Message match is killing your conversions

Plus: 67% of mobile sites have this critical flaw

Author

Oliver Kenyon
October 22, 2025

Hey optimizer!

What's crackin'?

Time for your weekly conversion dose.

We've been testing some theories lately, and a few turned out pretty interesting.

Let me share what's working

Highlights of Today’s Newsletter

  • A/B Test: Your menu might be killing conversions

  • The Chosen Topic: Let’s talk about one of the most overlooked CRO levers: message match

  • CRO Insight: How small UX tweaks, driven by data, can unlock huge gains

  • Video: 7 CRO tweaks that could add millions in extra revenue

Weekly Content Roundup

Get the latest and greatest CRO content from around the web.

Design 🎨

The CRO Playbook behind the top-performing DTC funnels (Link)

CRO isn’t about button color.

It’s about making every key moment count — under pressure.

Steal this framework 👇 (Link)

On-Going CRO ⚙️

A/B Test: Your menu might be killing conversions (Link)

CRO Around the Web 🌐

Shopify: Contextual Targeting Guide: How To Do Contextual Targeting Reference (Source)

Baymard: Homepage and Category Navigation UX 2025: 67% of Mobile Sites Have Mediocre-to-Poor Performance (Source)

The Most Optimized Shopify Team ⚡

Here’s a competitor’s demo store above the fold vs SURGE.

We’re going to be operating in a completely different league.

SURGE isn’t just another Shopify theme: it’s built from 13+ years of CRO data and thousands of tests. Join the waitlist here before launch

Client’s Results

We got the job done, on time, and done right. ⚡

Video Of The Week

7 CRO Tweaks That Could Add Millions in Extra Revenue

What You’ll Learn:

✅ How small font changes can boost readability and conversions

✅ Why trust bars and social proof belong above the fold

✅ The impact of benefit-driven bullet points on product pages

✅ How scent visuals make selections more engaging

✅ A simple cart incentive that drives higher AOV and cross-sells

High Converting Design Inspiration

One of our latest bundle-builder designs 🛒!

CRO Insight

🧪 Another great test from our internal vault this week and it’s a perfect example of how small UX tweaks, driven by data, can unlock huge gains.

The Test:

Redesigning the mobile mega menu based on Revenue Per Session (RPS) data.

The Goal:

To reduce friction and boost revenue by prioritizing the most profitable menu items and giving users quicker access to best-selling products.

The Why:

We discovered that not all menu items were equal. Heatmaps and RPS data showed certain categories generated significantly higher revenue — yet they were buried further down in the navigation.

We hypothesized that by reorganizing the menu around RPS performance and introducing a visual “Best Sellers” section, we could direct users to high-performing products faster.

The What:

1. Reordered mobile menu items based on RPS data.

2. Added a Best Sellers slider at the top of the menu to surface high-value items.

3. Simplified the hierarchy to minimize cognitive load and improve discovery.

The Results:

- $48,607 per month

- $583,284 per year (forecasted)

- Clear uplift in RPS and product engagement

And yes! All of this will be possible inside SURGE

Let’s Talk About One of the Most Overlooked Cro Levers: Message Match

Let’s talk about one of the most overlooked CRO levers: message match.

When a user clicks on your ad, they’re expecting one thing, the continuation of the story that got them interested.

But here’s where most brands lose them:

→ The ad shares a founder story

→ The PDP drops straight into product info

→ The emotional hook disappears

That disconnect doesn’t just feel awkward, it creates hesitation, friction, and higher acquisition costs.

Here’s how to fix it:

1/ Mirror the narrative from the ad

2/ Place that story high on the page (above the fold)

3/ Match the tone, benefits, and visual cues

4/ Make it feel like one continuous journey, not two disconnected moments

This is how you reduce drop-off and earn trust faster, without changing your offer or redesigning the page.

Great CRO isn’t about adding more.

It’s about making sure everything aligns.

🚀 Want to Reach 40,465+ E-commerce Store Owners?

ConversionMail connects your brand with a highly engaged audience of store owners, marketers, and optimization specialists who are actively looking for solutions to boost their bottom line.

From CRO platforms and analytics tools to email solutions and checkout optimizers, if your product helps online stores make more money, our audience wants to know about it.

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