K11 — CONVERSION SYSTEM

Unforgettable in 3 s.
Credible in 30.

The rules that turn spectacle into qualified pilots, capacity requests and offtake registrations, without a single dark pattern.

10⁰ — Hero formula

Five parts, in this order

①Forma. Built for real work.
②Demonstrated99.2 % fleet uptime · 90 d · Aug 2026
③Book a pilot → ④Watch 1× footage
⑤ISO 10218 IN TESTING · 120 UNITS AT NORDWERK · REPLY IN 2 BUSINESS DAYS
  1. ①Value proposition
    Max 8 words. Concrete noun, no adjectives stacked.
  2. ②Proof line
    One number with unit, readiness chip, date, verifier.
  3. ③Primary CTA
    Amber, above the fold, in HTML before any canvas.
  4. ④Secondary CTA
    Always lower commitment: watch, read, talk.
  5. ⑤Trust row
    Standards, deployments, response time. Mono, quiet.
10¹ — Hierarchy

CTA hierarchy and routing

GROUP Partner with us See the milestones Routes to: D06 intent step
ROBOTICS Book a pilot Calculate TCO Routes to: Robotics sales + SE calendar
SILICON Request capacity Request PDK access Routes to: Silicon BD · NDA gate
FUSION Register offtake interest Read the safety case Routes to: Fusion commercial
One primary per viewport
Division cards and teasers use outlined buttons when a primary is visible.
Repeat at decision points
After proof, after pricing, at page end. Same label every time.
No dead ends
Every section ends with a next step; 404 and thank-you pages included.
Always-present paths
Careers and investor updates in header and footer on every page.
10² — Credibility

Credibility stack, next to every primary

Order. Demonstrated milestone first, independent verifier second, then partners, patents/papers, standards, and response time last, right above the submit.

Density. Three items minimum, six maximum. On mobile, collapse to the first two plus response time.

Honesty. Standards “in testing” show that state; never a badge for a certification not yet held.

10³ — Qualification & proof

Qualify, prove, reassure

QUALIFICATION FORMS Max 3 steps
  • Intent cards, not dropdowns
  • Only inputs sales needs: volume, node, payload, timeline
  • Smart routing to the right team
  • Calendar booking with a solutions engineer
  • Privacy + export microcopy by the submit
PROOF FORMATS Show, then tell
  • Live or dated telemetry
  • Milestone timelines with verifiers
  • Authentic, unedited demo video
  • Case-study metrics with baselines
  • Peer-reviewed papers
OBJECTION HANDLING Answer before asked
  • Safety: standards, audits
  • Integration: APIs, ROS 2, MES/ERP
  • TCO calculator with editable assumptions
  • Timeline: “Pilot live in 6 weeks”
  • Uptime SLA, security certs, export compliance
RISK REVERSAL & POST-CONVERSION Lower the stakes
  • Paid pilot with written success criteria
  • Exit clause if criteria are missed
  • Thank-you page with next steps
  • Calendar invite + prep checklist
  • Relevant resources, not a newsletter
Honest scarcity — “Pilot cohort 3 starts 14 Jan 2027 · 12 sites · applications close 30 Nov.”
Never — countdown timers that reset, “3 people are viewing this”, pre-checked newsletter boxes, “No thanks, I prefer downtime”.
10⁴ — Instrumentation

Tracking-ready, fast by default

<a data-cta="hero-primary-pilot"
   data-variant="video">Book a pilot</a>

<fieldset data-step="2"
          data-form="pilot">…</fieldset>

<section data-annotation="router"
         data-goal="segment">…
LCP
< 2.0 s
Headline text, never canvas
CLS
< 0.1
Reserved media boxes
INP
< 200 ms
No main-thread WebGL init

LCP never depends on WebGL or canvas: the headline is the LCP element. Every demo page carries a toggleable “Annotations” overlay (bottom-right pill) that explains goal, audience and CTA logic per section.