5 Surprising Ways White Space Adds Power to Your Web Pages Design

Source: https://www.autogrow.co/white-space-in-landing-pages-design/

Want to improve your landing page design to boost your conversion rate sky-high?

Great, you came to the right place and I have a question for you…

Have you ever heard of “Horror Vacui”?

This is a popular expression used in design and art to define the tendency of filling up all the empty space. It means “fear of emptiness” in Latin. 

But it’s a mistaken mindset when it comes to web design.

Some marketers nowadays think that they need to fill up any page with text and images to reduce the white space. But as Ludwig Mies van der Rohe said once, “less is more.”

This means that less decoration and the right use of elements in your landing page—including white space—has more impact on your audience than a lot.  

In today’s article, I’ll show you…

  • How to craft the perfect balance between all elements in your landing page
  • Why white space is not wasted space but an active element that boosts conversions
  • And the 5 simple ways white space adds power to your web pages design

In a nutshell, this is how the proper use of white space can maximize your conversions…

What Does “White Space” in a Landing Page Mean?

White space, also called negative space, is the space between elements in a composition. It’s the blank space used strategically on any landing page to make certain areas or elements—headline, body text, images, paragraphs, CTA buttons, columns, testimonials, trust seals, video, margins, etc.—stand out.

White space in any web page design is any portion of a page that’s left unmarked. In other words, the empty space on a page.

Each element in your page plays a critical role when it comes to converting visitors. This is why all elements deserve a noticeable place on your page. And it’s the balance between those elements that helps persuade your site’s visitors to convert into a lead/customer.

But white space doesn’t refer exclusively to “white” backgrounds. It refers to any space of any color.

Let’s take Apple’s homepage as an example.

Despite its background being black, it’s still called white space. So, it’s literally every space between absolutely all elements on your page.

Now, designers have an important responsibility when it comes to creating a page guaranteed to convert

Achieving a balance between simplicity and design that looks incomplete is a task that takes time, effort, practice, and skill. The result needs to be impeccable, consistent, and pleasing to the human eye. Otherwise, prospects looking at your web page design will simply leave. 

In fact, according to Adobe, 38% of people will stop engaging with a website if the content or layout are unattractive.

Too many elements randomly placed can be distracting and overwhelming.

Simply put: when you go shopping (the old fashioned way) in-person, and stare at the shop window, the more mannequins with clothes there are, the more overwhelming it is for you to perceive what’s in front of you. 

As a matter of fact, research by SUNY Polytechnic Institute shows that the more cluttered a shop window is, the more the perceived value decreases. For instance, while some clothing stores would fill their shop windows as much as possible, high-end boutiques often display just one mannequin—sometimes even without even a price tag.

The same thing happens with web pages. The more elements randomly put in, the more distracting it’ll be. And this results in the prospect leaving.

So if you want to boost your conversion rates, you need to properly give your pages a quality assurance evaluation to make sure all elements on it are harmonious and balanced. 

Let’s take a look at the example below.

Are elements and white space balanced? Is there a sense of harmony when you first glance at those screenshots?

What if we rearrange all the elements and present them like this?…

Much better, right?

The first example above was a landing page design that a former designer of AutoGrow submitted. 

It doesn’t take any expertise to judge those designs and label them as poor.

After going through our QA process, those designs absolutely improved. And although those weren’t the end result, quality assurance helped the pages to look better.

When it comes to strategically using white space in your landing pages design, it doesn’t require expert professional input. It requires common sense.

Wrong Myth: “White Space Is Anything But Wasted Space”

Jan Tschichold, a calligrapher, typographer and book designer, said in the early 1990’s: “white space is to be regarded as an active element, not a passive background.”

And yet, there’s a misconception about white space being wasted space.

White space is necessary for all web pages design. It plays a fundamental role because it leads the viewer around your page.

White space is essential for providing spatial relationships between visual elements. It guides viewers’ eyes from one point to another. 

Many people still think of white space as wasted space. They think it should be used to present more information about their products or services. 

But the truth is, white space provides breathing room, it promotes wayfinding, it attracts the eye, and it adds elegance and sophistication to your page.

When you create a lead magnet landing page with Leadpages, you shouldn’t try to fill up the page with text and images to reduce the white space. You should be sure the elements that pop are the ones that matter the most. 

In fact, a study by NCBI shows that human beings have a natural tendency to follow the gaze of others. We’re programmed to follow arrows directing us to where we should be looking or going.

So when it comes to your web page’s design elements, distribute them in a harmonious way. Otherwise, it can be hard for the viewer to navigate because there are so many elements competing for their attention. 

If you want to boost conversions with a high-converting landing page, these are the fundamental principles you must follow to achieve the perfect balance of your white space.

1. Don’t Let Text Get Lost 

Text on your landing pages is what will educate people about your products or services. Whatever is written is what’s going to help you sell. 

According to Wichita State University, white space around text and titles increases user attention by 20%. This means that your goal should be to make prospects’ eyes read the content of your page to eventually get them to buy. Because what’s the point of having text that won’t be read? 

You need to ensure your text doesn’t get lost in your landing pages. Your prospects shouldn’t work to scroll down to find the information they’re looking for.

Not only is white space responsible for readability and content prioritization, it also plays a crucial role in the visual layout and brand positioning. So don’t bury the text in your landing pages. Make the user experience as friendly as possible by distributing the content properly with white space.

For instance, a cluttered landing page is unattractive. It doesn’t incentivize users to read the content, especially when there’s no visual hierarchy within the text. 

Let’s take a look at an example of a landing page where the text is lost.

The page shown above suffers from “page clutter.” This is when you put so much information and so many elements on one page that the user has no idea what to look for or where to scroll.

The page is simply overwhelming.

2. Ensure Good Color Contrast

Color contrast is key. Without it, your message and background blend together. 

An attempted highlight text can fail when not enough tone difference is present between the background or surrounding text.

Let’s take a look at this example.

This landing page has a really nice aesthetic. Elements are in balance with the white space and the page follows a white & mint color palette.

However, white space doesn’t work if the colors don’t contrast.

White text on a light grey background doesn’t make the text stand out.

And the same thing happens in this other example.

There’s a nice balance between the white space and elements in the page and even a sense of sophistication, but the colors simply don’t contrast. 

Adding a black image on a black background makes it hard to understand what they’re trying to advertise.

So in these cases, white space wasn’t used properly. It would have worked better if for the first example the text would’ve had a darker font, and if the black background from the example above would’ve been light.

Colors can do more than highlight and contrast. Color communicates feelings and emotions. 

For example, colors like blues and greens give a passive feel, while reds and oranges communicate activity. Target shoppers on a budget with navy blue, attract women for clothing brands with soft colors like pink and light blue, use green to help users relax, and use black for luxury product websites.

Robert Plutchik’s “wheel of emotions” shows some of the most popular emotional layers…

Choose colors that contrast and stand out but also colors that match the message you want to communicate on your landing page. Text that doesn’t contrast with the background doesn’t get read, therefore, it doesn’t convert.

If your prospects have to work and make an extra effort just to read whatever is displayed on your landing page, they’ll leave. 

3. Enhance Readability

Research by Wichita State University shows that white space actually improves reading comprehension. This means that if you don’t have effective use of white space, your prospects may not even notice your content.

The best example of this principle is an article.

What’s the point of having a content writer write an article backed up with research and data, polished with great images, and signed by a well-known author if the content doesn’t get read?


Let’s take a look at this landing page briefly…

Do you feel like reading it?

