How to choose right asset for conversion optimization

How to choose right asset for conversion optimization

Choosing assets for conversion

Conversion optimization is a critical exercise. It requires persistence, patience and a thorough involvement from your team up to the leadership.

You website is like a running machine. You have so many moving parts that can be optimized. Knowing where to start from is critical. You can optimize almost anything in your website; what you work on should be important enough to worth making great

Some of the assets you can optimize include

  • Your landing pages
  • Your home page
  • Your email funnels
  • Referral programs
  • Shopping carts abandonment
  • Your sales script or presentations
  • Paid Channels including Google ads, display ads, and Social ads (like Facebook, LinkedIn, twitter etc)
  • Your product or service page copy

Knowing which asset to optimize and what you really want to optimize in it is critical to your success. Your choice and priority will decide what impact the conversion optimization exercise will have on your bottom line. Ideally you should start with a easy win, something that has a significant impact on your business but lesser complex to optimize.


Your homepage is the first impression of your business. Its your prime real estate and a good target for conversion optimization.

If you sell multiple products or services to multiple buyer personas you will be confused about what goes on your home page. But more isn’t always better.

bookmyforex home page

Most home pages on the web are cluttered. Its often marred by confusing priorities.

Thomas cook home page

A wealth of information creates a poverty of attention. ~ Herbert Simon

Your home page goals

  • Is to help your target audience get to know your business- Increase brand awareness
  • Drive people to your most important product pages
  • Build trust, show testimonials, social proofs, media coverage etc
  • Improve the user experience on your website
  • You can also offer a lead magnet on the homepage or provide a free sign up widget.

Conversion metrics you should use on the home page-

  • What percentage of visitors sign up to the newsletter or download the free lead magnet you offer?
  • What percentage of visitors go to a relevant page (Sales or landing page)?
  • How many visitors try your lead magnet?
  • How much is the bounce rate? How many visitors are exiting from the home page?

The conversion actions you can take on a home page are

Attention grabbing headline

Headline is the first thing your visitor will see. This is your first and perhaps the only chance to grab their attention. Create a powerful headline which talks to them in their own language.

Paypal for business headlines

intercom headline

Your most important buyer personas

Home page is here the home is! That’s where all kinds of visitors would land. Its easier for a niche website to target a small, distinct buyer personas. For a big business, it’s going to be a hard choice. Focus on one persona, one value proposition, one call to action and one conversion metrics.

For example, check this page from Acko General insurance and contrast this with the page of Policybazzar, while Acko chose to focus on their most important target personas, Policybazaar is targeting almost everyone on the home page.



Connect with your visitors

Most important objective of your home page is not sell. Your home page is like front of your physical store. You want to invite people in, right? To do that people need to trust you, they need to feel valued and heard. Are you listening? Do you understand their problem? And can they trust you for the solution? Your home page must be subtle and welcoming, it should build trust.

Use proper visuals

The store fronts are beautiful and welcoming, right? So should be your home page. The choice of your visual makes all the difference. Your visitor will judge you within first few seconds and your color choice, logo and visuals all makes the difference.

rankwatch seo headline

zipbooks home page

Your visuals should tell a story like it does for Rankwatch and Zipbooks.

Define the most desired action -CTA

As I said, one call to action. Focus on one action you want your visitor to take and your conversion will skyrocket. Add call to action in every second line and your visitor will leave biting their nails or plucking their hairs. Keep only one call to action on your page, it should be brief and clear, should create an urgency, should be in form of a responsive button. You should be able to see the buy button in your customer’s mind.

Trust elements for home page

if your visitors trust your brand, their chances of converting go up significantly. Some of the common trust elements used on the web are, how many people are using your product or service, testimonials from real users, media coverage you may have received.

Powerful Logos are immediate trust boosters, of course you need to earn them before you use.

Your performance numbers induce a sense of confidence in your capacity to deliver what you are promising.

Your home page length

As per recent study by conversionXL, smaller length of home page converts better. A minimalist home page design will convert better than a home page with tons of information
When you focus on one persona, one proposition and one call to action your home page is not going to be longer.

Page loading speed

A faster loading home page is important from both conversion and SEO point of view.

Sales page or product page

If you are a B2C company, e-learning, or SAAS product, the product or sales page is the most critical element of your website. Your focus should be on getting the visitor a single action, and it could be making a purchase or signing up for a trial. Here are some important metrics you can track

  1. How many visitors are clicking on the signup button? (Experiment with different signup messages)
  2. If a customer has to fill a form to sign up for a trial, you can track the abandon rate, which forms the field is causing most abandonments.
  3. If it’s a long-form sales page, you can track scroll depth.
  4. If you offer a SAAS product, you can experiment by modifying pricing intervals (Annual subscription vs. monthly subscription)
  5. You can have a different level of subscriptions (Value addition on the primary product)

Sales Funnel

Stage in buying funnel What visitors seek? What you should do?
Awareness Trust, low on commitment,


Understand what value you provide.

