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What is a Conversion Driver? -Clickipedia

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What a Conversion Driver is: An element in your messaging, which works to reduce friction along a visitor’s path through your conversion funnel.

What a Conversion Driver looks like: The incorporation of security icons, testimonials, guarantees or added incentives, such as a reduced cost or free shipping.

Why Conversion Drivers matter: Visitors may have interest in converting, but worry about justifying the cost, if their credit information is safe or if they really need your product or service at all. Conducting A/B tests can help you identify which obstacles are influencing your conversion rates and can help your visitors overcome friction, complete their conversion and help you get a lift in your KPIs.