And what about this one?

The reading experience is nicer with this one, isn’t it?

Comfortable font style, nice text size, good contrasting colors, and GREAT use of space.

The crisp sentences surrounded by the white space makes the content easy to digest. The reader doesn’t have to struggle to go through this article. The text is properly distributed on the page.

As a matter of fact, research by Nielsen Norman Group shows that people scan web pages and phone screens in various patterns, one of them is the shape of the letter F. 

Source: Nielsen Norman Group

Another study by Nielsen Norman Group says that on web pages, people spend more time viewing on the left half of the page versus on the right half. 80% of the fixations fall on the left half of the screen, and 20% of fixations on the right half of the screen.

Source: Nielsen Norman Group

In a nutshell, white space distributes elements to be recognized and easily read and interacted with. And by following this principle, you’ll nail the perfect balance between your lines of copy and improve legibility and comprehension.

4. Add Prominence

The proper use of white space on your page adds prominence to the elements that matter the most.

And this is exactly what white space does to your elements: it enhances them. So if you want an element in your page to stand out, just add white space around it. As simple as that.

In the example below, see how even the CTA button to buy the watch doesn’t have prominence. Only the watch stands out from the rest of the elements.

And adding prominence in your landing pages works great when you sell products or services. 

Take a look at AutoGrow’s new homepage.

The clear, contrasting CTA button has prominence and is balanced with the white space on the page. So whether it’s a 2-step opt-in, hyperlink, image, buttons, or text, you can add prominence to any of the elements on your landing page.

5. Make Your Page Look Sophisticated

Less is more.

Adding many elements on your landing page doesn’t necessarily mean it’ll convert better.

It’s a good idea to keep your landing page layout clean and minimalistic so that people don’t get distracted by too many visual elements. 

Many marketers nowadays think that they need to include a lot of elements on a page in order to make them look sophisticated. But in fact, luxury brands use a lot of white space to create a neat and simple design.

We tend to associate heavy white space in pages’ design with luxury and premium brands. And on the other hand, little white space not used properly conveys cheapness.

Take a look at the following examples…

High-quality brands don’t use overwhelming graphic design.

In the examples above, a fair amount of white space makes the products displayed have a clear focus on their design and premium quality.

And of course, Google, as you can see, is a big advocate of white space in their designs. They have a very clean design without distracting elements.

So without a doubt,web design can look luxurious just by using the “less is more” principle. 


White space is the empty space between paragraphs, texts, images, buttons, icons, headlines and any other element on your web page. It’s one of the many areas that can affect customer perception and their subsequent experience on your website.

How you distribute white space in your landing pages can have a dramatic impact on your users’ experience and in their buying decisions.

And you don’t even have to be an expert designer to craft the right balance between white space and other elements in your pages. 

You just need to leverage the space by using high-contrasting colors, enhance content readability, add prominence to the elements that matter the most, don’t let text get lost, and add sophistication to the page.

For instance, avoid using busy layout or page clutter, difficult to read the text, and poor alignment and margins.

Finding the right balance of your white space is key to converting site visitors into paying customers. Because if they don’t like what they see, they’ll leave.

Now tell me something, have you ever considered white space as an active element in your web design? Or did you think of it as a wasted space instead?

Let me know in the comments below.

Keep funnelin’, stay focused,

Mariana Lessmann

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NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

8 Ways To Kill It With Video In Your Omni-Channel Marketing Campaigns

Source: https://www.square2marketing.com/blog/8-ways-to-kill-it-with-video-in-your-omni-channel-marketing-campaigns

About 65% of people are visual learners. They’re often called spatial learners and, unsurprisingly, they learn and remember best through visual communication.

So it’s not surprising that video has become critical to creating a remarkable buyer journey that aligns with the way your prospects and customers want to interact with your brand.

But questions remain: Where and how do you weave video into your marketing, sales and customer service experiences? Where should you use video? How many videos are too many videos? What results should you expect from video? How do you track the performance of those videos?

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The Big Strategy Behind Blogging: Why Content Marketing Doesn’t Produce Leads

Source: https://www.square2marketing.com/blog/the-big-strategy-behind-blogging-why-content-marketing-doesnt-produce-leads

Content Marketing Strategy: When Is A Blog Article Much More Than A Blog Article?

You’ve been blogging three or four times a week and you just don’t see major improvement in your KPIs. Visitors are not up, leads are not up and you certainly don’t see more sales opportunities, new customers or revenue from your content marketing efforts.

What’s up?

Blogging for blogging’s sake is never the right approach. If you haven’t spent the time to build your content marketing strategy as an underpinning for your blogging efforts, then you shouldn’t be surprised to see limited results from your blog writing effort.

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A Video Marketing Playbook To Create Top-Notch Business Videos

Source: https://www.square2marketing.com/blog/a-video-marketing-playbook-to-create-top-notch-videos-for-your-business

Don’t Be Intimidated; Video Is Easier Than Ever To Create

Earlier this week, we did an article on where to apply video in your buyer journey. We looked at video for everything from email marketing to using it in your sales process.

Today, we’re digging into what scares people about video the most — the production side of video.

Not to worry. Tools and techniques are available to make producing video for your business easier than ever.

While we’ll talk about some of the professional options for video production later, for most of this article, we’ll assume you’re tackling it on your own. Hold on to your boom mic, here we go.

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How AutoGrow Made $31,000+ in the First Month of this Year

Source: https://www.autogrow.co/january-2020-growth-report/

“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”

That’s a lesson-learning quote that Steve Jobs said about his Apple empire. And now it has more validation than ever for us at AutoGrow.

Offering people exactly what they need and want is one of the biggest takeaways for us from this past month.

And that’s exactly what made us generate $31,806 in revenue in January.

New hires managing the team…

19 client accounts…

And a simple—yet innovative app that has reinvented the way we work for our clients…

…were some of the other key factors of 2.6% growth.

In this month’s growth report, I’ll tell you more about how we generated almost $32,000, how the business has been running in 2020, and how we’ve faced some minor setbacks as a team.

And I’ll tell you some interesting lessons learned and big wins that I’m sure you’ll relate to.

Like every month, join me in this growth report for January.

Record Breaking Month: $31,000+ and Counting

So we began 2020 with the right mindset. By the end of 2019 we said we wanted to keep growing and we did. We met the goal we set up for January: crossing the $31,000 mark! That means a 2.6% growth compared to December.

The beginning of this year has already brought some great things to the company. Not only money in case you’re wondering. 

A major achievement came along with this month: a new and time-saving feature for our AutoGrow app (I’ll tell you more about this later).

As I mentioned in December’s growth report, after months of hard work and fixing some bugs, the team’s already using the app on a daily basis. And our clients have also been using it too and finding it very helpful.

Clients can just log in to the app and request the team to complete a task.

Want a landing page? Click a button.

Want to create a lead magnet? Click a button.

Email copy? Click a button.

Ad campaign? Click a button.

Need to record a demo video? Click a button.

And they can also see the progress of the tasks in real-time.

I think one of the best things about this app is that it gives clients peace of mind. Because they not only see the progress of the work but they get to see the deadlines too.

We’re working on adding new features to the app: live chat and notifications. These will give clients the opportunity to communicate directly with the team for any inquiries or questions, and keep the team posted on new task assignments. 

So far, we keep all client communications through Skype, but having everything related to AutoGrow (task assigning, project tracking, analytics, and communication) on one easy-to-use platform will make it much more convenient for clients.

