For the millionth time - screw "innovation" and do what works.
Conversion Rate Optimisation
Test -> Improve -> Repeat
Connect with your audience
Tell a story that resonates with a specific group of people. What story do you tell?
Say interesting stuff
Great content on your website -> Tell people about it (email newsletter / social) -> Build audience & trust -> Incentivise that audience -> Win!
It's not that difficult, but there are no shortcuts.