10 Easy Conversion Rate Tips

Conversion Rate Optimisation

Conversion Rate Optimisation

A lot of the things that digital marketers spend their time doing is conversion rate optimisation (CRO) – even when they don’t realise it.  CRO is anything that you do to drive the percentage of people who convert on your website, i.e. the effectiveness of your site – everything from small tweaks to major re-designs.

The beauty of CRO is that it doesn’t need to be complicated, and here are 10 tips to prove how simple it can be.

1) Get the Basics Right First – Before you embark on your CRO journey, make sure you get the basics right: are all of the functions of your website actually working?  Check and fix these first before fine-tuning.

2) Be Transparent – If you are running an ecommerce site, this is crucial.  Not being able to find the right information is one of the key factors for people not buying from a site: returns policy, delivery charges, reviews, etc.

3) Test Different Calls to Action – Buy Now, Add to Basket, Add to Cart, Order Now, etc.?  You should test what works best with your customers, don’t just follow your competitors.  You should also test moving the position of the call to action button.

4) Add testimonials – Happy customers, particularly if they are very close in description to the person reading the testimonial (e.g. work in the same field, have the same lifestyle) can be hugely powerful and be the deciding factor in whether to convert or not.

5) Challenge Your Copy – Your website should say everything about you – and that includes tone of voice.  Keep it appropriate to the market that you operate within, but don’t be afraid of testing your copy at key stages.  Should it be persuasive, reassuring, detailed…?

6) Have Snappy Contact Forms – I once worked with a client who had a huuuuuge contact form.  Worried that asking so many questions would put people off, I asked the client what happened to the additional info.  The answer…nothing.  So I cut the form down and saw enquiries rise three fold!  If you don’t absolutely need the info, don’t ask for it.

7) Have site search and breadcrumbs – These are pretty basic, but there are still a lot of sites which don’t have them.  Breadcrumbs ensure that the user doesn’t feel lost on the site, and site search can help where navigation can’t.  Also, you should check what people using site search for and create content to answer the most popular questions: people typically use site search out of desperation, so save them the stress.

8) Home Page Segment Your Audience – There are not too many sites which only attract one type of visitor.  So use your home page options to allow users to segment themselves.  This is pretty tricky to get right, so prepare to run a number of tests before finding a solution that works.

9) Use the right image resolution – Image resolution is a balancing act: too high and the page will take too long to load (upsetting your visitor and Google too), too small and the image will pixelate.  But there is a happy medium and you should use it more than once by having a number of images available for each product.

10) Don’t get in the way of the consumer – The best advice I have ever received about the user experience was not to get in the way of the consumer: make the conversion process that the user needs to go through as short and easy as possible.

Bonus 11) Get Close to Your Analytics – You don’t want to do all this work and not know which of your tests are working well (or if you’re making the results worse!).  The only way that you will be able to tell if all of the good stuff that you’re doing is actually working is by getting close to your analytics, setting up control metrics and having robust reports in place.

What is your favourite CRO tip?  Leave a comment and share your thoughts!

Image via techsling.com

5 Conversion Tips

Conversion Rate

Conversion Rate

One of the least discussed areas of digital marketing is how to drive up your conversion rate.  There are lots of articles on driving traffic to your site (i.e. social media, PPC and SEO), but much to help you when people actually get to your site.  Most C-Level Execs are keen to see their traffic go up because they want more conversions – but what about getting more from the traffic you are already generating?  Here are five quick tips to drive your conversion rate up.

Know the path that 90% of your visitors will take: This may require some research to be undertaken and this can cost money (an investment).  But typically, 4 or 5 key objectives will cover 90% of your visitors: for example, to find your opening hours, ask a question or find out if you sell a particular product.  It is this 90% that you need to focus your website structure around.  Forget about the remaining 10% or the edge cases as I call them, for now – they are in danger of taking your eye off the majority.

Make your visitor feel at home: You will receive traffic from a number of referrers – your analytics package will tell you from who and how many.  You should create landing pages for the major referrers to your site, and tailor it around the website that they have just come from – e.g. if YouTube is a strong referrer to your site, then your landing page should include a video: you know that they like video because they have just come from a video sharing site!  This works for other referrers too, e.g. short punchy sentences if the visitor is referred from Twitter.  I can’t believe that more people have not recognised this and focused on it as a conversion driver – intuitively, this should drive your conversions!

Vary your content: The expectation of someone on a website in 2014 has never been higher – to see a simple catalogue or pages and pages of information is no longer good enough.  Varying your content with video and ideally interactive media, which will be big in 2014, will engage the visitor and keep them interested in your proposition – and make sure that it translates to mobile too (of course!).

Write with your audience in mind: I have recently started a role in automotive, and there is a lot of terminology and acronyms – a lot. And when you are working in the industry, it is easy to use the terminology all the time, but the one place that you don’t use it is in front of the customer.  The people who buy our vehicles are regular people, not car specialists, so technical terms on the website would make the visitor feel intimidated and out of their depth during what is the second largest household purchase – not a nice feeling.  So, write with the 90% of visitors in mind, in language that they understand and meeting needs that they have.

Keep measuring: Unless you can demonstrate some progress with your conversion rate, you will not know if your efforts are having a positive or negative effect. And if you have spoken to your boss about not growing your traffic and focusing on optimising conversion rate, you need to be armed with this information!

These are just five tips, but there are thousands out there – why not leave a comment and share yours below?!

Image via barracuda-digital.com

Landing Page Happiness

Landing Page

Landing Page

Last week, I wrote about PPC and how, if you manage it well, it can deliver excellent quality traffic to your website.  However, I also mentioned that this is only half of the equation – if your website is a disappointing experience, then the money and effort that went into driving the right traffic will all be wasted.  So, here are some tips to help you towards landing page happiness and a great experience for the user.

  1. Make sure it’s a landing page: You should not use your home page as the first page that someone visits when they come from PPC.  For a lot of the visitors who visit your site, you will not know what their particular interest is, but for PPC users, you will know what keyword they have used, so you will be able to tailor the content that they see to the keyword that they have used.
  2. Make is specific: Although this is not PPC related, it is something to consider!  If you are receiving traffic from a particular referrer, then you should tailor your landing page to that referrer.  For example, the link to your website from your YouTube channel should contain video (you already know they like that!), or if it is from Twitter, then the content should be concise and as punchy as possible.  Think about the mind-set that the user will be in when they first visit your site.
  3. Keep the options limited: When this is done well, the user will not feel like their options are limited.  Depending on the keyword that the user has searched for, offer the logical next steps for journey, and don’t confuse them by giving them too many options – this will result in the user getting lost and abandoning the site.  And don’t forget the call to action, it’s what the user is looking for!
  4. Let the user decide: There is no such thing as the perfect landing page, so you should always be testing your landing page.  Using A/B or multivariate testing to see which elements are working and which are not, and let the user behaviour and a deep analysis of the results tell you what the best approach is.  And don’t make testing a one-off exercise – it should be part of a programme of continuous improvement.  

Got some great landing page tips of your own?  Please leave a comment and share them!