If you want to convert your web visitors to customers on your site, understanding their behaviour is key. Here are some practical steps you can take to maximise the chances of a great conversion rate from the outset.
1. Focus On Your Landing Pages
If you spend the majority of your time tweaking your home page, think again. This page often has a number of different paths for the visitor to take. Focus on a targeted landing page, with one specific call to action, which will be easier to test and measure. This page might invite visitors to buy a product or service, or sign up to your blog or free offer.
Set up an A/B Test in Google Analytics so that 50% of your traffic receive Page Layout A and the other 50% receives Page Layout B. A small change, such as a different headline, can make a massive difference to the end result.
2. View Your Landing Pages
Mobile devices are becoming the preferred platform for accessing the web. Do you know how your landing page will look on a specific android device? And what will the page look like if your visitors access it on an older version of Safari?
You can discover the devices and browsers your visitors are most commonly using in Google Analytics – so check these to make sure your landing pages are displaying properly.
3. Empathise With Your Headlines
When creating a headline for a landing page, think about your customers problem. For example, here is one headline: Repair Blown Head Gasket In Just One Hour.
This sounds OK, but when this was changed to Does Your Car Have a Blown Head Gasket? and was followed by a description of the symptoms, such as Is white smoke coming out of your tail pipe?, purchases increased by 36%.
Put yourself in your customers shoes. Feel their pain.
4. Connect With Your Buttons
Don’t accept the default setting for button text – typically Submit or Click Here. Get creative and compel your visitors to take the next step.
For example, changing the button text from Free Download to Show Me How To Attract More Customers resulted in a 38% average annual increase in sign ups on the www.impactbnd.com website.
Similarly, changing Sign Up Now to Show Me The Outfits I’ll Love increased clickthroughs by 123.9% for www.dressipi.com.
Match this with an equally enticing headline such as Clothes You’ll Love, Perfect For Your Shape and Style to really connect with your visitors desires and emotions.
5. Show Me The Humour
The headline iPhone 4 or 4s Screen Repair seems clear and compelling. Changing it to one that identified the customers underlying problem more closely –Don’t Be Embarrassed of Your Cracked iPhone Screen resulted in an increased conversion of 14%.
Going one step further, the headline was then revised to Did Your iPhone Screen Have a Rough Night Out? with the following text describing a hangover scenario. This increased the conversion by 17.9%. Can you add some wit to your headlines?
6. Remove The Noise
Too much information is distracting and may not be necessary.
For example, EA Games removed a special offer banner on their SIM City game sales page – and received a 43% increase in purchases by displaying just the offer itself. Their customer base wanted the new game – and didn’t need much persuading.
7. Drop The Ego
You may think you’ve been around long enough to know what works online – but there is no substitute for testing in order to convert your web visitors. Make one change at a time, and give it sufficient time to run so that your metrics are valid – this could be anything from 60 – 90 days. Don’t set it and forget it – customer interactions online are constantly evolving – so keep alert, keep testing and watch your conversions grow.
Reference: How To Get Started With A/B Testing Webinar by www.unbounce.com in conjunction with www.impactbnd.com.