Whether or not their website is converting well, marketers and business owners will always be asking, “Why aren’t more people converting? How can we get more? What elements of a landing page or user journey are helping or hindering my conversions?”
All valid questions, but when it comes to improving the conversion rate of a website, landing page or certain element; there can be numerous potential tests to carry out.
Launching a Test
Before testing, there are six areas to consider that could be causing a barrier to conversion and impacting one another: Your calls to action (CTA), content and value proposition have to overcome any diversions, anxiety or responsive/mobile optimisation. Let’s countdown to launching a test:
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Value Proposition
Simply, your value proposition is what motivates potential customers to convert (make a purchase, sign up, etc.). What value is your audience getting from you? Ensure your audience can clearly see that what you are offering them motivates them, and show you care about them through a good cost-benefit ratio.
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Call to action
Having the right CTA is critical to maintaining and increasing your conversion rate. Many people believe simply changing the colour will improve conversion rates. That can be the case to a certain degree, but other elements such as the wording (being more explicit and have a clear value proposition), as well as the positioning and size of the CTA are critical.
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Content
Similar to your value proposition, the content plays an important role in motivating your potential customers to convert. Your content is there to sell your value proposition, which can make or break your website. Key points to consider:
- How much content does my audience want?
- What format do they want the content in?
- Do different device users want to see different amounts of content?
With content, it is important to test, as less can sometimes be more effective, or conversely more content can lead to better results. Test variations but always cater to what your audience needs.
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Diversions
Are there any distractions that could be taking potential customers away from the CTA? As mentioned in point 5, the positioning of your CTA is critical and having a CTA near or next to other elements (such as other clickable links) could distract potential customers from the main CTA.
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Anxiety
Anxiety for potential customers occurs when they can’t find something they are looking for or are unable to perform a particular task. To identify any potential anxiety elements, try going through the conversion journey, or have someone else do it and they describe their experience.
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Responsive/Mobile Optimisation
Simply, is your website mobile friendly? Mobile device usage is taking over desktop for traffic and conversions. Depending on the industry, desktop is the device that has more conversions than mobile, with mobile used more for research. So it’s critical that your website and conversion journey are mobile optimised.
As seen in SEO Corner, October 2017 has seen Google start mobile-first indexing, crawling the web from a mobile perspective which increases the importance of having a mobile optimised website.
All Response Media Viewpoint
When preparing CRO tests, look into how steps 6 to 4 can be strengthened and then identity steps 3 to 1 that could be preventing potential customers from converting. Analysing those areas will provide great insights to where issues and opportunities are to create tests and try to increase conversion rates. Launch your tests “to infinity and beyond!”
