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Your customers aren’t always comparing features, they’re secretly weighing friction. Which means your job isn’t just to sell the value - it’s to reduce the resistance. What if, instead of asking “How do we make this sound more appealing?”, we asked “What’s making this decision harder than it needs to be?”.
That first five seconds? They matter more than most people realise. But here’s the catch: when you’ve played a major role in the creative process, you’re usually too close to it to see the cracks - that's where a 5 second test comes in.
Most business blogs aren’t written for the people who matter - your audience. Instead, they’re written more like internal noticeboards and that means you’re missing out on one of the most powerful marketing tools
In a world crammed with endless scrolling, pop-ups, flashing offers and ‘read more’ rabbit holes, the real competition isn’t just other businesses - it’s cognitive overload.
Most websites don’t have a traffic problem - they have a conversion problem. Conversion Rate Optimisation (CRO) is simply about spotting issues and opportunities and gently guiding more of your visitors to take action.
With more and more pressure put on marketers and department heads to provide instant results - these promises are tempting. But is speed always beneficial in marketing?