How can you improve your conversion rate by small tweaks? Most of the marketers think of Conversion optimization as a very complex process, you need to be rocket scientist perhaps. However, even the biggest enterprise level business owners admit that "Small tweaks on their website have generated more conversions on the whole". They don't have to go for complex optimizations every now a then. Yes, smallest changes that impact on a very particular area of your website and yet show bigger effects on the conversion front. In this article I shall discuss some small tweaks like asking fewer details, changing CTA color or placement etc in a form that can help you improve the conversion rate of your website. So here it is.
Write persuasive sale copies It's a great place to start. The content you write on your sales copy helps in SEO as well as CRO of your page. To keep up with the changing needs, tweak your sales copy regularly. Make several copies of it each having a different modification and A/B test them against each other to know which engages better. For the first test, keep the original page as "Original" and choose any new copy as the variation. In case if variation wins, make it original in the next test and add another copy as variation and so on. This would keep your content always fresh. For placing the CTA on a landing page or sale page, it's ideal to keep the CTA on the top and aligned with the headline. Many websites have used this place to improve their conversion rate to a great extent.
Your headline need not tell a story. All it has to do is to catch the attention of the user. A page with a catchy headline and a CTA aligned to it drive better conversion than a lone CTA placement. Learn "How To A/B Test The Product Pages�
Make a strategic placement Moving the elements around the page can have a crucial impact. Sometimes, it might hurt the conversion, sometimes boost it, and many times it might also affect the conversion of other elements. So, a strategic placement of the elements is always a required aspect when you are moving things around on the page. Let a heatmap tool identify the best placement options on the page.
For example, here on this page, the upper three slots are performing quite well and getting the attention. However, the three slots down the page are not engaging as they should. By doing this optimization you can ensure that none of your slots on the page remains unoptimized. Moreover, it will also give the other performing elements a better place on the page.
Image source: Baymard.com It means that the perfect spot is just at the upper three slots. In this case, the wisest thing to do would be to replace the slot with something that gets attention. Read what heatmaps have to say about your CTA placement.
Use the right color for right element Ux designers have invested a lot of time in discussing the topic of color selection. Choosing the right color in CRO is more of a science than Art. Colors that stand out, colors that catch attention, colors that match with your website design. Conducting an A/B test is the best option to identify the best color option for your CTA. A small change that can either make or break the CRO of your CTA. Make several copies of your page with different CTA color schemes. For a start, test one of them against the original to know which one is better. Then, later test them all on by one against the current winner of the test.
In this way, you will finally have a color selection that works best for your website.
Page title/headline Headlines are one of the most visible elements on a page. They get visible right from the SERPs to the website's landing page. There are many conceptions for writing the headline. Experts say: I.
Keep it short
II.
Use your main keyword in first few words of the headline itself
III. It should be catchy IV. One should be able to guess what's on the page by looking at it. V.
While writing an optimized headline you have two good options here:
VI. Write simple headline with keywords included VII. Write a keyword rich headline with additional info Something like this: PrestaShop Favorite 2016 – One-Page Checkout Module VS One Page Checkout- PrestaShop Addons We tested the same for knowband. We assumed that a keyword rich headline with additional info would have a better click through.
However, the results were different from what we thought. Surprisingly, the simple headline without any traditional info received a hiked click through of 20%. Also, it improved the conversion rate on the winner page. Perhaps, users were not interested in something that was best in 2016. A more general headline interested them more. So, test your own and check what works best for you.
Over to you Such little tweaks can make a great difference in your Conversion rates. Never stop testing these small yet crucial elements. Furthermore, keep your approach
realistic and practical. Make the assumptions that actually have the chances for better conversion. You cannot just simply, make your CTA color Orange because it works for a particular website. Make these tweaks based on an analysis of your own website, not by looking at some other website. Use this Free A/B testing tool and see the difference that a change backed by A/B testing can have on your conversions.