-over is...
“On the left is Christian our Creative Director. In the centre is Dan our President of
Sales and on the right is our CEO, Andre.”
#7 - Main Benefits
“By working together you’ll...“
“By collaborating together you’ll…“
“By partnering up with us you’ll…“
Your Opening
“.......................................”
Make sure your benefits are clear and relevant to your prospect.
Ones with the biggest impact. The most persuasive benefits.
Have 3-5 max.

Your Benefits
1. “..............”
2. “..............”
3. “..............”
4. “..............”
5. “..............”
“By working together, you’ll be able to...
1. Fill your pipeline with qualified prospects consistently

2. Increase your close rate
3. Generate more revenue
4. Predictably scale your business
5. Spend more time on other areas of your business”
#8 - High-Level Features
At this stage your prospect will be warming up nicely.
The section is your opportunity to give them a glimpse of how you work.
The name of the game is simplicity.
Give them enough so they want to know more.
Features are how you do something. Your process. The different phases you take your
client through.
Think…
● Onboarding
● Project management
● Communication
● Your unique way of working
The magic number is 3-5 max.
“Here’s the process we’ll take you through”
“Here’s the 5 step process we’ll take you through”
“There are 4 phases we’ll take you through.”
“These are the different phases we’ll take you through”
“…………….”
Your High-Level Features
You can use “Step 1” or “Phase 1” to start them off.
“…………….”
1. “............”
2. “............”
3. “............”
4. “............”
5. “............”
“Here’s the process we’ll take you through…

First off, a 90-day commitment is needed from your end. That’s the minimum amount
of time we need to work our magic and set you up to scale your business.
Step 1 - You’ll fill out an onboarding form.
Step 2 - We set up your very own private Slack channel so you can communicate
directly with our team 24/7.
Step 3 - You’ll have a private Trello board so we can manage your project from start
to finish.
Step 4 - Hop on an onboarding call with our founding team to kick off campaigns.
Before the call, we’ll review your onboarding form and get a head starting on
building your initial leads list and write scripts for your very own 8-step omnichannel
outreach sequence.
#9 - Staying As You Are

Now you need to bring back the pain and struggles your prospect has into the
present moment.
There needs to be friction created inside them. Just enough so they want to take
action now and book in that call with you.
Creating a sense of urgency is key.
“There is an alternative to working with us. Staying as you are. And doing nothing.”
“Now you know there’s a different way. Are you going to stay as you are and do
nothing?”
“You have another option. Pretend you’ve never watched this video. And continue to
get your current results.”
Pain Points
Don’t hold back here. It’s time to turn the screw.
Your prospect needs to feel the consequences of not taking action now.
Examples could be...
“keep wasting thousands of dollars on cold email without getting any results ”
“doing everything on your on your own and feeling overwhelmed”
“your revenue stagnating and never growing”
“your life and business staying exactly the same”
Possible close...
“It’s not a good feeling is it?”
“Can you afford to let this happen?”

“What will happen if this continues?
“That sucks right?”
Your Opening
“........................”
Your Pain Points
Have 3-5 max.
1. “............”
2. “............”
3. “............”
4. “............”
5. “............”
Your Close
“........................”
Your Completed Script For This Section (Opening, Pain Points & Close)
“........................”
Real Examples: KnowledgeX
Do you really want to…
● Have the stress of not knowing where your next client is coming from.
● Be prevented from growing all areas of your business.
● Keep wasting time on the phone with tire kickers.
● Spend too much money doing it all on your own with outdated tech tools.
● Piss off your prospects and ruin your reputation by sending non-personalized
messages.
Think about the true cost of not having a team of trusted experts in your corner to
help you every step of the way.
Yeah. It sucks right?
#10 - Remind Them Of Your Bold Claim
For the final time. Remind them of your Bold Claim.
This reinforces the ROI they’ll get from working with you.
Possible opening...
“You now know there’s another way. A way to...”
“You now know there’s a way to...”
“You’ve discovered a way to...”
Chose Your Opening & Add Your Bold Claim
“opening......add bold claim here”
“You now know there’s another way. A way to fill your calendar with an additional 5-
10 qualified sales meetings a month with your dream clients on autopilot without
spending a penny on ads.”
#11 - More Social Proof
This is your final chance to show your prospect that people like them have gotten the
results they want.
Use a couple of short video testimonial snippets or 1 case study max for this part.
Scroll up to step 4 for an explanation of how to use powerful social proof.
#12 - Call To Action
The final piece to your VSL.

