Conversion Plan optimization has no shortage of bad advice. Let’s bust a few myths that are costing you customers.
“You Just Need More Traffic”
- Assumption: Traffic equals growth.
- Shift: More traffic to a leaky funnel just multiplies the problem.
- Solution: Optimize what happens after the click. Then amplify.
“Shorter Pages Convert Better”
- Assumption: People won’t scroll.
- Shift: People scroll if they’re engaged. They stop if they’re confused.
- Solution: Write for clarity and confidence, not word count.
“It’s All About the CTA Button”
- Assumption: A magical CTA will fix everything.
- Shift: Buttons don’t convert, the copy around them does.
- Solution: Rework the value stack, risk reversal, and timing before tweaking microcopy. Have a comprehensive Conversion Plan.
