The Power of Focus To Skyrocket Conversions

The Power of One (Or Maybe Just One and a Half): Why Focusing on a Single Conversion Strategy Can Be the Best—and Worst—Thing You Ever Do

Let’s be honest. Most of us—me included, sitting here with a lukewarm coffee and a dozen browser tabs open—are drowning in options. There’s this constant, gnawing pressure to do more, try everything, be everywhere. Social media, email blasts, webinars, TikTok dances (I tried once, never again), and don’t even get me started on the latest AI tools. It’s exhausting. But here’s the kicker: sometimes, doing less is the only way to do more. Or at least, to do something that actually works.

I remember last year, right after the whole Threads vs. Twitter debacle, I was convinced I needed to be on every platform. My results? A mess. Leads everywhere, sales nowhere. It was like trying to herd caffeinated cats. But then, a friend—let’s call her Jess, because that’s her name—said, “Why not just pick one thing and make it amazing?” I scoffed. Then I tried it. And, well, here’s what happened.

Clarity (Sort Of): The Path to Purchase Isn’t Always a Straight Line

So, you know how sometimes you walk into a store and there are so many choices you just leave? That’s what your customers feel when you throw everything at them. I used to have, I don’t know, five different offers on my homepage. It was chaos. People clicked, they scrolled, they left. No sales. Nada.

But when I stripped it all back—just one core offer, one funnel, one clear path—things changed. Not overnight, but gradually. It was like cleaning out a cluttered closet. Suddenly, people knew what to do. They clicked. They bought. I felt…relieved? Maybe even a little smug. But also, weirdly, a bit bored. Is simplicity always better? Maybe. Maybe not. But it works.

And, honestly, it’s easier to sleep at night when you’re not worrying about a million things. Unless you’re like me and you worry anyway.

Amplification: Small Tweaks, Big (Sometimes Disappointing) Results

Here’s the thing. When you focus on one funnel, every little change matters. I once changed a button color from blue to orange—because, apparently, orange is the new blue—and conversions jumped 12%. Or maybe it was 8%. The point is, it worked. Or at least, I think it did. Sometimes the data lies, or maybe I just want it to.

But that’s the beauty of it. You’re not spreading yourself thin, so every tweak, every test, every late-night “aha!” moment (usually followed by a “wait, what was I thinking?”) actually moves the needle. It’s like tuning a guitar string—one tiny twist and suddenly, the whole song sounds different. Or it snaps and you have to start over. That happens too.

I read somewhere—maybe in a newsletter, maybe on Reddit—that the fastest-growing SaaS companies in 2024 are the ones who obsess and focus over their onboarding funnel. Not their ads, not their blog, just that one journey from “maybe” to “yes.” It’s almost poetic, if you squint.

Momentum: The Engine That Sometimes Sputters

Momentum is a weird thing. It’s like riding a bike downhill—until you hit a pothole. When your funnel works, it feels unstoppable. Leads come in, sales happen, you start thinking about buying a second monitor. But then, sometimes, it just…stalls. Maybe the algorithm changes. Maybe your audience gets bored. Maybe you do.

But when you’ve got one thing to fix, it’s not so bad. You can tinker, adjust, obsess. I once spent a whole weekend rewriting a follow-up email sequence. My friends went to a concert; I stayed home and argued with myself about subject lines. (“Is ‘Don’t Miss Out’ too desperate? Probably. But it works.”) The next week, sales doubled. Or maybe it was just a fluke. Who knows? The point is, momentum builds—until it doesn’t. And then you build it again.

Real-World Chaos: Stories That Don’t Always End Well (But Sometimes Do)

Let’s talk about Apple. Or Netflix. Or that indie game developer who made it big on Steam last month. They all have one thing in common: a single, focused offer, delivered through a killer funnel. But here’s the twist—sometimes it fails. Remember Quibi? Yeah, me neither. The point is, focus can be magic, but it’s not a guarantee. Still, it’s better than chaos. Usually.

I know a guy—let’s call him Mike, because that’s not his name—who built his entire business on one online course. He automated everything, from lead magnet to upsell. It worked. Until it didn’t. Then he tweaked, relaunched, and it worked again. That’s the game. You win, you lose, you try again. Sometimes you eat the bear, sometimes the bear eats you.  The whole point is, is this, people notice your focus.

Embrace the Messy Power of One (Or Just Try It, Whatever)

So, what’s the takeaway? Maybe it’s this: pick one thing, focus on it. One offer, one funnel, one path. Pour your heart into it. Obsess. Fail. Try again. Watch as your traffic and leads—those slippery, unpredictable things—start to turn into sales. Or don’t. But at least you’ll know you tried.

The power of one isn’t perfect. It’s messy, it’s frustrating, it’s sometimes boring. But it’s also the only thing that’s ever really worked for me. And maybe, just maybe, it’ll work for you too.

Go on. Try to focus. See what happens. Or don’t. But if you do, let me know. I’ll be here, probably overthinking my next move.