Writings
Three CRO Principles That Separate Ultra High Converting Brands From Everyone Else
Emil Nygård · March 2026
The difference between ultra high converting brands and average converting brands actually lies in the simple things.
There are three fundamental conversion rate principles that the ultra high converting get really right and that the average converting are just not doing well enough. Together, these three principles form an extremely powerful synergy that will increase your conversion rate. And if done right, they will allow your brand to tap into that ultra high converting performance.
The three principles are:
Show, don't tell.
Be specific.
Do more.
I know they sound simple. But this is really the differentiation between average converting brands and the ultra high converting. It almost sounds too simple to be true, but that is the reality.
This applies for any industry. The best in the industry are the ones that get the fundamentals right. It's not the ones with the shiny objects, it's not the ones with the special tricks. It's the ones that have the best fundamentals. And by that, I don't mean in theory, but the practical application and execution of those fundamentals.
ForChics: all three principles executed in one product page
ForChics is an excellent example of someone getting all three principles extremely right in their execution. And as you'll see, together they create a synergy that drives their entire conversion rate.
Starting with their media gallery. Principle one, show don't tell: their whole media gallery is before and afters. Principle two, be specific: they are only focusing on the eyelashes. They're selling a mascara, so there is no point in showing anything else. That's the specific part. And being specific also means avoiding what doesn't matter.
And principle three, do more: many brands would probably stop at three images. ForChics keeps going with a huge amount of before and afters, and that's only the media gallery.
Further down the page, they show one week, four weeks, eight weeks, twelve weeks, and you can see clear growth in the eyelashes. Really good visuals to get the benefits timeline across. Then they have not just videos on their product page, which any brand should have. They have a lot of videos, paired with reviews, twelve videos in a grid that you can click through.
This is exactly parallel to ads. You don't run one ad and expect it to convert for your whole store. Neither should you run one video on your product page. Neither should you have one before and after image. It's the exact same principle that applies for ads and websites.
On average, brands are better at doing this execution in ads than they are on their website. This is because very many brands focus on creatives and marketing, because of course you need a proper marketing funnel. But once you get your marketing to a certain point, what too many brands forget is that their website is the one creative that all their traffic will go through. Having your website and specifically product pages right is one of the highest levers if you actually have your marketing at a decent level.
The FAQ detail that is actually a huge conversion factor
Too many brands have very few questions in their FAQ. They might have five questions, six questions. ForChics makes sure to have a lot of different questions.
Think of it: the FAQ is a section on your site that your highest intent visitors go to in order to get an objection handled or to get an answer to a question they have. They need more information, or they are just in general unsure about something. So the more specific your questions are, and the more of them you have, the higher the chances that your highest intent visitors will see a question that is exactly what they need at that time, which will ultimately lead to a conversion for you.
We have real data from multiple eight figure brands where FAQ answers with bad or insufficient content have a really high bounce rate compared to other questions.
People actually give up and leave the page because they did not get the answer they needed or the additional information they were seeking. Getting your FAQ questions right is a bigger deal than most brands realize.
Frøya Organics: the three principles repeated across every section
If you haven't checked out Frøya Organics, check out their ad copies, their ads, and their landing pages. They are extremely good at what they're doing and they understand the cause and effect when it comes to D2C marketing.
Their main landing page headline is a great example of being specific. Take a moment to appreciate the difference between what they could have written and what they did. They could have wrote "Delay wrinkles, guaranteed less wrinkles or your money back." But they chose to write "Delay wrinkles by 10 years, guaranteed." Multiple layers of specificity that you'll probably see lacking in a less converting brand.
Then they have a lot of press mentions. And this goes back to "do more." They don't stop at four, they add a lot of them.
Next, their before and afters. This section is amazing. If you haven't tried this on your own store, you should. If you get this right, this one section has an insane effect on conversion rate. The majority of high converting brands have a before and after section. But what Frøya does, placing them more in the ultra converting category, is the pure amount they feature. Fourteen or more. Where many other brands would have stopped at six or eight.
If you have seen something work really well in your ads or on your landing page, just do more of it. It's not like the results will stop if you have more of the thing that's working. I don't know why people have a limit on how much they're doing of what works.
Each before and after is specific, and they have a lot of them. And of course, the first principle of show don't tell is the whole nature of a before and after section. They check off all three principles in this single section alone.
Then their benefits timeline. Many brands have three milestones: one day, one week, one month. Frøya has 24 hours, three days, one week, one month, three months, six to twelve months. Being very specific with each milestone, and adding more of them. The one thing they're not doing well here is that they are only typing it in text. They're not showing images or before and afters for each milestone, which would make much more sense considering this is supposed to show what you can expect.
Their customer statistics section and media gallery repeat these three principles to an extreme degree again. A lot of content, a lot of specificity, a lot of different cases, and the text is rich, not generic.
Comment screenshots: a format you should be testing
Frøya also features comment screenshots, taking actual comments from Facebook, Instagram, or reviews and designing them to look like comment screenshots. A lot of brands are testing this right now, and a lot of the ultra high converting brands are featuring them on their pages. If you haven't tested this for yourself, give it a try.