And it’s a simple one.
It’s time to get your prospect to book a call with you or one of your team.
Possible CTA...
“The next step is simple.
Click the button below and book your free 30-minute strategy call / discovery call /
audit etc.
There’s no obligation whatsoever to collaborate/work with us.
At the very least. You’ll take away some actionable insights you can implement right
away.
Click that button below and get yourself booked in.”
Your CTA
“.....................”
Real Examples: KnowledgeX
“The next step is simple. Click the button below and book your free 30-minute
strategy call There’s no obligation whatsoever to collaborate with us. At the very
least, you’ll take away some actionable insights you can implement, right away. Click
that button below and get yourself booked in.”
That's it....
Over the next few weeks. I'll be sharing more articles on how to deliver the voice-
over for your VSL. How to design the slides. How to record your VSL. And how to edit
your VSL.
In the meantime. If you have any questions. Send me a DM on here or connect with
me on Twitter.
p.s Be sure to check out the KnowledgeX VSL and the Client Ascension VSL as a point
of reference.
Advanced 20-Minute Video

Training To Deliver Your VSL
Voice Over Like A Pro
Having shared this on Twitter yesterday. I couldn't leave you out. That would be
criminal 😉.
If you want to deliver your Video Sales Letter voice-over like a professional, check
this training out.
This training has only been accessible to Client Ascension students until yesterday.
Let me know your thoughts.
p.s This isn't just for VSL scripts

https://www.loom.com/share/
735f22f76a424640bfc675a974e92ea9
How I Brought My Client From A

6.1% To 8.52% Conversion Rate
In Only 1 Month
Let's Get Started...
1. Benefits Above The Fold
Testing benefits above the fold is crucial for a successful product page. Attention
spans are getting shorter which means our message has to be quick and effective.
Blissy does a great job here showing their buyer exactly what they're in for.
Test Headlines. Test Bullet Points. See What Works For Your Audience.
2. A Clear CTA Can Make All The Difference.
Blissy does a great job at making their Add To Cart POP while keeping impeccable
branding. Too much matching can kill your conversion rate. Try to make the Add To
Cart stand out from your brand color.
A/B test relentlessly. Subtle changes can pull the biggest levers.
What Can I Test?
Color. Font. Shape. Borders. Shadows. Dynamic Checkout.

3. Use Social Proof! Even If Your Brand Hasn't Been Featured.
Umzu has been CRUSHING the supplement industry. Use their strategies to your
advantage. You don't need to have "Featured On Forbes" for social proof to be
effective. Use a testimonial right below the Add To Cart button and watch the magic
happen.
4. Custom Icons
Custom experiences are crucial in 2021. You can pay a designer $10 on Fiverr for
custom icons and it can make a huge difference. Show your visitor what they're
getting in a unique way. Stand out. Test different icons. Utilize what works.
If you don't want to hire a designer flaticon.com works great!
Working with a basic Shopify theme? Throw your new icons in Canva at 800 x 800 px.
Works wonders.😉
5. Reviews With A Twist
You are most likely competing with dozens of brands. It is crucial to be one step
ahead.
How? Use reviews to your advantage.
Umzu does a great job utilizing Amazon's strategy.
Adding likes to reviews can boost your conversion rate more than you may think.
They are also gaining crucial data off of their website visitors.
Visitors are taking a survey without even knowing! More Data, More $$$
Moral of the story: Use reviews to your advantage!
Want Some Inspiration For Your Product Page? Here's 7 Brands To Spy On.
1. drinkhydrant.com
2. muddybites.com
3. petlabco.com
4. glossier.com
5. drinksanzo.com
6. umzu.com
7. blissy.com
Best Shopify Stores By Industry

