CP #58: What's An Offer?

Welcome to Conversion Party. This week, we’ve got…

• 🕳️ CRO Deep Dive: I’m Gonna Make Him An Offer He Can’t Refuse

• 🗺️ Goings on: Not nothin’

• 🔦 Partner Spotlight: Unmade

• 👾 CRO Hack: Quantity selectors are out

Let’s ride.

🕳️ CRO DEEP DIVE
I’m Gonna Make Him An Offer He Can’t Refuse

Your website might have stunning design, lightning-fast load times, and a user-friendly interface, but none of it matters if your offer doesn’t hit the mark.

The offer is the foundation of your business. It’s what transforms a casual browser into a paying customer.

Without a strong offer, you’re like…. a powerful family making a big demand—but instead of delivering an offer they can’t refuse, you drop a lukewarm ultimatum on their doorstep. No shock, no urgency, no reason to take action.

A great product alone isn’t enough—the deal has to hit hard, or your customers will walk away like a Hollywood producer who just found a horse with its head still attached.

Today, we’ll dive into what an offer really is, why it matters so much, and how you can create one that your customers can’t resist.

What Is an Offer?

An offer isn’t just the product or service you’re selling—it’s the total value proposition you present to your customers.

Think of it as the “deal” you’re putting on the table. Your offer includes:

• The Product: The core of what you’re selling (e.g., athletic shoes, supplements, handmade jewelry).

• Add-Ons or Incentives: These are the extras that make your product more appealing, like discounts, free shipping, bonuses, or guarantees.

• The Presentation: This is how you package and position your product, such as bundles, upsells, or “buy more, save more” strategies.

A quick example:

The offer here is gummy supplements, with multiple units (at a discount) and 2 free eBooks about health.

The offer is your pitch to the customer. It’s your way of saying, “Here’s what I have, here’s why it’s valuable, and here’s why you should buy it now.” If your offer fails to resonate with your audience, it doesn’t matter how much traffic you drive to your site—most visitors will leave without buying.

Why Does Your Offer Matter?

Your offer is the first thing customers evaluate when they land on your site.

Before they notice your design or read your copy, they’re subconsciously asking themselves:

• “What’s in it for me?” If your offer doesn’t clearly communicate value, they’ll bounce.

• “Is this better than the alternatives? Than what I already have?” A strong offer helps you stand out in a sea of competitors.

• “Do I trust this enough to buy?” Your offer can reduce hesitation with risk-reducing elements like guarantees and free returns.

A great offer grabs attention, builds trust, and makes buying easy.

It addresses objections before they even arise (How much am I saving?) and removes as much friction as possible (does food stick?) from the decision-making process.

Without a compelling offer, even the most loyal customers might hesitate to hit “Add to Cart.”

Real-Life Examples

The Good: Omaha Steaks

The best offers aren’t just about slashing prices—they’re about crafting a deal that feels too good to pass up while strategically increasing customer lifetime value. A great offer balances perceived value, psychological triggers, and risk reduction, making the purchase decision effortless for the customer.

Let’s analyze a real-world example: a Tomahawk Ribeye deal that uses smart pricing tactics, bundling, and subscription incentives to drive conversions.

Here’s why this offer works:

• High Perceived Value: The price is slashed by 50%, making the deal feel like an exclusive opportunity. The original price of $399.99 vs. the sale price of $199.99 reinforces the feeling of getting a premium product at a bargain.

• Bundled Savings Strategy: The option to buy four steaks for $399.99 maintains the 50% savings and subtly encourages a larger purchase, increasing average order value (AOV) while making the deal feel even more rewarding.

• Subscription Incentive: Customers can save an additional 10% by opting for the subscription plan, providing a clear financial benefit and encouraging long-term customer retention.

• Clear Pricing & Options: The pricing structure is straightforward, showing both the one-time purchase price and the subscription discount clearly. No hidden fees or confusion, making the decision-making process easy.

• Risk Reduction Through Framing: The "Save 50% when purchased with any other item" messaging makes it feel like customers are stacking discounts, which reduces hesitation about the price and increases perceived exclusivity.

This offer taps into the Gator brain by emphasizing value, urgency, and savings, making it compelling and easy to say yes to.

The Bland: Blundstone

Unfortunately, not all offers are created equal.

Some drive urgency, increase perceived value, and make customers feel like they’re getting an unbeatable deal. Others? They’re just… there.

A bad offer doesn’t necessarily mean a bad product—it just means the brand hasn’t given customers a strong enough reason to buy.

Let’s break down an example of a weak offer and pinpoint exactly what’s missing.

We’ll analyze a Blundstone Chelsea Boot listing that, despite being a premium product, lacks the elements needed to drive conversions.

Here’s why this offer doesn’t work—and how it could be improved:

• No Added Value or Incentives – The price is $209.95, but there are no discounts, no free shipping, no bonus items, and no bundles (BNPL just aint it). There’s no compelling reason to buy directly from the brand rather than a retailer that may offer a better deal.

• Lack of Urgency or Scarcity – There’s no mention of limited stock, time-sensitive discounts, or exclusive perks to motivate an immediate purchase. Customers can easily leave and shop around.

• No Risk Reduction – There’s no clear return policy, warranty, or satisfaction guarantee displayed near the price. High-ticket items benefit from assurances like “Free Returns” or “Try for 30 Days.”