●       Sense of calm and stillness in the design


●       No information overload

●       Single call to action

●       Single call to action should get maximum visual attention

●       No flashy design

●       Make things easy to find

●       Create a sense of hierarchy and readability.

●       Create clear headlines and subheadlines

Interest Not high level of commitment ●       Clarity and context


●       Need based self-selection

●       Offer contextual and relevant information

Desire More committed to what you sell


Trust and security

Transactional assurance, guarantee

Testimonials, user success stories, social signals, brand engagement. Product reviews
Action High commercial intent, Don’t ask unnecessary information, simplify choices, remove irrelevant information, Don’t surprise

Landing Pages

The landing page are meant to convert. There could be a different kind of landing page, depending on your business model. If it’s an event landing page (Like webinar, hangout), etc., how many people are signing up for the event. If it’s a resource download, what percentage of visitors are downloading the lead magnet? What fields in your form is causing maximum abandonment?

Blog Posts

Your blog is your gateway to thought leadership in your industry. Offer evergreen content and track some of the metrics below –

  1. What is the scroll depth on the page?
  2. How many visitors are going to the sales or pricing page from the blog?
  3. How many visitors are signing up for the lead magnet?
  4. What is the percentage of repeat visitors?
  5. How many visitors sign up for the newsletter (If you have one!)

Comprehensive guide to Conversion infrastructure


If you are running a brick and mortar store, you can walk to a visitor and understand why they purchased or not purchased from your store. To replicate this on the web, you need tools. There are tools to cover every aspect of a visitor’s journey. I have included the most frequently needed tools. You can decide which all the tools you will need to get started with conversion optimization.

Start by Installing A Tag Manager

Google tag manager

Having the ability to install the tools on your own saves you a lot of time. The tag manager helps you do just that. A Tag management solution enables you to reduce dependency on a developer. Additionally, You will have a lighter header file, which improves the speed of your website and decrease the chances of human error while installing the code.

Make sure you setup Google Tag Manager to track important metrics

 Action  For
Event Tracking To Track button clicks
Scroll Depth To understand how visitors scroll on the page
Facebook Pixels Retargeting and building Facebook audience
Other social pixels Such as Linkedin Pixel, Remarketing tags of google etc

This easy to use Google Tag Manager Guide for Marketers will help you get started with tags.

Get Web Analytics Tools to Uncover User Journey

Web analytics tools help you get started with conversion optimization. It offers a lot of quantitative data such as –

  • which pages are getting the maximum amount of traffic,
  • how the traffic flows,
  • how much time a visitor spends on your website,
  • which are the most valuable pages on your site,
  • and which traffic flow leads to the highest conversion.

When you use web analytics in combination with tools that offer qualitative data, it helps you uncover the most profitable conversion strategy for your website.

If you have an up and running website in all probability, you are using Google Analytics already. Start by checking if the configuration is correct, I would suggest you move your GA code to Google Tag Manager. Here is a quick guide to configuring Google analytics on your website, also check this for most important GA metrics for Conversion optimization.

Heatmap tools to help you understand where they focus

The Heatmap tools can help you discover –

  1. Which part of the page is getting most attention?
  2. How far visitor scroll down on the page
  3. Which area of the page is clicked (Even if it’s not a clickable item.)

Study the Heatmap report of your most important pages or pages to uncover the optimization opportunities.

Record Visitor Session with Session Recording tools

Want to get a feel of how people interact with your website or what they did on a particular page? The session recording tools give you a feel as if you are looking over their shoulder while someone is browsing your website.

Session recording tools capture the flow of mouse and watching the recording can help you understand

  • How a visitor flow on your page,
  • Which stage do they exit,
  • How far did they scroll and
  • If a user has encountered an error while on the page.

Understand which of your form fields are causing troubles

Worried about your form not capturing enough leads? Maybe you are asking too much details or information which nobody wants to share?

The form analytics tools help you understand

  • Which of your form fields are causing visitors to abandon.
  • How much time does a visitor spend on your form?
  • Percentage of visitors dropped out on each form field.
  • Which fields are always left blank?
  • Any error message while submitting the form
  • Which browser or device creates difficulty while filling up the form etc.

Website form analysis

Understand visitors using Surveys

If you want to get answers to some of your pressing marketing questions, surveys might help.

Asking the right questions can uncover a lot of hidden gems.

Use survey to understand which product customer like the most, what is the ideal price point. Ask Questions to both customers and non-customers.

You can use this collection of 20 best survey questions, or Download this free guide on how to use survey tools to understand your website visitors.

Comprehensive guide to understand your website visitors


Conversion optimization should start with these Fundamental Questions

Who is my visitor/Customer?
What action I want them to take and how they will complete that action?

How I can accelerate the action?

Who are my visitors/customers?

Understanding your visitor is the first step in the conversion optimization process. You can only delight customers if you know them well.

To win the conversion game, you need to understand your visitor better than your competition or the customer himself. You need to understand what your customers like or dislike, their decision-making process, pain points, etc.