That Will Inspire You
Creating and even optimizing a Shopify store can be a creative challenge. There are
a number of things to consider such as the store design and the features you give it.
It can be quite hard to find inspiration, particularly when it comes to being the best
in your industry. Well, worry no more as we have compiled some of the best Shopify
stores in different industries to help get your creative juices flowing.
What Makes A Great Shopify Store?
So, what does it take to make a Shopify store great? An important aspect in
achieving success is making sure that it is easy to browse through your shop and
simple to make purchases. Shoppers should face little friction when exploring your
site in their most preferred way whether through search or navigation menu, and the
path to purchase should involve as few steps as possible.
Speaking of exploring Shopify stores, navigation is key when it comes to optimizing
the user experience. Did you know that 8 out of 10 consumers will leave an online
store that fails to provide convenient website navigation? Hence, equipping your
store with an intuitive menu and hierarchy will go a long way in helping you to avoid
a mass exodus of customers.
Now, let’s talk about content. This is essentially the meat of your business, the
element that consumers interact with to get a feel of your brand and products. It’s no
longer enough to simply present products to customers without any thought. There
should be a personalized experience available to whoever visits your website, notably
through tailored product recommendations. Shoppers also crave more genuine
content like reviews and user-generated content, alongside easily digestible product
information to assist in the decision-making process and gain a feeling of
trustworthiness.
Finally, top stores make a point of having a clear brand image that echoes
throughout their store. Design, language, tone of voice, in addition to the content
present all play a part in communicating your brand image.
With that being said, it’s time to dive into the Shopify stores that tick the above boxes
plus more.
Best Shopify Stores By Industry

Fashion Stores
Mavi: Masters of social proof
Mavi is a fashion retailer that promises their customers products that are superior in
quality, made using innovative fabric to provide the perfect fit. The Shopify store of
this brand has many features that help reinforce its promise to customers.
Mavi focuses on social proof to help drive sales.
One way this is done is through the prominent use of social proof. Upon landing on
Mavi’s homepage, visitors are greeted with product images from the social feed of
happy customers and the star rating. This display of highly-rated items fortifies their
claim of superior quality as 91% of consumers trust product reviews as equally as

