How Messaging and Design Affect Conversion Rates [Infographic]

The examples presented in the infographic below should be used to inspire thought, but more importantly to remind you of the importance of testing, and that you should employ a process for conversion rate optimization.

conversion rate infographic

Brought to you by ZippyCart: Shopping Cart Reviews and Designed by Killer Infographics

A word of caution: don’t think that because one test shows success, that the same change will work for you. Each business has different visitors and customers and each requires a different approach to the creation of a testing hypothesis.

As an example; one of the Performable tests highlighted in the graphic showed a conversion lift of 21% by changing the button color from green to red. Sometimes, micro changes can cause big improvements – but more often than not they cause micro improvements (or no improvement at all). This is where it becomes important to understand the process of Conversion Rate Optimization (CRO).

What we can learn from the Infographic

Here are a few of the important data and case study highlights from the infographic and what they can mean for your conversion rates:

Drive on the Trust Highway for higher conversions
  • Trust badges work: Read How To Use Trust Symbols to Increase Conversions and 15 Ways to Increase Trust in Your Landing Pages for more examples.
  • Place trust symbols and price discounts close to your call to action buttons for increased conversions.
  • If you have a free version of your product (or what you are giving away on a particular page is free) – using the word “Free” can increase conversions.
  • Use clear and direct language in your sales messaging (i.e. describe exactly what people will be getting by investing time, effort and money in your site and products).
  • Remember ABT: Always be testing…

The Importance of Process in CRO

Stephen Pavlovitch from Conversion Factory name gave a great presentation about the conversion rate optimization process on Day 2 of MOZcon, where he reminded the audience about the importance of using a thoughtful process for optimization.

The Conversion Rate Optimization Process - (process & diagram from

For better results from your A/B testing, form your hypothesis based on research and feedback from your visitors and customers. Then make larger changes based on this insight.

For more detail on this concept, read “What are Your Visitors Thinking When They Should be Clicking?“.

Stephen also (very transparently) pointed out that it’s likely that many of your tests won’t be successful – perhaps only 1 in 3 will result in improved results – but that this is okay.

And as one of my first bosses (London 1998) used to tell me every time I hit a brick wall:

“If it was easy, everyone would be doing it…”

What are your thoughts on the infographic and the data it presents?

— Oli Gardner

About Oli Gardner
Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international keynote speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He was recently named the "The 2018 Marketer to Watch," in the under 46 category, by his mother.
» More blog posts by Oli Gardner


  1. Kristi Hines

    Great conversion tips provided here! Do you think that a refund guarantee is a good thing to add as a trust element next to the purchase button on sales sites?

    • Oli Gardner


      Anything that reduces the size of the perceived barrier to entry is going to translate into higher conversions. A *perceived* barrier representing more of a psychological point of resistance – versus a physical (albeit digital) barrier such as a long form.

      It may also get a few extra fence-sitters buying your product to try it out, who then learn to appreciate it enough to not return it.

      • Kristi Hines

        Good to see you support that – I have read a lot of conflicting information. Some people that don’t put it out there because they are delivering digital goods that can be consumed and then returned even if they help the buyer get great results.

  2. Stephen Pavlovich

    Thanks for the mention, Oli!

    Kirsti – a refund guarantee can work, but like Oli says, a lot will come down to why people aren’t buying at the moment.

    Taking an extreme example, suppose your website sells regular cans of Coke for $5 each.

    Obviously adding a guarantee isn’t going to affect your conversion rate.

    And you can add security seals, change the colour of the call-to-action, play with the headlines, etc, and none of that will work either.

    So the first step is to find out why visitors aren’t converting. When you’ve got that, you can work on fixing it.

    So a refund guarantee will work if, eg, visitors like your product but aren’t quite sure if it’ll meet their needs.

    But it wouldn’t work if, eg, visitors don’t trust your company (the guarantee’s only as good as the company) or don’t know what your product does.

  3. Mark Plunkett

    We have quite a few e-commerce sites in our portfolio and we are always looking at ways to improve their conversion.

    This is a nice graphically way of showing off all the research. I like the way that you brought everyone back to earth by mentioning that sometime changes can bring about mirco changes or no changes at all just so people dont get carried!

    Great post, I have shared it with my design team!

  4. Michael H Ballard

    Very interesting. Thanks for sharing.

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  8. Neil

    Some great points and I will definitely be trying some of the obvious ones like using orange buttons and focussing more on giving a direct message to customers. I also like the idea of adding trust badges.

  9. Marty

    The graphic shows how it works and your post is really good.I will try out some facts you have shown up in your post.

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  13. Nathan Bullock

    Great infographic to bring to clients, thanks for sharing. Always good to have new ways to boost sales for my clients.

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