| By Pilar Araya, Founding Partner B12

Action for the sake of action is pointless if there is no strategic reflection on what we do. And, as obvious as it may sound, it is essential to reach the indicators, also known as KPIs (Key Performance Indicators).

To accelerate conversions, you first need a strategic-level vision and then a tactical-level approach.

 

The strategic level contains four key elements: brand, pre-sales, positioning, and value proposition. Once the strategic level is functioning effectively, attention should turn to the tactical level, which is the mechanism to activate the three keys to achieve conversions: trust, friction, and proof.

 

STRATEGIC LEVEL

Brand
This is how you establish yourself in the market with distinction and build a reputation in the minds of consumers:

• Market reputation: Maintain a coherent and consistent message.
• Attention in the business niche: Implement a disruptive communication strategy.
• Audience relationship: Build alignment through concrete values, so your niche feels a genuine affinity with your business, company, or institution.
• Borrowed reputation: Refers to opinions from third parties, such as prestigious publications or influencers, about your company or institution.

 

Pre-sales
This includes all content and information that potential clients consume before making a purchase — from images to videos, blogs, and more. Every piece matters.

When a company or institution can provide new ideas with a recognisable and unique style, the connection with the audience increases exponentially.

 

Positioning
This is how you are perceived compared to other options in the market. It is your ability to occupy a clear and distinct place in the consumer’s mind.

Value Proposition
What value do potential clients perceive in your offer compared to other market alternatives?

 

TACTICAL LEVEL

Once the strategic factors are working correctly, focus on the critical tactical areas to improve conversions:

 

TRUST: Organise the elements that generate confidence:

• Careful design aligned with your brand: Learn to recognise basic design patterns.
• Human factor: Clients are drawn to human elements. When a brand is presented through a person, familiarity increases, showing there is a team behind the work.
• Brand values: Always communicate them; this strengthens the connection with your audience.
• Expertise: Demonstrate competence and sufficient experience in your field.
• Clarity in your offer: Be clear about what you provide and how you will help.

 

FRICTION: It costs time and money to convince potential clients, so reduce doubts at the point of sale through:

• Guarantees: Critical for conversions, especially when selling products to first-time buyers.
• Free trials
• User experience design: A poor website can significantly reduce conversions. Missing calls-to-action, small text, slow loading pages — all these elements harm conversions. Ensuring a smooth user experience is essential.

 

SOCIAL PROOF: This is vital on your website because it builds trust and reduces friction. Examples include:

• Testimonials
• Logos of authoritative third parties
• Reviews