In case you haven’t realized, the AutoGrow app is awesome. Matt and our developer coded the perfect software to keep clients up to date and easily request any task they want our team to get done for them.

And this is one comment one of our clients said about our app…

“The app seems to provide very good visibility into where we are. What’s being done now. … That google docs visibility you currently have is pretty good but I’ve voiced some frustrations with it. Not always clear what’s done and what’s not done. The app seems like a simpler/cleaner approach. “ 

Brian Maiolo, Founder of Hardnut Advertising

Receiving compliments and testimonials from clients is always gratifying. And that’s one of the things that keeps us always motivated and growing.

But for February it’s going to be a challenge to keep that growth going. 

I’ve told you in past growth reports how we’ve been thinking of AutoGrow like a 3-legged stool. And the 3 legs are: 1) developing and finalizing the app, 2) polishing our hiring funnel and recruiting the right people, and 3) improving our sales funnel to figure out how to 10X our revenue.

Our progress on these 3 foundations has given Matt, founder and CEO of AutoGrow, some time to focus on finishing coding the AutoGrow app and help retain clients. 

And one of the most important accomplishments that Matt and our developer made with our app is the “auto-assign” feature.

You’d be surprised to find out how much time a small feature in our app can help someone save so much time. 

For example, the auto-assign feature has actually saved our Project Manager five hours of work per week. She used to manually assign one task to each team member at a time but now our app does that for her. 

Because in the end, the more time we have, the more we can focus on our clients. 

And the number of client accounts for our service is growing. We ended January with 2 new accounts and 19 total. 

We’ve been able to manage that number but as it keeps growing, we’ll need to hire more people.

I’ve already mentioned in the past how hiring has been a big bottleneck for us. But we’ve kept working on improving our hiring funnel and motivating the team to recommend any qualified candidates too.

In fact, we’re posting a sales funnel and hiring funnel reports every morning after our team sync-ups on Skype. This motivates the team to look at the numbers and think about ideas or ways on how to bring those numbers up.

The report looks like this:

This is a way to keep the team updated on how the numbers for our traffic, unique visitors, new applicants, and info products sales are running every day.

The other purpose of the report though is to help us focus on what we consider needs a little more work in the business. For example, focusing on traffic one week and on getting more email subscribers the next week. Repeating that process over and over and consistently lets us create lots of small changes that can add up to big wins over time.

AutoGrow’s Transition

So in January, we started a transition. Nope, we’re not migrating away from our Done-For-You type of business. We’re repositioning AutoGrow.

We’ve been A/B testing 2 homepages with different copy.

A: “Hire a Digital Marketing Team in 3 clicks”


B: “Your Done-For-You Sales Funnel Marketing Team”

We’ve been branding AutoGrow as a Done-For-You sales funnel service that saves our clients an ocean of time and money. But then we decided to reposition ourselves as a marketing team that gets your tasks done.

This A/B test actually shows that the first headline had a 19% conversion rate while the second was just about 15%.

And we decided to reposition ourselves and move towards this branding because some clients come to us with the wrong expectations. They expect to see leads and money come in as soon as we start working on their funnel.

But we’ve always said it: building a sales funnel takes time and expertise. And to see results, you need to be patient. Some clients think “if you don’t get me leads within 30 days, then the funnel is useless”. But that’s the wrong mindset. All funnel elements are valuable assets and key parts of your marketing journey.

And that’s exactly what we’re experts in here at AutoGrow—crafting and optimizing the perfect sales funnel for your business.

And that has led us to actually consider going niche in the business coach industry. But we’ll see if that happens. 

For now, we’ve made over $31,000 in one month by getting deliverables done for our clients in different industries. And based on our mission “to accelerate creativity and the entrepreneurial spirit”, we won’t go niche in the short term.

Bottlenecks & Milestones

One big bottleneck for us this past month has been our design process. Having one landing page design ready has taken more days than we’ve expected. And that has slowed down the workflow a little. But with the auto assign feature in the app, hopefully the workflow will be smoother.

Despite hiring still being a bottleneck, it has brought great hires to the team. 

This past month we hired a dedicated project manager. This has helped us move forward with the app and client accounts. She’s been doing a really solid job so far. It’s always nice to welcome to the team fast-learners and that’s why you have to hire the right team members

Our priority for hiring is an apps manager now, but as we grow, we’ll hire for all team roles. 

And as we keep improving our hiring funnel to not let it be a bottleneck anymore, we’re continuing with our LIVE Demo Webinars.

As you know, Matt has been hosting every Wednesday at 11am EST a LIVE Demo Webinar of our service.

During the webinar, Matt shares everything about our On-Demand, Done-For-You Funnel Marketing Team. Attendees get to see how a well-constructed sales funnel for their business will give them more free time by automating their lead generation, case studies from businesses similar to theirs, and ask any questions they have regarding our services.

If you attend any of AutoGrow’s weekly LIVE Demo Webinars, you’ll… 

  • Understand how a sales funnel can automatically create leads for your business without you having to do the work.
  • See what AutoGrow does differently from the competition to make building your funnel a snap.
  • And find out who’s a good fit for our Done-For-You Service or on-demand packages.

These Live Demo Webinars have also led us to completely migrate to not having any consultation calls. But at the same time, it has also become a bottleneck because only 3 sales came in January through the webinars.

And to wrap up, in terms of traffic, for January we saw 31,612 unique users on the website. And that shows a 7.5% growth compared to December. And even though our record was in October with 44,000 visits, this month’s traffic hasn’t been that bad. And we’re pushing to get back to that place.


We need to keep putting some extra effort towards our systems, sales, and software and keep fixing the bugs in our app. 

This will help us speed up the workflow and deliver tasks to the clients more efficiently.

And as our client list grows, we’ll hire new team members to fulfill all job positions.

We’ll keep working hard until we get to our 2020 goal: to 10X the business. And of course, we’ll keep bringing in more and more clients to our service.

And if you’re still on the fence, AutoGrow’s Done-For-You service’s pricing is very affordable compared to agency options. It’s a much better valuable option for your business.

We work hard, we care, and we do the work for you right and on time.

And if you’re curious to see what our full-stack marketing team can do to complete your digital marketing tasks, reach out to us.

Leave a comment below and let me know what you got from this growth report that was most beneficial.

Keep funnelin’, stay focused.

Mariana Lessmann

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11 Laws of Sales Funnel Physics Every Business Needs to Know

Source: https://www.autogrow.co/11-sales-funnel-laws/

Back in college, I visited this run-down pizzeria shop called Sammi’s.

I pitched Sammi repeatedly on my startup’s text message coupon product at the time. 

He never bought it.

But I’ll never forget the time I saw him hand a $200 check to some kid selling an ad from a local magazine like it was nothing.

$200 looks like a lot of money when you’re a 19-year-old college kid. And especially when all your customers are on free trial.

But what caused Sammi to buy a print ad but not what I was offering?…

The education you need to become an effective marketer is just a lot of little experiences like that.

Those experiences are like “flicks” to your forehead. They are the market saying “Pay attention!” as it tries to teach you something.

In the years since that time at Sammi’s, I’ve started and launched a SaaS business. 

Today, I run a 6-figure subscription-based service business. So far, my team and I have created hundreds of sales funnels and completed thousands of digital marketing projects for startups and small businesses like yours.

From this wide range of experiences, I’ve been able to observe several success patterns that every sales funnel follows. 

I call these success patterns the Laws of Sales Funnel Physics. 

