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Part 2.8 · Conversion Tactics Toolkit
Conversion tactics, mapped to the page
A reusable set of CRO levers tied to the 10 bands (0–9). Every tactic carries a brand-safe guardrail, because the whole point is to convert harder without cheapening the premium brand. Risk dot = erosion risk if mis-applied.
Low brand-safe as designedMedium safe only if gated / curatedHigh erodes brand if overusedBand chips map each tactic to where it lives.
Cross-cutting principles
- One primary action per band. Kill CTA overload (the #4 leak); each band has a single obvious next step plus the persistent concierge.
- Discounting is quarantined and gated. Flash offers only for deal-seeking sources; education pricing only behind verification. Brand / organic / pro traffic never sees a price-led message.
- Sound does the selling. Sensory proof (demos) outperforms copy for this product; lead with it everywhere it fits.
- Fail safe to brand. When a signal is unknown, default to the prestige, perpetual-first state, never a guess.
- Measure the guardrails, not just conversion. Watch full-price purchase rate and AOV for organic/pro so a short-term lift never masks long-term erosion.
- Ownership is the moat. Perpetual "yours to keep" is the core differentiator; subscription/rental of the catalog (e.g. Originals on Splice) is quarantined off the Spitfire site, because it cannibalizes perpetual revenue, trains rental behavior, and commoditizes the line.