conversion rate optimization - ful2.com marketing team

Marketing Team

July 2015

In internet marketing, conversion optimization, or conversion rate optimization (CRO) is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. It is also commonly referred to as CRO.

Conversion Rate =

Converted Visitors

Total Visitors

• Relevance

• Clarity

• Urgency

• Reduce Anxiety

• Easy to Navigate.

• Easily communicate the value in relevant text and images.

• Include a clear call to action.

Examples of Urgency used by amazon.

Get it by tomorrow.

• Anxiety Factors include Quality, Price, & Security.

• Reduce Anxiety by increasing credibility.

• A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants (let's call them A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins!

• Multivariate testing is similar to A/B testing, but tests more than two different versions at the same time.

• Email

• Advertising

• Web

• Offline/Direct Mail

Metrics and KPIs

Establish benchmark metrics: what are you trying to beat?

• Average time on site/page• Click-through rates: A ratio showing how often people

who see your ad end up clicking it.• Form conversion (email signups, etc.)• Cost to acquire: The cost associated in convincing a

customer to buy a product/service• Cost per lead: CPL defines how much revenue a

publisher receives when he creates a lead for an advertiser.

What would you rather have? 10,000 visitors/ month with a 1% conversion (100 new leads) or 5,000 visitors per month with a 10% conversion (500 new leads)?

I don't know about you but I would take the less traffic and higher conversions. And there are added benefits as well. It will cost less and you will have a much higher ROI.

There is no point driving in traffic to a website if you are not converting.

Key method is to test different colors for your call to action buttons.

The color of the button should contrast well with the rest of your website design but believe it or not, the color of your buttons can make a big difference in enticing a visitor to click on it or not.

Our suggestion would be to start with one color and then change it up a few months later and see which one yields higher results.

The text on the call to action button should do more than just directing a visitor. For instance, tell the visitor what to expect after clicking the button rather than just saying ‘submit,’ or ‘sign-up.’

A website was able to increase its conversion rate by 31% by telling customers to ‘Create Account & Get Started’ instead of just ‘Create Account.’

You have minimal space for text in the button, so get creative!

A long standing theory has been that you need to place your call-to-action (CTA) “above the fold” of your website.

(“Above the fold” is the portion of a website that is visible in a browser window when the web page first loads on a screen.)

Make the CTA immediately noticeable and (in theory) pick up quick fire clicks, removing the risk that the user will not miss it before scrolling down the page.

Displaying your phone number in a visible location on your website like in the header of your home page is a good conversion optimization practice.

Everyone loves the idea of doing everything by email, but phone numbers convey a sense of security and permanence. It’s a way for customers to contact a person directly if something goes wrong, which in turn makes them more confident to make a purchase.

Use videos to capture customer testimonials or to showcase new products on the lot.

The popularity of sites like YouTube shows that people enjoy watching videos more than reading. Use this information to your advantage by incorporating simple, yet effective videos.

Videos just need to be clear, audible and help in converting more leads to customers.

People tend to turn to technology to answer their questions, such as Google, Since we can control how Google can help with website conversions, it is very important to understand what people are typing so you can incorporate that content on your website.

This will help in increasing your traffic, which then increases your search engine rankings and eventually leading to an increase in conversions because you are giving online visitors what they are asking for.

Conversion rate optimization is easier when you are bringing the right people to your site. The first step towards bringing the right people is targeting the right keywords.

To avoid this, make sure you are using proper keywords within your content that will help Google and other search engines to index.

People take their privacy very seriously. If you are asking customers to share their contact information or other private details, they want to know and make sure it won’t be used for anything else other than what you have promised.

This is the reason why you need to test multiple ways to build trust because there is no guarantee of what will actually work.

If you have a large site with a lot of pages or a large product inventory, a smart search feature can help visitors find what they are looking for.

Most users are not going to automatically trust your website. You have to create trust. Adding testimonials is probably one of the easiest and most effective ways to improve your website.

Testimonials show users what other happy customer have to say about you.

Try reading the text in the box given below. Which block of text is easier to read — the one on the left, or the one on the right?

Incorporating small text on a web page is so unpleasant that it alone may cause a user to click off, especially if the user is older or is visually impaired.

Avoid small fonts for body text and navigation on your website.

Similar to font size, the spacing between each line of text can have a big impact on how easy your content is to read. Learn to use letter and word spacing, text alignment, and line height in the right way.

Long paragraphs are visually frightening and discourage reading. A good method will be to limit paragraphs to five lines or fewer.

Creating high quality content should be on the top of your list because that is the only thing that you can do to hook viewers and please Google at the same time.

Everyone knows that social media has become the wave of the future (and if you didn’t know that, you may want to get yourself out under that rock).

There have been many studies conducted, all showing different methods but all coming to the same conclusion - consumers are using social media. People are using social media for all different kinds of things, keeping in touch, reading business reviews, product comparisons and more.

Responsive design refers to a website that has been designed to be viewed across multiple devices and adapts to each size screen.

With the growing significance of mobile, businesses are expressing a lot more interest in their mobile sites.

A good way to retain customers and to keep your dealership top of mind is through some type of loyalty program.

You can reward customers with points in exchange for reviews, purchases, ratings or other actions that can help contribute to your website

Try to place the forms in your website above the fold where it is easily visible to everyone. It has been reported that the best converting spot lies in the upper right hand corner of the page, as people tend to look over there first. The rule of thumb is to make the form visible at first glance without scrolling.

Do not use the word ‘submit’ when you want someone to submit a form. Studies show that “click here” and “go” buttons score nearly 30%and 25% better, respectively.

Always try to understand about what action the form is asking from your visitor. Try including a little note below the button that states what will happen next.

Allow your customers to verify that they are making the right purchase by providing a comparison of products to give your customers more information.

According to a study conducted by McAfee, 37% of customers leave their shopping cart because they wanted to comparison shop.

Sometimes people do not want to share their personal details. Making every field required in your form may result in a decrease in your conversion rate. Better to keep it optional and let it be the user’s choice.

Displaying the number of social media friends and followers you have on your website can also help in conversions.

Just like testimonials, this gives website visitors additional proof that your dealership is trustworthy.

These days, almost every site you go to has some type of chat or support feature.

Many people like this feature in case they do come across a question they want to ask you but don’t feel like picking up the phone.

Thank you