And in today’s article, I’ll show you…

  • The 11 Laws of Sales Funnel Physics that every successful funnel must follow
  • Real-life examples of each law in action
  • A slew of tips and strategies to help you make sure your funnel is using each of these laws to your advantage

Now, let’s jump in.

Law #1: The Law of Visibility

What is it?

Imagine two different scenarios.

Scenario A—Relaxing on the beach on a hot summer day with no sunscreen.

Scenario B—Relaxing on the beach on a hot summer day when your doctor shows up to tell you you’re at risk of getting skin cancer.

In scenario B, you’re going to react right away. You’re on the beach without sunscreen, and the doctor has given you urgent information on why you should wear sunblock.

If putting on sunscreen became your “conversion goal” after the need was recognized, B outperforms A because the offer is right in your face.

That’s why the first law of Funnel Physics is the Law of Visibility. In other words, people will convert on offers that are highly visible and noticeable to them.

If they don’t see it, they won’t convert.

So it all comes down to something being seen

Now, how can we apply this to your marketing funnel?


Andrew Warner and his team at Mixergy rolled out a new site design a little while ago.

One thing that stood out to me was the prominent call-to-action button in the top right corner of the landing page.

It’s visible on every page of the website.

This is an excellent example of the Law of Visibility in action. By featuring a highly visible call to action (CTA) for your core offer across your website, conversions are almost guaranteed to increase.

In fact, we did the same thing on our website a while ago:

We wanted more people across our website to see and learn about our productized service. You can see below how adding this button had a sustained impact on how many people viewed our homepage.

But this is just one example.

How to Apply this Law to Your Marketing Funnel

Let’s brainstorm for a second.

Where can you put in place a simple change like this on your website to cause more traffic to flow deeper into your funnel?

Think in terms of “global” or structural changes that will be seen across many pages on your website.

Here a few ideas off-hand:

  • Navigational changes like the example above
  • Redesign or add a CTA to your footer
  • Install an exit pop-up
  • Promote a lead magnet in the sidebar of your blog, as well as at the end of every blog post
  • Run a new campaign using KISSMetrics Engage that targets only visitors with a specific offer

Those would be the top ones to implement, especially if your business is trying to grow via content marketing.

For other elements of your marketing funnel (lead magnets, sales pages, pricing pages, etc.), the Law of Visibility can be applied by making CTAs more easily identifiable throughout the copy. 

For instance, putting a CTA above the fold (i.e., immediately viewable after landing on a page without scrolling down) can lead to massive conversion jumps. 

In our Proven Sales Conversion Pack, we point to a case study where one ecommerce company was able to boost revenue by 27.39% by moving their “Add to Cart” CTA button from here… 

… to here…

Why the massive conversion boost? Because the CTA was immediately visible to people who land on the page. 

That’s the Law of Visibility in action.

The Bottom Line

Offers—free or paid—that aren’t seen, don’t convert. So shine some light on them!

Law #2: The Law of Repetition

What is it?

You’ve probably heard some guru say that people don’t remember a brand name until the 7th time they’ve heard it.

Unlike branding, this law is relevant to causing an instant and sustainable increase in results.

The Law of Repetition says that following up multiple times (via email automations, retargeting ads, or call-to-action buttons on your website) will cause more conversions within your funnel.

Yes, you could say that this law is saying, “beat your prospect over the head with your offer enough times, and you’ll get more sales.”

That’s true, and it’s why spammers use this technique.

But I’m not advocating for that. Rather, I’m giving you this universal pattern with the hope that you’ll use it responsibly.

Let’s look at a few examples.


The Law of Repetition is about repeated messaging and consistent follow-up.

This happens when you’re presented with multiple lead magnets asking for your email address.

For instance, Clay Collins and co. over at Leadpages have repeatedly pointed out that each of their blog pages have multiple offers and CTAs. This, in turn, has helped them quickly build an email list of 250,000+ email subscribers.

I applied and refined this technique on my company’s website in 2014 and later wrote about the results in a guest post on Leadpages. I gave the method a name—“The Every Page Rule.”

The Law is always in effect when you implement email follow-up sequences or retargeting ads.

In 2013, I tried my hand at launching an info product. The email sequence I wrote was “OK” so I rewrote it and kept iterating.

The final sequence was aggressive with the follow-up, but the truth is that it worked. People bought the course at a very consistent rate.

Noah Kagan later reminded me of this principle when he published some research from people using his SumoMe tool to help people build their email lists faster.

The research showed that people were more likely to opt in if they were repeatedly shown the pop-up on a website until they signed up.

Again, not saying that’s the best way to do it. In fact, I would say being too aggressive makes you look not cool.

Want another example? Look at the Kissmetrics’ funnel. If you sign up for a free trial or opt in to one of their lead magnets and request a demo, you’re instantly added into a follow-up sequence where an Account Manager will contact you to schedule a demo.

And here’s one more from a little-known multi-billion dollar company called Amazon.

Ever heard of Prime? Kidding. Of course you have.

Prime is a premium subscription which gives Amazon customers perks like free 2-day shipping and access to streaming movies and shows.

The Amazon website is covered with call-to-action buttons for Prime, and 112 million customers have opted into this service as a result. 

How to Apply this Law to Your Marketing Funnel

You can apply the Law of Repetition in a variety of ways to your own sales funnel.

Here are the best ideas, in order of priority:

  1. On-site CTAs that are clear and relevant to the stage of the funnel the prospect is in. 
  2. Follow up with potential customers using an email automation to get them on the phone, get their feedback, or nudge them toward signing up. 
  3. Show an ad or link in your blog’s sidebar or navigation, along with an exit pop-up, to promote your lead magnet and grow your email list.
  4. Get more return traffic with retargeting ads. Make sure to segment visitors based on where they are in your funnel. For instance, you may want to treat people who reached your checkout page differently from those who signed up for your free 5-day e-course.
  5. Finally, you can get more advanced using a combination of tactics (Think: Amazon + Smart Funnels). For instance, after a customer checks out, you can upsell him/her on the benefits of the next level pricing package. Similarly, when he/she comes back to the website later on, he/she will see CTAs on the blog nudging him/her and offering benefits for upgrading. This can also be done over a course of weeks or months via automated email follow-up to anyone who has purchased.

The Bottom Line

Repetition yields higher conversion rates and can also increase the value of an average customer to your business. 

Don’t let leads forget about you and your services—constantly remind them of what you offer and how it can benefit them. 

Just be sure not to overdo it, or you risk hurting your brand.

Law#3: The Law of Clarity

What is it?

“Better to be clear than clever.”

When I was a little kid, I’d go to the doctor at least once a year for my checkup. 

I remember the waiting rooms were always gray and super boring.

So I’d pick up one of the outdated magazines they had laying around and flip through it.

I found most of the ads weird and frustrating, because I couldn’t tell what they were trying to sell.

Did they want to make money, or just confuse people? It was unclear to me.

Turns out, I was on to something.

Fast forward years later, I heard the expression, “Better to be clear than clever” from serial entrepreneur ,Dane Maxwell, while he was being interviewed by Andrew Warner from Mixergy.com.

This expression highlights the biggest reason why most sites don’t convert well in the first place: people don’t buy what they don’t understand.

Many people make the mistake of focusing on creating a catchy headline, instead of focusing first on customers’ understanding by creating effective copy for their sales funnel.

Consider a few examples.


The following case study documented on Visual Website Optimizer’s blog illustrates how clear copy converts.

