Under-rated things you can do in your business to increase revenue

Feb 22

When it comes to running a small business, it’s easy to focus on the big stuff - product launches, paid ads, fancy marketing strategies. But actually, it’s often the little things that quietly work in the background to build trust, drive conversions, and increase your bottom line. These small shifts might not be the most glamorous, but they’re proven to work, and best of all, they don’t usually require a huge budget.

These are 7 under-rated tactics you can focus on to start seeing more revenue without completely overhauling your business.

1. Increasing your email opt in rate (mainly through pop-ups)

Your email list is one of the most powerful tools in your business, but it’s only as strong as the effort you put into growing it. Increasing your opt-in rate, particularly through well timed pop-ups can have a huge impact. A good pop-up is more than just a “10% off” offer. It’s a chance to create an entry point into your world.

Generally most businesses I come across have between a 3-5% sign up rate but aim as close to 10% as you can get. The bigger you grow that list and the better you nurture it, the more success you’ll see with new product launches and events. It really is that linear.

Why does this work so well?

It grows your most valuable asset: Unlike social followers, your email list is something you own, and it gives you direct access to potential and past customers.
It drives repeat purchases: Once people are on your list, you can target them with offers, rewards, and updates that keep them coming back.
It creates personalisation opportunities: You can collect basic info that helps tailor your emails to what your customers want to see.
It boosts your promotions: The bigger your list, the more people you can reach during sales or launches and that’s without any added spend.
It drives quick conversions: Incentivised pop-ups often lead to an immediate purchase.
It improves abandoned cart recovery: More emails = more chances to recover those almost buyers.
It strengthens your whole marketing funnel: It’s an easy way to capture interest at the very top and guide people toward buying.

Pop-ups work because they grab attention, usually at the right time (and showing them at the right time is super important) - either when someone is about to leave your site or after they’ve browsed for a set amount of time (never straight away). Add a compelling offer, and you could have a high converting, low effort strategy that continues to pay off.

2. Putting your reviews everywhere

Think of customer reviews as your sales team. They build instant trust, offer proof that your product delivers, and help reassure those nervous new buyers. The more places you showcase them, the more powerful they become.

Here’s how reviews boost revenue:

They build trust immediately: People trust other people more than brands. Seeing someone else’s good experience can be the nudge they need.

They increase conversion rates: Especially when placed near buy buttons, on product pages, and during checkout.
They highlight key selling points: Real customers often describe your products in a way that resonates with others, like “so soft” or “lasted ages.”
They ease decision making: Reviews reduce anxiety and help customers feel more confident about spending their money.
They improve product pages: More detail from real users means fewer returns and more informed buyers.
They reduce cart abandonment: A well placed review on the basket page can be all someone needs to finish their order.
They strengthen your brand: If your competitors don’t use social proof as effectively, it gives you a clear edge.
They boost your campaigns: Emails and ads that feature real reviews tend to perform much better.

Where should they go? Product pages, homepage, basket, emails, social posts, ads, landing pages - everywhere people are making decisions.

3. Testing new promotions, products or campaigns

Staying in your comfort zone is great for consistency, but not always great for growth. Businesses that test regularly tend to grow faster because they’re not afraid to discover what works better. So challenge yourself to step outside of what you usually do, especially whilst millions of people aren’t watching you!

Testing unlocks:

New opportunities: A different discount type or product bundle might perform way better than your usual strategy.
More engaged customers: If your customers have seen the same sale three times in a row, they’ll switch off. Keep things interesting.
Optimised performance: You can identify and double down on the strategies that drive the most results.
Lower risk: You can trial ideas with small audiences before committing big.
Better ROI: By testing creatives, copy, or formats, you’ll spend less on things that don’t convert.
Stronger customer retention: Understanding what people respond to means you can tailor future offers more effectively.
Seasonal wins: You can jump on trends with short, experimental campaigns.

What can you test? New products, bundles, email flows, pricing, shipping options, offers… the list goes on. Just don’t be afraid to mix it up.

