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Does Your Conversion Rate Optimization Pass The Test? 7 Things You Can Improve On Today

“Conversion” - the ideal digital marketing goal we strive for!  Increase in your conversion rate would mean an increase in your ROI, which is absolutely crucial for your business to grow. Let us explore how we can make the most of the budget you have.

Test.Test.Test.

Less stress would mean more creativity, and more room for innovation and exploration. Best way to alleviate risk in decision making is by 'experimentation'.

Employ A/B testing:

It is a technique for increasing your website’s conversion rate. Say, you have two headlines for your page and you aren't able to decide which one you need to use. In that case, run an A/B split test to learn which works better. It enables you to create two alternative versions of your page (say A & B) with a different headline. The testing software directs 50% of the incoming traffic to page A and 50% to page B. Both pages have a call to action, and in the end you count how many people took the action.

The page with more conversions, more people clicking on the CTA is the page that is better.

So do this - test like there’s no tomorrow! The goal is to have several A/B tests running at any given time on your site. Remember and keep reminding yourself - there’s no “perfect” when it comes to marketing your website or product. The only way to learn about what works and doesn’t is to test. Subject every element of your campaign and their possible variations to rigorous and controlled testing. Do everything under your control to make your digital marketing efforts more and more effective.Don't stop until you see the results.

Make the best use of 'Heat Maps'

Information is power. Get to know each and every detail about your users’ behavior when they are on your site and navigating through the pages. Which element is grabbing their attention more? What can you do to improve it? At what point are they getting tired  of your page? Are they constantly ignoring your CTA button?

Use Crystal Clear Calls To Actions

CTAs - the crucial element for conversions. It is up to you to convince users to take the action that you want them to. Include  as many relevant links as possible, so that you make the user feel that he is making an informed decision. Use images and animations that can effectively persuade people towards conversion. Don’t forget to run A/B tests to guarantee their efficiency.

Present your Value Proposition Direct and Up-front

Your Value proposition must be unique, and that must mirror the main reason why anyone must buy from you. Tell them clearly as to - "what is in for them and why from you". Think - if you had to convince them why they should buy from you using minimum words possible, then what would you tell them? There is a difference between the value proposition for your company and your product. You must address both. Differentiate yourself from your competitors. You need to excel in at least one element of value from your competitor. Communicate the same effectively to achieve optimal results.

Leave Jargons Behind

Don’t write for companies, write for people. Try not to woo people with fancy, complicated business language.

Why?

Because it just doesn’t work. To keep it simple - Write like you talk. Rephrase and re-word all of the marketing speak on your site just like you’re explaining your product to a close friend of yours.

Remove any and all distractions

You want the prospect to focus on a single action that they must take and not be distracted, right?

So, remove all the elements on your page that could divert the prospect away the from the goal.

Don't make the prospect spend more time on visual inputs but on action options. In other terms, don't make the prospect process more data that it becomes less likely for them to make a conversion decision. Remove unnecessary product options and links on your landing and product pages. Minimize it to everything that is just relevant to users taking action.

Timing is key

To make the most, you must use the ideas at the right stage of the conversion funnel.

When the prospect is at the 'Top of Funnel' - it is the time to promote awareness of your brand and it's existence, and the problem you deal with and solve for your customers. You can use your existing client list and the campaigns that you have run for them, to persuade the prospect.

When the prospect is in the middle of the funnel,  do everything to help him make a decision.

And when the prospect is at the Bottom of the Funnel, do your best to explain the 'why' factor - why your product or service is the best option for them. Para looks incomplete.

Be mindful of the ‘Awareness’, ‘Consideration’ and ‘Decision’ stage of the customer cycle and supply whatever support in the form of indulging content  it takes, to move them through the funnel.

All the above mentioned steps takes a while to integrate and give you results. You might have to even work consistently on each point to improvise. Always think ‘Long Term’.  Conversion rate optimization testing is not a one-and-done solution. It requires dedication to testing over the long term. You should always be looking for new ways to improve site functionality and performance based on user behavior and A/B testing.