THE METHOD
Start from the action.
Conversion Design is how we get investors, partners, teams and customers to act. We name the action, find what's in the way in the terms or the moment, fix it, and measure what moved.
01 · WHAT COUNTS
A conversion is the action your business needs from someone.
- Investorscommit to the round, follow on, move from first meeting to term sheet
- Partnerssign, renew, commit more volume
- Teamswork to a new structure, follow a new process, hit a new plan
- Customersbuy, buy again, switch to you, pay on time
- Users and beneficiariessign up, finish onboarding, keep using it
It isn't always a sale. It's always a person doing something.
02 · TERMS AND MOMENTS
People act when the terms are right and the moment is clear.
TERMS
What's on offer and who decides.
Price, equity, incentives, risk, authority, deal structure. Terms decide whether people want to act.
MOMENTS
Where the decision happens.
The pitch, the screen, the form, the conversation, the timing of the ask. Moments decide whether people can act, and whether they're asked at the right time.
This mirrors BJ Fogg's behaviour model: people act when motivation, ability and a prompt meet. Terms supply the motivation. Moments supply the ability and the prompt.
03 · THE FOUR STEPS
The four steps.
- 01
Name the action.
One sentence, agreed with the people who own the outcome: we need [who] to [do what] by [when]. We agree how we'll measure it before work starts.
- 02
Find what's in the way.
We interview the people who need to act and the people who own the path to it. We walk the path ourselves. We read the numbers. Every blocker is tagged: terms, moment, or both.
- 03
Fix it.
Strategy & Investment fixes terms. Product & Technology fixes moments. Brand & Market fixes the promise and the message, which sit across both. We build with your team, and a principal stays until it runs.
- 04
Measure what moved.
Baseline on page one, new number on the last page. The number becomes the next decision.
04 · EXAMPLE · FARMCROWDY
Decided: grow sponsorship on mobile.
SOURCE: INTERNAL FUNNEL TRACKING
05 · A COMMON QUESTION
Is this conversion rate optimisation?
Conversion rate optimisation improves pages. It works on the moment. We start earlier, with the terms: the structure, the incentives and the deal that decide whether people want to act. Then we design the moment.
06 · BY TYPE OF ACTION
By type of action.
07 · QUESTIONS
Frequently asked questions.
01What does Axis & Sage do?
We get the people your business depends on to act: investors, partners, teams and customers. We find what's stopping them in the terms or the moment, and fix it in the strategy, the product or the brand.
02Is Conversion Design the same as conversion rate optimisation?
Conversion rate optimisation improves pages. We start earlier, with the structure, incentives and deal terms that decide whether people want to act. Then we design the product and the message that decide whether they can.
03Who do you work with?
Owners, CEOs and investors of groups and growing businesses; founders raising capital; and institutions running programmes. We work across Africa and the GCC.
04Where are you based?
We're registered in Masdar City Free Zone, Abu Dhabi, and the founders are in Dubai and Lagos. We work across Africa and the GCC, and in person when it helps.
Who needs to act?
Tell us in one sentence. We reply within one working day with a clear next step.