Hey optimizer!

Tune in to ConversionMail, where we compose conversion symphonies that'll make your customers sing 🎵 

P.S. Quick heads up before we dive in. This week's newsletter is packed with visual examples and CRO tricks that really need to be seen to make sense.

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Client’s Results

Still my favourite thing to share on social media...

High Converting Design Inspiration

After working with 4,000+ ecom brands, here's what I'd test first if I was brought in to optimise Cool Crutches.

(For context: I don't work with them and don't have access to their data, which is critical at this level but from a heuristic UX/UI standpoint, here's where I'd start.)

1️⃣ Homepage: Shift From Product → Outcome

Before:

• Product heavy visuals

• Generic "new to sale" messaging

• Weak emotional connection

After:

• Clear outcome led headline: feel like yourself again

• Benefits reframed around real life impact (confidence, comfort, movement)

• Strong supporting proof (20,000+ customers + press logos)

• Clear, focused CTA: shop the collection

CRO principle: People don't buy products. They buy how it makes them feel.

2️⃣ PDP: Make Value Instantly Clear

Before:

• Product visible, but little persuasion

• Minimal hierarchy around reviews + benefits

• Variants feel secondary

After:

• Strong social proof anchored under the gallery

• Clear pricing with savings highlighted

• Benefit led description (comfort, compliments, usability)

• Visual variant grid making exploration easy

CRO principle: Answer "why this?" in seconds.

3️⃣ Cart: Guide The Final Decision

Before:

• Weak structure to upsells

• CTA competing with secondary actions

• Little reinforcement of value

After:

• Progress bar introduces momentum (free gift threshold)

• Clean, high converting cross sells with ratings

• Savings clearly surfaced

• Strong, dominant checkout CTA with trust badges

CRO principle: Remove friction at the moment of intent.

This isn't about redesigning pages.

It's about:

• Reframing the value

• Guiding decisions

• Increasing confidence at every step

That's what actually drives conversion rate and AOV.

A/B Test Of The Week

Your mobile menu is probably costing you more revenue than your ads.

And the worst part? You're not even measuring it.

We made a few simple changes to a brand's menu and generated:

👉 +$92,000 per month

No redesign. No new products. Just fixing how users navigate.

🧪 The Problem

Most mobile menus are built like this:

• Endless dropdowns

• Low priority links everywhere

• No clear direction

• No focus on revenue driving actions

It becomes a scrolling exercise, not a buying journey.

Here's what we changed:

1️⃣ Added A Search Bar At The Very Top

Search users convert the highest. So we made it impossible to miss.

2️⃣ Made "Clearance Sale" The Hero Item (With 60% OFF)

Not hidden. Not buried. Front and centre.

High intent + urgency = clicks.

3️⃣ Removed Dropdown Friction

Collapsed menus slow users down. We made key paths one tap away.

4️⃣ Added A Testimonial Inside The Menu

Sounds small. But this reinforces trust before they even browse.

5️⃣ Cleaned Everything Else Up

Less noise. More focus. Better decisions.

Why It Worked

Menus aren't navigation… They're decision making environments.

If you remove friction + guide attention → users move faster → revenue goes up.

The Result

👉 +$92,000/month

From a menu most brands ignore.

Takeaway

If your menu:

• Feels cluttered

• Has no clear priority

• Doesn't guide users toward revenue

You don't have a navigation problem. You have a conversion problem.

Fix your menu.