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Increase Your Click-Through Rate Using These 3 Principles of Conversion-Centered Design

An successful email marketing requires a lot of work. A much. Knowing exactly what you need to do to improve the conversion rate of your emails might be difficult at best.

You may arrange your email for scanners, write appealing text, and design unique and fantastic CTAs, yet many of you will still likely encounter a lack of conversion.

So, what are you going to do? Following the concepts of high-converting campaigns and learning how to tweak your emails before sending will help you improve your email conversion.

In this article, you’ll discover the three fundamentals of email conversion optimization for your campaigns. We’ll provide you concrete strategies for increasing conversion rates in your next email campaign.

Use these three concepts to increase conversions

  1. Your campaign should compel people to take action. You should provide enough encouragement for the reader to click through and complete your conversion action via the design and text of your campaign.
  2. Your marketing should lessen fear of taking action. You should reduce any reader fear about clicking through and executing your conversion action by designing and copying your campaign.
  3. Your marketing should make it simple for them to convert. You should make it surprisingly simple for readers to click through and complete your conversion action by designing your campaign.

Any effective email marketing strategy is built on these three ideas. You will experience excellent conversion rates if you apply them to the design and development of your campaigns.

Step 1: Persuade your addressee to act

To get someone to click on your email campaign, you must first instill a desire in them for your product or information.

Individual motivation and societal standards, according to consumer psychologist Adam Ferrier, are the two main components of desire.

Individual incentives are based on the premise that individuals are driven to act in a specific manner in order to acquire pleasure or avoid suffering. In marketing terminology, conversion desire is developed when customers perceive how your product or service will either pleasure them or solve their issue (or potential problem).

With that stated, humans are fundamentally social, and we are compelled to behave in ways that we perceive are “normal” in society. When considering whether or not to act (in this example, click through), we also evaluate how we would seem if we do so.

To build a demand for your goods, you must fulfill both the individual incentive and the societal norm parts at the same time. You must demonstrate how your product can alleviate pain or promote pleasure, and you must convince customers that using your product is appropriate or encouraged by their peers.

Here are some ideas for motivating people in your email campaign.

Make use of enticing imagery

By appealing to the pleasure side of someone’s particular drive, using attractive and interesting graphics in your email advertisements may inspire.

This is especially vital in visually oriented industries such as food and fashion, and The Restaurant recognizes this.

The Restaurant utilized high-quality photos of their cuisine in their email marketing to promote the introduction of their winter menu. This enticing visual makes the viewer want to eat, which drives them to convert.

Create benefit-oriented copy

Focusing your text on your product’s advantages rather than its features and alternatives helps customers comprehend how your product can improve their lives and raises their individual motivation to convert.

Although this notion is pretty well-known, it’s easy to start writing about features and forget to write about how they truly fit the desires and requirements of your audience when you’re short on time.

O’Neill does an excellent job of demonstrating how to prevent potential discomfort.

email on mobile mockup showing o'neill shorts with headline

“Wet to dry—unreasonably quickly,” states the heading, alluded to the agony of being wet for too long. They concentrate on the advantage of their product rather than the feature. The materials utilized in this product are a highlight. The advantage is that when you’re wet, you can dry in record speed.

Step 2: Lower your anxiousness about doing the conversion step

Reduce any possible anxiety associated with taking action.

Anxiety in marketing is defined as any sensation of uneasiness or concern about achieving a transaction.

Anxiety may be produced by a variety of factors, including:

  • Fear that your offer will not be worth their time and/or money
  • Concerned that your product or service is not the best option for them
  • Doubt that your goods or service is dependable or capable of delivering what you promise
  • Insecurity about buying your goods

Put yourself in your consumers’ position and attempt to comprehend their sources of concern. Then take actions to alleviate your fears.

Here are a few suggestions for reducing recipient anxiety in your email marketing.

Display testimonies

Including testimonials from satisfied customers in your ads is an excellent method to alleviate any concerns consumers may have about your product.

However, just including a tiny clip from a consumer describing how fantastic your product is is insufficient. People do not always believe that these bits are true. Instead, provide the customer’s name and picture to boost the testimonial’s trustworthiness. More credibility fosters trust, which reduces worry.

Freshbooks’ email marketers use a testimonial from a satisfied client to assist lessen tension around their new feature release.

Display customer counts

Displaying client figures and building social proof in your marketing may also assist lessen conversion fear.

These measurements and data serve to convince customers that your product is safe and dependable. It demonstrates how trustworthy your product is in doing the job at hand. This is related to the notion of customers adhering to societal standards. They want to know that individuals just like them are utilizing the product and succeeding.

Customer metrics are used by InVision in their email marketing efforts. They establish a feeling of trust and security in the product by mentioning the amount of other designers who use InVision, giving consumers the confidence to join up and start using it.

Step 3: Make email conversion simple

Make it as easy as possible for the receiver to perform.

Ferrier mentions a study in which researchers evaluated how many chocolates a person ingested when they were put on their desk vs two meters away. They discovered that when the chocolates were put on the desk, participants ate five times as much as when they were placed a few meters away.

This research emphasizes the significance of easiness in persuading individuals to convert. Even though customers’ preferences and fears about consuming chocolate were same, making the candy more accessible boosted consumption fivefold.

Use eye-catching buttons

Using a prominent CTA button is one of the easiest and most effective methods to encourage users to convert.

We saw a 22% increase in click-throughs after we replaced the call to action links with a huge CTA button.

Rip Curl does a good job at this in their email promotion for a new GPS watch. The large “Shop Now” CTA button stands out from the rest of the email due to its size and contrast. By sticking out, it guarantees that readers know precisely what to do next.

Take out any distracting things

Making things easy to convert isn’t always as simple as adding additional features like buttons and graphics. Instead, it may be about removing things.

SitePoint employs a streamlined design with no superfluous pictures or design components to make email conversion easier for newsletter subscribers.

The absence of additional design components draws the reader’s attention to the email’s news content. This concentration motivates people to read the excerpts, which piques their interest in continuing to read the content by clicking through.

In email, use conversion-focused design

Email campaign optimization is creating content with a specific aim in mind. When you start with a purpose in mind, your material will be more suited to produce goals via language, pictures, and layouts.

Understanding the components that generate engagement and, more particularly, how to direct consumers towards a lucrative call to action is the greatest method to obtain conversions from email.


The best way to receive conversions from email is to understand the components that garner engagement and, more specifically, how to drive users towards a profitable call to action. 
Source: Really Good Emails

This email illustrates the time-sensitive aspect of a transaction. Often, all it takes to persuade someone to do a desired action is to bring up a timescale that produces a feeling of urgency. When there is a limited time to take advantage of a deal, your subscriber is more inclined to act.

Even the graphic suggests that some time has elapsed and that the reader may need to act quickly. If you want the visitor to click through and interact, make it clear that the chance will not exist forever.


Even the image itself conveys that some time has passed and the reader may need to act fast. If you want the user to click through and engage, you need to let them know the opportunity won’t last forever.

Quickbooks, too, uses email to indicate time sensitivity, but for a different purpose. In this case, the individual is not given a discount. Instead, they are using a product’s trial version. The trial is going to end, thus the goal is to persuade them to upgrade to the full version.


The email offers a simple presentation but highlights how the user has already been using the product.

This Basecamp example demonstrates that conversion-centric design isn’t necessarily about flash. Rather of using dazzling images, this email gets right to the point using words. The minimalist approach is more prominent than in the prior instances, but the purpose is apparent.


Email campaign optimization and, specifically, click-through optimization is about giving a user an easy path to engagement.
Source: Really Good Emails