55 Conversion Rate Optimisation Techniques To Try Today
You’ve invested in brilliant integrated marketing strategies. You’re publishing killer content. But there’s one massive problem: there are floods of people visiting your website and only a trickle of conversions. The question, where did the overwhelming percentage of website visitors disappear to?
This is more common than you think.
Did you know:
For every $92 spent acquiring customers, only $1 is spent converting them. — Econsultancy, HubSpot
For all the effort spent on winning traffic, you need to spend the same (if not more) effort making sure they convert. Limited conversions, barely any clicks and a sky-high bounce rate means your conversion rate is costing you.
There’s no reason why you can’t turn around your low conversion rate to capture 100s more customers, without needing to invest in attracting 1000s more visitors. Imagine how much you could boost the number of conversions through increasing the percentage by a mere 1%.
That’s the whole purpose of conversion rate optimisation (CRO): compelling more of your existing traffic to take action and convert.
Our gurus have put their heads together to spill the beans on 50+ must-try techniques — all useful to up your conversion metrics without upping your spend.
Ready to turn website traffic into sales?
50+ techniques to increase conversions
Collect and analyse data
1. Use Google Analytics to look for red flags.
Tracking tools like Google Analytics will help you quickly identify the pages that need your attention. Look for red flags such as a high bounce rate or low time on site.
2. Record visitors.
Use recording of visitor sessions to see how people interact with your page, and their journey through your site. See where visitors are clicking, how they move from page to page, how they scroll and more. Try Lucky Orange for visitor recordings.
3. Set up a heat map.
See where people’s attention is moving with mouse-movement tracking tools, click maps and scroll maps, which represent the data visually over the page.
Once you can see the patterns behind how users read and navigate the page, you can perform smarter A/B testing to maximise conversions. Hotjar is a great tool to try:
Image credit: Hotjar
4. Test everything.
Use Multivariate testing (MVT) to test multiple versions of the same asset, such as a landing page, by adjusting multiple variables. Run A/B tests to compare two versions by changing just one variable.
Tools like Crazy Egg have built-in A/B testing functionality. Things to test include: headline, body copy, hero image, CTA, font size, font colour, and more.
Craft powerful calls-to-action (CTAs)
5. Create a sense of urgency.
Use your calls to action and copywriting to compel people to convert NOW.
6. Make the calls to action specific to the visitors’ goals.
For example, “Contact us” is not a compelling CTA, whereas something like “Get free templates” adds value for your audience:
7. Test CTAs.
Test every call to action using both A/B testing and multivariate testing to see which perform best, then fine-tune and repeat the process.
8. Use click to call.
Adding a click-to-call button on your search add can dramatically increase your mobile conversions. For InterContinental Hotels Group, mobile click-to-call ads contributed to around 40% of their mobile marketing global revenue.
9. Position CTAs right above the fold.
Not at the top of the page. According to research from Google, that’s the most viewable position.
10. Use anchor text call to actions.
When HubSpot tested anchor text CTAs on blog posts, they alone contributed to between 47% and 93% of a post’s leads, compared to end-of-post banner CTAs.
11. Play with the wording.
Even the smallest changes can make a massive impact. Unbounce tweaked one word in their CTA copy: from “you” to “my”. They saw an increase in CTR by 90% in just three weeks!
Fine-tune your forms
12. Make forms short.
Capture only the information you really need.
13. Test different ways to build trust.
Don’t assume trust signals will give you more conversions. In some cases, pointing out that “we will never spam you” results in fewer sign-ups than not mentioning privacy at all!
14. Prefill information wherever you can.
If a customer has already provided some information, don’t ask for it again. Automatically pre-fill the fields for your visitors to streamline their experience.
15. Clearly mark the fields as optional or mandatory.
An asterisk (*) can go a long way. Use it to clearly mark optional fields and speed up the form-filling process.
16. Give input example against each field.
Minimise the chances of validation errors by showing correct input examples next to each form field (e.g. DD/MM/YYYY for the date field).
Create an exceptional user experience
17. Test your mobile friendliness.
18. Speed up your page loads.
Consumers expect a page to fully load in fewer than 2 seconds. Google recommends under 3 seconds. Check your speed on PageSpeed Insights – even a one second improvement in page load time can have drastic effects. An Aberdeen Group study showed that a one second delay means 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions.
Image source: Think With Google
19. Improve top-level navigation.
Make your most frequently searched content easily navigable. Use Google Analytics to understand what pages are important to your target audience. Then, craft your menu to remove friction within the conversion funnel.
20. Use inbound links to landing pages.
Use inbound links in articles to increase traffic to your landing pages, which are designed to drive conversions.
21. Reduce image size.
Compress all images to the smallest size possible to speed up your site.
22. Remove the clutter.
Focus on getting the user to perform an action. When users can’t see the CTA immediately, they will get lost in the content and not convert.
23. Remove pop-ups on mobile sites.
Google pretty much disregards mobile pages with popups, so remove them from your mobile site.
24. Test pop-ups for desktop sites.
Most research shows that popups do work very well, and don’t affect bounce rate as much as you think. But the best thing you can do is test them out on your audience and make sure you’re not annoying users.
Craft powerful content
25.Test your headlines.
Experiment with headlines to see if certain offers or power words perform better. For some inspiration, an analysis of 150,000 headlines by the Content Marketing Institute revealed that:
- Titles with 8 words received a 21% higher click-through rate than average.
- Including a colon or hyphen performed 9% better than headlines without.
- Odd numbers in the headline results in a 20% higher click-through rate than headlines with even numbers.
