Having a strong Conversion Rate Optimisation strategy in place is invaluable for any website that wants to improve and refine their online sales; in order to get the most out of your site, you need to regularly test it for usability, while also seeing which kinds of presentation styles work best in terms of delivering sales.
Most large companies focus on CRO as essential to finding out which solutions work best for their sites, with Amazon particularly strong at displaying different versions of their product pages to users. To make the most of your site through easy to implement approaches, it’s worth thinking about the use of A/B testing, physical testing, click mapping, changing headlines, and experimenting with different testimonials.
Luke Eales, Digital Marketing Manager at Ingenie, said: “When optimising for conversion, an important variable to keep in mind is “Where is my traffic coming from?”. Customer journeys don’t always begin directly on your site – but often on search or advertising channels. Make sure this is reflected in your conversion programme – segment your traffic to create tailored, relevant journeys, and keep your messaging consistent from your ad copy all the way through your sales funnel.”
1 – Use A/B Testing - Conversion Rate Optimisation
Otherwise known as split testing, this involves showing slightly different versions of the same page to users when a page loads; one page may have a slightly larger font than the other, or may have a different headline. These kinds of tests can be easily set up via tools like Google Analytics, and can provide valuable insights into why certain types of pages perform better than others.
By incorporating repeated usage patterns into the design of your site, you can try to estimate which page styles will be the most successful at delivering a conversion. Multivariate testing can also be used through changing and re-testing multiple pages to get a stronger sense of how users behave on sites.
2 – Physical Testing
As successful as using analytics can be to determine the amount of traffic and conversions that result from user behaviour, sometimes the most effective CRO results can come through traditional human testing.
You can see whether or not someone responds to a page in an emotional way, and can get on the spot feedback over why they might keep on coming back to a page, and how easy it was for them to find the content they were looking for.
This kind of feedback can be combined with customer surveys and analytics to try to measure how users respond to particular pages.
3 – Click Mapping
This approach, also described as heat mapping, involves using tools like ClickTales to analyse how users behave on a site. Flash videos can be created that show how a user actually moves around a page by showing the areas that get highlighted, and the buttons that get clicked.
Using these videos, you can consider why some users aren’t scrolling down to the bottom of a page, and whether a large number of users always go straight for a search form, or whether they take the time to browse through the content of a landing page.
4 – Changing Headlines
There can be cases where headlines just need a few small tweaks to make them more effective; as with optimising your header tags to include the right keywords and metadata for your SEO, you can work on creating and refining the most distinctive headlines for a page. Think about whether a headline uses the right kind of keywords for your brand, as well as whether there is some kind of call to action contained within them.
Subheadings can also be varied here through A/B tests to see whether users will follow a page down if they respond to particular tags. Going over the same headline multiple times for a page can help you to figure out what kind of language works best for your site.
5 – Experiment with Different Testimonials
It’s possible to run tests that experiment with a range of different customer and client testimonials; these kinds of testimonials can work well if you know your user base, and what kind of content they tend to respond to. You can include testimonials from reviewers and other industry figures, or you can just include several different examples of customer feedback you’ve received from a site.
Video testimonials can also be tested to see whether users are more likely to watch through a whole clip, while social media shares and toolbars can be used to indicate whether or not people are actively recommending particular pages. In terms of testing, you might also want to run different, locally specific pages for users depending on their country to see whether they respond to these recommendations.