And they have a pure video section showing customer testimonials and product-in-use videos. An enormous amount of them. Again, if it's working, do more of it.
Cupids: making reviews specific and navigable
Everyone has review sections. The question is: how can you make reviews more specific, and how can you do more of them?
Cupids has divided the display of reviews into five different topics. So depending on what actually interests you, you can click on each category tab to see specific reviews covering your interest topic. I see this as a no-brainer. It has no drawbacks. And it allows the user to interact with what they specifically are interested in learning more about.
You can think of conversion rate optimization as simple as this: if people get all the information and the impressions they need to buy, they will.
The challenge is providing those impressions. Because they have baseline psychological factors that will stop them from buying. If they like the product but don't trust your brand, you have to give them an impression that builds trust. If they think it's expensive, you have to flip it from a cost to an opportunity cost. If they're not interested, you have to give them impressions that make them want the product in the first place.
It's not rocket science, but it is hard to execute to the degree where you have that ultra converting store. It really applies to videos, FAQs, images, before and afters. Just like with ads, you have to have multiple personas, multiple angles per persona, and then execute those angles through multiple media, multiple channels. And the more specific you can be, the better you will convert the people seeing them.
Video FAQs: a format most brands overlook
Most brands don't have more than one video section. Cupids has multiple. And further down they have videos to answer the FAQ, with comments overlay that they're covering. Really smart, because why are people in an FAQ? They seek more information about something specific, or they want more certainty about something. Video is a more engaging format than text. If you can provide those answers in videos, that is much better and higher converting than providing them with text.
Many brands avoid this because they'd have to produce videos specifically for the FAQ section. But honestly, that's just being lazy and overlooking the importance of fundamentals. You should be making a lot of ads every week and there is nothing that makes that not apply to your website. You should really try to have production capacity for website specific content. But something you can also do before you're at that point is find your winning video ads and test those in video sections on your website. If they work well in ads, the chance of them working on your website is very high.
Javy: how these principles apply to your whole funnel
Javy shows how these principles apply universally to your whole funnel, your whole store, your whole setup.
They found a landing page format that works really well for them. And guess what they're doing? They're doing more. Javy is running the majority of their ad spend to landing pages that are really good at showing, not telling. They have a video for every part of the whole landing page. Instead of a static image, you get movement, engagement, real footage that pulls you in.
But where a lot of average brands would have stopped with finding one landing page that works, Javy has done more of it. They have the same template and format, but four versions of it. All getting decent traffic. Same layout, but with different angles, different content, different specifics. "12 Reasons Why Javy Will Upgrade Your Mornings" vs "11 Reasons Why Everyone's Obsessed with Javy" vs "Why Everyone's Switching." Very similar, but different specific executions, which makes a huge difference.
If you're doing things that are non-specific, you're not hitting anyone properly. If you're doing one or two that are very specific, you're hitting two groups really well but leaving out so many more that just need a different specific execution.
If you're running landing pages and you only have five or six points, just try adding more and see what happens. Test it out. Usually people stop at a certain limit for no reason. If the content is good enough, you can add more.
What Javy is not doing as well is being specific in their copy. The angles are pretty indirect and not as direct to the point as they could be. But they're executing the other two principles, showing not telling and doing more, really well.
Putting your content to actual use
If you feel like you have a lot of good content but are not putting it to use on your website, you should check out Eevy AI.
We have completely revolutionized the workflow for conversion rate for high seven, eight, and nine figure brands, to be able to use all the behavioral and conversion data on their website to make sure that the content being displayed is actually the right content. Because if you have 50 videos you could put on your product page, how do you know which ones are the best and which ones possibly even drag down the conversion rate?
As I mentioned with FAQs, we have seen from data that a lot of FAQ questions and answers actually cause bounce if they are bad answers. But on the opposite, having the right specific questions really drives through conversions that wouldn't have happened if that specific question and answer wasn't there.
Eevy is basically the Meta algorithm, just for your website content.
Instead of trying to manage AB tests and use visitor recordings to manually try to understand what's working, stop guessing. Focus on producing and adding the best content you have, and Eevy's algorithm will make sure that the best performing content is the content that gets displayed on your product pages and landing pages.
Our algorithm optimizes your media gallery content, your review sections, video sections, and FAQ. All you and your team have to do is focus on the input: adding the best questions and answers, the best videos, the best media gallery content. You don't have to choose the order, and you don't have to choose what to feature. You upload everything into Eevy and the algorithm finds what works best and displays that.
An extremely practically valuable thing as well: when you have Eevy live, you get direct engagement and performance data on your media gallery content, FAQ questions, video sections, and reviews. You can see exactly how much each image or video in your media gallery is actually doing for the conversion rate. The same with FAQs. What answers are working, what answers are actually hurting your conversion rate. Just like you would in Meta: test a lot of videos, and the algorithm shows that some perform really well while some actually lose you money. The same goes for your website. It's just that you haven't had access to a data-driven algorithm to optimize the content on your page.
If you want to step up your website game and put your content to actual use, go to the Shopify App Store, find Eevy AI, and try it out. My team and I will be directly available to help you get the most conversion rate increase out of Eevy, in the live chat inside the app once you are on a paying plan.