5 Tips for Better Conversion Rates
You work hard to make sure that you're providing the goods and services that your customers need and want, right? So why let things slip when it comes to getting them into the right hands? A recent whitepaper from Bounce Exchange points out the importance of getting the conversion, and offers a number of handy tips to make sure your site visitors don't slip through your fingers.
Here are five of my favorites:
1. Lock up conversion killers. While this may seem counterintuitive, having a supermodel or famous actor next to your call to action (CTA) won't get everyone to sign up instantly. In fact, it might have the exact opposite effect. Bounce Exchange has found through A/B tests that not having a human next to the CTA increased clicks by 20 percent and conversion by 10 percent. While it's fine to have endorsements and spokespeople, next to the CTA probably isn't the best place for them to be featured.
2. Eliminate distractions. Keep it simple. While good design is important, don't get carried away. After all, design should be secondary and supportive of your message itself — i.e., reinforcing the point. Strip away anything that's not essential to leave prospects focused on the crux of what they're looking at.
3. Direct your prospects. "Dear graphic designers, do not read this tip," says Bounce Exchange. Take the beautiful design you came up with when considering the second tip, and just add an arrow to it. Yes, it might go slightly against that, but guess what? Arrows improve conversion by 22 percent. So go ahead and ignore it every time, but just know you'll be missing out on that 22 percent.
4. Fight disbelief. Earning trust is what can take marketing from being good to great. One fantastic way of getting there is to use testimonials from customer advocates. Whether your business serves 50,000 happy people or only 50, there's a chance to leverage your existing success into future customers. Don't pass that up.
5. You can't go home. Don't listen to Bon Jovi. We say you can't go home … at least don't be sending your prospects there. Well, to your homepage, that is. One in every five businesses send their pay-per-click traffic to their homepage instead of unique landing pages that can better measure conversion from different sources and therefore enable you to always be testing and improving.