Dominic Towers-Moore

I help service-based businesses increase their revenue with digital marketing.

[Dominic Towers-Moore @towersmoore]

We've evolved to notice what's different, not what's common.

Analyse your 5 top competitors' websites. List common elements (colours, layouts, phrases), then deliberately contradict these patterns on your site to stand out.

[Dominic Towers-Moore @towersmoore]

Company requiring account creation saw 23% abandonment. After adding social login options, abandonment dropped to 10%.

Add "Login with Google/Apple" to your forms. One-click options reduce friction and typically lift conversion 11-22%.

[Dominic Towers-Moore @towersmoore]

People abandon processes that require unexpected effort.

Signal effort requirements upfront: "Quick 2-minute signup • Just 3 steps • No credit card."

Setting expectations reduces abandonment by 40% vs. surprising users with requirements.

[Dominic Towers-Moore @towersmoore]

In retirement plans, every 10 additional investment options decreases participation by 2%.

If offering multiple service tiers, create 3 options with the middle pre-selected.

Your conversion rate will likely increase 17-43% vs. offering more choices.

[Dominic Towers-Moore @towersmoore]

MECLABS found 52% of shoppers worry about clicking the purchase button.

Add explicit "what happens next" text near your CTA button: "After clicking, you'll receive an email confirmation. No credit card required."

Reduces abandonment by 17-28%.

[Dominic Towers-Moore @towersmoore]

Eye-tracking shows "banner blindness" affects 86% of website visitors.

Move your most important message OUT of typical banner positions (top horizontal bar, right sidebar).

Place in content areas where eyes naturally track.

[Dominic Towers-Moore @towersmoore]

Vanguard simplified statements from college to 8th-grade level. Result: 67% better comprehension.

Replace industry jargon with simple terms. Change "utilise" to "use." "Facilitate" to "help." "Implement" to "start."

Clarity beats impressiveness.

[Dominic Towers-Moore @towersmoore]

Baymard found the average checkout has 23.48 form fields but only 13 are necessary.

Count your checkout form fields. For each, ask "Would I abandon if this was required?" Remove every non-essential field for an average 26% lift in completion.

[Dominic Towers-Moore @towersmoore]

Lower the activation energy of your first user step.

Example: Netflix evolved from "Start your membership" to "Try 30 days free" to their current "Watch free for 30 days."

Each change reduced perceived commitment and increased conversion.

[Dominic Towers-Moore @towersmoore]

Loss aversion is 2-3X more powerful than equivalent gain framing.

Change "Save $100/month" to "Stop wasting $1,200/year." Test both versions against each other.

The loss frame typically outperforms by 20-31%.

[Dominic Towers-Moore @towersmoore]

Pattern interruption creates what psychologists call an "orientation response" that bypasses mental filters.

Example: Mailchimp's "Did You Mean" campaign used deliberate misspellings (Mailkimp, Failchips) to break patterns. Traffic up 14% overnight.

[Dominic Towers-Moore @towersmoore]

MarketingSherpa found removing just 20% of page elements increased conversions by 35%.

Take a screenshot of your landing page, open in PowerPoint, and circle elements that don't directly support your primary conversion goal. Remove them.

[Dominic Towers-Moore @towersmoore]

24% of shoppers abandon carts when forced to create an account.

Add "continue as guest" option with optional account creation AFTER purchase.

Companies implementing this see an average 14.9% lift in completion rates.

[Dominic Towers-Moore @towersmoore]

Content at a 6th-grade reading level outperforms college-level content across ALL education levels.

Copy your current homepage text into Hemingway Editor (free).

Simplify until it shows "Grade 6" then A/B test against your current version.

[Dominic Towers-Moore @towersmoore]

The "cognitive window" is a 2-3 second period after pattern interruption when your message can bypass mental filters.

Place your core value proposition IMMEDIATELY after any surprising element on your page.

[Dominic Towers-Moore @towersmoore]

A 1-second page delay = 7% fewer conversions.

Run Google PageSpeed Insights on your top landing page. Fix any "Largest Contentful Paint" issues it identifies.

This single technical optimisation often yields a 15-25% speed improvement.

[Dominic Towers-Moore @towersmoore]

When P&G reduced Head & Shoulders from 26 to 15 varieties, sales increased 10%.

Identify your lowest-performing 20% of products/services and temporarily remove them.

Watch what happens to overall conversion.

[Dominic Towers-Moore @towersmoore]

Reframe inaction as a costly active choice.

Try this: Change CTA from "Start free trial" to "Choose: Start improving results now OR continue losing £x monthly."

Data shows explicit cost of delay increases conversion by up to 27%.

[Dominic Towers-Moore @towersmoore]

Your brain filters 99.9% of marketing automatically.

Use pattern interruption by selecting colours opposite to your industry norm on your design colour wheel.

If competitors use blue, try orange. If they're serious, use humour.

Break the pattern to get noticed.

[Dominic Towers-Moore @towersmoore]

Research shows that users subconsciously ignore content in predictable ad placements (sidebars, headers, pop-ups).

The brain sees these as visual noise - like background chatter in a café - and tunes them out.

If your ad looks like an ad, it’s already lost.