Data-Driven Decisions For Increasing Online Conversion Rates

We removed half the content from a client's product page and their conversion rate jumped 31%. The counterintuitive psychology behind this result will transform how you think about your website... This principle is called the "less-is-better effect": when evaluating options, people often prefer simpler choices with fewer features. More information doesn't always lead to better decisions. In fact, it frequently leads to decision paralysis. In my book Behind The Click, I shared how this psychological principle consistently drives higher conversions. For one meal kit client, we discovered that grouping ingredients together made customers perceive less value. By highlighting each ingredient individually, the same product suddenly felt more substantial. The result was a 31% increase in conversions without changing the actual product! We see this pattern repeatedly across industries: ↳ SaaS dashboards with fewer features often outperform feature-rich competitors ↳ Ecommerce product pages with concise descriptions convert better than encyclopedic ones The psychology is clear: cognitive load kills conversions. Every extra detail forces your customer to expend mental energy. By midday, your customers have already made thousands of decisions. They don't have the capacity to process everything you want to tell them. So ask yourself: ↳ What's the one thing customers absolutely need to know about your product? Start there, and let everything else be optional. Your conversions will thank you 🙏

After analyzing 30,000+ successful funnels, we found 7 changes that fix most conversion issues. 1/ 𝐀𝐝𝐝 𝐚 𝐜𝐨𝐮𝐧𝐭𝐝𝐨𝐰𝐧 𝐭𝐢𝐦𝐞𝐫 We saw a 300% conversion boost when scarcity became real. 𝘞𝘩𝘺 𝘪𝘵 𝘸𝘰𝘳𝘬𝘴: People procrastinate until there's urgency. Without a deadline, "I'll think about it" becomes "I forgot about it." 2/ 𝐒𝐡𝐨𝐰 𝐬𝐨𝐜𝐢𝐚𝐥 𝐩𝐫𝐨𝐨𝐟 𝐢𝐧 𝐫𝐞𝐚𝐥-𝐭𝐢𝐦𝐞 "23 𝘱𝘦𝘰𝘱𝘭𝘦 𝘷𝘪𝘦𝘸𝘦𝘥 𝘵𝘩𝘪𝘴 𝘪𝘯 𝘵𝘩𝘦 𝘭𝘢𝘴𝘵 24 𝘩𝘰𝘶𝘳𝘴" increased conversions by 18%. 𝘞𝘩𝘺 𝘪𝘵 𝘸𝘰𝘳𝘬𝘴: People want what others want. Real-time activity proves your offer isn't sitting there collecting dust. 3/ 𝐎𝐧𝐞 𝐠𝐨𝐚𝐥 𝐩𝐞𝐫 𝐩𝐚𝐠𝐞 Multiple CTAs kill focus. One clear path forward wins every time. 𝘞𝘩𝘺 𝘪𝘵 𝘸𝘰𝘳𝘬𝘴: Choice paralysis is real. When people have too many options, they choose nothing. 4/ 𝐈𝐧𝐜𝐥𝐮𝐝𝐞 𝐯𝐢𝐝𝐞𝐨 𝐨𝐧 𝐲𝐨𝐮𝐫 𝐥𝐚𝐧𝐝𝐢𝐧𝐠 𝐩𝐚𝐠𝐞 Video can increase conversions by up to 80%. People buy from people, not pages. 𝘞𝘩𝘺 𝘪𝘵 𝘸𝘰𝘳𝘬𝘴: People buy from people, not pages. Video builds trust faster than any copy ever will. 5/ 𝐀𝐝𝐝 𝐭𝐫𝐮𝐬𝐭 𝐛𝐚𝐝𝐠𝐞𝐬 On mobile: 93% revenue increase, 9% conversion bump. On desktop: 61% revenue boost, 5% conversion lift. 𝘞𝘩𝘺 𝘪𝘵 𝘸𝘰𝘳𝘬𝘴: Online buyers are naturally skeptical. Trust badges remove friction by proving you're legitimate and secure. 6/ 𝐔𝐬𝐞 𝐡𝐞𝐚𝐭𝐦𝐚𝐩𝐬 𝐭𝐨 𝐟𝐢𝐧𝐝 𝐭𝐡𝐞 𝐝𝐫𝐨𝐩-𝐨𝐟𝐟 𝐩𝐨𝐢𝐧𝐭𝐬 Tools like Hotjar show you exactly where people lose interest. 𝘞𝘩𝘺 𝘪𝘵 𝘸𝘰𝘳𝘬𝘴: You can't fix what you can't see. Data shows exactly where people lose interest instead of guessing. 7/ 𝐓𝐞𝐬𝐭 𝐲𝐨𝐮𝐫 𝐡𝐨𝐨𝐤-𝐬𝐭𝐨𝐫𝐲-𝐨𝐟𝐟𝐞𝐫 𝐟𝐨𝐫𝐦𝐮𝐥𝐚 Focus on the first page where users left. Get this right and everything else flows. 𝘞𝘩𝘺 𝘪𝘵 𝘸𝘰𝘳𝘬𝘴: Your hook grabs attention, your story builds connection, your offer creates urgency. Miss one, lose the sale. 8/ 𝐑𝐮𝐧 𝐀/𝐁 𝐭𝐞𝐬𝐭𝐬 Small improvements compound. A few percentage points here and there turns into serious money. 𝘞𝘩𝘺 𝘪𝘵 𝘸𝘰𝘳𝘬𝘴: Most entrepreneurs guess what works. Testing removes the guesswork and lets data drive decisions instead of opinions. Funnels that convert at 15% don’t happen by chance. They’re engineered, one lever at a time. Pick the one change that will have the biggest impact on your business. Start there. Everything else is just noise.

