Conversion Rate Essentials

Most people think of email marketing as copy + design = sales. But the real drivers of conversion live in psychology. Here’s how the best email designers bake human behavior into their work: 1. Cognitive Ease Our brains crave simplicity. Clean layouts reduce friction. White space makes your message breathable. Hierarchy (big headline → subhead → CTA) mirrors how we naturally scan. The easier it is to process, the more likely someone is to click. 2. Visual Anchoring The human eye follows a predictable path: Faces draw attention first. Contrasting colors highlight urgency. Buttons in warm colors (red, orange) pull more clicks than cool ones. Your design either guides attention… or lets it scatter. 3. Emotional Triggers Design isn’t just visual, it’s emotional. Urgency: countdown timers, limited stock visuals. Trust: testimonials, user-generated photos. Aspiration: lifestyle images that show “who they’ll become” by buying. People don’t buy products, they buy outcomes. 4. Consistency & Familiarity Every email should feel like your brand. Fonts, colors, and tone that repeat over time. Familiar layouts that build subconscious trust. Predictable placement of CTAs (don’t make them hunt). Familiarity reduces doubt. Doubt kills sales. 5. Micro-Decisions From subject line to signature, every detail nudges a decision: A bold button vs. a hyperlink. Centered copy vs. left-aligned. Even the spacing between elements changes how people feel. Email design isn’t decoration. It’s persuasion. If your emails aren’t converting, it’s not always your copy or your offer, it’s how psychology is (or isn’t) built into your design. Smart design turns browsers into buyers. What’s one psychological principle you’ve noticed works best in your marketing?

Can Insurers Move From Claims to Care With Embedded Health? Embedded health is transforming the traditional role of insurers from passive claim-payers to active partners in their customers’ health journeys. By integrating health services—like wellness tools, virtual care, and personalized health content—directly into existing insurance apps and digital platforms, insurers can offer continuous value beyond claims. This shift not only enhances customer satisfaction and engagement but also drives tangible business outcomes, such as improved retention, increased acquisition, and reduced operational costs. The key is embedding these services where customers already are—whether in insurance apps, distribution channels, or even lifestyle and retail platforms. In this episode of the Asia InsurTech Podcast, Fan (Shane) Di and Sebastien Gaudin of The CareVoice dive into the rapidly evolving world of embedded health within the insurance sector. They discuss how integrating health services directly into the digital lives of their customers create seamless experiences that go beyond policy management. Through a user-first approach, they’ve built a platform that not only engages customers but also foster long-term relationships. The key to their success? Speed, flexibility, and personalization that speak directly to the end user. Building flexible, scalable platforms that can be deployed quickly and adapted easily is essential to stay competitive for insurers. As digital health becomes central to the insurance value chain, the future lies in systems that are fast to launch, simple to manage, and built to evolve—always with the end user at the core. #embeddedhealth #insurance #innovation #technology #platformbusiness #ecosystem #personalization https://lnkd.in/gHW2qe7f

The #1 mistake killing your email conversion You spend hours crafting the perfect email.  Great subject line.   Strong offer.   Beautiful design.  Then… crickets. No clicks.   No sales.   No results.  What went wrong?  You asked for too much, too soon. Most emails fail because they overwhelm the reader.  Too many links.   Too many choices.   Too much friction.  Your audience doesn’t wake up thinking,  "I can’t wait to read emails today!" They’re busy. Distracted. Scrolling fast.  Your job? Make their decision easy. Here’s how:  1. One email. One goal. ⤷ Each email should focus on one action ⤷ Reply, read, book a call, or buy ⤷ But never all at once 2. Remove extra links. ⤷ Too many options = no action ⤷ Keep it simple 3. Clarity beats cleverness. ⤷ Confusing emails don’t convert ⤷ Be direct. Tell them what to do I’ve tested this across hundreds of campaigns.    Simple, clear emails always win.  Next time you send an email, ask yourself:  "Is this easy to act on?" Because if it’s not, your reader will just move on.  What’s the biggest mistake you’ve seen in emails?