• No Perceived Deal vs. Competitors – Customers can likely find the same product at third-party retailers (Amazon, Zappos, REI, etc.) that offer better incentives like discounts, free shipping, or loyalty rewards.

How to Improve This Offer

• Add free shipping or a small freebie (like leather care products).

• Introduce a first-time buyer discount or a bundle deal (e.g., buy two pairs, save 10%).

• Highlight a risk-free return policy to remove hesitation.

• Create urgency with “Limited Stock” messaging or “Exclusive Online Pricing.”

Right now, this is a basic listing, not a compelling offer. Customers need a reason to buy now instead of browsing elsewhere.

How to Improve Your Own Offer

If your offer isn’t converting, it’s time to take a hard look at how you’re positioning your product. Here’s how to create an irresistible offer:

1. Understand Customer Pain Points

Your offer should solve a specific problem or fulfill a clear desire. To do this, you need to know your customers inside and out:

• What are they struggling with?

• What do they want most?

• How does your product uniquely solve their problem?

For example, if you sell sneakers shoes, you may want to dig into what a target customer might be using them for, like Hoka does with their shoe finder quiz:

2. Add Perceived Value

Sometimes, customers need a little extra incentive to hit “Buy Now.”

• Free Shipping: One of the most effective ways to reduce friction.

• Discounts: “Buy one, get one 50% off” or limited-time offers can create urgency.

• Bonuses: Include free eBooks, samples, or accessories as part of the deal.

• Guarantees: Offer a 30-day money-back guarantee or free returns to remove risk.

These extras often cost you little but can make a big difference in perceived value.

3. Create Urgency

Urgency is a proven psychological trigger that can drive action. Use tactics like:

• Limited-Time Discounts: “Save 20%—offer ends at midnight!”

• Low Stock Alerts: “Only 3 left in stock—order now!”

• Seasonal Promotions: Tie your offers to holidays or seasons to create natural deadlines.

An example of this that I love is the Fly By Jing Year of the Snake Box:

Urgency taps into FOMO (fear of missing out), making customers more likely to act quickly.

4. Test Bundle Strategies

Bundling is a great way to increase your average order value (AOV) while making your offer more appealing. For example:

• “Buy More, Save More:” Offer a discount for purchasing multiple items.

• Curated Packages: Combine complementary products (e.g., a skincare kit with cleanser, toner, and moisturizer).

• Starter Kits: Offer a bundle for new customers to try your product line at a discounted price.

Create (creatine gummies) does a great job of leveraging Buy More, Save More:

(side note: I also love the “Pay with HSA/FSA” callout 🔥 )

Bundles work because they give customers the perception of getting more value for their money.

5. Highlight Risk-Reduction

Customers hesitate when they feel uncertain about whether your product will deliver on its promises.

Remove this friction by:

• Offering free trials or samples.

• Clearly outlining your return or refund policy.

• Showcasing customer reviews and testimonials to build trust.

You also use a tool like TryNow to let customers try before they buy:

When customers feel confident that they have nothing to lose, they’re far more likely to convert.

Conclusion

Your offer is the backbone of your brand’s success. It’s the ultimate deciding factor for whether your visitors convert into buyers. A strong offer doesn’t just sell a product—it sells an experience, reduces risk, and makes customers feel they’re getting unmatched value.

Start by understanding your customers’ needs and pain points, then craft an offer that solves their problems, adds value, and removes hesitation. Sweeten the deal with bonuses, discounts, or guarantees, and watch your conversions soar.

Remember, even the most beautifully designed website can’t save a weak offer.

🗺️ GOINGS ON
Not Nothin’

🤔 Optimizing Website Conversion: UX/UI Strategies That Work [TODAY]

​Join us for a live virtual workshop to learn simple, actionable UX/UI strategies that can transform your website into a revenue-driving machine. 💸

​What you’ll learn:

🔧 UX/UI tweaks that deliver real results

🎯 Tools to turn browsers into buyers

🔥 Success stories from other top ecommerce brands

🛒 How We Buy #11 ft. Nate Lagos (Original Grain)

BREAKING NEWS: Nate Lagos, professional Apple Watch hater, will be joining HWB#11.

As always, we're partnering with our dear friends from Oddit for an off-the-cuff stroll down CRO lane.

If you care about having a great website and making more money, don't miss it.

🔦 PARTNER SPOTLIGHT
Unmade

Unmade are CRO creatives helping eCommerce brands figure out two key things:

• Why customers love them

• Why some leave without buying

With over 10 years of experience, Unmade uses customer insights and real data to create strategies that actually work - not just quick fixes.

They focus on long-term growth by helping brands improve their shopping experience and boost sales.

Why brands love working with Unmade:

• Custom strategies that fit your brand, not one-size-fits-all solutions.

• A hands-on team that works closely with you every step of the way.

• Data-driven decisions that show you exactly where you can improve.

🎁 Special Offer – 40% OFF Your First Two Months!
Unmade is offering an exclusive 40% discount for the first two months of a CRO retainer - limited to only 4 spots. Plus, if they don’t achieve the agreed ROI target, you’ll get a full refund.

Interested? Connect with the team at unmade.design or on LinkedIn

👾 CRO HACK
Quantity Selectors are OUT