Hey optimizer!

Welcome back to ConversionMail!

Let's skip the formalities and get straight to the good stuff. Here's what we've got lined up for you this week...

Case Study

More traffic ≠ More revenue.

Better conversions do.

✅ $135K more in monthly revenue

✅ 30% lift in RPS

✅ Higher AOV

Here’s how we did it.

1️⃣ The Problem: Stagnant Growth

Overtone had traffic but struggled to convert.

1. Poor navigation - users couldn’t find products fast

2. Weak messaging - didn’t connect with buyers

3. AOV stuck at $50 - no incentive to spend more

2️⃣ The Fix: Optimized Navigation

We redesigned the Mega Menu with clearer categories.

1. A/B tested images vs. text-only navigation

2. Images won → Faster product discovery = Higher conversions

3️⃣ The Fix: Homepage Alignment

Surveys showed most buyers had straight hair.

1. We updated hero images to match buyers.

2. Added a USP bar with key benefits customers value most.

4️⃣ The Fix: AOV Boosting Rewards

We introduced a tiered reward system to increase spend.

1. Higher thresholds = Bigger rewards

2. Customers spent more to unlock better deals.

5️⃣ The Results: Revenue Breakthrough

✅ +$135K in projected monthly revenue

✅ 30% increase in revenue per session (RPS)

✅ AOV finally broke past $50

"ConversionWise made my brand a couple hundred grand in just 4 months!" — Ezra Firestone

Small tweaks. Big impact.

6️⃣ Why This Worked

• Better navigation = Higher conversions

• Visual alignment = More trust & engagement

• Smart rewards = Increased AOV

• A/B testing = Data-driven wins

No guesswork. Only proven strategies.

7️⃣ Steal These CRO Wins

• Fix site navigation - simpler = higher conversions

• Match visuals to audience - small changes = big $

• Use tiered rewards - boost AOV fast

• A/B test everything

CRO Tips

1️⃣ Tariff Turbulence!

Why CRO just became even MORE important!

So Trump just announced sweeping tariffs affecting imports into the US.

IMO this will impact the world of Ecom in more ways than one:

1. Increased Product Costs: Tariffs raise the cost of imported goods, squeezing profit margins.​

2. Higher Consumer Prices: To maintain margins, businesses may pass costs to consumers, potentially reducing sales.​

3. Supply Chain Disruptions: Companies may need to seek alternative suppliers or adjust logistics to mitigate tariff impacts.

Why CRO Is Now More Critical Than Ever

For me, CRO will become the most useful tool you have to protect your margins:

- Maximizing Existing Traffic: With higher acquisition costs, converting a greater percentage of current visitors is essential.​

- Enhancing User Experience: A seamless, trustworthy shopping experience can mitigate consumer hesitation due to higher prices.​

- Data-Driven Pricing Strategies: A/B testing can identify optimal pricing that balances competitiveness with profitability.​

- Building Customer Loyalty: Personalized experiences and loyalty programs can encourage repeat business, offsetting acquisition challenges.

It’s time brands start putting real focus on the things they can control, like running CRO audits to fix conversion leaks, A/B testing key pages, optimizing offer and pricing, dialing in mobile UX, using analytics to guide decisions, and making sure their support builds confidence instead of confusion.

Buckle up....

2️⃣ Everyone’s still preaching “shorter pages convert better.”

Cool, if your offer needs zero explanation.

But most brands chop context, kill credibility, and wonder why bounce rates spike.

What works?

Long and structured.

Sell it like it’s worth reading.

People don’t scroll when they’re bored.

They scroll when they’re sold.

3️⃣ "Let's redesign the website" is the most expensive mistake in eCommerce.

Complete redesigns rarely pay off.

What actually moves metrics:

→ Targeted friction removal

→ Customer journey fixes

→ Purchase psychology

→ Strategic A/B testing

Our 8-figure clients don't redesign.

They optimize what matters.

4️⃣ Most brands don’t scale because they optimize for comfort.

Familiar funnels.

Familiar headlines.

Familiar mistakes.

But real growth only happens when you start optimizing for truth —

even if that means breaking what’s “working.”

That’s where we operate.

A/B Test Of The Week

Visitors weren’t making it past the homepage.

Heatmaps showed a huge drop-off before users reached the collections on the homepage.

The path to purchase was unclear—and conversions paid the price.

What we tested:

We overhauled the Mega Menu to guide users straight to what matters:

→ Added a search bar for instant product access

→ Showcased the 2 highest-revenue collections with visuals

→ Highlighted key USPs like fast shipping and 5-star reviews—right in the nav

Why it worked:

→ We cut the friction.

→ Instead of relying on users to scroll or explore, we made top-performing products and key value props unmissable.

→ Navigation became a selling tool—not just a list of links.

The results:

→ +13K/month

→ +$156K/year (forecasted)

→ +$0.21 lift in revenue per session

Takeaway:

Your menu isn’t just navigation—it’s your first, best shot at driving sales.

The In-House CRO Blueprint

10 steps to build a high-converting optimization process from scratch

Oliver Unplugged

Churn is the number one killer of progress for agencies, and as a service provider, we are constantly thinking about how we can mitigate it every single second of every day.

We are always working on how we can provide a better service for our customers and how we can make ourselves as sticky as possible so that we can support them, not just with CRO, landing pages, and performance, but by going above and beyond to be more of a full-stack agency.

One of the biggest ways we are doing this is by adding free dev shop services into our offering.

Beyond CRO development, we are now including an allocated amount of dev hours for all our clients because we have found that many of them are using both us and a separate dev shop, and we want to make ourselves even more valuable to them.

This means our clients will now get included dev hours as part of our service, covering things like fixing bugs, installing apps, loading new product SKUs, and handling day-to-day Shopify and back-end development tasks.

We are also addressing a common challenge we face when talking to brands.

Many say their dev shop offers CRO, but in reality, most dev shops are not experts in CRO, and they rarely get it right. We see this all the time, and it leads to poor results, wasted time, and money.

So instead of trying to fight that argument, we are now solving it by adding dedicated dev support to our service, which means brands no longer have to juggle between agencies or overpay for separate solutions.

We are making it easier, more affordable, and ultimately delivering far better results for our customers.

Agency life is all about iteration and this is one we believe is going to make us even stronger.

What do you think of the move?