Framework Friday: Your Campaign isn’t Bad, Your Conversion Process is Broken

Hey Operator,

The click-throughs are decent. Traffic’s up. Your ad looks great on LinkedIn.

So… why is your conversion rate still trash?

This week’s framework breaks it down:

The Three Components of Successful Conversion

Because “Request a Demo” isn’t a strategy.

Your conversion rate lives or dies by one thing:

The ratio of perceived value to effort.

1. Barrier to Entry

“How much are you asking from me?”

• Information Required – Every extra field in your form drops conversion by up to 4% (HubSpot)
  

• Effort Required – More clicks = more drop-off
  

• Uncertainty – Vague CTAs crush conversion by 30%+ (MarketingExperiments)

You’re not gated by leads. You’re gated by friction.

2. Relevance

“Does this matter to me right now?”

• Target – Wrong persona = wrong play
  

• Timing – Missed the trigger window? Good luck.
  

• Topic – Misaligned message = instant bounce

Salesforce says relevant offers convert 5–10x better. You don’t need a bigger audience. You need a sharper aim.

3. Perceived Value

“Is this worth it?”

• Clear Benefits – Be specific or be ignored

• Content Quality – No one wants another 50-slide PDF

• Outcome Alignment – Does this help me win?

A strong value prop can double your conversion rate (MECLabs). But most GTM teams never test theirs.

Steal This Play

✅ Pull your top 3 converting and bottom 3 converting assets

✅ Score each across Value, Relevance, and Barrier (1–5 scale)

✅ Pick the lowest-scoring one and fix only that component

✅ Rerun it. Re-measure in 7 days.

This is not about best practices.

It’s about conversion math:

(Perceived Value × Relevance) ÷ Barrier to Entry

If you’re not optimizing that, your competitors are. 

Bye for now,

FYI GTM