4. Replying to every ad comment and review (when needed)

This one’s often overlooked, but it makes a big difference. Engaging with people on your ads and reviews builds credibility, boosts visibility, and can turn the maybe buyers into customers.

I personally can’t stand it when I see a load of comments on a FB ad and no response by the brand - this is PRIME real estate, don’t ghost it.

Here’s why it matters:

It builds trust: Shoppers want to see that you’re a real, responsive business.
It boosts ad performance: Replies increase engagement, which improves ad reach and effectiveness.
It turns negatives into positives: Handle a complaint well, and you could win a customer for life.
It encourages more reviews: When customers see you respond, they’re more likely to leave their own.
It answers pre sale questions: Many comments are simple product queries, answering them can directly lead to a sale.
It reinforces your brand tone: Whether your tone is warm, witty or helpful, this is your chance to show it.
It maximises your ad spend: Every extra sale from a simple reply = higher ROI.

Respond to comments on social ads, thank customers for their reviews, and always be helpful (even when someone’s having a moan, which I know is hard).

5. Replying in a kind and genuine way to customer emails

Kindness goes a long way, especially in a world where so much customer service feels automated and cold. A thoughtful email reply can be the reason someone shops with you again (and again). Yes it can take time but honestly it can make a huge difference - make sure your tone of voice matches your brand.

I’m a big fan of live chat for this reason too - any opportunity you have to open the gate for communication from your customers is a must. And don’t get me started on ‘DM’s not monitored’!

It helps because:

It builds loyalty: People remember how you made them feel.
It turns complaints into loyalty: A helpful response can turn a refund into a rave review.
It reduces cart abandonment: Quickly resolving a question can lead to an immediate sale.
It boosts referrals and reviews: People talk about great service.
It opens the door to upselling: You can suggest relevant products in a helpful, non pushy way.
It differentiates your brand: Genuine communication stands out.

Little things like apologies, gratitude, and proactive help can make a huge difference. A “thank you for supporting our small business” goes further than you might think.

6. Creating simple comparison ads or charts

I love these type of ads. Granted they don’t work for every brand but a good comparison ad makes it really easy for your customer to say, “Oh, this one’s better.” Whether you're showing how your product is higher quality, better value, or has more features, this kind of content removes the mental load for your audience. And that’s HUGE!

Why it works:

It highlights your USPs: You show people exactly why they should choose you.
It builds transparency: A confident comparison shows you’ve got nothing to hide.
It makes decision making easier: Customers don’t need to research, they can see the differences straight away.
It helps you target competitors' audiences: If you do something better, show it off. You don’t have to mention them.
It justifies higher prices: Clear value helps people feel good about paying more.
It builds confidence: And a confident buyer is one that ends up buying.

Keep your comparison simple, benefit led, and honest. It’s even more powerful when backed up by customer reviews or real results.

7. Watching your figures like a hawk

Obviously my biggest shout here. It’s not the most exciting task in business for most, but understanding your numbers is what separates sustainable businesses from those running on guesswork. And the latter don’t succeed, I’ve seen enough of them to know.

Here’s why it matters:

You see what’s working: Revenue, ad performance, conversion rates - track it all to know where to focus your time poor week.
You catch problems early: If sales drop or costs spike, you’ll spot it and act fast.
You optimise your budget: Spend more on what works, cut back on what doesn’t.
You protect your margins: Knowing your true profit lets you price properly and plan smarter.
You gain insight into customer behaviour: Repeat purchases, AOV, lifetime customer value - all gold for your strategy.
You stay on track: If you’re aiming for growth, tracking helps you stay focused and hit your targets. When it’s written down it’s much more likely to happen.

Knowing your numbers empowers you to make smarter decisions across the board and as a business owner that’s your biggest power.

These are all pretty simple, they don’t require a big spend or a complicated plan.They’re already sitting inside your business, just waiting for you to double down on them.

Sarah Mathias https://www.thisisgrowth.co.uk