What's cookin', Conversion Chefs? It's ConversionMail, your weekly recipe for whipping up a feast of clicks, sales, and happy customers.

Let's get baking! 👨‍🍳 

Client’s Result

High Converting Design Inspiration

As always, the design team is on 🔥. Take a look at the designs that we created for our clients last week.

Can you spot the CRO strategies that we used?

CRO Insight

See how I would optimize this famous wallet store 👇️ 

1. Optimized navigation

❌ Before: The top toolbar doesn't stand out enough.

✅ After: We've changed the colour and added emojis in order to showcase how to make a toolbar stand out and be read. We've also added a secondary toolbar below the nav for our trust policies.

2. Improved image UI/UX

❌ Before: The image ratio was good but the other image thumbnails aren't easy to navigate through.

✅ After: By making the top image 1:1 ratio and then adding clearly marked thumbnails underneath we've made the whole experience better.

3. Added FOMO/social proof

❌ Before: Nothing shows me that the product is desired or limited due to popularity.

✅ After: We've added a simple one liner with a clock icon to instantly add social proof and a form of urgency to purchase the wallet right now or miss out.

4. Enhanced social proof

❌ Before: The reviews are prominent but don't stand out enough against the other content.

✅ After: By simply changing the colour of the stars and adding a number (10,000+) to this section we've instantly enhanced it.

5. Added a clear description

❌ Before: A big no no for CRO is hiding important elements or making potential buyers look for them.

✅ After: Instead we've showcased a clear and concise description of the product to eliminate any friction or uncertainty.

6. Add urgency

❌ Before: Nothing on the product page tells me that the product is available and in stock.

✅ After: Adding a simple icon + in stock message subconsciously heightens the desire to buy the specific product this minute or miss out when it's no longer in stock.

7. Added benefit driven bullets

❌ Before: Again all the selling points and value propositions are missing or hidden within drop downs.

✅ After: We've transformed the key points into very clear and easy to read benefit driven bullet points to increase the value perception.

8. Used call to action anchors

❌ Before: The call to action button is bland, doesn't stand out and has nothing to support it.

✅ After: We've switched the colour to make it stand out more, added a directional cue 👉 and anchored it with trust in the form of payment logos.

9. Leverage trust and credibility

❌ Before: Ridge has been featured on some awesome publications yet they are nowhere to be seen on the PDP.

✅ After: By adding a simple section with these publications logos we've instantly leveraged their trust and credibility.

Negative Price Anchoring

Price anchoring is powerful, but have you tried this twist?

💡 Emphasize losses, not gains, to drive sales!

So let's start with price anchoring.

Price anchoring is using an initial reference price to influence perception of a product's value, affecting purchasing decisions.

As you can see here on our Academy page, we anchor big savings on our annual plan against the monthly cost.

But how can we take this one step further and show the perceived value even more?

Introducing, negative price anchoring.

Negative price anchoring is highlighting potential losses/costs of NOT buying your product and therefor further reinforcing the need to make a purchase.

This can work on courses, coaching, services, softwares, physical products and more.

Let's take a look at how we do this 👇

Take another look at our Academy sales page.

Not only are we price-anchoring the value of our annual membership but we've also added a 3rd box to showcase the detrimental cost of NOT joining.

The large number automatically draws your attention and then reinforces the purchase.

Here are some use cases 👇

Courses: the cost of expensive freelancers

Coaching: the cost of joining multiple courses

Services: the cost of finding and hiring employees

Software: the cost of 4 software instead of 1

Physical products: the cost of taking 5 supplements instead of 1

And here's another example we use on our ConversionWise website

See how we compare the expenses and losses of traditional hiring Vs hiring our agency.

Losses don't have to just be about money.

Use the loss of time, direction, results, and more to boost your sales.