Analog Strategies to Improve Conversion Rates

Increasing conversion rates stands among one of the most important ecommerce optimization strategies you can embark upon. 

There are plenty of digital conversion rate optimization (CRO) techniques, such as: 

• A/B testing
• landing page optimization
• funnel refinement 

But sometimes, analog tactics deliver a massive impact. These can be things like: 

• Reciprocity
• Tangible incentives

Here’s a breakdown of analog as well as a few data-driven digital strategies that can help secure high-value partnerships and increase conversions. 

Analog Strategies in a Digital Age

Inboxes are full and ads get scrolled past. You have to find ways to break through the constant noise that exists on the internet. 

When you’re targeting high-value decision makers, a well-crafted offline strategy can make all the difference. How? Two strategies stand out: reciprocity and its cousin, tangible incentives. 

The Power of Reciprocity

In his famous book Influence: Science and Practice, the psychologist Robert Cialdini outlined how reciprocity is incredibly important to business relationships. He defined it as a human trait where people feel compelled to return a favor.

Cialdini found this trait across cultures. It’s a human characteristic that’s part and parcel of global society. In a sales relationship, you have to remember that to get something, you have to give something as well. 

Reciprocity can be leveraged when trying to initiate partnerships and close deals.

Take, for example, a case where a business executive couldn’t secure a meeting with a key trade association leader who could open doors to thousands of potential customers. He had tried countless cold emails and phone calls. 

The solution? 

A $5,000 shipment of roses. 

The sheer volume of flowers commanded their attention immediately. Soon after, the executive received a call. This conversation then led to a lucrative partnership.

There’s an important caveat: always check if the recipient has allergies before sending flowers!

Reciprocity’s Cousin: Tangible Incentives 

Reciprocity doesn’t necessarily need to take the form of actual gifts. Another effective analog strategy involves making an opportunity feel real before any formal discussion takes place. There are two examples that come to mind:

A sales team used the power of an unsigned check. They drafted an official-looking unsigned check, for a significant amount, made out to the company they were trying to reach. On the back of the check was a simple message:

“Lets turn this into cash together?”

The physical and visual representation of potential revenue made the value proposition tangible.

When Personalization Backfires

You have to tread lightly with creative analog approaches. 

In one case, a company researched a senior executive’s architectural and music interests via his public-facing social profiles. They then curated a personalized care package with handwritten notes, thinking that it would surely grab his attention.

It did, but not in the way they were expecting.

Instead of being impressed, the executive found it overly personal and borderline invasive. They neither got a conversation with him nor did they land a deal.

Analog personalization is powerful, but it has to feel organic and natural, not intrusive or badgering. 

Digital CRO: Tried and True

Analog methods can help open doors, especially when trying to reach a specific and highly-targeted audience. Digital strategies, on the other hand, are essential for scaling conversion. 

A case study from an ecommerce brand highlights the evergreen importance of A/B testing and optimizing digital experiences.

Small Tweaks, Big Results

A business tested two variations of a lead generation form:

1. A long, single-page form
2. A shorter, accordion-style form split into three sections

The accordion design increased conversions by 27%. Why?

• Cognitive load reduction: users weren’t overwhelmed by seeing a long form. 
• Progressive engagement/gamification: completing one section allowed users to feel a sense of accomplishment as they continued 
• Mobile-friendliness: shorter sections improved usability on smaller screens

Key Takeaways for CRO Success

• Test different form layouts to reduce friction
• Use progressive disclosure to guide users through the funnel
• Analyze data clinically because the best design is the one that drives conversions

Balancing Analog and Digital Tactics

Both analog and digital conversion strategies have their place. While digital CRO is essential for scalability, sometimes a well-placed, unconventional outreach strategy can unlock high-value opportunities.

Be strategic and bold. But remember your north star: always test, iterate, and refine.