website conversion optimization

Even if your content is killer, your conversion rates can still be lackluster. *mic drop* That’s because every tiny detail, including the surrounding content, sidebars, header images, and links (let’s call them the “peripheral stuff”), contribute to your user’s experience (UX, for short). You may think these extraneous details have no bearing on the effect of your content, but they DO matter – a lot. As it turns out, they can influence the user psychologically, especially if you cap your content with an ask or a call-to-action. The surrounding stuff, the little details beyond the meat of your content/copy, can make your reader more or less likely to follow through with your CTA. For example, did you know that something as simple as removing social login options (like Facebook) from a page resulted in increased conversions for a Norwegian cosmetics retailer? It’s true. They did a split test, pitting one version of the page with a social login option against another version without it: #1: The page with a Facebook login, above. #2: The same page without the Facebook login. The results? The one without the social login option (#2) earned a 3% increase in conversions and a spike in revenue for the company. That’s exactly why website conversion optimization exists. It’s there to help you create the version of your page that is most appealing to your customers/readers/audience and keeps them primed to act the way you want. In turn, this increases the likelihood of those people buying into your CTAs. If your content is great but your UX sucks, you’ll have a harder time getting people to bite. Websites that are harder to use due to off-putting ads, poor design choices, bloated copy (or not enough copy), and other UX mistakes are roadblocks to conversions. The key is not to apply very specific tweaks that worked to increase conversions for another company. Everyone’s customers are different, so everyone’s data from split testing these optimization tweaks is totally subjective. Instead, try implementing universally approved tactics, then test them to make sure they’re right for your audience. We’ve rounded up a list of these universal approaches that pretty much work for everybody. Ready? Let’s break them down. [bctt tweet=”Read a nutshell guide to website conversion optimization and 5 data-backed methods to improve your site conversions, via @JuliaEMcCoy” username=”ExpWriters”] Website Conversion Optimization: 5 Data-Backed Ways to Improve Your Conversions 1. Use SSL Certificates/Trust Badges One of the major ways to increase conversions on a page, especially a check-out or sales page, is to instill trust in your customers with the right elements. If a customer is thinking about purchasing, they may already have some level of trust with you. In this case, you want to make that sales/check-out page help them cross the finish line. Securing your site with an SSL certificate is one major way to build your trust and optimize your conversion rates. (Sometimes your web host will offer this as a service along with hosting your website.) Take a look at how this appears on our site: Or, for another example, here’s Amazon’s SSL-secured site: Want to see a non-secured site? It doesn’t look as trustworthy, immediately right off the bat. This isn’t a good first impression: Learn more in Google’s useful help article about SSL certificates. You can also include a “trust badge” on the page. This little graphic is evidence your site is safe and secure as verified by an outside, trusted objective source. Most of the time, these badges tell the consumer that your site uses SSL (secure sockets layer) technology to keep data like credit card numbers encrypted and safe. Others may simply signify a credible third party deems you trustworthy. A good example: the Better Business Bureau, or BBB, has “Accredited Business” badges that show they have verified your company as trustworthy. Here are some more examples of recognizable trust badges: Using trust badges is a pretty fail-safe method because plenty of consumers are worried about the security of their information online. According to a European study conducted by GlobalSign, 77% of internet users are worried about their data safety, including whether it will be misused or intercepted. Additionally, most people check for security indicators on web pages, whether it’s right before a purchase (24%), before handing out their details (48%), or just out of habit each time they visit a new website (21%). People are rightly anxious about protecting their data, so addressing the underlying worry can help ease the way to more conversions, including completed check-outs. [bctt tweet=”Your website not converting? @JuliaEMcCoy discusses #websiteconversion #websiteoptimization in this nutshell guide to improving site conversions” username=”ExpWriters”] In fact, Blue Fountain Media showed how effective trust badges can be when they conducted a split test on their “request a quote” form. One version of the form didn’t include a badge: While a second version of the same form included a VeriSign seal: The results: The version with the trust badge got 81% more form fill-outs than the one without it. The takeaway: If you could instill more confidence in a user’s purchase or other action on your site, why wouldn’t you? Get verified by a third party, or purchase SSL for your domain (DigiCert by Symantec is a good option.) Slap a trust badge like an SSL certificate on pages where it makes sense Test to see if it makes a difference in conversions 2. Use Pop-Ups Correctly for Better Website Conversion Optimization There’s a lot of contention surrounding pop-ups. Do they help conversions? Do they hurt? There are arguments for both sides. So, should you use pop-ups? Shouldn’t you? (Do you want to tear out your hair yet?) Guess what: The question is not whether you should use pop-ups. The question is how you should use them if you go that route. [bctt tweet=”Your pop-ups could be killing your conversions. @JuliaEMcCoy shares her insights on #websiteconversion #websiteoptimization in this nutshell guide ” username=”ExpWriters”] A. Avoid Intrusive Interstitials (or Risk Google’s Wrath) What the heck are … Read more