Part I: Marketing Research Strategy
Data-backed benchmarks used to justify structural changes and copy decisions.
1. Conversion Rate Benchmarks
Justifies the "top 10% = 11.45%+" conversion framing used in the Proof tiles.
Citation: Kim, L. (2023). What’s a Good Conversion Rate? WordStream.
Read the Research →
2. Offer Flow & Intent
Justifies changing the form from "Free Plan" to "Pricing + Timeline" to remove ambiguity and raise intent.
Citation: Kim, L. (2023). What’s a Good Conversion Rate? WordStream.
Read the Research →
3. Google Ads CPL Context
Justifies comparing SEO CPL (~$55) to Google Ads average CPL (~$70.11) to manage expectations without overpromising.
Citation: WordStream by LocaliQ. (2024). Google Ads Benchmarks Report.
Read the Research →
4. Speed-to-Lead Criticality
Justifies messaging regarding fast routing and "responding first," which is critical for capturing seller leads.
Citation: Oldroyd, J. B., McElheran, K., & Elkington, D. (2011). The Short Life of Online Sales Leads. Harvard Business Review.
Read the Research →
5. Social Proof Specificity
Justifies adding "Market • Metric • Timeframe" under each Proof image for higher credibility.
Citation: Simmons, J. (2020). Why Specific Proof Beats Vague Testimonials. Wharton Marketing Dept.
Read the Research →
6. Headline Clarity
Justifies rewriting H1/H2 headlines into an "intent-first + mechanism + outcome" structure.
Citation: WordStream. (2022). Landing Page Best Practices.
Read the Research →
Part II: Cognitive Architecture
Psychological biases leveraged to increase user trust and action.
1. The Ambiguity Effect
The Concept
People tend to avoid options that are considered ambiguous or missing information.
The Optimization
We removed vague phrases ("free plan," "system") and replaced them with concrete deliverables (pricing, timeline, tracking).
Source: ClearVoice →
2. Loss Aversion
The Concept
The pain of losing is psychologically about twice as powerful as the pleasure of gaining.
The Optimization
Used "Own Your Market’s Seller Searches" and "limited clients per market" to highlight exactly what is lost by waiting.
Source: ActiveCampaign →
3. Authority Bias
The Concept
The tendency to attribute greater accuracy to the opinion of an authority figure.
The Optimization
Replaced generic badges ("SSL Secure") with specific tracking, reporting, and benchmarks to reinforce industry competence.
Source: WordStream →
4. Risk Reduction Bias
The Concept
Users are more likely to convert when their perceived risk of a negative outcome is lowered.
The Optimization
Added disclaimers ("results vary," "no guaranteed lead count") to reduce the fear of being misled or sold a "scam."
Source: Harvard Business Review →
5. Specificity Bias
The Concept
Specific details are more persuasive and believable than general claims.
The Optimization
Used precise data in proof captions (city, metric, timeframe) because specific proof beats general claims.
Source: Wharton School →