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Surprising Website Conversion Trick
We assume showing a call-to-action (CTA) at a prominent location on the page is enough.
If we want shoppers to see customer reviews, a star rating in the top right corner should do the job.
If we’re a supplement brand, placing a lab reports button below the product image feels like prime real estate. Surely, no one will miss that.
But here’s the problem: We evaluate pages as marketers. We’ve trained our eyes to spot small details, details that most shoppers will never notice. This makes us terrible judges of visibility.
I have data to back this up. We track CTA clicks, and even in what seems like an “unmissable” location, the click rate never exceeds 6%.
But first, who am I?
Hi, I’m Rishi.
A brand had a key detail that made its product stand out. To highlight it, they placed a clickable link front and center at the top of the page.
Were enough people seeing it? To validate we ran a simple A/B test.
Our test assumed that, despite its prominence, most visitors would miss it.
In our test we added five more CTAs across the page to draw attention to this asset.
From a marketer’s perspective, it felt like overkill—too aggressive. But we ignored that instinct and ran the test anyway.
The result? A massive increase in the discovery of that key asset and a 12% lift in sales.
There are a few lessons here:
A: Don’t assume something is visible. Add tracking to confirm people are actually engaging with it.
B: Don’t be shy about repeating yourself. We think, “If a shopper sees the same CTA five times, how annoying.” But that’s the wrong model. Assume they miss 80% of what’s on a page.
If you liked the article above you’ll love this.
Revealing It All
In our marketing lab 🥼, experimenting 🧪 for the last 15 years, we’ve discovered that one reason marketing campaigns fail is because they try to do too much.
Site visitors fall into 3 groups:
— Ready to buy
— Will never buy
— Interested, but need a little more convincing
The 3rd group has the biggest revenue potential.
Evidence Our Formula Works
This strategy mentioned above isn’t a theoretical framework. It’s the base formula for all our conversion work for clients. This marketing framework can be used to boost sales for sports products. To sell skincare products. Pet products. Consumer electronics. Athletic gear. Back pain solutions. Food items. High-end cooking tools. Plant growth soil.
Does the sales pitch always need to be shown as a popup? Nope.
It can also convert cold Facebook ad traffic, improve mobile conversion rates, generate calls, optimize your most important landing page, etc.
It can even be used to improve your overall conversion rates.
Converting Interested, but Need a Little More Convincing Group (With Examples)
Explained in this👇🏼 Nine Truths article:
