Why Relevancy and Timing Are The Most Important Conversion Optimization Factors
There are numerous methods you can use to increase conversions and click-through rates on your site. Writing persuasive copy is one of them.
Factors like typography, color and length of copy matter, but there are two incredibly important factors that many people forget: the level of relevancy and timing of your site’s copy.
We’re told that our copy is supposed to communicate value, but value alone isn’t enough. Successful conversion rate optimization (CRO) depends on communicating both value and relevance.
Relevance is a combination of two factors:
- The reader’s motivations
- The value of what the person will receive
Motivation matters because you can’t make something relevant to someone if you don’t know what’s motivating them.
For example, is someone landing on the Toodledo website because they need help at work or because they want to stop forgetting to pick up the milk at the store on the way home from work? That matters.
Once you understand what is motivating your visitor, you are then able to understand what they want from your product. That lets you fulfill your promise to them more completely. This way you can focus on what parts of your product they will value the most.
Ensuring relevance is easier when you’re able to use dynamic messaging on your site. For example, look at our homepage.
The copy around our call to action on our homepage will change, depending on how that user behaves on the site.
The same thing happens with Sittercity.
The copy above their call-to-action changes depending on your behavior on the site.
When you use static copy and static CTAs you are ensuring that you necessarily exclude a certain segment of the market, you will never speak to the needs of some of the people who come to your site.
You also need some statistics and data on which to base your decisions. Dig into your visitor data and discover the different kinds of visitors you have. Once you look at this information, you will quickly realize that your static messaging is not completely relevant to each visitor segment.
Conversion rate optimization depends not only on relevance, it also demands proper timing.
The Right Thing at the Wrong Time is the Wrong Thing
Timing is a function of how you deliver your message. If you’re timing is off, your conversion rate will suffer.
It’s the same concept as timing your “ask” when delivering a sales pitch face-to-face. Imagine a salesperson coming to your door and immediately asking for the sale.
How often do those salespeople close sales?
Instead, imagine a someone coming to your door, giving a quick presentation and then asking questions to learn your interests, discover pain points, and find out what problem you need solved. That person, because of the questions and digging they’ve done, will be better positioned to close the sale and get your business.
On the other hand, you’d slam the door in his face if he came to your door, knocked and greeted you with, “Here’s my amazing vacuum. Give me your money!”
Trello is an example, that some might agree, of asking too quickly. On the homepage it says ‘Organize anything, together,’ and then immediately asks you to sign up. Even though it’s free, you might want to find out more about the app, like what features it has or what it looks like.
Toodledo, on the other hand, asks you to register after a short description and a screenshot - the timing is a bit better.
Timing things properly is about more than where and when to place your CTA - it factors into every conversation you have with customers.
A lot has been said about when it’s best to send your email and that data is interesting and a great starting point. However, that’s also very high level data - it averages industries, different geographic locations, and customer segments into one number.
You really need to do some work and find out when you get your best open and click-through rates. It will take some time to nail it down, but it’s well worth the effort.
The same goes for social media messages - when to tweet or post to Facebook and LinkedIn. You need to know when your customers are active and engaged on those networks.
Finally, you need to have some well-timed dynamic messages on your site.
For instance, when someone visits our website we make sure we time our dyamic messages properly.
Once you’ve scrolled down 80 percent of the page and have been there for 20 seconds, you are greeted with a pop-up.
Since you’re new to Evergage and the site, you click on “Read about the Features …”
This brings you to a features page and, again, when someone scrolls down the page and is there for 20 seconds, they are again greeted with another message.
At this point, you might be ready for a demo or you might be curious to see who else uses our product and what they have to say about it. If that’s the case, you click, “See what our customers have to say …”
You will be brought to our testimonials page and that page will again, after 20 seconds and some browsing, prompt you to take another action.
Once you click on “Get a free resource...” you are sent to our page featuring all of our eBooks.
We wait to let you look around for 20 seconds because we don’t want to blast you with a CTA before you’ve had a chance to digest the contents of the page you’re on.
Be a CRO Maverick, Try Something New
Conversion rate optimization is all about trying out different things and testing the results.
A report from eConsultancy and RedEye shows that a lot of businesses are pursuing traditional conversion rate optimization (CRO) tactics, but that there are some underused tactics that could help, for example, copy optimization and segmentation.
You can take advantage of some of these underused CRO tactics by changing the site experience or content based on who is visiting the site and what they do on the site.
Maximize your conversion rate by delivering the right message (relevancy) at the right time (timing). Offering personalized messages, calls-to-action, pop-ups or prompts will help you improve on both counts.
Have you asked yourself if your copy is relevant? If your timing is right? Have you discovered you were underperforming? If so, what did you do to fix it?
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