The CRO No One is Doing

How to lift your conversion rate to new heights with better messaging

3-min read

  • Lead gen example
  • Ecom example

How can simple word changes double conversions?

Most CRO focuses on fixing the basics: site speed, usability, design…but what do you do when your conversion rate plateaus?

How do you lift your conversion rate to new heights?

Let’s take a look at an example.

Pots, Planters and More sells (you guessed it) pots, planters and more in both B2B and B2C markets.

Below are two versions of their wholesale enquiry page. One of them achieved a 64% increase in conversions.

Can you guess which one it is?




If you guessed VERSION A, you’d be right.

Version A (our messaging treatment) achieved a 64% uplift in inbound trade enquiries, with the same traffic volume and the same ad spend.

All from just minor changes to the page.

The million-dollar question is – why did it work?

As a customer, anytime you land on a website, you ask yourself questions (whether consciously and subconsciously).

  1. What is this?
  2. How does this benefit me?
  3. Why should I choose you?
  4. Why should I trust you? (and more)

The better a webpage answers your questions, the higher the chance you’ll convert.

Let’s go back to the example above.

We discovered that B2B customers wanted to know:
”Do you have the colors, style and size I’m looking for?”

Now, have another look at the picture above.

Can you see how the value proposition points, copy AND the selected photos are all answering that question?


Right message + Right time = Huge lift in conversions


Most businesses struggle to get their message across.

After optimising 1,000+ pages in more than 60 niches, both B2C and B2B, e-commerce and lead generation, we see the same problem again and again.

Businesses have a better product, better service, and better results 
but they struggle to get their message across — and conversions suffer as a result.

We’ve found time and time again that by optimising the messaging we can lift conversions to new heights.

When you communicate the right message in the right way, at the right time, the rest takes care of itself.

So what is messaging anyway?
Isn’t it just better copy?

Messaging is knowing what message to communicate and how to communicate it to get the result.

You can communicate the wrong message in a compelling way.
You can convey a powerful message in a boring way.

What you communicate, and how you convey it are equally as important.

Let’s take a look at another example.

BombTech Golf designs and sells golf clubs just as good (if not better) than the big brands — at half of the price.

They spend close to 6 figures a month on ads and any marginal uplift yields a big revenue increase.

Below is an example of one of their signature products — the Hywood (now renamed as Hybrid Wood).





The Hywood isn’t just a new golf club, but an entirely new golf club category.

We face two challenges here.

1- People are confused about what Hywood is
2- People don’t believe in the results we claim

Before we could start crafting better messaging, we need to understand:

Targeting (who)
Who is buying this club?
What triggers them to even click on the ad?
What frustrates them every time when they play golf?
How will they use this new club?

Message (what)
What do they need to understand?
What do they need to believe?
What is the 3-second pitch they will remember and share?

Method (how)
How do we get the message across?
What is the most effective way to do it?
How will they consume the message?

Timing (when)
When and where do we place the message?
What message comes first and what message comes next?

Let’s see some of the messaging we emphasised in the messaging treatment.

The result?

86% increase in conversion rate and 118% increase in revenue!

Imagine your conversions and ROAS double just because you have better messaging.

The mistake most marketers make is they ask HOW to write better copy before they even know WHAT message they need to get across.

Ask WHAT before HOW.

Results after 2 weeks of AB Testing


What message do you need to get across?

What are the unanswered questions your website visitors have?

What value are you not conveying fully?

There’s always a better way to get your message across.

If you’re interested to see how you can improve your messaging, we might be able to help.

Which best describes you?

Will Chan & Adrian J. Stewart


-We help you get your message across & convert more

Will Chan (Founder) & Adrian (Head of Strategy)
Will Chan (Founder) & Adrian J. Stewart (Head of Strategy)

3 common signs of a messaging problem:

1- People don’t know why you’re better

Despite your product/ service is genuinely better, when visitors come to your site, they don’t see why you’re different.

2- People don’t understand your offer

Your offer needs explanations, but it’s hard to put it in simple words to communicate it.

3- You don’t want to rely too much on discounts/ promotions

You want people to see the true value of your offer rather than just waiting for the discounts.

Please see Conversion Clinic and Messaging Quick Win to learn more