Conversion optimisation is a much simpler process than it sounds. The conversion rate optimisation definition is that it’s an internet marketing term; conversion optimisation, or conversion rate optimisation (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.
A conversion optimisation agency, like Ebex, will implement changes to a website or platform, test for results, and repeat the process until the changes that are applied result in an uplift in whatever it is that the client desires. Whether that be an increase in sales, a larger number of people registering accounts or booking consultations
As far as conversion optimisation best practices are concerned, there are many things that can be done to increase conversion in an effective and efficient manner.
Creating a call to action button that relates accurately what a customer is to expect when they go to the next page has been shown to improve conversion rates significantly. Still on the topic of CTA buttons, making sure the colour of the button is in contrast to the colours on the page is an easy way to boost results; try using a colour that isn’t used elsewhere on your website.
Using images that are obviously stock is a sure fire way to hurt conversion, as people will typically lose trust in something that has an obvious generic tinge to it.
Reducing the number of form fields that your customers are required to fill out is very important in customer retention; people have short attention spans, and will lose interest if you require them to fill out the name of their pets and their car number plate. Besides, do you really need all that information if you’re selling life insurance?
Implement video on your landing page that shows off how your product works. This has been proven to bear fruit, as long as the video isn’t too long, because remember, attention retention is key.
Put your customers on the metaphorical clock; If you can inject a sense of urgency to your call to action, your customers may consider it a better idea to act now, rather than waiting a little while. This can be a completely cosmetic or sensationalist inclusion, such as a timer or simply the words ‘ends soon’.
Use real – or at least believable – testimonials. There’s nothing convincing about a one-line testimonial that simply says your product is great; Use full names, job descriptions, bust photos and a decent paragraph description to instill a real sense of trust in the customer.
So, we’ve covered the conversion optimisation definition, what you can expect a conversion optimisation agency to offer, and some conversion optimisation best practices. This should put you in good stead for either finding a conversion optimisation agency to boost your business, or implement some conversion optimisation best practices yourself, if you feel like some do it yourself.