Movexa is a supplement product with a direct response website funnel. In other words, they are looking to make sales directly to people visiting their site.

In an A/B test where they clarified what the product was by adding the word “supplement” in the headline, sales increased by nearly 90%!

Here’s another example from a company selling personal training subscriptions.

As cited by Unbounce, the company A/B tested a clearer “boring” and uncreative headline against the original. 

The result? 38.46% more training memberships were sold

Michael Aagaard, the author of the case study reflected after the fact: “I have yet to see a creative headline beat a clear headline in an A/B test.”

Clarity over cleverness, indeed.

Further, research has consistently confirmed that website users prefer copy that is “simple and direct.” Here are a few key nuggets from the research conducted by the Nielsen Norman Group:

  • “Users often leave web pages in 10–20 seconds, but pages with a clear value proposition can hold people’s attention for much longer.”
  • Users will often have multiple windows or tabs open and leave and come back to your site within a single session. When this happens, having clear straightforward copy helps the reader to re-establish context.
  • Of the first three items a user focused on, almost 80% was on text, not graphics.
  • Reduce use of wording that could be seen as marketese (i.e. clever copy or slogans) in order to build trust. 

How to Apply this Law to Your Marketing Funnel

Of course, you could jump right into A/B testing. 

But this wouldn’t be much better than taking a wild guess. 

You’ll be more likely to see growth if the changes you make are inspired by feedback from prospective customers. You want to hear from users currently “stuck” in your funnel who are actively considering your product.

You want to hear the questions they have, ask them open-ended questions, and hear how they react to your website’s current copy.

Here are the two best ways to do that:

  1. User feedback survey tools can be set to automatically ask visitors leaving the site a question. Survicate is a free tool that works well for this purpose. HotJar is also a very solid option with lots of additional features, which now has a free plan for basic use as well. 
  2. Order a user test where complete strangers will test your website. It’s ideal if you have people in your target market test the site, but when it comes to knowing if your website communicates clearly, feedback from strangers can provide a just as actionable insight. I recommend browsing Fivver for user testing services or check out UserInput.io (this one gives you more options for targeting).

After you have some actionable feedback (make sure you get enough so you notice patterns), it’s time to test.

If you have less than 10,000 visits per month, it could take a while to reach a high level of statistical significance for your A/B test. It might not even be worth A/B testing, despite one of the common myths surrounding A/B testing.

In that case, you might just want to do a sequence test (“before and after”). With this test, you can see an impact on your bottom line in as little as a month with a reasonable degree of certainty. Just make sure you’re accurately tracking results before and after, while also tracking conversions that matter, like leads and sales.

For example, at AutoGrow, we saw 25% MRR growth from June to July after we re-launched our new homepage, pricing page, and free email course.

The sales results from this test were s significant compared to other months. When considered with the fact that no other major component changed on the site, the only conclusion we can draw is that the changes caused this growth.

Side Note: This example highlights both the application of the Law of Clarity (we did research on our target audience’s needs and questions before rewriting the copy for greater clarity), as well as the Law of Big Changes covered above (copy completely revamped along with the design).

The Bottom Line

The words you use to communicate about your product matter more than design.

Site visitors need to trust you; providing them with a clear understanding of the product’s value and how it works is a critical lever for growth in your sales funnel.

Law #4: The Law of Confidence

What is it?

Quick quiz hot shot: you’re new in town and you’re hungry. 

You’re not a super adventurous eater. And more than anything else, you just want a good, high-quality meal without having to window shop all over town to find it. 

What do you do? 

The answer for most is… Yelp. 

Yelp is one of the world’s leading depositories of reviews for restaurants, stores, and more. 

And when you’re in the dark about where to go and what to do, you (along with 92 million others monthly) are likely to use Yelp to get some direction. 

Why? Because Yelp is built on customer ratings. 

As social animals, we as humans are wired to take other’s opinions into account before making a decision. 

The more positive reviews there are for an establishment, the more confident we feel in giving them our business. 

The point is, your customers operate the same exact way when they enter your sales funnel and become interested in your product.

The Law of Confidence says that people are more likely to invest time and money in that which they see as low risk and likely to give them the result they desire.

This confidence comes from displaying proof (or “social proof”) that your product works. Or that past customers are happy. Or that other trusted sources put their faith in you. 

That kind of proof can come in a wide variety of forms:

  • Testimonials
  • Reviews
  • Case studies
  • Examples of past work (e.g. from a designer’s portfolio)
  • Vanity stats (e.g. “over 10,000 happy customers serviced since 2010”)
  • Customer logos
  • Press logos
  • Networking groups
  • Third-party accreditations (e.g. certified Google Adwords Partner)

Other than making your business look legit, social proof elements will increase conversions in your funnel.


WikiJob, a website with over 500,000 monthly visitors ran an A/B test on their homepage.

The one thing they changed? A simple testimonials section was added. Here’s what it looked like.

The result?

Here’s the response from the company owner:

[Adding the] testimonials increased sales by 34%. The testimonials we used are very ‘sober’ (compared with the overly enthusiastic ones you so often see in marketing literature). The test results were surprising. Although such increases of sales can be quite normal in split testing, I did not think that testimonials would make such a difference (and indeed put off testing them, thinking they were irrelevant). The increase in revenue was very substantial.

Social proof can make a huge impact because it influences how trustworthy people perceive your brand to be. It lowers perceived risk.

Research from Nielsen showed that 70% of people trust recommendations from people they don’t even know. That’s compared to 90% of people trusting recommendations from people they do know.

How to Apply this Law to Your Marketing Funnel

Test adding social proof on key landing pages.

Generally, it’s a pretty safe bet ASSUMING you have taken into account the context and the user’s intentions for that POINT in your funnel.

Here’s what I mean:

Derek Halpern documented a case where adding social proof did not grow conversions. See graphic below where the middle version won.

However, this is actually an example of the Law of Friction (discussed below) vs. The Law of Proof and NOT an argument against the effectiveness of social proof in general.

The middle example simply requires less “mental load” to understand. It could be as simple as the fact that the number “14,752” is difficult to read and the middle variation is visually more attractive because it’s simpler.

Similarly, in the past years we A/B tested a Leadbox for our newsletter in the sidebar of our blog.

The one without the social proof won by a large margin.

Here’s one more case study to drive home the importance of understanding context and user expectations when considering where to integrate it in your funnel.

Security seals—also a common example of social proof—build trust, right

Well, it didn’t work as one might have expected when tested on this lead generation form.

Version B increased conversions by 12.6%. In this case it didn’t work out, because security seals are associated with online checkout. As a result, users were confused or put-off by it.

The Bottom Line

Social proof is a key point of leverage when optimizing your sales funnel.

However, you’ll need to A/B test to know for sure. If your traffic is too low for A/B testing to be a realistic option, do a sequence test after taking into account user context and intentions.

Law #5: The Law of Friction

What is it?

Since I began my career as a web-based entrepreneur at 19, I’ve done many A/B tests and been part of many research-based website design projects.

I’ve spoken with hundreds of business owners about their conversion issues since that time.

I’m always learning, but I can say from experience that this issue is one of empathizing with the end-user who is on your website.

That’s what it comes down to because people on your website have goals.

Often the business owner doesn’t know the potential customer’s goals or how their website is “blocking” these customers from buying.

This is what is meant by friction. When friction is minimized—and a user’s goals are made easier to accomplish—conversions go up.

Let’s look at a few examples that support this principle.


