What it would test on a bridge page
Two theories about why the click does not convert.
Example · a comparison page in front of an offer
Theme 01 · Rule options out
Helping the visitor eliminate the wrong choice will hold more of the click than praising the right one, because paid traffic arrives comparing rather than deciding.
- Three options. Two of them are wrong for you.
- If you need it for the workshop, stop here. If not, the other one.
Theme 02 · Disclose the incentive early
Naming the commission before the recommendation will do more for trust than another endorsement, because the visitor already assumes it and is waiting to catch you.
- We earn a commission. Here is what that does not change.
- Commission-funded, which is why the comparison is the whole page.
Two arguments for the same thing, each written more than one way. What gets tested is which argument lands, not which sentence reads better.