Episode 228: What’s Working Mid-2025, Part 3, Conversion Rate Optimization with John Grimshaw

Jul 16, 2025

Dive into the intriguing world of conversion rate optimization! Discover how one brand nearly doubled its average order value with a new front-end offer. Learn why simplified landing pages are outperforming their complex counterparts. A navigation tweak helped another brand skyrocket conversions, and insights from headline tests reveal what resonates with customers. Plus, find out how small adjustments led to impressive conversion boosts. It's all about proactive strategies to enhance user experience and drive growth!

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ANECDOTE

Bundle Offer Doubled Boom's AOV

Boom nearly doubled Average Order Value (AOV) by switching to a bundled Trio offer.
This raised AOV from about $44 to $78 and increased new customer acquisition by 20%.

ADVICE

Simplify Pages for Higher Conversions

Simplify landing pages by reducing navigation and focusing content on product categories.
Use badging and callouts to help users quickly self-sort and select products.

ADVICE

Headline & Usability Boosts

Optimize homepage headlines with benefit-driven messages to increase conversions.
Make clickable elements look like distinct buttons or cards to improve usability and lift conversion rates.

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Episode 229: What’s Working Mid-2025, Part 4, Conversion Rate Optimization with John Grimshaw Episode Description

In this episode of the summer series, Smart Marketer CMO John Grimshaw breaks down one of the most overlooked growth levers in digital marketing: conversion rate optimization. Whether you're optimizing headlines, simplifying your landing pages, or bundling smarter offers, these case studies from Boom, Pretty Farm Girl, and SafeSleeve show you exactly what’s working right now.

“Bringing more money in when you drive a sale is the easiest way to grow the business.” – John Grimshaw

This episode is packed with actionable takeaways and real client wins, including major lifts in AOV and conversion rates across three different brands.

You Will Learn:

How Boom nearly doubled AOV by changing their front-end offer
Why simplified landing pages outperformed complex ones
How Pretty Farm Girl increased conversions with a simple nav change
What a headline test can teach you about your customer
The power of “cardification” for homepage usability
How SafeSleeve boosted conversions with small, smart tweaks
Where to start testing when you want a meaningful CRO win

Links & Resources:

Smart Marketer – smartmarketer.com
Smart Marketer Summer Sale – smartmarketer.com/summer
Apply for AppLovin Beta – applovin.com/beta-application?cg_code=C658
Omnisend – smartmarketer.com/omnisend (Use coupon code “SMART” for 50% off your first 3 months)
John Grimshaw – LinkedIn
Boom by Cindy Joseph – boombycindyjoseph.com
Pretty Farm Girl – prettyfarmgirl.com
SafeSleeve – safesleevecases.com

Timestamps:

00:00 – Intro, Wrapping up the Summer Series 02:18 – Why John Lives in CRO 03:47 – CRO Accelerator and Summer Sale 06:16 – Case Study 1: Boom – Boosting AOV with a Bundled Trio Offer 09:50 – Why AOV Is Your Best Lever 11:20 – Case Study 2: Pretty Farm Girl – Simpler Pages, Higher Conversions 14:29 – Boosting Trust with Badges and Callouts 16:01 – Case Study 3: SafeSleeve – Headline and Homepage Wins 18:20 – Headline Tips: Benefit Beats Question 20:28 – What Is Cardification? 21:54 – Make Buttons Feel Clickable 22:44 – Where to Start with CRO 24:14 – Make a Hypothesis Before You Test 24:54 – Final Thoughts and Strategy

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