Use digital marketing tools like CoSchedule’s Headline Analyzer to quickly improve your headline.
26. Use big subheads
Use big subheads on pages with lots of content to keep people reading and make content easy to scan. A ‘wall’ of content can prove too daunting and dissuade readers.
27. Use anchor link navigation.
If you have a long page with a lot of content, try anchor link navigation or a page table of contents to help users quickly find the content they’re looking for.
28. Make sure copy aligns with your target audience needs.
If your messaging doesn’t resonate with their intent, then you’ll have a harder time converting them. Go back to your buyer personas to find out what your visitors really want. Don’t have buyer personas? Now’s the time to create some. Use HubSpot’s tools.
29. Create personalised copy based on the referral source.
Whether they came from social media, ads, emails or partner sites, make the copy highly relevant to visitors and increase their likelihood of converting.
30. Test out video prominence.
Try increasing or decreasing video content prominence to see if it helps or hurts your conversion rate.
31. Deliver personalised content based on number of visits.
Use dynamic content to display a welcome popup for first-time visitors or show enticing offers for return visitors based on their browsing history.
Image credit: Crazy Egg
32. Offer value for free.
Start your relationship on the right note at the very initial stage of the conversion funnel by offering free content that your audience wants.
33. Optimise high-traffic blogs for more conversions.
Use Google’s Search Console to find the blog posts which get high traffic but low conversions. Test different calls to action throughout the blog as a starting point.
34. Optimise high-converting blogs for more traffic.
As above, but this time focus on the blog posts that convert really well. Use SEO and PPC tactics to generate more leads and traffic to these posts.
35. Test animation versus static content.
Sometimes one hero image is all it takes to engage visitors, other times animated content is better. Test which one works for your audience.
36. Add “action captions” to your images.
And include your CTA link.
37. Show social media proof.
The easiest way to make people trust your store is by showing them your followers and shares on social media. Show the numbers to visitors using a Facebook Like / Share Box widget.
38. Encourage users to leave reviews.
Collect reviews as part of the sales process. This fresh content will help with search engine rankings and have a direct impact on traffic, conversion rate and average order value.
39. Create an impressive About page.
Check Google Analytics and you’ll be surprised to see how many people go to your About page before they make a purchase, especially if they are visiting your website for the first time. Optimise your About page for conversions:
- Share the whole story
- Highlight your people
- Use hard facts
- Use more than just text – videos are great too.
- Be authentic
Create a killer landing page
40. Run A/B tests (again).
We’ve said it before: testing is absolutely key to creating a killer landing page. And a high performing landing page can have a tremendous impact on a business. Test variants of website copy, content offer, image, form questions, and page design.
41. Use relevant visuals.
Visuals are the first thing the user’s eyes get drawn to, so capture attention with something that tells the visitor exactly what they get.
42. Match landing page headlines to the words in your PPC ads.
Don’t leave your visitors guessing when they click through to the landing page. Make it instantly obvious that the page is relevant to what the user needs.
43. Use testimonials.
93% of people claim that online reviews influence their purchasing decisions. Don’t make people search for this trust signal. Put reviews and testimonials right on your landing page.
Optimise your eCommerce experience
44. Shorten the checkout process.
Allow customers to buy products as guests, rather than having to create an account.
45. Offer live chat
Replicate the in-store experience and identify which issues people face within your conversion funnel –– in real-time.
46. Use incredible images
67% of customers rank image quality as “very important” when deciding whether or not to purchase from an online store. Amp up your product photography and go beyond generic stock photos.
47. Don’t just show a single image
Show as many images as you can – from different angles.
48. Showcase product videos
Use video to communicate details about a product and answer common questions that could be a barrier to conversion.
49. Make your prices clearly visible
Don’t hide your prices. Instead test different sizes and positions of your prices to see what impact it has.
50. Show videos on your homepage
Video can command both attention and an instant connection with visitors. See how Australian accessories brand Bellroy does it:
51. Create categories based on what people are searching for
Use Google Analytics to find out what visitors are searching for in your product search box. Then, use this to create your categories.
52. Write clear benefits-driven product descriptions.
Keep the most important features of the product at the beginning of paragraphs and bullets. Focus on the benefits to the user.
53. Use Verified Payment Systems and trust symbols.
Make sure people feel secure when shopping on your site by displaying verification tags and trust badges, such as VeriSign or Symantec SSLs. Blue Fountain Media saw a 42% increase in sales by adding the VeriSign badge to their checkout page. Check out this great example by Macpac – note the orange CTA:
Develop your CRO strategy
54. Go macro.
Yes, micro conversions will typically lead to macro conversions. But rather than focusing on heaps of little things, focus on bigger changes that work towards the end goal – getting people to buy from you.
55. Focus on big changes for big impact.
You can stay busy doing small things for incremental impact. Or you can focus on the big tactics and optimisations that will dramatically change your conversion rate.
Ready, Set, Grow
These tactics and techniques are just the beginning. Now, you need to invest time in some of the ideas above to make it happen.
Soon enough you’ll see hundreds more leads generated, truckloads more customers, and an ROI that just keeps getting better. Big promises, we know.
If we had to pick one tactic to rule them all, the most important in the list above is TEST, TEST and TEST AGAIN.
You can’t know what’s making an impact on your conversion rate unless you test it. For every idea you try, test it against the status quo and track the results.
These tactics aren’t the only thing you need to skyrocket your conversions in 2019. You also need a rock-solid Digital Marketing Game Plan.
We can help.
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@ Toast Creative