recommendations from friends and family. Moreover, Mavi hits the nail on the head
by prioritizing visual user-generated content as this form of UGC is way more
influential.
To further drive home the allure of their clothes, when shoppers click onto a product
page, they are shown the number of people who have viewed the item recently. This
use of FOMO - fear of missing out - can act as a great final push to get shoppers all
the way to purchasing.
Mavi promises to help unite its customers with the perfect-fitting jeans. Therefore,
they go to great lengths to provide a comprehensive experience that enables this for
visitors.
Mavi gives browsers a number of filter options a customer would take into account to
find the perfect jeans. Shoppers can get closer to their desired product by filtering
based on length, fit, rise, and waist size all in one go as they please. There’s also a
size guide to further help customers feel confident that they are making the right
choice.
Mavi filter options.
Another shining aspect of this store is the reviews feature. On product pages, not only
can customers read reviews by verified shoppers, but they are also presented with
some options to sift through reviews in a way that will give them the relevant
information to their needs. This includes filtering by level of stretch, the body type of
the reviewer, and the reviewers’ opinion of the fit.
Allbirds: Keeping things simple
Allbirds prides itself on producing sustainably footwear, apparel, and accessories that
are simple in design and super comfortable in use. This idea of simplicity and nature
is very evident in their store, particularly through its clean and minimalist design of
it.
The brand also takes a simple approach to browsing and navigation. There are just
four menu items for visitors to choose from with all category and subcategory
options never surpassing seven. This is especially great as our short-term memory
can only hold seven things at once, thereby, Allbirds has ensured that traversing
through the site will be a breeze.
Finding the right product is also easy for consumers who are not sure where to start.
They can just scroll down the collections and recommendations broken down by use,
alongside concise descriptions right on the homepage.
(Source: Allbirds)
The brand also avoids jargon at all costs. Rather than using industry-standard
language to describe the products available, everyday terms are utilized further
reinforcing simplicity. Shoppers can filter products based on whether the material is
light and breezy, best for everyday wear, or stormy weather.
Beauty & Cosmetics
Dermalogica: Personalization reigns supreme
Skincare requirements range greatly from consumer to consumer. This is something
Dermalogica clearly understands and reflects on its Shopify store.
In addition to jumping to pages based on product categories,, it’s also possible to
head to collections based on the consumer's particular skincare concern and usage
type. These become filter options when the customer is on a category page.
Dermalogica provides browsing options that are highly relevant to skincare shoppers.
Providing highly customized skincare regimes by professionals is a key selling point
of the brand. However, giving this to customers online can be a bit of a challenge.
This is expertly overcome thanks to the technology embedded in its store.
Professional skin analysis from the comfort of their customer’s home. (Source:
Dermalogica)
Customers can get a virtual skin analysis right on the website by connecting their
webcam. Their face is then examined and they are then presented with tailor-made
product recommendations to address the skin concerns the app picked up. For
consumers wanting a more human experience, a virtual skin consultation with a
professional is available, or they can chat with a skin therapist.
Sephora: Education experts

Knowing what beauty product is right for you or how to best use it can be a hard task
without help. This is a concern that Sephora addresses through their website by
placing a high focus on education.
Guides informing customers of the best products for each particular concern can be
found under every menu option on the store. There are also interactive quizzes that
shoppers can take to come up with a selection of products tailored to their needs. As
Sephora is an incredibly large store with swarths of products, this form works well to
lower the risk of choice paralysis, whilst providing customers with a good starting
point.
Sephora’s Hair Care Guide defines terms so their customers can easily identify their
hair condition and begin shopping. (Source: Sephora Healthy Hair Care Guide)
The product pages of this store also do a great job of informing customers in a
digestible, user-friendly way. Every product page includes a how-to video. This allows
consumers to visualize how the product will look and should be used which can act as
excellent reassurance.
Information on the product page is given in a manageable way. Visitors are first
shown the highlights of a product through iconography and short, snappy text. The
description is sectioned to emphasize key areas of concern for shoppers.
Sephora product description. (Source: Sephora)
Ratings, reviews, and Q&As are also prominent features on product pages. All of these
together work to efficiently provide shoppers with all the information they need to
make the right decision.
Food & Beverages

Yummy Bazaar: Grocery shopping with ease
When you’re shopping for groceries, you spend quite a bit of time in the supermarket,
right? You probably don’t want to devote just as much time to shopping for groceries
online. Hence, Yummy Bazaar takes the hard work out of wandering for you thanks
to their Shopify store’s setup.
Yummy Bazaar has a heavy use of images that acts to mimic the in-store grocery
shopping experience and also help customers quickly identify the goods they need.
The homepage can take you straight to where you want to be with their seasonal
goods carousel, top food categories, and new arrivals.
(Source: Yummy Bazaar)

The large selection of products is broken down into intuitive food-related categories
with a dropdown mega menu. Once a customer is on a category page, items can be
added to the cart immediately.
Searching for specific products is easy thanks to the auto-suggest feature of the
search function and the displaying of items right as you type. Shoppers also have the
ability to filter products based on their dietary requirements in addition to price and
category, providing a speedy solution to fulfilling a shopping list.
Death Wish Coffee: Uncompromising brand image
Death Wish Coffee lays claim to have the world’s strongest coffee. This bold claim is
reflected in every inch of their Shopify store.