Not every visitor is your customer. You can never achieve 100% conversion. 

Broadly you can categorize your website visitors into three kinds-

Yes May Be No
  Yes May Be May be May Be May be No  

Committed buyers-

Have you visited any government website like Railway ticket booking or corporate ministry? You do not visit such sites often or just for fun. You are there to book a railway ticket or file a return (SPECIFIC PURPOSE). No matter how slow or confusing the site is, you will always navigate your way to complete the transaction.

Casual browsers –

A section of the visitor on your website would be students, your competitors, or casual information seekers.

  • They are not here to buy anything from you.
  • They can not afford your product, or they want to copy or get inspired by your content

Maybe visitors –

This segment of visitors is sitting on the fence. The focus of the conversion optimization process is to convert these people. They are willing to buy but have a few objections, confusion, trust issues, price sensitivity, etc.

Common issues How to address
You don’t understand my problem Improve your copy to highlight customer issues
You seem to understand my problem. But are you the best person to solve it? Show case studies, social proofs, testimonials.
My case is special Give people an option to reach out and address specific concerns. (That’s why chat leads are so great)
You are way more expensive than your nearest competitor Show them 4-5X value of what they are paying for (Not made-up one, of course)
I cannot afford Offer value-based pricing. Pay only for the features they need.
How you are better than competitor? Create a feature by feature comparison chart with your competitor.

They are talking to your competition as well. Converting these visitors mean achieving the full potential of your website.

Your conversion ceiling

As I said earlier, you can never achieve a 100% conversion rate, there will be a significant percentage of visitors who will never buy from you. The focus on conversion optimization is May be visitors (People who may buy from you, but have some confusion, pain areas)

Committed BuyersMay be visitorCasual browser
YesMay beNo
 Yes May BeMay be May BeMay be No 

Further Reading on this topic

What action I want them to take and how they will complete that action?

How do you determine what is really a conversion? You should depend on your goal and business type. Here are a few examples of conversion

Digital Business typeMacro Micro
E-commerceMaking a purchase,   Sign up for a discount code, Sharing contact details Add to cart,   Chat with a sales rep Create an account
SAASSigning up for demo   Free trial Purchase Attending a webinar Signing up for newsletter   Downloading a lead magnet Following on Social media/Youtube
Service BusinessLead Gen, call, request for quotationSign up newsletter,
Publisher/Personal blogRSS feed, Newsletter sign up, email funnel, creating an account, Returning visitors, AD CTR,Following on social media

7 Neuromarketing Principles to Sharpen your copy


Neuromarketing is not new. Major corporations have been using it while designing their products, packaging, and ad campaigns. But the cost of fMRI, EEG etc is too much for a start-up to really dream of using Neuromarketing. 

There are few principles of neuromarketing which you can instantly apply to your sales page copy and design to get best out of it. 


Marketers have been using scarcity marketing for years. The limited period offers, the special discounts (With urgency attached to it), the high prices, member exclusive offers, the waiting list for online courses are some good examples of Scarcity marketing. 
Read More

Innovative Strategy to grow Your email list


Make your Forms Simple

Your ability to grow email list is directly proportional to the simplicity of your email collection process and the amount of trust your website conveys. The optimum size of email form is 2-3 fields. Every extra field you add reduces the conversion rate by 5-7%.

Increase the value of your incentive

You can not force people to give their email ids. Don’t get in the overreaching trap. The only way of truly engaging with your audience is offering them an unmatched value. Constantly review the value proposition you offer in exchange for the email address. There are so many ways to add value; Use content upgrades for your blog (Checklists, PDF upgrade), create a free online course, create a sequence of value adding webinars, build content which they wait to receive and like to share.

Keep you List fresh

Email marketing databases naturally degrade by about 22.5% every year*, as per study by Hubspot. It’s important to have a strategy to make up for these lost contacts. Keeping a list fresh would mean multiple things –
•Use double opt in
•Remove people who unsubscribe from your list
•Remove people who are consistently not opening your emails.

Convert Your About page into a Landing page

Of all the pages on your website, about page is the most ignored asset. You can write an inspiring story on the about page, list your bigger contribution and ask people to join you for a bigger purpose. (While offering them something valuable in return)

Drive subscribers from guest posts

Be innovative with you guest posts and think what you can offer as a valuable exchange in your guest posts which can drive subscribers directly to your opt in page? For email if you guest post is about SEO Plan, you can offer a free customizable excel template SEO plan for free.

Do Not buy an email list (You can rent it, though)

Buying an email list from open market is not at all a good idea. The stale email databases will reduce your engagement level, open rate while increasing the percentage of spam and unsubscribes.
Rather than buying an email list, you can collaborate with people in your shoulder niche and jointly promote a valuable offer driving people to opt in on your list.

Offer Bonus Content Upgrade

If your visitor is reading a handsomely valuable content, its the right time to ask for their email address. The traditional wisdom is to promise them the future blog right in their inbox. Another way is to offer bonus content (Which is insanely valuable but not covered in the blog post).