If your website was a restaurant, would it be a Michelin-star experience or a fast-food drive-through?

Either way, today's ConversionMail is your secret recipe for serving up conversions. 🥦

Client’s Results

Upcoming Events

💰 💲140M+ in additional revenue in 2024.

Want to know how we did it?

In this workshop, Convert.com’s CSO Tiffany Fortune and I will break down:

- The 5 most impactful A/B tests of 2024 - complete with hypotheses and designs

- Strategies to maximize #RPV in 2025

- Before-and-after examples from top #ecommerce brands

- Simple changes that drove dramatic results

📅 February 12th, 2025

🎟️ Price - Free

📍 Location - Online

⏰ 12 PM ET / 9 AM PT

High Converting Design Inspiration

"Your Customers Shouldn't Need to Zoom In to Buy From You"

Here's what most brands get wrong on their product pages:

They use tiny, lightweight fonts.

They hide social proof below the fold.

They lead with basic product titles.

Working with hundreds of ecom brands at ConversionWise, we've found a better approach.

Here's exactly what to fix:

1. Font Size Matters

→ Use larger, clearer fonts throughout

→ Make content instantly readable

→ Stop making customers squint or zoom

2. Trust Signals First

→ Add money-back guarantee above the fold

→ Show customer ratings prominently

→ Display total customer review count

3. Transform Your Headlines

→ Replace basic product titles

→ Lead with clear benefits

→ Add descriptive sub-headlines

4. Strategic CTA Placement

→ Use full-width buttons

→ Add directional cues

→ Position above the fold

Don't make buying harder than it needs to be.

Every element should make the purchase decision easier.

CRO Insight

I've seen countless brands lose money AFTER relaunching their websites.

Here's what typically happens:

1. You decide you need a fresh look

2. You spend 6-12 months and hundreds of thousands on redesign

3. You launch with excitement

4. Your conversion rates tank

Why?

It's like rearranging your favorite supermarket overnight.

Imagine walking into your go-to store, and suddenly:

→ The entrance has moved

→ Products are in different aisles

→ Checkout process has changed

→ You can't find the exit

You'd be frustrated, right?

That's exactly how your customers feel when you drastically change your website.

So what should you do instead?

Iterate to success through experimentation:

1. Run A/B tests on specific elements

2. Update designs bit by bit

3. Only implement changes that improve performance

4. Let your audience guide the process

This approach allows you to:

→ Update your brand gradually

→ Improve user experience

→ Maintain (and even boost) conversion rates

Remember:

Evolution, not revolution, is key for established ecom brands.

Agreed/Disagreed?

The Ultimate Sales Page Structure

12 strategic sections to turn interest into conversions.

Header

Navigation needs to be purchase-focused and conversion-optimized.

Include essential buying elements while maintaining a clean structure. Critical purchase elements should be immediately visible.

Key Elements:

• Logo placement top left

• Login/signup prominently displayed

• Cart icon with counter

• Currency/location selector

• Search bar (if product catalog)

Hero

Your immediate impact section must showcase product value and inspire action. Include powerful imagery and clear call to action with value proposition that makes prospects want to learn more.

Key Elements:

• Compelling headline/subheadline combo

• Professional hero image or video

• Clear primary CTA button

• Initial value statement

• Trust indicators above fold

Transformation

Visually demonstrate the journey your customers will experience. Show clear progression and build confidence in the process.

Key Elements:

• Before state (pain points)

• During state (using product)

• After state (benefits realized)

• Timeline or step indicators

• Visual proof of transformation

Benefits

Use alternating content blocks to showcase core value. Each benefit should directly address customer needs with supporting visuals.

Key Elements:

• Supporting image

• Product story progression

• Social proof integration

• Company credibility markers

• Visual demonstrations

Features

Present features visually with icons and clear descriptions. Focus on practical application rather than technical specs.

Key Elements:

• Icon-based feature list

• Short benefit-focused descriptions

• Practical use examples

• Core functionality highlight

• Technical capabilities simply explained

What's Included

Detail exact purchase components clearly. Be specific about deliverables and access.

Key Elements:

• Complete package breakdown

• Delivery specifications

• Access details and timeline

• Bonus elements highlighted

• Value calculation

Social Proof

Layer multiple forms of validation throughout. Use diverse proof elements to build complete trust.

Key Elements:

• Customer success stories

• Star ratings and reviews

• User-generated content

• Before/after galleries

• Video testimonials

• Purchase counter

Comparison

Create clear differentiation from alternatives. Make your superior value obvious at a glance.

Key Elements:

• Side-by-side comparison table

• Feature checklist versus competitors

• Pricing comparison

• Positioning clarity

• Unique advantage highlights

• Market positioning clarity

Image Gallery

Showcase product quality and results visually. Use professional photography and real results.

Key Elements:

• Horizontal scrolling interface

• Product in use images

• Result demonstrations

• Quality close-ups

• Mobile-optimized gallery

Final CTA

Create emotional urgency to act now. Remove final purchase hesitation.

Key Elements:

• Emotionally compelling headline

• Clear value-focused CTA button

• Final trust indicators

• Scarcity/urgency elements

• Risk reversal reminder

FAQ

Address remaining objections clearly. Make answers easy to find and understand.

Key Elements:

• Common purchase concerns

• Product usage questions

• Technical requirements

• Support details

• License information

Footer

Reinforce purchase confidence with trust elements and support access.

Key Elements:

• Contact information

• Social proof badges

• Legal requirements

• Clean site navigation

• Trust seals and certifications