An online retailer was able to increase annual revenues by $300 million by changing a button.

In a now-famous case study, Expedia was able to increase profit (not sales) by $12 million by removing a single text field from their checkout form.

And Barack Obama’s re-election campaign was successful in part because of rigorous A/B testing that minimized friction and in turn grew donations by 49% and sign-ups by more than 161%.

Let’s walk through each case briefly.

Kyle Rush was on the optimization team for President Obama’s re-election campaign.

They conducted numerous tests, and in his own words, Kyle explained how much he was able to learn due to the high traffic the site received. 

This made A/B testing different designs and copy ideas easier because they only had to wait days or even hours for results. 

Here’s the Law of Friction at work in one of their tests.

In the variation they tested on the right, the idea was, “maybe we can convert more people to make a donation if we make the donation process appear easier by breaking it into steps.”

The result was a net increase of 5% in donations. It might not sound like a lot, but over the course of a campaign and raising many millions of dollars, it is.

Jared Pool observed the Law of Friction at work for a major online retailer. He saw that 160,000 people per day were requesting a password reset on their account prior to checkout, and 75% of these people ended up not completing their purchase.

The issue was people would go to check out and be confronted with a simple but supremely annoying form that asked them to register in order to check out.

As one user who tested the site for Jared said: “I’m not here to enter into a relationship. I just want to buy something.”

The solution? They replaced the Register button with a Continue button and added a note: 

“You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout.”

The result? +$15 million in new sales in the first month and +$300 million in additional sales for the first year.

Finally, the case of Expedia:

Simply by removing the “Company name” field, profit (not sales) grew by $12 million per year.

Of course, the question is, why?

Well, the field simply confused users and set the wrong expectation. For instance, some thought that the company name meant the name of their bank, which would cause them to put in the wrong billing address and then the payment would fail. This, in turn, killed sales.

The user interface was causing friction in this case.

Or, as Jon Correll from Conversion VooDoo put it, “Conversion rate optimization gains are often just a function of getting your broken UI the $!@$!@ out of the way of your end-user.”

How to Apply this Law to Your Marketing Funnel

Start by understanding where the bottlenecks are in your sales funnel.

Where are people dropping off? Look for outlier numbers.

For instance, a couple of months ago I saw that 60% of people clicked through from our homepage to our pricing page, but then only 7% made it to the checkout or consultation pages.

Numbers like this serve as a compass because they point you toward what should be worked on.

Next, as I discussed in Law of Clarity above, you want to gather lots of feedback from users.

You can have strangers test it, or you can talk directly to existing users of your site.

Both have worked in my experience. However, getting at least 10–15 people from your list of existing users will yield more accurate results. 

If you’re doing it over the phone, establish rapport first, then ask open-ended questions and listen.

Maintain detailed notes as you go through this process. Look for patterns, but NEVER guide or do anything to influence the answers.

Again, you’re gathering this feedback, because, without this data, you’ll not gain a clear understanding of what’s blocking sales on your site.

Once you have identified a pattern—perhaps a recurring type of complaint directly related to the bottleneck in your funnel—then you can start testing possible solutions.

Don’t expect an immediate $300 million change in your business overnight, like in the example above.

But also don’t underestimate the impact you can have with small, deliberate changes that work to address the source of friction in your funnel.

The Bottom Line

Friction is caused by design or copy that’s not fully optimized to help people entering your funnel accomplish their goal. This matters whether their goal is buying from you or efficiently learning what you have to offer.

Law #6: The Law of Alignment

What is it?

Johnny rides a red bike.

He arrives at your imaginary bike store.

You try to sell Johnny a new set of tires, but he declines.

Why did Johnny not buy it? Because the offer wasn’t aligned with his needs.

The difference between alignment and friction is that friction comes after alignment in the buying process. 

Alignment deals with helping customers to identify the need your product can address.

Friction deals with the interactive experience of buying and how easy or difficult it is.

Alignment deals with the customer’s intentions, questions, or context (like what previous website or page the customer came from).

Get it? Got it. Good!


Here’s an intriguing case study to demonstrate the Law of Alignment in action.

An SEO link-building company called The HOTH originally relied on a fairly straightforward homepage to generate leads for its service.


Leads were converting on the page at 1.39%.

Ok, not terrible.

So they tested the page against a minimalistic design.

The results? 13.13% or almost a 10X increase in the number of people converted to leads by creating an account.

The reason this worked was explained by the case study’s author:

[The] majority of visitors coming on The HOTH website were from the direct and referral category. Hence, they had some background knowledge of the company already. This was also true for the social traffic. A very large portion of their search traffic also came from branded keywords…

In other words, the context of the people arriving on the page meant that they didn’t need a lot of information about the service in order to convert. They were already aware of the company’s service, and many already had some trust built with the brand.

The simplicity of the form aligned best with what they already knew or felt about the company’s offer. They didn’t need a long landing page in order to convert.

Important note: The HOTH’s website today looks a little different, with a video at the top above the form. This pushes the form and call-to-action button further down, below the page.

I would speculate that this introduces some friction on purpose. 


I would guess—from direct experience doing lead generation for similar businesses—that the friction is good, because the leads are more educated and higher quality. 

After all, you have to assume that a significant percentage of the traffic that does come to that homepage isn’t 100% familiar or clear on what the company has to offer.

Here’s one more example to prove the pattern of the Law of Alignment.

A personal organization service drove search traffic to a landing page via pay-per-click ads.

Which version do you think won?

Version B would seem to have a clearer, more benefit-oriented headline and subheadline.

But actually version A was the winner, increasing leads by 115%.

The reason is version A’s copy was written to align with the PPC ad copy that the user clicked on before arriving to the page.

The ad created an expectation of ideas in the mind of the user. So arriving on the page where the copy complemented and reflected those same ideas made them more likely to convert.

How to Apply this Law to Your Marketing Funnel

Traffic arrives on your website from 5 basic sources (a.k.a. Your funnel “fuel”): 

  1. Direct (people typing in your website or clicking a link in your email)
  2. Search
  3. Social Media
  4. Referral
  5. Paid ads

The source heavily defines the context for people on your site.

One key to using the Law of Alignment in your funnel means tailoring the page that people enter into your website to the context of the traffic source.

Of course, you can take this to an extreme (i.e. if your traffic comes primarily from Google, that doesn’t mean you should redesign your site to have a similar UI and layout to Google with the hope of increasing conversions).

A more practical approach is to ask yourself: 

  • How can we make that “on-ramp” into our funnel more inviting and anticipatory of the visitors’ needs?
  • What answers do visitors expect to find on each page based on what they searched for prior to arriving there?
  • What reassurances, if any, do they need once they are in the funnel, browsing our site, and evaluating our product?

As covered above in the Law of Clarity and Law of Friction, you have to do your research and listen with empathy to gain the biggest insights that will lead you to alignment.

The Bottom Line

The context from which a visitor comes to your site needs to be addressed, as does how you will deliver the information they need prior to making a buying decision.

Law #7: The Law of Loss

What is it?

People buy what other people buy. That’s because we seek to minimize the risk of potential loss by relying on what other people are saying.

We are programmed to be loss-averse creatures.

Don’t believe me?

Watch yourself the next time you’re picking out a movie on Netflix or browsing for a new book on Amazon. 

Personally, I won’t buy a new book without at least 250 reviews and an average rating of 4 stars or higher. Even 4 stars is “iffy.”

