When it comes to conversions there is always some little tip, trick
or tactic one could try that you probably don’t ever get round to.
In theory, every single thing that appears on a page can be
split-tested and analyzed. This is the complex battle of
conversions that we have to wage continuously.
However, there are a few universal strategies that tend to work
across the board and would probably make an immediate improvement
to your page’s conversion rate right off the bat if you were to
incorporate them. Here are the most obvious ones:
Everyone knows that it’s vital to test one’s button text as “Buy
Now” and “Click Here” can have two very different click-thru rates.
However, how many of us are actually split-testing the colors of
our buttons? I’d hazard a guess and say, not that many. The fact is
the color of a button can have a really big influence on CTR and is
definitely a worthwhile variable to test. While some people say red
is better, some prefer blue and others, yellow. The real fact is
you have to actually test it for yourself. When it comes to
split-testing there are no universal truths. Everyone’s audience,
and thus, tastes are different and this can only be discovered
through good split-testing. Who knows, you may find purple works
the best for you.
Think Twice About Free:
Just adding the word ‘free’ onto your landing page used to make
people jump for joy and would be a massive carrot to get people to
opt into your form. Nowadays however, people are extremely
web-savvy and they have signed up to enough mailing lists to be
very wary of who they give their email to. They have been bombarded
with spam, been sent endless product launches, had their credit
cards charged monthly without their consent and worse. Make sure
you inform them that this won’t happen if you don’t intend on it.
This will make free actually mean something to your visitor.
You know those annoying little boxes that force you to type in a
sequence of numbers or letters to verify that you are indeed human
and not some spam-droid? Well the fact is that these little guys
are a huge downer when it comes to conversions. Why? Well I don’t
know about you, but I find them really tough to get right, and I
have 20/20 vision and fully-working cranial capacity. It’s been
shown that for the few spam-bots they help to stop, they prevent a
whole lot more perfectly normal visitors from continuing down your
sales funnel. Not good! So if you use them, kick ’em to the kerb.
Think of these as ‘ultimate fails’ for conversions and get rid of
them if you use them. However, keep in mind that what works today
may not work so well in 6 months time, so the real secrets here are:
1. Use your common sense.
2. Keep testing.
Good luck with those conversions!