(Source: Death Wish Coffee)
The color scheme, imagery, and written content on this store give off a sense of
toughness and boldness - feelings we’re sure to match the experience of drinking
their coffee. Strong colors, large typography, and tongue-in-cheek conversational
tone work hand in hand to emphasize the hard-as-nails image this brand has. The use
of fun, dynamic content makes shopping for their coffee a highly engaging
experience.
Gadgets & Electronics
Headphone Zone: Instilling confidence with the information
Headphone Zone puts a lot of emphasis on information to help its customers
purchase with confidence.
To assist in the consumer’s decision-making process, the products found in different
categories have stickers stating whether they are a Best Seller, Award Winner, or Our
Pick. Upon clicking onto a product page, shoppers are presented with performance
indicators such as the product’s ranking in its category and star rating.
Another great feature is that shipping and returns information is given right on the
product page rather than during checkout. This is a big move as unexpected shipping
costs and too much time to ship are common reasons for cart abandonment.
Customers can view crucial information like time to ship, rating, and returns
information all at once at the top of the product page. (Source: Headphone Zone)
Details about consumer electronics are overwhelming and riddled with jargon.
Instead of bombarding their customers with complex information, Headphone Zone
highlights key features with icons, uses high-quality images to split up paragraphs,
and even features the opinions of their Headphone Gurus and industry insiders. All of
these provide compelling and insightful information in an easy to comprehend way.

The personable quote from a Headphone Guru acts as a nice touch and the succinct
description of the product can help customers easily decide if this is the right
headphone for them. (Source: Headphone Zone)
They also have an impressive approach to cross-selling. Consumers are savvy and
can recognize the opportunity to squeeze more cash out of them. This means it’s
crucial to approach cross-selling and upselling genuinely. Take a page out of
Headphone Zone’s book. They let the consumer know exactly how additional products
will complement the currently viewed one.

(Source: Headphone Zone)
Ring: Putting things into context
Your home is your sanctuary, a place that you strive to protect. So if you’re investing
in a home security system, you’ll want to be sure that it is proven to work and is
something you’ll be comfortable in using right away. Ring achieves this by presenting
contextual evidence through videos.

A robbery is prevented thanks to Ring. (Source: Ring Security Cameras)
On popular category pages, there is a dedicated section where visitors can view Ring
in action. Here, you can see real-life instances of their equipment being used to
successfully protect the houses. These informative and personable videos increase
trust by presenting relatable situations. Additional instructional videos can be found
on product pages to ease the complexity of figuring out how these systems work.
Visitors to the site are given even more context via the compare feature. At a glance,
they are able to assess the components of every product in a given category against
one another.
Another notable feature of the Ring website is the sticky add-to-cart button. This is
particularly useful as the product pages are full of information that visitors need to
scroll through. Thanks to the sticky add-to-cart button, consumers can purchase the
product no matter where on the page they make their decision.

Home Decor
Urban Natural Home: Premium feel
Urban Natural Home differentiates itself from its competitors by providing top-notch
furniture, free from harmful chemicals served with the utmost care. This value
proposition is evident through the simple store design with high-quality images,
making the products the shining star.
The plain background means all the attention is on the products. (Source: Urban
Natural Home)
The pristine images fortify the brand’s claim and also make it very easy to inspect
the materials. This is boosted even further thanks to the swatches presented over the
product images.
Revival Rugs: Bringing products to life
Revival Rugs produce one-of-a-kind rugs at affordable prices. Viewing rugs as
everyday art pieces that are personal to and reflective of its customers, the company
has taken great steps to help shoppers envision how its products will fit in their
homes.
(Source: Revival Rugs)
Rug size is a menu option as well as a section displayed on the homepage. Having
images accompanying the rug sizes helps visitors to imagine how the products will fit
in a room.
On product pages, not only can shoppers find super close-up shots of the rug, but
they are also able to view the item in their chosen room by uploading a picture. If
they don’t have an image to upload, customers can select from pre-made templates.
This makes for an incredibly engaging and personalized shopping experience.
Thanks to augmented reality technology, visitors to Revival Rugs can get a real idea
of how products will look in their homes. Customers are even able to browse and
search for products within the AR tool. (Source: Revival Rugs)
To Wrap Up
Great Shopify stores should make it easy for customers to find what they are looking
for and inspire purchases. This can be achieved in a myriad of ways like by
encouraging trust with reviews and UGC, having a strong message that is clearly
communicated throughout the store, and including functionalities that enable
intuitive browsing.
If any of these examples have inspired you to level up the filter and search
capabilities of your Shopify store, try out Boost Product Filter & Search. With it, you
can turn virtually anything into a filter option, and you can optimize your store’s
search function with auto-suggest, instant results as-you-type plus more.
We hope these store examples have filled your mind with ideas for your store to help
you step your game up in time for the holidays.
If I was doing CRO for this

