April 13th, 2012
Conversion Rate Optimization
At its most basic level, conversion rate optimization (CRO) is meant to increase lead generation and sales by maximizing each visit to your website. Getting to the point where your website is a well-oiled conversion machine requires calling upon the teachings of your high school science teacher who stressed the importance of the scientific method–this process is all about testing and analysis.
Website testing is the backbone of CRO; without it any decisions you make are not easily backed up by data. Testing the performance of your website falls into two main categories: A/B split testing and multivariate testing.
Make things easy for your visitors and take advantage of impulse decisions. If you are successfully funneling people to a landing page, don’t make them leave that page to contact you. A quick contact form placed in the sidebar of your page is a great way to present visitors with an option to contact you and find more information about your product or service. Quick contact forms remove the steps of having to seek out your contact page, fill out the form, and hopefully remember the information on the previous landing page. Remove all variables and make contacting you as simple as possible.
Put all calls to action at the top of your page or within strategic places in your body copy. If you run a heat-mapping or scroll-tracking program during your tests it will be evident that less than 20 to 30 percent of your visitors will navigate to the bottom of your page. Placing important conversion calls to action (e.g. “buy now”, “contact us”) above the fold (on the portion of the page that is initially visible on a monitor) means 100 percent of your visitors will see it.
Don’t be afraid to make your calls to action stand out. These elements should be large and use a color scheme that does not blend in with your site. You want your calls to action to immediately catch the eye of each visitor.
When creating titles or wording for individual elements, be very aware of the wording you use. If you want somebody to contact you, don’t try to be witty or too specific because your word choice might turn people away. “Contact Us” might sound boring, but it effectively opens the door for anyone to contact you.
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