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Conversion Rate Optimization: A Visual Explanation

This conversion rate optimization visual explanation has been created to make it easier for you to think about conversion optimization.

Why listen to me? My name is Rishi Rawat and I’ve spent the last 14 years breaking my head to better understand why online shoppers behave the way they do. I know a thing or two because I’ve A/B tested a thing or two.

But it’s hard to explain a philosophy with just words. That can feel a lot like a college assignment— dry and boring.

Here is our attempt at showing the whole story visually.

Most important page on an eCommerce site isn't the homepage. When it comes to Conversion Rate Optimization the most important page is the product page.

How we think of product pages:

Conversion Rate Optimization Visual Explanation Direct Response Ad
home run

4 colorful characters land on your most important page:

Healthy Skeptics Spectrum
Healthy Skeptics

Don’t think of copywriting as a creative output. It is so much more than that:

Copywriting is strategy
Black hole

At this point, you’re wondering why you’d need outside help.

You don’t.

But you have 23 things going on (dealing with suppliers, customer service, promotional calendar, new product development, and the list goes on). You’ve been staring at the marketing puzzle for a long damn time.

Creator too close and that's why you need an outside perspective for Conversion Rate Optimization.

Ok, so you know how to focus on (Healthy Skeptics). You even know where to place the new sales pitch (on the product page). What isn’t clear is what all needs to be covered in the pitch. For that, we need to understand the psychology of buyers. After all, they are the people we’re aiming to convert.

Nine truths about online shoppers:

Here is a video walkthrough of those 9 truths:

Now that your pitch is created it needs to the placed on the site. Here is the wrong way to do it:

Throwing spaghetti against wall

A less messy (and profitable) approach is A/B testing:

Conversion Rate Optimization Visual Explanation Minimize Risk

A Secret

First of all, I’m so glad you are interested in the topic of conversion optimization.

While this article shows the 50,000-foot view the real power is in understanding the actual step-by-step process for how you can apply this to your site. If that is the truth you seek, this is the article for you: The Frictionless Process.

Comments 2


This was a beautiful piece of content. Learning and visual appeal in one. Pretty rare.

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đź‘Ť thank you!



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