Cracking the Conversion Equation
There's no doubt marketing is an art. But conversion? That's a science. And science is built on equations.
At Formstack, we like to try our hand at deciphering the equations that power the science behind our industry. We've spent some time trying to identify the perfect A/B testing formula. Our next mission is to solve the great conversion equation.
After running the numbers, reviewing the research — and discarding a few options that played with the sum of coffee and mass quantities of carbohydrates — we came up with what we think is a winning conversion equation: bold call to actions + social autofill features - ungated content = conversions.
With this equation in play, marketers can move the needle and create meaningful, value-based conversions for their brands.
Here's a quick snapshot of each of the components of our winning conversion equation, and why each one works:
Bold calls to action
Your call to action (CTA) is the endgame. It's literally where you want customers to go, and what you want them to do — whatever that may be. That's why this element is the first (and maybe most critical) part of our conversion equation. It's just that important.
First, position your CTA at the top of your landing page to deliver maximum views to your form without requiring page visitors to scroll all the way down to the bottom. Make sure your CTA and all other buttons are large enough to be easily tapped from a mobile device.
And don't underestimate the power of using the right color. Try red if you're running a sale, limited-time offer or selling tickets to an event that's close to selling out. Red creates a sense of urgency. Orange also encourages immediate action. It's a good choice if you want people to sign up or buy something right now. You can use yellow to get attention. In addition, one of the best blanket choices for a CTA button color is green. We all know green means go, which is pretty handy when it comes to CTAs.