4 Tips For Conversion Optimisation

What is Conversion Optimisation? All digital marketing activities around websites activity are focused on two things: bringing in more traffic to your website, and increasing the number of conversions of those onsite. Conversion rate optimisation (CRO) is the later, and deals with the nuance of what drives someone to convert. Depending on your original site, CRO done well will typically improve conversions by more than 15%.

Basically speaking, CRO  is the method of analysing visitor feedback, website analytics, and user behaviour  to increase the rate that visitors ultimately convert into customers. This could be subscribing for membership, signing up for your newsletters, making a purchase, hiring you for your service, generating leads, or something else that will get you to your goal (be it profit or non-profit).

1. USE BUTTONS INSTEAD OF TEXT LINKS

Your calls-to-action might have text links so I suggest that you change that into buttons. Buttons have higher click-rates because they are more obvious than text links making for an increased conversion rate. With the right positioning of the buttons, colour, contrast and the obviousness in your call-to-action, your conversion rate can increase upwards of 15%.

2. ONLY ASK FOR INFORMATION THAT IS ABSOLUTELY NECESSARYDropbox Signup form. See Dropbox.com

Source: Dropbox

If you’re like me, when you see a form asking for too much information that’s not absolutely necessary, you’ll give up the minute you see a form.

Instead lets look at a good example from Dropbox form for example. Sign up forms like these have more chances of conversion because they do not ask for unnecessary information that might deter the customers from signing up. Shorter forms are proven to increase conversions.

Of course this is a balancing act. You may want to collect more user information to profile your customers and improve your marketing in the future. If this is the case, you might want to try a 2-step form so as not to intimidate the users on first glance. You can also obtain some user characteristics through tracking software instead.

3. USE CLIENT TESTIMONIALS

Client testimonials allow you to back up what you are saying with clear examples.  Sure, you claim that you do a fantastic job or sell high-quality products or whatever else it is that you offer. That may be so, but is that enough? It’s often not enough for your prospective clients to take your word for it. Sometimes, they need the words of others. In your case, the words of your past and present clients. Think of your Testimonials as a supplement to your portfolio to make it more credible.

4. IMPROVE WEBPAGE LOADING SPEED

Generally speaking, webpages with a slow loading time decreases the conversion rate.  Here is a tool to help you determine your webpage loading speed from Google. For those with WordPress sites, the loading page may also be affected by the plug-ins installed. You may use this Plugin Perfomance Profile to determine which of the plug-ins is/are the culprit(s).

Was this article helpful? For more CRO suggestions, feel free to get a consultation from us. We, at Walter Analytics, will be glad to be of service. Check out my other CRO article on how your colour choices affect conversions.

 

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