The topic of “Conversion Optimisation” causes a lot of excitement amongst hardcore marketers.

It's pretty amazing how by tweaking the colour, position or wording of a button or an order form you can increase response by 10, 20, 30% or more.

But there's something that the conversion experts rarely talk about that can have a much bigger impact.

You see, conversion experts usually don't have any control over the most important factor in whether a website visitor takes a desired action: the offer itself.

As a result, all their analysis and reporting is based on the things they can change. Formats. Headlines. Buttons. Forms.

But if you think about it, what's going to have more impact on whether someone signs up for your free report or buys a product from you: the colour of the button they click or what they're actually going to get from the report or product?

So exciting though it may seem to try out the latest clever plugin that animates an optin button or does it by Facebook, your best bet by far to increase conversions is to think about improving your offer.

If you want people to subscribe to your emails, what can you offer them of immediate value that will address some of the biggest challenges or problems they have?

Can you offer something different to different potential clients with different issues?

Does what you offer them give them a fast payback so they immediately want more from you?

A brilliant offer with a useless landing page will still do well. But even a brilliant landing page with every conversion tweak under the sun won't save a weak offer.

Get your offer right first.

I have a bunch of different initial “lead magnets” I use, all focused on helping people get immediate results and value.

What's your irresistible offer?