>$100m Brand: The Oodie by
Davie Fogarty, here’s how it’d do
it
Inside: 7 Ideas for A/B-Tests that you can plug and play for your Store
Quick Overview of what I’ll cover:
1. How we came up with the Ideas
2. What we would optimize and why

3. Completely designed before & afters with breakdown of what we changed
We’ve tested all of the following Ideas in the past with Clients and generated
Increases in Conversion-Rate from 3% to 8% with each single one.
You literally can copy-paste what I did and get very similar results.
Right now.
So…
Let’s get started:
First Section I’ll focus on: the Header.
People often underestimate this Section...
BUT it is crucial for your users:
Think about it as a Section where you can display important information that needs
to be top-of-mind for them
Idea #1: Adding a second top-bar

To make sure the user is constantly reminded of the Store benefits we add them to
the topbar.
The mere exposure effect indirectly creates more trust with the brand and its offer .
Idea #2: New Layout of Icons & Descriptions
Here we add descriptions to the Icons and restructure the Header.
This creates more focus for the Cart.
And It reduces the time a user needs to think, to be able to navigate the store.
Second Section I’ll focus on: the Menu
For Brands with a wider range of Product’s its essential to have an easy-to-use Menu
and here’s why:
Customers can easily lose interest when they have too much friction or cannot find to
products they want quickly.
Idea #3: MENU REDESIGN
Here we improve the UX and also add benefits
This will reduce friction in the customer journey as users are able interact more easily
with the Store and also leads to an increase in motivation and trust.
Last Section I’ll focus on is the Holy Grail: The Product-Page
This is self-explanatory so let me show you how we can increase Sales by
implementing a couple of Changes.
Idea #4: Adding more social Proof
Here we included a little badge to make the Reviews even more relatable and trust-
worthy.
So we use the Name of a well-known customer (Here @iamnickshackelford for
example) and show how many users are in love with the product.
Idea #5: Displaying Product Benefits on Images
You need to optimize the usage of space on your Pages:
Focus on putting more in less space.
What we did here: We included a small bar on the Images with a Product-Benefit:
“Cuddly Soft” and also a clickable “Learn More”-Button that gives detailed
information.
Idea #6: Adding Urgency & more Social Proof
Creating the feeling that an item is in demand can urge customers to finish their
purchase and be quick.

It also adds to the perception of the brand and trust in it, due to the indirect social
proof.
Idea #7: Adding Trust and Authority
Well known brands, payment providers and magazines provide an authority to your
brand.
This can be used to persuade a customer into trusting the purchasing process.
In turn it also transparent shows that the customer can choose to pay with their
favorite payment method

Davie Fogarty said it best himself:
The hardest thing is aligning Hypothesis, Testing and Implementation.
You should always be A/B testing macro and micro changes to your pages. A day
without a test running is leaving $$ on the table.
We both know that just reading won't help, so here's what I want you to do next!
1. Go out there and implement these strategies
2. Comment if you have any questions.
- Carl

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