In the crowded world of the Internet, page views are a precious resource. That’s why it’s so important to capitalize on every page view and make sure you’re not wasting any opportunity to convert someone from visitor to lead. 

Here are 12 expert tips for conversion rate optimization.

1. Test, Test, Test

by Sherice Jacob on KISSmetrics

Treat everything as an experiment. There is no hard and fast rule in CRO. What works for one site might not work for another.

If you simply follow the remaining steps without testing, you’ll never really know how they have affected your conversions. Every change you make, whether it is a copy tweak or the color of a button, should be tested and analyzed.

There are some very good tools out there to help you A/B test changes on your site. You can set up a control group and test groups and track conversion rates for each group. After you collect a sufficient amount of data, you’ll have enough evidence to decide which test worked the best.

2. Put CTAs and Forms Around Your Blog Content

by Kristi Hines on Social Media Examiner

The entire point of maintaining a blog is to attract visitors to the site. You’ve gone through the trouble of creating valuable content that people actually like. So don’t miss out on all those views your posts are getting - now is your chance to get them to subscribe or sign up for your product.

There are a number of methods to feature CTAs and forms around your blog content. You could place permanent CTAs in the header, sidebar or footer, or you can have forms pop-up over the content or on the side. Of course, you need to test these out and see which works best.

Buffer’s blog features a series of CTAs and forms around their blog and surrounding its individual posts.

3. You Need to Find the Balance Between What You’re Giving Away and the Barrier to Getting It

by Oli Gardner on Unbounce

What are you giving away? Weekly tips related to your industry, or an e-book with comprehensive methods and strategies? Or maybe even a free month of your product. Whatever it is, you need your visitors to perform certain actions to get access.

Those actions are barriers in the eyes of visitors. If people have to fill out a 2-page form to get something, they will think twice and might decide it’s not worth the effort.

On one hand you can’t ask them to fill out a long form, and on the other a simple e-mail address may not be enough. You need to find the right balance so that you’re capturing enough leads and at the same time enough information about them.

Again, test out different combinations to find what works best. Do you really need a telephone number of physical address? Test it out to see if people are still willing to give you that information.

4. Make Your CTAs RAD

by Lance Jones on Copyhackers

Your CTAs are extremely important to your site - easily one of the most important elements. Headlines draw visitors in and CTAs convert them into leads.

If there are two elements that need a lot of testing, it’s these two. Rethink every aspect of them – size, shape, color, copy and placement. They need to persuade users to read on and convert.

The first step is to think about when you can introduce your CTA. You don’t want to ask them to convert too early because they might not have all the information they need to feel comfortable converting.

On the other hand, don’t push the CTA all the way to the end. You want visitors to be able to easily find where it is. This can be as simple as using a contrasting colour for your CTA so that it stands out.

Finally the actual copy on the CTA or headline is what makes users click through. If your CTA takes a user to a form, you probably don’t want the copy to say, “Click here to fill out our form and download the pdf”. Instead saying something like, “Get our free report instantly” might make more sense. Again, you need to test out various alternatives before you can find the best one.

5. Build Relationships

by Peep Laja on ConversionXL

Building relationships is all about earning trust. When you get a subscription to your blog or newsletter don’t blow it by pushing your product or service every day.

Instead, play the waiting game. Use the new lead to build a relationship. Interact with them; keep sending them freebies and other interesting bits of content.

Soon your leads will come to expect and even look forward to your mails. At this point you’ve earned their trust, and they will be more inclined to purchase your products or services if you can show that you can provide even more value to them than you already are.

6. Make Your Customer Testimonials Stand Out

by Wider Funnell

People like knowing that other’s are using your product or service and loving it. It’s called social proof. That’s where a customer testimonial comes in.

You want people to see that there are others who have used your products and said great things about them. If you work with famous people or companies, that’s even better.

That’s why it’s important to make the testimonials section stand out. You don’t people to miss it when they scan your page. Test out different methods like using profile pictures or logos of customers, different font sizes or background colors, or even changing the copy from a bland ‘Testimonials’ to something interesting.

7. Don’t Assume Your Call-to-Action Should Always be Above the Fold

by Michael Aagaard on Content Verve

It seems obvious that your CTA should be right up front so that people convert immediately. Why leave it to later and risk them leaving the site?

Well that could work against you sometimes.

If the CTA is the first thing people see it might put them off. It’s like a salesman coming up to you and immediately asking you to purchase his product without preamble or rapport building.

Test out different positions for your CTA where it is below the fold. Also, don’t limit yourself to one CTA. You can test out multiple CTAs across the page. Don’t limit yourself with common assumptions.

8. You Still Need to Think Long-Term

by Jason Leister on DIY Themes

Acquiring customers and then throwing them away is not a sustainable strategy. You can’t keep thinking about yourself and how to make the most money as fast as possible from your customers.

Thinking long-term means taking your time with leads and providing value to them on a consistent basis. This ensures customers will always keep coming back for more and, in return, providing more value to you. 

9. Slideshare Can Help Generate Leads

by Jason Miller on Social Media Examiner

Anything that gets over 60 million monthly visitors has to be a great place to market your product. Slideshare allows you to share presentations with a large user base, potentially attracting a lot of attention.

Presentations can be an effective form of communication when done well. You can get your point across quickly with bullet points and graphics. This makes it easy for viewers to consume and digest your material.

Use Slideshare to host and distribute your presentations across other social media channels. There is an analytics dashboard integrated in allowing you to track how many views and shares it gets.

The best part is you can add a lead generation form that pops up at the end of the presentation.

If your presentation is really helpful, chances are people will subscribe for more and you’ll grow your lead base.

10. Make Sure Your Prospect Data is as Accurate as Possible

by Justin Rees on Econsultancy 

The data you collect from your prospect is what you use to keep in touch with them and personalize your content for them. So it’s important that this data is accurate.

Use validation tools to determine accuracy of prospect data. You can perform these checks in real-time and notify prospects that the information they entered is incorrect.

11. Send LinkedIn Connections Personalized Messages

by Monica Jade Romeri on Social Media Today

LinkedIn is a useful resource for finding and connecting with B2B clients. You can build strong relationships with clients if you use it right. 

Keep in touch with them through personalized messages. LinkedIn has a great internal messaging system so make the most of it.

Remember, it’s about adding value to them. Share informational content with them and position yourself as a thought leader in their industry. They’ll soon be coming to you for help and solutions.

12. Provide Incentives for First Time Visitors

by Dustin Sparks on Unbounce

Why should first time visitors stay on your site? Why should they come back again? They need an incentive to do this of course.

The incentive can take many forms. You could offer a free e-book or a discount coupon for your products. offers a free week to first time visitors with a countdown of an hour to take advantage of it.

The advantage of this is, not only does it give visitors a reason to return, it also means they will share it and bring in more people to your site. The potential revenue you could make will more than compensate for the cost of the incentive.

Ok, that was probably a lot to digest in one sitting. These aren’t tips you can put into place and expect to work overnight. The best way to use this guide is to take your time implementing each step and coming back to this for reference.

We’d love to know if you have any other tips we should consider. Please leave a comment below and let us know.