Conversion rate optimisation (CRO) is the process of improving the chances of visitors to your site completing a goal. It might be finishing an enquiry form or buying something. When it comes to ecommerce sites, 99% of CRO happens during the checkout process.
But that means missing a trick. You could be boosting your performance by carrying out CRO in all kinds of different parts of your site. Here are five straight-forward tests you could run to improve your conversions and get some good numbers to show your boss.
1. Your call to action (CTA) message
This one is simple, but it’s always overlooked. Rather than using a button at the end of a form with the text “Submit”, why not make it a bit more inspirational? Try “Buy now!” or “Enquire today”. Using something that’s more relevant to the action the user is taking is guaranteed to get a better response.
2. Your form fields
Do you really need all the information you are asking for in your form? Do you need the full name, title, mobile and phone numbers or could you use a single email field? No one likes filling out box after box with details, or giving loads of information only to find they have to repeat it again to the person who follows it up. Reduce the frustration and you’ll improve your conversion rate.
3. Page layouts
Is the content on your page in the most logical order? By changing your layout to include the key points higher on the page, or to create a layout that leads the customer to an action has much better engagement levels.
Sticky navs (where the navigation or form sticks to your browser as you scroll) are becoming very common in this area to allow your CTA to be ever present in the page ready to capture the lead when the customer is ready.
4. A sense of urgency
Human nature is a funny old thing, and it’s been shown that associating a sense of urgency with the actions you want people to complete can increase engagement. Why? Because no one likes to miss out.
Try things like supporting content around stock levels, such as “Only X in stock”, or suggest doing something later will be too late, like “Subscribe today for a limited time offer”. I cringed writing that last one, but you get the idea.
5. Price framing or showing value
There is a lot of research in terms of price framing that supports conversion. Traditionally that means providing context that shows how good the current price of a product is. It’s the way that discounts catch us out and it’s the reason I always “go large” on my meals; because it seems so good it just doesn’t make sense to take the standard offer.
The wording might be confusing but this test doesn’t need to actually be about price, it could be the difference between your “Basic”, “Standard” and “Ultimate” package that shows where the value is.
How you go about testing the above scenarios is up to you and all depends on what tools and teams you have at your disposal. If you get stuck you can always contact us and we’ll give you a helping hand.