Conversions are also influenced by the brand itself. The brand strength in the market and the relation between the brand promise and the delivery on that promise is an additional factor that has to be taken into account. Conversion optimisation therefore does not only rely on the quality of the product or conversion tactics (on-page or off-page).
The brand can be a shortcut to the conversion point; i.e. if the brand is strong and the perception exists that the band promise is being kept it is easier to achieve the point of conversion.
Strengthen conversion by bringing the moment of the action closer to the brand.