Listen to the episode:
In this powerful episode on The Edward Show, host Edward Sturm speaks with Matt Stafford, Managing Partner at Build Grow Scale, as he shares quick, actionable, and proven conversion rate optimization (CRO) hacks drawn from his decade-long experience helping hundreds of online businesses significantly boost revenue.
Matt emphasizes simple but powerful CRO tactics, grounded in human psychology, that any business owner can immediately implement no matter their product type, price range, or industry. From strategic thank-you page questions to optimizing checkout experiences, Matt uncovers the secrets behind the millions in extra revenue his clients have achieved.
Key Takeaways:
- #1 CRO Hack: Post-Purchase Friction Question:
Immediately after purchase, ask customers, “What was the one thing that almost made you not buy?” Around 30% of buyers will respond, revealing friction points, confusions, or doubts they overcame. Acting on this feedback has consistently produced millions in incremental revenue. - Power of Post-Purchase Surveys:
Follow up purchases with a detailed survey (offering a small incentive like a gift card). Not only does this deliver valuable insights on marketing, competition, and customer desires, but these survey participants typically become your most loyal and valuable customers. - Clarity Over Cleverness (the ‘Homer Simpson’ Principle):
Your website should be so clear that even Homer Simpson would understand it. Avoid jargon, unclear copy, or complex messaging. Customers click away if anything isn’t instantly clear. - Checkout Page Best Practices:
- Clearly state why you’re collecting customer information (e.g., “Email required for order confirmation,” “Phone required for shipping notifications”). This significantly reduces errors and boosts abandoned cart recovery.
- Display trust signals, such as reviews addressing common objections, a prominently displayed phone number, and customer-friendly refund policies.
- Optimize Your Above-the-Fold Section:
Given that ~60% of visitors never scroll, your above-the-fold content must instantly build trust, clearly describe the product benefits, and help visitors quickly navigate. Include clear headlines, compelling bullet points, high-quality imagery, or videos demonstrating your product’s benefits. - Strategic Pricing and Shipping Language:
- Instead of “Free Shipping,” use the phrase “We Pay Shipping.” Customers recognize shipping costs money, so this simple reframe creates powerful reciprocity.
- Regularly test price elasticity as most businesses underestimate their pricing power.
- Utilize Reviews Strategically:
- Surprisingly, two-star reviews get clicked most and can convert highest if handled transparently. Demonstrating publicly that you address and resolve customer concerns builds strong trust and improves conversions.
- Actively use reviews and user-generated content to boost confidence, trust, and sales across all stages of your funnel.
Notable Quotes:
- “Instead of chasing more traffic, optimize your site to convert more of the visitors you already have. That’s where real growth happens.”
- “Ask your customers, ‘What almost stopped you from buying?’ It’s a goldmine of insights that directly boosts revenue.”
- “Make your messaging so clear that Homer Simpson would understand it. Simplicity scales; complexity fails.”
- “Two-star reviews handled openly can actually drive higher conversions. People trust transparent businesses, not perfect ones.”
