Maybe you’ve done an excellent job in driving load of traffic towards your site but this traffic is of no use if it isn’t converting. You’ll have to find out factors which are not letting the traffic to convert.
There are several misconceptions related to SEO and PPC. The most common one is that if you’re spending time and effort on organic search and simultaneously are making efforts with PPC your website can gain a great load of visitors. This concept is true but also prove out to be false in many situations. This strategy usually does work but getting a rush of traffic is clearly not the only metric that matters.
In order to identify why your traffic isn’t translating into conversions A/B testing is required. A/B testing is actually an experiment conducted with two or more variants of a website to determine which variant works better. This experiment will help you understand the factors that can better optimize your web pages. Well, there is a number of things you can test on your web pages, but I’ve compiled a list of a few important ones for you.
Size of CTA buttons:
You must have noticed many CTA buttons on several sites saying “Sign up here” or “Create my Account”. These CTA buttons are highly important in driving conversions. So let’s start off with the size of your CTA button. The button requires to be big and bold in order to get noticed. You won’t want your audience to find the CTA buttons on your platform.
You must be wondering what the best size for optimal conversions is. Well, the best way is to experiment with different sizes to monitor the results. After running this experiment on my site I noticed that larger CTA buttons actually have 10% less conversion rate than a medium sized CTA button.
Promotional Content on the Landing page:
It is a common practice to bombard the visitor with promotional activities to stir their interest up. But it really isn’t the case and this has been proved by the A/B testing. While performing a few tests on a website we noticed a significant difference in their conversions with and without promotional content.
Landing page flashing the new promotions and a landing page with no promotion just regular prices of the items they offer. The increase of 43% has been observed by eliminating the unnecessary promotional content from the landing page.
Observing site speed by adding and eliminating different elements can also be of help to find out the factors that are affecting your site’s speed. Make your site light enough so that it can run smoothly with slow internet. But with Cox internet around I don’t think the users of this connection suffer from poor internet speed.
What are headings about? We all know that headings are to represent the core and crux of the story told in the article. It should be intriguing enough to motivate the audience to read and simple enough to understand.
Words have the ability to prompt people to take action. Making your headings more meaningful, intriguing and more defining is very important in driving better conversions.
Movexa just added another word “Supplement” in the heading and the difference of 89% was observed in the sales. A better defining heading is important to attract the audience.
Call to Action Phrasing:
There are several Call to action phrases but a few works better than the others. I happen to work on a bank’s website and tested these two CTA phrases “Apply now” and “Submit” for a loan application form. The results showed that “submit” CTA button worked better than that of the “Apply Now”. Why is that? Well, it also varies from business to business. Like for a bank, Apply now implies that your loan application can get rejected but the “Submit” button gives the feel that any application can get approval by simply filling the form.
I’d highly recommend you all to experiment with CTA button phrasing to yield better results. Too many Call to action phrases can make visitors lose their focus. Removing unnecessary text from the pages can help in yielding better sales. We all believe this for a fact that “the simpler the better.”
Trying out different value propositions like free shipping, one-day delivery, easy return, easy in-store return etc. can also help in generating better conversion rates in case of an E-commerce store. We experimented these factors with a few online stores to test how they affect the overall sales. And the results were magnificent. It doesn’t only help in generating better sales but also boosted the credibility of the platform and helped in gaining general positive reviews about the platform which in turn contributed in the site’s optimization.
Never ignore the little design elements instead create a hypothesis and run A/B testing over it to better analyze their effects. As you can clearly see in the above-mentioned examples that little things like CTA buttons can affect your conversion rate.