Hello guys and welcome back to the third (but not the last) part of our blog posts - distilled from our Conversion Rate Optimisation Course: How to create more enquires, leads and sales

If you miss the previous posts, you can find them here:

CRO The First Steps

CRO and Neuroscience

This time we will go through some other interesting points that will show you:

  • How clarity of objectives beats persuasion;
  • How to grab your viewers' attention;
  • How to keep them engaged.

We will also see a fascinating example taken from a curious video that you may or may not have seen before.

Let's go!

When we set up Google Analytics we have our goal tracking right in place. We are also ready to start looking at the Behavior Flow report so that in case of any “problems” those can be seen straight away.

The question is: can we make that flow better? Before we dive in and add some social science, Web Usability (UX) can help us to make our website intuitive and easy to understand, because that is our first and most crucial step.

Our website has to be CLEAR, SIMPLE and EASY to navigate! The process of UX that looks after this issue is called USER-CENTERED DESIGN.

user centered design

If your site is not user-centered, this won't work!!!

We have talked about the Curse of Knowledge, right, so you know that to you, your site will look PERFECT whereas others might not see it that way.

HOW DO WE GET AROUND THAT? Well, there is an excellent book by Steve Krug we suggest you buy which is called “ Don't Make Me Think”. This book can be handy as it really gets you through how web visitors think!

AirBnB is, for example, a perfect website to look at as it is CLEAR and INTUITIVE. All the information is there right in front of you. You will realise how good a site is when the website itself almost disappears in the background. You click here and there without thinking as everything is just so EASY and UNDERSTANDABLE. So YES, it is possible to design good usability. In case you cannot outsource this job to an agency, you can start by using this simple checklist.

Conversion Rate Optimization checklist

Now, let's think about some of that science stuff we can use to improve our CRO.

As a designer or somebody involved in marketing, we think about how people see and perceive information through their visual system and how they consequently process it. You may not know that our visual system can be easily fooled and miss things. By understanding how it works, we can use it to our advantage to drive people's attention: every time we show something, we are unconsciously driving their eyes to a particular area.

Now that we know that, we can decide how to grab their attention and what to show them. Our brain can only take a certain amount of information in at a time so, i.e., we need to analyze where to place our CALL TO ACTION, our OFFERS, and our FREE COPIES.

Do not assume that people will read everything because of course, they won't! Human eyes scan read web pages and fix their attention only onto some areas of the screen.

website scan reading

The most important things will have to be ABOVE THE FOLD as it is the first screen that people get.

above the fold

If you want people to buy one particular item, just make sure you put that at THE TOP OF THE PAGE as most people WILL NOT look under that line!

People will also look for NOVELTY and things that STAND OUT, unusual things like:

  • colors;
  • buttons;
  • callouts;
  • violators;
  • items in different sizes, etc...


Another intriguing technique is the HELLO BAR

hello bar

a piece of code on our webpage set with a time that will drop down from the top for:

  • call to action;
  • new products;
  • e-mail newsletters;


Visitors will also look at images and, according to a survey, those we prefer the most are images of people. We need to be very careful when deciding where to put those pictures since they tend to be very POWERFUL and STRIKING. If they are too powerful your visitors may miss out your important buttons! When choosing an image remember that REAL people are much more liked than fake models as those do not look realistic at all.

What else can make our website better than others? CHAT BOXES!

active live chat Olark

  • 3 x more likely to return;
  • decrease abandoned shopping cart by 15%;
  • spend 40% more time on the website

In a few words? Chat boxes can give that sense that somebody is there on the other side of the screen to TALK TO YOU!

Remember that if you manage to get your viewers attention, you only get it for a few seconds. Therefore, you need to keep them engaged!

Before you dive into the details of your product or service, you should give people some context as most websites don't.

power of context

HEADLINES can help you with that and EXPLAINER VIDEOS are also getting very popular as they quickly explain how the product or service works.

explainer videos

Another tip we can provide you is the use of METAPHORS which give people ideas because they describe something concerning in terms of something else they can relate.


You can also use ANALOGIES to compare one thing to another directly.


The last technique we will talk about today is TELLING STORIES.

When our brain hears a story it LIGHTS UP in a way it doesn't for any other form of information.


Because before writing the only way we could pass information was via stories. Think about it...we are always telling stories, most dialogues are based on telling stories...in the same way, we can use this structure to persuade people. Probably the most classic example is SHARING EXPERIENCES by telling clients' case studies. We can use these stories in informative videos or photos. We all know the typical story known as “The Hero's Journey” that we see in books and films.

Conversion rate optimization TELL STORIES

In the same way, we can put a story together about how a client had a challenge with a business situation. After struggling with a problem, we came along with our product, worked with them, overcame the challenges and transformed them into a better organization because of the work we did together.


There is also a checklist we can use to be more engaging

Conversion rate optimization CHECKLIST

And of course, you can as many stories as you can!

Here is a trendy one:

The product advertised here is as you can see, an insurance company. Why do you think they have chosen this kind of approach? Well, let's put it this way: Insurance is the most difficult thing to sell. This advert is not pushing an insurance message for you; it is merely telling you a story, and believe me, in this case, it worked.

If you do not have the money to do a video, you can do the same with images:

Conversion rate optimisation IMAGES ADVERTS

We can also make our story around something that people HAVE IN COMMON, so we are more likely to have people getting engaged with our content :)

GET IT RELATABLE and be human... That is something you have to bear in mind!!!


On top of that, we should NEVER forget to tell our viewer THE STORY OF OUR ORGANISATION as your “About Us” page will often be read. Your potential customers WANT TO KNOW who you are! By doing that you get MORE RELATABLE to them. If we can encourage people to one of our social proof to get engaged with our content, that can quickly become the most powerful form of engagement that we have.

This may sound like customers are easy to manipulate or persuade, but believe me, they are not! Our brain has a self-defense mechanism called Amygdala which is always looking out for us! If you get too pushy and overclaim what your product can do, people will get very suspicious. What you need to do then to reassure people is to ARGUE AGAINST SELF-INTEREST which means asking yourself questions like: “Does this sound too good to be true?”. You flag up what people might be suspicious about and address those concern putting them front and center so that our Amygdala can calm down :)

In our Conversion, we try to do what is called RISK REDUCTION.

The customers

  • come down to the web page;
  • scan read it:
  • see the images;
  • read the stories;
  • watch the videos.

Conversion rate optimisation RISK REDUCTION

….still, some of them are not 100% ready to push that button!


One way is to OFFER A GUARANTEE which sometimes is already implied (i.e., 30 days return). By doing this, people will think they have got nothing to lose. Because of anxiety, the stronger your guarantees are, the more you will get. In a few words, it counterbalances everything!

Another way to assure clients is to REQUEST PRICING. Be careful about the words to use to do that: use “request pricing” instead of “request a quote” as it sounds less threatening or concerning.

less risking = more customer's action

When you think about your CONVERSION JOURNEY you need to think about how to make people LESS WORRIED.


One final thing for you and then this session will be concluded: make sure people feel safe sharing their date with you! Always indicate you have a secure PRIVACY and DATA POLICY in place. Most people will not even read them, but the fact of having it will convert more people as they will feel safe!

For an in-depth CRO strategy check our Conversion Rate Optimisation Course: How to create more enquires, leads and sales.

If you miss the previous posts, you can find them here:

CRO The First Steps

CRO and Neuroscience