Conversion rate optimization is an extremely powerful lever for websites that have significant traffic. A small increase in the conversion rate can equal a large increase in profits in your business. In some cases, a small change to your website can significantly increase the conversion rate. But testing is necessary, because without it, all we have is a hypothesis.
Here are 10 Must Read articles on Conversion Optimization, each followed by an excerpt.
If you’re feeling greedy, scroll down to the bottom of the post for a bonus video: Learn from a Master!
“Use relevant, personalized copy to point users in the direction you want them to go.”
“You’re using image sliders.”
The highest converting websites make their Unique Value Proposition(s) clear. Click to tweet
“Companies that take on a structured approach towards conversion optimization are twice as likely to see a large increase in sales… You have 0-8 seconds to make a compelling headline and landing page. After 8 seconds, the majority of visitors leave. Approximately 96% of visitors that come to your website are not ready to buy. The more landing pages you have, the more leads you are likely to get. A 1 second delay in your site speed can result in a 7% reduction in conversions.”
One way to shorten your site loading time is to shrink the images to the size that they are displayed on the screen, instead of using the height and width attributes in the img tag. This allows for smaller JPEG files and faster page loads.
Keep image files as small as possible to speed up page loads and improve #UX and #SEO. Click to tweet
“Friction could be your worst conversion enemy.” Friction can be categorized as Complexity, Information, Style, Time and Visual… and two other valuable lessons including “what you remove is just as important as what you add.”
“Test multiple step forms.”
“Top online marketers achieve more than three times the conversion rates of the bottom third, according to a new digital marketing optimization study from Adobe. And the reason is because they invest in a culture of data, testing, optimization, and analytics.”
“Two of the most popular trends in marketing right now are growth hacking and content marketing… What if there was a way to apply growth hacking principles to your content to achieve fast-paced traffic growth?”
Use the colours that resonate most deeply with your target market.
Blue appears to be the colour of trust. I find it quite revealing that 7 of the top 10 valued brands in the world have the colour blue in them.
“Microcopy are those little words and phrases that enhance the experience, add personality and most importantly have the ability to reduce friction and get people taking action… Veeam tested changing the phrase from “request a quote” to “request pricing” and saw a massive 161.66% increase in clicks to their lead gen form.”
Microcopy can enhance the experience and reduce friction to get people to take action! Click to tweet
“Multiple calls-to-action… when your landing page has a couple different “asks” on the same page. It’s easy to fall into the trap of pushing a final conversion at every step of your sales funnel. After all, it’s the real-world sell that actually puts food on your table, not the lead… But while this may generate a few real-world conversions every once in a while, it will also increase that page’s bounce rate.”
When your goal is an increased conversion rate, stick to one call to action. Click to tweet
“Leverage Social Proof… This third-party validation can be a very powerful motivator for your site visitors’ and prospects’ actions.”
Since, as you know, I’ve been a lover and practitioner of social media marketing since 2009, I’m throwing in an article at the intersection of the disciplines…
“Display Social Counts on the Landing Page Above the Fold.”
Smart marketers leverage social proof in their conversion optimization efforts. Click to tweet
Now, let’s put all this in perspective and take it further…
We are only measuring one layer. A lot more is happening than what we can track online.
“You could be using every tactic known and have awesome top-of-funnel conversion rates to show for it, but that won’t necessarily get you happy, recurring customers.” Shall we refocus on giving an exceptional experience and maximizing Lifetime Client Value?
Well, Hubspot, the world-famous Inbound Marketing Software, uses their internal “Customer Happiness Index” to maximize their customers’ engagement and success with their solution. “CHI is a measure of the degree to which one of our customers is practicing inbound marketing in a way that is likely to lead to long-term success. Our customers with the highest CHI scores get the biggest lift in traffic and leads every month.”
And by talking about it in this way, they are effectively showing how effective their software platform really is, if it is used. They have the data to prove it.
On May 15, I got to see Markus Frind, CEO of Plentyoffish Media Inc., speak live about how he tweaked and tested his baby (the online dating site Plenty of Fish) from its infancy into the global behemoth it is today… with 80 million users and 80 employees. You can now watch the recording here.
Are there any other Conversion Optimization articles that you consider MUST READS? Please do share.