9 retail leaders just shared their conversion secrets. GoColors saw a 40% jump with one checkout change. Mokobara boosted GMV by 15% with their own BNPL, and how their annual website redesigns drive 15-20% conversion lifts year-over-year. Last week in Bangalore at Hilton Garden Inn, Growisto and Shopify held a joint roundtable on Building a Data-Driven Retail Organization. Allen Lasrado from Shopify and I co-moderated the discussion. We were joined by retail leaders from Go Colors - Go Fashion India Ltd., Mokobara, Charcoal, Absolute Aromas Ltd, Lo Foods, Arvind Fashions Limited, WaterScience, Under Armour, Brand Studio Lifestyle Pvt Ltd, Increff, Happilo, and Healux International Here are the takeaways from our discussion: 𝗛𝗼𝘄 𝗮𝗿𝗲 𝘆𝗼𝘂 𝘂𝘀𝗶𝗻𝗴 𝗱𝗮𝘁𝗮 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗹𝗶𝗳𝗲 𝗰𝘆𝗰𝗹𝗲 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁? Vatsal (GoColors): Use data to segment customers and structure Loyalty programs; and perfect the storytelling for repeat purchases  Nikhilendra (Mokobara): Create a "uniform effect"—if customers buy one product, use data to identify what they'll want next Navendu (Charcoal): Segment customers into personas and capture physical touchpoints, then use in-app analytics to show relevant content. Sathish (Brand Studio): Reduce multiple touchpoints by optimizing the cost of first and last touchpoints Akhil (Absolute Aromas): Created aromatherapy educational content specifically tailored for older customers (their TG) 𝗪𝗵𝗮𝘁 𝗸𝗲𝘆 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗵𝗮𝘃𝗲 𝘆𝗼𝘂 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗲𝗱 𝘁𝗵𝗮𝘁 𝗯𝗼𝗼𝘀𝘁𝗲𝗱 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲? Vatsal: Switched to GoKwik and saw conversion rates jump by 40% by reducing the number of clicks Nikhil: Implementing 'Mokobara Buy Now Pay Later' helped increase trust in the BNPL and increase GMV by 15-20% Allen (Shopify): Familiar checkout experiences build trust; OTP verification for COD to reduce returns  Ajay (Lo Foods): Focus on ratings across platforms, but avoid discounts on quick commerce. The negative perception hurts more than it helps 𝗛𝗼𝘄 𝗮𝗿𝗲 𝘆𝗼𝘂 𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝗱𝗮𝘁𝗮 𝘁𝗼 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝘆𝗼𝘂𝗿 𝗥𝗢𝗜, 𝗖𝗔𝗖, 𝗖𝗟𝗩? Pavithra (Waterscience): Use UTM parameters to exclude customers who are return-to-origin and not converting, optimizing ad spend Nikhil: Launch a new version of the website every year, it helps uplift conversions by 15-20%  Chand (Happilo): Use real-time reporting dashboards to enable faster decision-making 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝘁𝗿𝗮𝗰𝗸 𝗮𝗻𝗱 𝗺𝗼𝗻𝗶𝘁𝗼𝗿 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻? Rohit (Arvind Fashion): Track behavior category-wise and replace low sellers with high performers for better long-term conversion 𝗪𝗵𝗮𝘁 𝘁𝗼𝗼𝗹𝘀 𝗮𝗿𝗲 𝘆𝗼𝘂 𝘂𝘀𝗶𝗻𝗴 𝗳𝗼𝗿 𝗱𝗮𝘁𝗮 𝘃𝗶𝘀𝘂𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻? Nnamya (UnderArmour): Metabase for OMS and sales data linked via APIs, plus GitHub Copilot for AI-powered test case creation Thanks to Allen and Shopify for the collaboration. Onward to more cities and greater insights! 

