2 builders who never spoke to each other

Fix the page before you buy more traffic

Most of the visitors you already pay for leave without doing anything, so a point of conversion rate is worth more than the same spend on acquisition: moving from one percent to two doubles the sales from identical traffic. The arithmetic keeps holding as long as the page has obvious faults left in it.

The method

1. 01

   Raising the conversion rate is cheaper than buying more traffic: a move from one percent to two percent doubles the number of sales from the same visitors.

2. 02

   Spend on fixing the product page before you spend on more traffic, because most of the visitors you already pay for leave without doing anything.

What it returned

• 2

  The typical website converts at 2 to 3 percent, so a one point gain is a 100 percent increase in sales.

• 70%

  As many as 70% of visitors bounce off a product page. Research quoted by Bourgoin puts the return on user experience work at $100 for every $1 spent, and in Amazon's first year Jeff Bezos put 100 times more money into customer experience than into advertising.

Sources

• HubSpot vs Zoho - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · The Battleground · undated
• Conversion Rate Optimization: Social Proof, User-Generated Content, HeadlinesDru Riley · trends.vc · 💡 Solution · 2022-09-01