Your Customer Creation Equation: Unexpected Formulas of The Conversion Scientist™

If your value proposition is strong and the communication of it is weak, you can have large conversion-rate lift from improvements to your pages. In other words, if people want what you offer, but they can’t figure out what you’re saying, simply saying it more clearly will motivate more of them to buy!

That’s where a conversion rate-optimization framework can help. By analyzing your marketing experiences from the perspective of your prospects, you can get into the mindset of minimizing barriers to cognition.

By optimizing for clarity, you minimize the cognitive load for prospects, which frees up their mental bandwidth to make the conversion decision. The goal of clarity is to minimize cognitive load. Once you’ve optimized for clarity, you can layer on other persuasion techniques to make even greater improvement.