I use the same risk minimization when it’s time to kick back and enjoy a new movie on the weekends. Less than 4.5 stars? That’s a no-go.

Your habit for loss aversion might be slightly different. Maybe you read individual reviews.

That all-too-human tendency is exactly what the Law of Loss taps into. 

We think much more about losses than we think about gains. If you frame things in terms of a loss, then, rather than a gain, you’re more likely to get clicks. 

Makes sense, right? 


Let’s look at a few examples proving this point. 

One of the most powerful tools in a marketer’s arsenal is scarcity. By putting a limited time window on a product, it speaks to consumers’ fear of missing out (FOMO) and drives purchasing decisions. 

For instance, an online luxury apparel store saw an impressive 5.94% growth in revenue per visitor (and an 8.16% increase in the conversion rate) by adding a simple exit-intent pop-up. 

The message, “We cannot guarantee the availability of goods if you do not place an order now,” clearly communicates the idea that this could be your last chance to get these goods before they’re gone forever.

Putting a specific date on the expiration of a deal is even more effective. 

For example, Proimpact7 added a “Limited Time Offer” label to their pricing page—good choice.

But they took it one step further. Instead of leaving it at that, they actually said that this offer was expiring on March 31st. 

The result? A whopping 24.5% uplift in revenue. 

Conclusion: scarcity works. And the more specific you can get, the better. 

How to Apply this Law to Your Marketing Funnel

There are two ways in particular that you can apply the Law of Loss to your digital marketing objectives. 

  1. Scarcity-Based Approach – This approach is all about FOMO (fear of missing out). This deal won’t last forever. Only available to the first 20 customers. First come, first served. By letting your customers know that, hey, you won’t be able to get this product forever, it’s enough to compel many of them to buy then and there rather than wait a little longer. 
  2. Fear-Based Approach – This approach taps into your customer’s fears about what will happen if they don’t fix their problem. If you’re a software development outsourcing company, for instance, you might say that hiring a team of developers on your own can not only take a lot of time, but may also leave you with a team that can’t get the work done. Without your solution, the customer will be worse off. That’s where the fear comes in.

Of course, these two approaches can and should both be used within your marketing to maximize conversions. 

That being said, don’t overdo it. You don’t want to seem like one of those late-night infomercials trying to catastrophize an unrealistic situation. 

The Bottom Line

Humans are loss averse. And if you can effectively tap into the Law of Loss (with scarcity and fear-based marketing) you can gain a massive boost in conversions. Just don’t go overboard with it. 

Law #8: The Law of Maximization

What is it? 

Okay, so we’re much more afraid of losses than we are excited about gains. That much is clear. 

But even still, that doesn’t mean we don’t try to get as many benefits as possible while minimizing costs. 

In the end, customers want value. And they want as much value as they can get. 

Loyalty programs, for instance, are all the rage today. 

Why? Because they maximize the value of shopping at store again and again. 

Ultimately, the more value you can offer for your customers at the lowest costs, the more likely they’ll be to buy from you. 


Let’s look at an example of value maximization in action. 

We’ve written about this example before in a previous article on upsells. But it’s worth mentioning again here. 

One way of maximizing customer value is by creating add-ons that people can—you guessed it—add on to their current cart. 

Namecheap, for instance, includes plenty of additional services that you can add on to your domain name purchase in just a few clicks. 


Right from the checkout page, you can add hosting services, a private email address, and a site security option, all with just a click of a button. 

This is a great example of upselling because the extra services are all highly related to the original product. And on top of that, most users are going to want these services anyway. 

In the end, it’s a winning combination that delivers more value right at the perfect time of the buyer’s journey. 

How to Apply this Law to Your Marketing Funnel

The Law of Maximization is all about delivering more value to your customers while incurring fewer costs.

So, how do you accomplish that within your marketing?

Well, there are a few ways of doing so. 

  • Adding loyalty discounts
  • Upselling, downselling, or cross-selling on other products
  • Providing monthly subscription prices 
  • Referral rewards
  • Service bundling

However, value maximization doesn’t have to be related solely to money. It can also involve valuable information

Here are just a few ideas to add more value to your clients’ purchases with information rather than discounted prices. 

  • Free ebook on best practices for using your product
  • Membership program where customers can connect and discuss how they use your service
  • Continuing learning programs that help up their skills in the industry (like our 6-Figure Sales Training Course, free with our done-for-you service)

The Bottom Line

In the end, your customers want more value and lower risk. The more you can provide that for them, the happier and more likely to buy they will be. 

Law #9: The Law of Range

What is it? 

You’re craving a slushy. You’re practically drooling over the thought of one (we’ve all been there). 

So you walk into a gas station and see that glorious machine. But unfortunately, they’ve only got 1 flavor

Disheartening, right? 

The thing is, you know the gas station across the street has a machine too. 

And in fact, you can see through the window that they actually have more choices, not just the one. 

So, which store do you get that delicious slushy from? The one with more choices obviously!

The Law of Range speaks to this situation in particular because people love choices. They like having options. 

They like being able to choose which kind of product they’re getting, even if those choices are the same price. 

It’s the joy of customization and the freedom of choice all bundled neatly into one law of funnel physics.

And people really respond to it. 


One of the best examples of adding range to your product offerings is grouping your services into different tiers. 

For instance, AutoGrow has 4 unique packages: Supreme, Ultimate, Superhero, and Hero. 

Now, what works about the pricing tier method is that doing so creates a price anchor and a service anchor. 

A price anchor helps establish a baseline price that makes other prices look more appealing. 

For instance, our Supreme package, while being very popular, is actually not as popular as the Ultimate package. And part of the reason for that is because for some, $1799 is much more palatable than $2999.

A service anchor works in the opposite direction: it makes the smallest package look less appealing to the other higher packages.

Why? Because those higher packages offer more services that the lower tier simply does not have. 

For example, Supreme offers highest priority support and 1-on-1 Live Chat—two services that you just don’t get with the other options. 

And depending on the needs of the customer, that can come off as much more appealing and actually end up driving the sale. 

How to Apply this Law to Your Marketing Funnel

In order to give your customers the most freedom possible, be sure to give them plenty of options to look over. 

For instance, offering different product tiers is a fantastic way to give your customer a variety of options to consider before they ultimately make the decision to buy. 

But the Law of Range can also be applied before the buying decision too. 

For instance, try offering your customers an on-demand demo video as well as a live one. In fact, we’ve done the exact same thing at AutoGrow and have heard some pretty great things from customers about it. 

Adding more options can also be applied to:

  • Contact methods
  • Content marketing (blogs, infographics, videos, podcasts, etc.)
  • Educational resources
  • Social media presence
  • Advertising methods

The Bottom Line

Variety is the spice of life. And your customers are sure to appreciate more options when choosing how to partner with you and purchase your product or service. 

But don’t stop there. Diversify other aspects of your site and your marketing methods to reach and convert the most customers possible. 

Law #10: The Law of Scale

What is it? 

This one is based specifically on marketing strategy

It states that in order to get to scale, you need to leverage that which has scale.

Or to put it another way, to grow bigger (i.e. more website traffic), you must leverage that which already has distribution.

Sounds a bit vague, right? 

Well, let’s break it down. 

If, for instance, you’re running a candy shop (are those even around anymore?). 

And it’s the best damn candy shop in the country. It’s got Whatchamacallits, it’s got Scrumdiddlyumptious Bars, Everlasting Gobstoppers—everything you could ever imagine. 

But the problem is, you need to market yourself so you can open up more stores across the country. 

