Posted on 4/15/2015 in Digital Marketing

By Dean Dorazio

Feel like you are rolling the dice with your conversion optimization? Check out these ideas, then set up a test.

“All gamblers lose regularly, but they rarely discuss it in public. Losing is bad for the image, dude. Nobody buys Hot Tips from Losers. Remember that.” – Hunter S. Thompson

The goal of conversion optimization is to turn more visitors into customers. It means getting the most out of the traffic you bring to your website through SEO and PPC; when successful, it can lead to lower cost per acquisition.

The key to conversion optimization is to set up A/B testing: Change just one factor on a landing page for your website, make a new page with that change, then test to see if this page does better than the original. Before you set up these tests though, you need to have some ideas on how to start.

1 Goal Per Page

If you want the user to fill out a form or click a button, do not have areas where they can leave, such as links to other pages.

Show Benefit in Headlines, Copy, and Calls-to-Action (CTAs)

Think benefits over features. Let users know what will happen if they click a button or give their information. Have your message be clear, relevant, and, if it makes sense, urgent. Change text like “Submit” to “Get Your Free E-Book.” This lets the user know the value they will get before they take action.

Be Mindful of Your Positioning

Keep CTAs above the fold, or the line between what the user can see on their screen and what they view after scrolling down. Place CTAs either to the center or right of the page.

Add Promises You Can Keep

Add privacy statements, guarantees (such as money-back or shipping by a certain date), and trust marks such as security symbols that show any software used to protect their information. Add social proof through testimonials, quotes, and a list of partners. Consider a brief “About Us” section that shows the history of the company. You could add a short FAQ, live chat feature, or anything else that may help a visitor on deciding to buy something or give their information.

Refine the Layout and Presentation

  • Use bold and clean graphics.
  • Break up text by adding good images and videos.
  • Have a good hero image, a picture that best shows what the page offers.
  • Avoid stock photos.
  • Use colors that contrast the page with the CTAs.
  • Add a directional cue, such as an arrow pointing to a form, if it makes sense.
  • Add more white space to the left and right of the page so that the visitors’ eyes focus on the content.
  • Surround the call-to-action with a box or circle to draw attention.
  • Improve any poor formatting.
  • Use bold buttons by changing colors, shapes, and sizes.

This all shows professionalism and adds trust.

Improve Usability

  • Write as best as you can while segmenting content avoiding spelling or grammar mistakes.
  • Use larger font.
  • Make whole buttons clickable, not just the text.
  • Boost page speed.
  • Keep it mobile-friendly.

Minimize Steps

Have a short checkout with fewer chances to bounce. Have fewer fields for forms. Never send a visitor to a homepage instead of a landing page.

Experiment with Offers

Reward customers for filling out a form such as by giving an e-book. This promise can compel them to give their information. Even try different prices; it’s an important factor that always conveys value.

Add Another Conversion at the End

Let the customer follow or share the page on social media, invite them to an event, ask them to subscribe to a newsletter, or consider an upsell. These suggestions later on the page may generating returns that would have been lost otherwise.

Ask for Suggestions

Asking for feedback can provide insights you would have overlooked. Remember that your page will be used by everyone from the technology expert to the late adopter, so be open to changes based on what you see from audience behavior.

Start Conversion Optimization with A/B Testing

Some ideas may work better for certain audiences. For instance, marketese may work well for those buying cheap products and services but less so for expensive B2B solutions. Various lengths of copy could also convince different types of people to buy.

While there are best practices, you never really know if an idea works until you try it. Always have tests running so that you can improve. Many use tools such as Visual Website Optimizer or Optimizely. Try a free option to get started in Google Analytics first. Don’t listen to Hunter S. Thompson too closely–sharing your mistakes could provide more insights for future successes.

Use this list of conversion optimization ideas to get started. You could also get in touch with us at Wakefly to develop the best ideas and set up tests for them.

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