Last month, a jewelry client increased their conversion rate by 32.7% and boosted revenue by 35.7% after implementing a CRO program based on shopper behavioral data in GA4. When they started with us back in September they had almost no data in GA4, and they had some concerns about the investing in Google Analytics implementation: ❌ "What is this going to tell me that my TripleWhale and Northbeam doesn't?" ❌ "Even if I have the insights, who is going to run CRO? Me?!!" ❌ "What if engagement increases but doesn’t translate into sales?" All valid concerns… But we showed them how behavioral research guides the way to greater conversions with statistics and an engineering approach increasing conversions —just by collecting the right data and using our AI to analyze behavior and get test suggestions. So we got to work: 🔹 Implemented tracking on the most important shopping behaviors 🔹 Ran through analysis of what shopping behaviors were correlated to transations 🔹 A/B tested the visibility of features ENCOURAGING those behaviors on PLP pages, measuring whether early exposure influenced conversion rates 🔹 Measured revenue impact to ensure I wasn’t just increasing engagement, but driving real sales Since we did that (+ some consistency), they’ve: ✅ Increased conversion rates +32.7% ✅ Generated 35.7% more revenue in that category. ✅ Built a repeatable, data-backed strategy for using what we learned across the entire website. If you're an eCommerce brand struggling with low conversion rates or uncertain about how to use shopper behavior effectively to run your CRO program. 📩 comment below, and I’ll share with you our templates for how we did it! #EcommerceGrowth #Clickvoyant #ConversionOptimization #googleAnalytics #MarketingAnalytics 🚀

After generating $1 BILLION+ dollars for clients, we can tell you Conversion Rate Optimization isn't about guessing. So want to know what ACTUALLY moves the needle in Conversion Rate Optimization? - It's not random A/B tests. - It's not changing button colors. - It's not "gut feelings." Here's the process we recommend at SiteTuners: 1️⃣ Start with your analytics. Look for the crucial signals: - Where are users dropping off? - Where's the engagement lacking? - How much time are people spending on site? - Which pages are they leaving from? 2️⃣ Add heat mapping. This is where it gets interesting. You need: - Video recordings of real user sessions - Accumulated heat maps showing visitor behavior - Clear data on what's actually happening on your site 3️⃣ Create informed hypotheses. Before testing, calculate: - Expected uplift from the change - Required effort to implement - Potential ROI of the test Here's what most people miss... Testing has real costs: 1. Heat mapping tools 2. Testing software 3. Development time 4. Traffic split for testing So this is important to know… Not every test is worth running. Just because you have an idea doesn't mean it deserves your resources. Let the data guide your decisions: - Use analytics for statistical proof - Watch heat maps for behavioral insights - Calculate the math before testing Stop guessing with your conversion rates. Start letting real data drive your optimization.