The 5-Point Checklist For Increasing Conversion Rates

the 5-point Conversion CHecklist

As I like to say many, many times, there is no ‘magic bullet’ for an overnight upturn in your conversion rates. A dramatic upturn can only really be achieved by following a robust and thorough process of understanding your audience and planning content appropriately to become an effective Persuasion Journey.

However, there are still some simple things you can do to start improving your conversion rates before diving into such an in-depth process. In this post, I’ll walk you through a 5-point checklist that you can follow to start making some really positive improvements.

So, here goes:

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Unwritten Rules of Conversion Rate Optimisation

  • You can’t get a fish drunk in Ohio.
  • In Virginia, it’s illegal to tickle women.
  • A person may not walk around on Sundays in Georgia with an ice cream cone in his/ her pocket.
  • You can’t eat lollipops in Washington.
  • You can’t sell the fur of a cat in New York.

These are just a few of hundreds of silly laws U.S. states have on the books – and us Brits aren’t any better either. It’s hard to know exactly why or how laws like these came to be. They must’ve made sense to somebody, some time, I guess. Of course, most of these are now just ignored – although they remain on the statute books…

I got me wondering about the so-called rules of digital marketing. Our industry has more than its fair share of silly (though unwritten) rules that the masses seem eager to follow. Solid rules and best practices are great for managing well-established systems and to keep social order. But in marketing, following unwritten rules can be a recipe for rotten conversions.

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Nobody Wants To Read Your Sh*t

My first real job was mostly in writing direct mail. I worked as a Marketer for a software company (this is pre-Internet days) that sold mostly through good old-fashioned DM. In fact, we sent about 3 million pieces of it a quarter across 11 countries and in multiple languages. I also wrote all the copy for our catalogues, press releases and ads. I sat and churned out sales copy 8 hours per day for several years – and I learned a lot about what sells, what engages and what different audiences respond to. It’s where my fascination in thoroughly understanding people and their buying habits started.

A person’s first job inevitably shapes who you’ll become. If your first graduate outing is in journalism, your brain gets tattooed (in a good way) with who-what-where-when-why, fact-check-everything, never-bury-the-lead. If you start out as a photographer’s assistant, you learn other stuff. If you plunge into business on your own, the education is about self-discipline, self-motivation and self-validation.

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