Don’t get me wrong, but you're creating content for strangers when you should be creating content for prospects. Here's what I mean: Most LinkedIn advice says: "Create valuable content, build an audience, eventually some of them will buy." This is the long game. And it works. Eventually. But there's a faster path most people miss: Create content that solves the specific problems your current prospects are facing. 𝐓𝐡𝐞 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤: Every week, look at: • Questions potential clients asked in discovery calls • Objections that came up in sales conversations • Challenges your current clients are dealing with • Topics that came up 3+ times in conversations Then create content addressing those exact things. 𝐍𝐨𝐰 𝐥𝐞𝐭 𝐦𝐞 𝐭𝐞𝐥𝐥 𝐲𝐨𝐮 𝐰𝐡𝐲 𝐭𝐡𝐢𝐬 𝐰𝐨𝐫𝐤𝐬: 1. 𝐘𝐨𝐮𝐫 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐬 𝐬𝐞𝐞 𝐢𝐭 They're already connected with you or following you. Your content lands directly in their feed. You're top-of-mind when they're ready to buy. 2. 𝐈𝐭 𝐚𝐝𝐝𝐫𝐞𝐬𝐬𝐞𝐬 𝐨𝐛𝐣𝐞𝐜𝐭𝐢𝐨𝐧𝐬 𝐛𝐞𝐟𝐨𝐫𝐞 𝐭𝐡𝐞 𝐬𝐚𝐥𝐞𝐬 𝐜𝐚𝐥𝐥 Someone reads your post about pricing psychology. Now on the call, price isn't an objection - they already understand your value. 3. 𝐈𝐭 𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐬 𝐲𝐨𝐮 𝐚𝐬 𝐭𝐡𝐞 𝐞𝐱𝐩𝐞𝐫𝐭 𝐨𝐧 𝐭𝐡𝐞𝐢𝐫 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜 𝐩𝐫𝐨𝐛𝐥𝐞𝐦 Generic advice positions you as knowledgeable. Specific solutions position you as the person who gets their exact situation. 𝐓𝐡𝐞 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐦𝐨𝐬𝐭 𝐩𝐞𝐨𝐩𝐥𝐞 𝐮𝐬𝐞: "What's trending in my industry?" "What tips can I share?" "What will get maximum engagement?" 𝐓𝐡𝐞 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐭𝐡𝐚𝐭 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐞𝐬 𝐫𝐞𝐯𝐞𝐧𝐮𝐞: "What's preventing my prospects from saying yes?" "What misconceptions do they have?" "What framework would make their decision easier?" 𝐓𝐡𝐞 𝐬𝐡𝐢𝐟𝐭: Stop creating content for the algorithm and start creating content for the sale. 𝐓𝐡𝐞 𝐭𝐞𝐬𝐭: Before you post anything, ask: "Would my current prospects find this valuable enough to share with their team?" If not, it's probably not strategic content. 𝐖𝐡𝐚𝐭 𝐡𝐚𝐩𝐩𝐞𝐧𝐞𝐝 𝐰𝐡𝐞𝐧 𝐈 𝐦𝐚𝐝𝐞 𝐭𝐡𝐢𝐬 𝐬𝐡𝐢𝐟𝐭: My engagement dropped 20%. My follower growth slowed. But my conversion rate from connection to client jumped 340%. I went from 15,000 people seeing generic content to 3,000 people seeing exactly what they needed to hear. 𝐓𝐡𝐞 𝐦𝐚𝐭𝐡: • 15,000 impressions × 0.1% conversion = 15 leads • 3,000 impressions × 1.5% conversion = 45 leads 𝐋𝐞𝐬𝐬 𝐫𝐞𝐚𝐜𝐡. 𝐌𝐨𝐫𝐞 𝐫𝐞𝐯𝐞𝐧𝐮𝐞. 𝐓𝐡𝐞 𝐮𝐧𝐜𝐨𝐦𝐟𝐨𝐫𝐭𝐚𝐛𝐥𝐞 𝐭𝐫𝐮𝐭𝐡: Building a massive audience feels good, but it doesn't necessarily build a business. I know people with 100K+ followers making $50K/year. I know people with 12K followers making $300K/year. The difference? Strategic content for the right audience vs. viral content for everyone. P.s: Look at your last 5 posts. Were they created to build your audience or advance your sales conversations?

Email design that converts: what actually works? 🤔 Most brands overthink email design. They either go too fancy (and kill conversions) or too basic (and look forgettable). Here’s what actually drives sales in Ecom email design: 🎨 Keep It Clean & Focused - Too many elements = distraction. ✔️ Stick to one goal per email. If it’s about a product, make that the clear focus. 📱 Mobile First Always - Over 60% of emails are opened on mobile. ✔️ Use large fonts (16px+), big buttons, and avoid tiny text or cluttered layouts. 👀 Visual Hierarchy Matters - Guide the reader’s eyes. ✔️ Bold headlines, clear sections, and a CTA that stands out (not hidden in a block of text). 🖼 Images vs. Plain Text? Test both. ✔️ Some audiences love minimalist, plain-text emails (especially for retention). Others respond better to clean, branded visuals. Test what works for you. 🎯 CTA Button = Make It Obvious ✔️ No vague “Learn More.” Use “Get Yours Now” or “Claim Your Offer” instead. ✔️ Place your CTA above the fold - don’t make people scroll too much to find it. 📩 Dark Mode Compatibility - Many emails break in dark mode. ✔️ Test how your emails look on different devices & dark mode settings. 💡 Simple Wins - Consistency sells. Your emails should feel on-brand but easy to digest. If your design isn’t making the buying process frictionless, it’s working against you. #emailmarketing #ecom #ecommerce