Now, one way to do that is to reach out to people directly. Send them mail, knock on doors, put flyers under their wipers—whatever it takes to get your product in front of them. 

But the problem is, your efforts aren’t really scalable. Sure, you can hire more people to do it for you, but that can get expensive fast. 

So what do you do instead? You tap into the marketing power of a channel that already has a large audience like a newspaper, radio station, or TV channel (again… are those even around anymore?). 

In doing so, you’re harnessing the power of an already-established audience rather than building one by hand on your own. 

The result? You reach more people faster and for less cost than doing it on your own. 

And that is the Law of Scale in action.


One of the best examples of the Law of Scale is using referral marketing to boost your sales. 

Referrals are worth their weight in gold in the world of marketing. 

Here are a few stats to show you why. 

  • 92% of consumers trust referrals from people they know (Nielsen).
  • People are 4 times more likely to buy when referred by a friend (Nielsen). 
  • Customers referred by a friend have a 16% higher lifetime value (Journal of Marketing). 

The power of referral marketing is that it’s extremely scalable. 

By offering your customers an incentive to spread the good word about your company, you can bring in exponential growth in customers. 

For example, if each referral partner brings in just 2 new customers in a month, you can increase your customer base by 6400% in just 6 months!

As you can see in the graph below, ROI from referral programs is slow at first. But over time, it eventually grows and grows at an exponential rate. 

Source: Business2Community

The more people you have using your referral program, the higher and faster your ROI will rise. 

How to Apply this Law to Your Marketing Funnel

So, how do you apply the Law of Scale to your marketing funnel? 

Well, in addition to the referral program idea referenced above, there are a few other ways you can use scale to your advantage. 

The first is by utilizing social media in your marketing efforts.

Shares and likes are more than just social currency on Facebook, Twitter, and Instagram. They’re also powerful ways of spreading your brand recognition and expanding your influence without spending extra on marketing. 

A campaign that goes viral, for instance, can get in front of the first wave of your audience for cost. But if that audience shares your campaign with friends, you’re reaching those extra possible customers for zero added cost. 

That, my friend, is using scale to your advantage. 

The Bottom Line

If you want to scale your business, you need to tap into the power of scaled distribution. Utilizing social media and referral programs are fantastic ways to use scale to your advantage. 

Law #11: The Law of Emotion

What is it?

“We buy based on emotion and justify it with logic.”

Practically every professional marketer has heard this saying before. And any worth their salt incorporates it right into their marketing. 

Humans are emotional creatures. We cry at the end of Titanic. We clench our fists during an especially rousing chorus. And we’re overcome with genuine feeling of fulfillment after finishing a well-written story. 

And those feelings are powerful

Why? Because they’re often driven by emotion. 

It’s no wonder, then, that emotion plays a central role in our purchasing decisions as well. 

In fact, Harvard professor Gerald Zaltman suspects that as much as 95% of our purchasing decisions are driven by the subconscious. 

In order to tap into that power, you’ve got to make your copy, your design, and your marketing appealing on an emotional level. 

Because when you do, it can mean massive gains in conversion rates. 


Let’s look at a few examples of emotional marketing done well and how it helped increase conversions. 

First off, using human faces in your imagery is a great way to tap into the emotional side of your audience. 

We’re actually designed to be extra good at identifying minute changes in facial expressions to judge the emotional states of others. In fact, there’s an entire area of the brain devoted specifically to doing just that. 

As such, one way to tap into the power of emotion is by including human faces on your page. 

For instance, Basecamp experimented with changing their design from fact-based to face-based and saw a whopping 105% conversion increase. 

Source: Basecamp

That being said, a face isn’t always the best option out there for tapping into human emotion. 

Take the example of an invitation company from our Proven Sales Conversion Pack

Check out the design before…

Not bad, right? There are plenty of faces to really get into the heads and hearts of viewers on this page. 

But here’s what happened when they did a redesign to this…

They saw a whopping 65% increase in revenue!

That’s huge

So, what’s the ticket here? 

Cute dogs in unusual situations sell. 

Faces are great, sure. But when they seem like stock photos, they don’t really bring as much emotion to the equation as they should. 

How to Apply this Law to Your Marketing Funnel

So, emotion sells. That much is clear. 

Now how can you use that to your advantage? 

Well, here are a few ideas to get your creative juices flowing. 

  • Find Evocative Imagery: A picture tells a thousand words. And when you choose the right one, it can evoke an array of emotions in your audience that words may not have the ability to tap into. Incorporating human faces into that imagery is often a good idea. But as we saw in the example above, they aren’t always the best options out there. 
  • Use Storytelling: A good story speaks to us on a deeper level than pure logic and facts. Part of that is because when people get wrapped up in a good story, they lose the ability to counter-argue (or justify not going along with what you’re saying). Wrapping up your marketing in a good story, then, can make the selling process far more effective. 
  • Appeal to a Wide Range of Emotions: Pain, empathy, joy, guilt, anger, excitement, even sadness—these can all be used to tap into the subconscious of your customers and push them ever-closer to a buying decision. 

That being said, it’s important that you don’t oversell the emotional aspect. Emotion is best triggered by coaxing it out of your audience. Bashing them over the head with overly sappy messaging won’t do you any good at all. 

So be sure to approach emotional marketing with a steady hand. 

The Bottom Line

People respond to emotion. And when your marketing taps into the emotions of your customers well, it can drive purchasing decisions. 


I titled this article as “Sales Funnel Physics” because as in physics, these laws identify the universal principles behind why people do or don’t buy online, assuming there is a market need for the product.

I have not been able to find any case studies or A/B tests that do not fall under one or more of these principles:

  1. The Law of Visibility says that offers must be seen in order for sales and conversions to occur. Sounds obvious, but it’s too often forgotten.
  2. The Law of Repetition is different from the Law of Visibility, because it says that the frequency of exposure to your offer has a direct impact on conversion rates. More exposure to the offer causes more conversion, though ROI diminishes after a point because people get annoyed.
  3. The Law of Clarity says that before people become interested and decide to buy your product, they must first understand what it is.
  4. The Law of Confidence says that people care a lot about whether or not your product actually does what it claims. People are risk-averse, so they desire proof in order to minimize perceived risk before buying—in the form of testimonials, case studies, etc.
  5. The Law of Friction says that the easier you can make the experience for an interested buyer, the more likely he/she will buy!
  6. The Law of Alignment says that people will convert more often on offers and landing pages that better align with their context, like from which site they just came.
  7. The Law of Loss says that people are loss-averse and will do everything they can to avoid missing out on value or a deal. 
  8. The Law of Maximization says that your customers want to get the most possible value out of their relationship with you as possible. 
  9. The Law of Range says that audiences respond to having the freedom to choose a variety of products and services.
  10. The Law of Scale says that in order to scale your business, you need to tap into distribution channels that scale as well. 
  11. The Law of Emotion says that people respond to emotion. And in fact, as much as 95% of customer purchases are driven by that. 

Mastering these 11 laws isn’t easy. But when you do, it’s bound to lead to a massive boost in customers, conversions, and sales. 

And hey! If you ever want to partner with a full-stack all-in-one instant digital marketing team to tighten up your funnel for you, we at AutoGrow would love to hear from you

Have you noticed similar patterns when designing your sales funnel?

How will you apply the Laws of Sales Funnel Physics to grow your business?

Tell me about them in the comments and I’ll respond 🙂

Keep funnelin’, stay focused,


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