8/13/2020
Published in UX Collective (uxdesign.cc).
CRO can feel like throwing darts in the dark. Using conversion levers in hypotheses and in tracking makes experiments more purposeful. The article lays out eight levers that have worked across many teams and experiments:
- Value proposition — What we offer and what makes us different (words, visuals, or both).
- Clarity — Fast, accurate communication; limited cognitive load.
- Friction — What stands between the user and their goal (good vs bad friction).
- Relevance — Matching user needs and “scent”; tailored content.
- Social proof — Reviews, ratings, “most popular”, conformity.
- Urgency/scarcity — Time or quantity limits; used carefully.
- Authority — Expertise, credentials, trusted brands.
- Confidence — Trust and assurance (price promise, support, security).
Each lever is explained with real examples (Slack, Netflix, Amazon, Stripe, Trainline, etc.) and a hypothesis template that ties variable → dependent variable → lever. The article stresses that levers are principles to test in your context, often combined, and that one lever can affect another (e.g. reducing friction can hurt relevance).