Why do insurance companies want to be your best friends? A recent article from the Financial Times ( 🔗 https://lnkd.in/dbe_VQ45) poses an odd question - why are insurance companies increasingly using #data & #tech to offer more personalized products and services, aiming to become like "best friends" who help #customers manage their risks and prevent them, rather than just providing traditional coverage? 👀 The article makes a clear case that the accessibility of rich #CustomerData, combined with analytics & digital capabilities, is enabling insurers to move beyond a "one-size-fits-all" approach... by understanding individual behaviours, preferences, and risk profiles, #insurers can now tailor coverage, pricing, and even preventative services to each customer's unique needs... However, a narrow focus on #personalization alone may not be enough for insurers to succeed in our current evolving market. In my view, insurers need to take a more holistic and #ecosystem approach to truly unlock their full potential 💪 Here are a few key reasons why: 1. Unlock #NewOfferings: As #telematics, #IoT devices, and other emerging technologies proliferate, insurers can leverage real-time data to create #innovative new offerings beyond traditional policies... think pay-by-mile or pay-by-ride models for car sharing 🚘 📶 2. #Optimize Insurance Costs: By tapping into diverse data sources and collaborating with ecosystem partners, insurers can price coverage based on actual risk exposure 💰 , rather than relying on potentially partiality aggregated data that may penalize certain groups 3. #StreamlineProcesses: leveraging partners' data can enhance the purchasing experience, making it faster and less demanding for both the insurer and the customer ✔ 4. Being more #Contextual: By aggregating products & services, insurers can fully embed into the #CustomerLifestyle and cover their evolving needs... going beyond just the traditional insurance! While personalization is certainly important, insurers need to think beyond just tailoring products to individual customers... but embracing the #ecosystem approach, building the strategic #partnerships and #platform capabilities to continuously innovate to truly become their customers' "best friends" in the digital age 😍 What are your thoughts? I'd love to hear your perspective... #EmbeddedInsurance #InsurTech #Ecosystems #Innovation

"Plain text or designed emails?" The plain text vs. designed debate misses the point: Design for clarity, not decoration. The highest converting emails we've seen break things down to the basics: Visual hierarchy matters more than visual complexity. Three beautiful columns of product options won't convert nearly as well as one clear CTA. White space isn't wasted space. The emails with higher click rates give content room to breathe. Your customers aren't impressed by how many products you can cram into a single viewport. Every design element matters. An animated GIF looks nice, but if it doesn't push the customer to action it's just slowing down load times. Good design is invisible, and brands hitting 30%+ revenue from their campaigns are winning because their e-mails are instantly scannable, immediately valuable, and friction-free. Ask yourself whether every element in your stack is working toward conversion or just getting in the way.

Your email design is killing mobile conversions. 70% of emails are opened on mobile. Yet I still see tons of brands design primarily for desktop. Mobile-first rules: - Single column layout - Large, tappable buttons - Minimal text - Clear layout - Fast loading images Test every email on your phone before sending. Even better check on light and dark mode! If it's hard to read or click, fix it. Mobile experience = revenue. Desktop is secondary.

Prospect: “Rohit, I really resonated with your content, and that’s why I reached out to you.” And I was like – “This is what makes it all worth it.” See, there’s a huge difference between: Creating content for the sake of it (vanity metrics)  And creating content for conversion (leads, calls booked, & ROI). If you want the latter, then trust me… → AI-generated content won’t help → Posting irrelevant pictures for more likes won’t either → And yes, VIRALITY doesn’t always mean cashing in Here’s what you REALLY need to do to create content that converts: 3️⃣ It’s not about views & likes. It’s about VALUE. Most people obsess over 'views', but the real magic happens when you focus on delivering value consistently. Give them a reason to stop scrolling  ↳ Lead magnets, real stories, actionable insights Even if your posts get 2k-5k views, they can still generate leads if they’re packed with value. Think long-term.  The ‘Compound Effect’ will work in your favour. 2️⃣ Give your ICP the right medicine (solution) Speak to your ideal customer only. Generic content doesn’t convert – specificity does. Stop trying to reach everyone. Instead, focus on your ideal prospects. ↳ Call out their biggest struggles ↳ Show them you understand their pain points ↳ Offer solutions that make saying “yes” a no-brainer When your message is crystal clear, the right people will listen and BUY. 1️⃣ Make them visualize the win Don’t just tell – show them the transformation. Paint the before-and-after picture so clearly that they can’t ignore what’s possible. They should feel the FOMO of not trying your solution. Remember, content isn’t about YOU. It’s about THEM. At Elehit, we’ve done the same for our clients – just like you can see in this pic. If you’re ready to stop chasing likes and start creating content that drives real business results, let’s talk. Because at the end of the day… It’s not about the metrics, it’s about the impact & transformation.