4 Conversion Rate Optimization Principles to Get You Started
Making changes to a website as per the latest trends is very essential but this can be risky as well.
What if the conversion rate goes down?
What if you involve a designer to make all the changes (which will cost a lot) and just end up hurting your business?
All of these concerns are totally valid. Every business has its own risks. And if you really want to improve the conversion rate of your website, you should have the heart to explore new territories with calculated risks at least.
So, if optimizing a website for better conversions is new for someone, implementing conversion rate optimization best practices from the industry is a great way to get started with minimal risk.
After all, these practices are called “best” for a reason. They work for majority. But again, every website has its own unique visitor set and the results can sometimes be surprisingly unpredictable.
This is why, it is important that no matter what changes you implement on your website, you track it in your A/B testing software to see how it is working out for your website’s audience.
Given below are some conversion rate optimization best practices that you can test to improve the sales, leads, and profits of your website:
Conversion Rate Optimization #1 : Reduce Form Fields
Eliminate unnecessary form fields. Don’t try to make your work easy by adding extra fields to be filled in by your customers as it annoys the visitors.
Ask again — do we really need their company’s name, zip code, CVV code of their credit card, reconfirmation of their password/email id?
For example, it was found that one company reduced their 11-field form to 4 fields, which increased their conversions by 160%. This is one of the conversion rate optimization best practices.
Conversion Rate Optimization #2: Contrasting Color for Your CTA Button
People may read case studies that say, red color call-to-action converted better than a green one, and so on. But this doesn’t mean that you should use the red color CTA to improve conversions.
It’s all about which color pops up better on the background of your web page.
So, when people tell you that changing the button color from green to red improved conversions by some percentage for a company, you know that he’s talking about the better contrast and not the actual color that improved the conversion rate.
As an additional tip, it is recommended that people choose a CTA color that hasn’t been used anywhere on the page so that it stands out well and draws the necessary attention.
Conversion Rate Optimization #3: Get Rid of Automatic Image Sliders
Owners might think that it’s attractive, but almost all conversion experts suggest that they remove these sliders as they reduce conversions.
Image carousels do not allow users to explore the site at their own pace, they create banner blindness, and there’s so much more that’s wrong with them.
Popular conversion experts strongly recommend that you get rid of them. You can replace these sliders with a profitable, static offer.
Conversion Rate Optimization #4: Stop Using Stock Photos
There’s nothing right about them except the quality. They look phony and reduce the credibility of a website. Remember that the purpose of a website is not to look pretty, but to achieve certain objectives.
People like to deal with humans, not websites. So, try using real people on a website instead of stock photos or even models. Let normal people like employees, pose for the website. It will help people relate better and make them more willing to do business with you.
Finally, make sure that you do not have too many call-to-actions on one page. Ideally, it is best to have only one call-to-action per page.
Studies have shown that too many choices can confuse people and eventually reduce conversions.
In the end, all methods to increase website sales and leads come down to better relevance, improving clarity, fewer distractions, reducing anxiety, and increasing urgency.
When you take care of these, you should have good hypothesis to start off your tests.