Even if you would consider your conversion rate to be pretty good, the goal should always be great. That’s where conversion rate optimization comes into play. It’s kind of intimidating to tamper with your conversion page, because there’s that lingering worry that your changes could have the opposite effect of what you had intended – an increase in conversions.
The perfect conversion page provides info and poses a simple request. It’s not cluttered and everything is clearly explained. People will know what you want them to do and feel compelled to do it. If you don’t want to jinx yourself, stick to a sure thing. A few easy website modifications can make a world of difference without adding a layer of complexity to your site.
Say you’re selling shampoo and you want to send out samples. “Clean and Healthy Hair” is a good statement. “Get Clean and Healthy Hair Right Now” is a great statement. The headline on your page should specify more than just the subject or the topic – it should encompass what you want the reader to do. A short line of text below that headline should demonstrate how they can achieve that goal. You’ll capture their attention quickly.
Keep It Visually Appealing
If your landing page is littered with generic stock photos and rotating or animated images, the people viewing that page are more likely to feel like they’re trapped in an advertisement nightmare. It makes your landing page feel cheap. If you’re selling a product, the chaos can create a negative impression that will cause potential customers to view your product negatively.
If your website is cluttered and it doesn’t match your professional status, improving the appearance of the site would be one part of the optimization strategy. It will likely lead to an increase in conversions.
Use original professional quality images of your products or services. Don’t crowd the page, and get rid of automatic image sliders. You might think they look good, but they disrupt the user experience. The last thing you want someone to feel is distracted.
Think About Your Call To Action
What are you more likely to notice: a text link, or a big button? If your call to action is hidden in plain text, people might not know what they’re looking at. They won’t realize you’re asking them to do something, and they might close out of the tab. A colorful button will draw attention to your call to action. People will notice it at a glance, and they’ll want to find out what that button does.
What the button says is just as important as the button itself. If it’s a big “SUBMIT”, “SEND”, or “ENTER”, it’s a lot less attractive. “Get it Now!” or even better, “Get it for FREE!” is a lot more attractive. If your call to action specifically mentions that something is free, people are automatically going to be more open to the idea of following through. It’s not a gamble if there’s no money involved.
If customers feel like they have nothing to gain by converting, why would they bother? Your site needs to tell them what they have to gain by completing the action you want them to complete. They also need to know why they should complete it with you and not with your biggest competitor. In a few sentences, tell them what they’re getting and why it’s better than a similar alternative. Your competitors are also trying to increase their conversions. It never hurts to look and see what they’re doing. That research may be the best tool you have to set yourself apart.
Clearly Display Your Contact Information
Your conversion rate can also increase when people use an automatic live chat feature. It is typically much higher than for people who didn’t interact with the chat features. The lesson to be learned here is that interaction helps, and even if you can’t offer live chat, you should be easy to contact. Display your phone number and email address in a highly visible location. Make them larger than the other text, or put them in a different color. It will give people peace of mind.
Show Your Page Is Secure
Security seals can cost a pretty penny, but they’re worth it. If people are skeptical about entering personal information online, especially their credit card numbers, they’re definitely not going to convert if there’s nothing to indicate that your website is secure. Make sure customers on your website know how much you value their safety online.
Make It Easy For Website Visitors
The less information you need to collect, the better. If all you need is a first name and email address, don’t ask for any more. Filling out a long form is no one’s idea of fun. If you’ll need more information later, save it for the follow up. The less people have to do, the more likely they are to complete the action.
Run A/B Split Testing
Run A/B testing as often as you can. Testing is important, and you won’t be able to iron out all of the wrinkles in your conversion strategy unless you know what’s working and what isn’t. Multivariate tests can be useful, but they’re a lot more complicated. A/B testing is simple and effective. Test regularly, and you’ll be surprised how quickly you can unlock a winning combination. The best part of A/B testing is that you can theoretically optimize forever. No one will ever see a 100% conversion rate, but planning for the long term can substantially help revenue grow into the future.
Feeling A Little Lost About Conversion Rate Optimization?
If you don’t even know where to start (or perhaps you haven’t even built your conversion page yet), we’re well versed in conversion rate optimization. If you don’t want to take any chances or waste any time, just call us. Tucson SEO Pros can help you create a stellar setup to increase your conversion rate and leave you more time to focus on other areas of your business here in Tucson, AZ.