Picture this: It's 3 AM, and somewhere, a website visitor is hovering over your 'Buy Now' button.

Will they click?

What makes them hesitate?

These are the questions that keep us up at night - and the ones we're answering in today's ConversionMail.

Let's turn those late-night browsers into dawn customers. 🌓 

Client Results

If some agencies put half as much effort into actually serving their customers as they do into churning out ‘merch’ they assume people want, they might actually retain more clients! 😄

High Converting Design Inspiration

I recently analyzed Graze, the popular food brand, through a CRO lens.

Here’s what I found and how they could increase their revenue:

1. Homepage

Graze’s homepage is okay, but here’s how we could improve it:

a) Add social proof:

There’s none right now. We’d include reviews and customer counts to build trust instantly.

b) Stronger CTA:

Their current CTA is weak. We’d replace it with a full-width button that clearly drives action.

c) Emotive headlines:

We’d emphasize the product benefits with a bold, benefit-driven headline that connects emotionally.

2. Product Page

The product page is missing key conversion elements:

a) Better image layout:

We’d remove the radio dots and use clickable thumbnails to showcase more product views.

b) Trust signals:

There’s no social proof or trust badges—adding them will increase credibility and boost conversions.

3. Cart Page

This is where we see the biggest opportunity for Graze to increase AOV:

a) Dynamic free shipping bar:

Gamify the cart with a “Free Shipping Over $50” prompt to encourage larger purchases.

b) In-cart cross-sells:

Recommend related products to boost order value (perfect for consumables like Graze’s).

c) Strong CTA:

We’d simplify the checkout flow and use a prominent call to action for a smoother experience.

These simple changes could result in significant revenue increases.

What CRO tweaks have worked for you?

CRO Insight

Most businesses struggle to reach a profitable conversion rate.

Here are 9 steps to achieve that:

Each element helps you compound to a higher CR.

But miss just one, and the process won't work.

Small compounds to help you climb the conversion ladder:

☑ 1.2% - Optimize Value Proposition

Your value proposition is the first impression.

Make it clear, compelling, and unique.

This is where you start.

☑ 1.4% - Add Social Proof

Show real people using your product.

Testimonials, reviews, and case studies boost trust.

☑ 1.7% - Instill Trust and Credibility

Trust badges, secure payment icons, and clear return policies help.

Be transparent.

☑ 1.8% - Create Urgency and Scarcity

Limited-time offers and low stock alerts push people to act fast.

☑ 1.9% - Vary Product Imagery

Show your product from different angles.

Use high-quality images to catch the eye.

☑ 2.1% - Add Persuasive Copywriting

Use words that speak to your audience.

Address their pain points and desires.

☑ 2.4% - Handle Objections Upfront

Address common concerns before they arise.

FAQs and detailed descriptions help.

☑ 2.5% - Stronger Call to Action

Your call to action should be clear and compelling.

Use action-oriented language.

☑ 2.7% - Optimize and Test

Constantly test different elements.

A/B testing can show what works best.

Final Conversion Rate = Profitable

The 7-Part Anatomy of a High-Converting Review

1. Always call out the best bit

You need to draw attention to the main highlight of the review.

What's most important to a buyer? What's going to move the needle? Highlight it.

Example: Beat out every other agency

Exercise: Add a headline above the full quote showcasing the highlight.

2. Use quotation marks 

One mistake we consistently see is reviews without quotation marks. This leads to confusion and often the important content being overlooked by viewers.

Exercise: Add full quotation marks at the beginning and end of your reviews.

3. Bold key phrases and words 

Long paragraphs of boring text will more than likely get overlooked.

You need to shove important content in people’s faces.

Exercise: Make your content scannable by bolding/highlighting the best parts (often the outcome).

4. Show first and last name

Anyone can make up a fake name and post a review.

It's VERY obvious to spot those that aren't legit. For some magic reason adding a real last name works wonders.

Exercise: Add a real first and last name to your reviews to give them credibility.

5. Anchor associated logos 

Use the logos/icons that your target demographic associates with.

For example, our clients use TP so we leverage their (trust) logos.

Exercise: Add any associated review platform logos next to each review to add more credibility and trust.

6. Anchor videos with text

Videos are great but not everyone is in a position to watch them, for example, they may be on a busy train.

Pull out the best bit and put it in the text underneath.

Exercise: Annotate your videos and place the most important quotes underneath in the text.

7. Answer fears/doubts

Survey your audience and find out their objections. Then highlight reviews that handle them.

For example, ConversionWise clients want to know we can deliver their vision (we 100% can/do)

Exercise: Highlight reviews that answer your buyers’ fears and doubts.