16 Web Conversion Rate Optimization Tips from the Experts

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16 Web Conversion Rate Optimization Tips from the Experts

June 15, 2014 by

Whenever someone visits your site, you have a desired action in mind. When a visitor or user completes that action, that’s a conversion. You might want them to sign up for a free account, become a member of your mailing list or fill out a survey - it really depends on your business and it’s goals.

Since your ability to achieve your business goals depends on conversions, we’ve assembled a list of web conversion rate optimization tips from the top experts in the field.

1. Hypothesize First, Then Test

by Thijs de Valk on Yoast

This post makes a good point, don’t assume that just because something worked well for someone else that it will work for you. The best bet is to take in what the experts have said, use that information to start forming hypotheses, and then test those hypothesis.

No matter what you read about conversion rate optimization, always test your theories when they’re put in action. Click to tweet

2. You Can’t Forget About the Value Derived from Relevant Copy

by Positionly

Relevant copy on a landing page can make all the difference between users staying or leaving your site. Focusing on the page’s relevancy by offering important information in the form of clear and personalized copy can point users in the direction you want them to go.

Use relevant, personalized copy to point users in the direction you want them to go. Click to tweet

3. Tie in Qualitative Data

by Purna Virji on Search Engine Watch

Before you start testing a conversion rate optimization plan, and even before you start hypothesizing, you need to look at your qualitative data.

Why? It helps you understand how a customer thinks and behaves and can help you yield a more constructive conversion optimization plan.

Use your qualitative data to answer questions like why your customer needs your product, what will make them want to buy it, and how will they plan on using it. Take the data from surveys, customer calls, support emails, and other sources of feedback to lead a well-rounded brainstorming session for your future CRO plan.

Take the data you have and use it to inform your conversion rate brainstorming sessions. Click to tweet

4. Use and Optimize Giveaways to Increase Conversions

by Adeel Vanthaliwala on Unbounce

There’s nothing like a good giveaway to help create chatter about your products and business.

Not to mention, giveaway contests can also have the ability to convert visitors into email subscribers and leads, which can help bring more customers to your products or services.

The greater the giveaway, the greater the chance of conversions from visitors into customers, so make sure to utilize your giveaways potentials.

Give stuff away for free, you’ll reap huge conversion rewards. Click to tweet

5. Run A/A Tests Before you Run A/B Tests

by Neil Patel on Quicksprout

Testing is undoubtedly important in the whole scheme of creating a solid conversion rate optimization plan. That fact alone should make you want to be certain of your testing software’s ability to work correctly.

You need to test the original variation of your landing page against itself to see if the conversion rates are similar. Do this a few hundred times to get a good idea of the numbers.

You need to test the original variation of your landing page against itself to see if the conversion rates are similar. Click to tweet

6. Pay Attention to the Blend of Traffic Hitting Your A/B Tests

by Will Critchlow on Distilled

If you don’t do this, you could be running much weaker tests than you thought. To help avoid this problem, run a test for the recommended length of time and try not to check the results until they are finished.

The quality of traffic is as, if not more, important than the quantity when running A/B tests. Click to tweet

7. You Need to Practice CRO Continuously

by Peep Laja on Conversion XL

You want to evolve with your customers and users in mind so you can continue to bring in revenue and increase the lifetime value of each customer. Continuous optimization should be the top of your priorities list if you want to keep customers coming back as well as keep new customers coming in.

Conversion rate optimization never ends - it should always be a top priority. Click to tweet

8. Your Web Copy is Being Held Back Because of 4 Sources of Friction

by Michael Aagaard on ContentVerve

Web copy plays a pivotal role in keeping visitors or turning them away. The four most common sources of friction are having too much or too little information, demanding too much of your customers early on, having confusing and off-topic content, and presenting copy in an unappealing visual way. You should always try to avoid these four points of friction.

Reduce psychological resistance to your copy and sales process as much as possible. Click to tweet

9. With CRO, Start With the Low-Hanging Fruit

by Frank Puscher on Smashing Magazine

Sometimes small changes can have huge effects. If you’re just starting to optimize your site, start with the low-hanging fruit and you’ll see some rewards. For example, you can start by making sure that the landing page visitors arrive at is related to the ad that brought them there - ensure relevance.

Look for the basic problems that plague conversions when you first get started, eliminating these will help. Click to tweet

10. Write In The Second Person

by Roberta Rosenberg on Copyblogger

People care about themselves or the group of people they belong to. They don’t care about “we” - they want to know what’s in it for them. Speak to that by using “you” and “your” to refer to the person reading your copy.

Write your copy in the second person - it makes it easier to speak to a specific person's pain. Click to tweet

11. Effective Calls-To-Action Consist Of A Small Number Of Distinct Actions

by Paul Boag on BoagWorld

Don’t put too many CTAs in your user’s or reader’s face. Instead, limit the number of actions you want them to make to a few, very specific actions.

Effective CTAs consist of a small number of distinct actions. Click to tweet

12. Split-Testing is Like Sex in High School

by Danny Iny on Copyblogger

Not everyone knows what split-testing is, let alone how to do it properly. To successfully employ split-testing you need to measure the results correctly.

 Few people know what split-testing is, let alone how to do it properly. Click to tweet

13. Both Design and Messaging Impact Conversion

by Oli Gardner on Unbounce

The importance of design shouldn’t be discounted. Sometimes, micro changes can cause big improvements. Find out if simple things, like the icon for your shopping cart, make a big difference - they often do.

When it comes to conversion optimization, don’t be afraid to test the small stuff. Click to tweet

14. The Readability of Your Site Can Help or Hinder Your Conversion Rate Optimization Strategy

by Tad Chef on SEOptimize

To convert your visitor to a customer you need to keep them on your site. People typically do not read on the web, they scan pages.

The first secret to great conversion rates: keep people on your site. Click to tweet

15. There Are 8 Things You Can Do Write Web Copy That Converts

by Michael Aagaard on ContentVerve

We really can’t stress enough how important your web copy is to converting users to customers. There are eight simple techniques to help you with the conversion process through writing web copy. One of the most important things to remember is that, as a copywriter, you can’t always be an artist. Sometimes, you need to be a data master and analytics wiz.

Sometimes great copywriters leave the artist persona on the shelf and grab onto analytics and measurement. Click to tweet

 16. Don’t Put Too Much Information in Your Headlines

by Joanna Wiebe on CopyHackers

 A little mystery never hurt anyone. In fact, it can add interest and intrigue. The same can be said about your headlines. Saying too much too soon can be a bad move on your part.

 Use mystery and intrigue when writing headlines, it can pull people in. Click to tweet

CRO is a working method that can convert visitors into customers. Utilizing these 16 tips from each of their respective authors can help create and administer a CRO plan just for you.

 NEW!

17. Make your website your best consultative sales person by guiding visitors to their specific value

by Rob Carpenter from Evergage

Get to know who your visitors are by digging into the referring website they are coming from, and their clickstream behavior on your site. Once you have a good understanding of the different buyer personas that are not only visiting your site, but also becoming valuable customers, then look for more ways to answer questions the those visitors ask and guide them through visitor experiences designed specifically for them.

Just like an internal consultative sales person, your website can be everything your visitors need understand their pain points and discover solutions that will meet their specific needs.

If you can understand your users, and deliver personalized visitor experiences in real-time, while the visitor is engaged on your site, you will see even better conversion rates.

Remember, these are good starting points or ideas to inspire you. You need to test, test, test and test some more to make sure they work for you.

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