Conversion rate optimization (CRO) is a highly analytical process, as it involves identifying small differences in user behavior and testing different solutions to increase the conversion rate of your website. It can feel like a balancing act between science and art – while you need to be analytical and data-driven to test different solutions, you also need to be creative to come up with those solutions in the first place. In an ideal world, every CRO campaign focuses on one user segment at a time. You might test a new offer for high-value customers; you might test variations of CTAs; you might test layouts and visuals; or something else entirely. However, the real world isn’t so simple. We understand that smaller businesses often don’t have the bandwidth or resources to implement all these strategies simultaneously, which is why we’ve created this article outlining some of our favorite research-backed tips for increasing your conversion rates on your website.
Show, don’t tell – increase visibility of critical CTA buttons
The number one goal during the user experience design phase of a CRO campaign is to make it as easy as possible for your visitors to complete the action you want them to take. One of the easiest ways to do this is by ensuring your critical conversion action buttons are highly visible and obvious to your visitors. Visibility of CTA buttons is one of the biggest issues that CRO experts see. If a button is too small, too difficult to find, or not present on the page at all, visitors will never even realize it’s there. To increase visibility of CTA buttons, try: – Increasing button size – Using button shapes and design to draw attention – Placing CTAs above the fold – Using color to draw attention to your buttons – Using bold text and clear language in your buttons – Adding social proof to your CTA
Use color psychology to increase ad visibility and conversion
You’ve probably heard the old adage “first impressions last”. Well, this applies to your website and the first impression that your visitors have when they land on your site. During the design phase of your website, you should be conscious of the colors you are using and how they are impacting your visitors. Using color in your marketing materials, like your website and ads, can help increase engagement and conversion rates by drawing attention and creating a positive first impression. When choosing your website and ad colors, you want to consider the psychology of color. Certain colors invoke specific emotions and can help guide your visitors through the sales funnel by attracting attention and influencing their perception of your business. For example, orange is a warm color that is often associated with excitement and energy. Orange is a great color for promoting urgency, such as with a “limited time” offer. It’s also a great color for promoting excitement and boosting brand recognition.
Utilize data to find the best converting copy for your CTAs
For many businesses, the homepage is the single most important page on the website. If a visitor lands on this page, they will have just a few seconds to decide whether or not to stay on the site. At the same time, the homepage is a great place to include a compelling offer for new customers. There are many ways to do this, but one of the best strategies is to place a CTA button directly above the fold. The offer that you place above the fold should be relevant to your visitors and the product or service you offer. For example, if you’re running an online yoga studio, you might test an offer that includes an online yoga course. If you’re running an online eCommerce store, you might test an offer that includes free shipping.
Add social proof on your website homepage
Another way to increase conversion rates on your homepage is to add social proof. Social proof is a psychological concept in which people are more likely to engage with and trust a product or service if other people are also using and recommending it. For example, you might consider testing the addition of positive reviews to your website. You can either place your reviews directly on your homepage, or you can display your star rating. Alternatively, you could place a testimonial or user review directly above the fold on your homepage. Another strategy you can use to add social proof to your homepage is to include a video. Videos are an excellent way to add social proof to your website, as they show the actual product in use, reviews from customers, and more.
Test different headline variations while keeping your current CTA
As part of your homepage design, you should also test different headline variations. Although you may have a clear idea of what your buyer personas are and what they need from your products and services, this doesn’t mean that your current headline is the best one you can use. The first step is to write down a few different headlines that you may want to test. You can use real data that you’ve collected from your website, such as sales numbers, or you can rely on industry averages. You want to test different headlines because you don’t know which one will resonate with your audience. With a small sample size, you can test two or three different headlines and see which one has the highest engagement rate.
Bottom line
With these research-backed tips, you can increase conversion rates on your website and grow your business. One important thing to keep in mind is that conversion rate optimization is an ongoing process. Even once you’ve implemented your strategies, you need to track them and make adjustments as necessary. With the right strategies in place, you can increase your conversion rates and ensure that more visitors are taking the action you want them to take.
