Once you’ve got your website up and running you need to be focusing on your conversion rate. How many of your visitors are actually doing what you want them to do on your site? Here are 10 tips that will help you to boost your conversion rate.
1) Add supporting statements underneath buttons
Not many people do this, but we’ve seen it work so many times. Try adding a single line of copy underneath your main call to action button that aims to reduce risk. It should go a long way in boosting your conversion rate. In the example above you can see how the message backs up the text shown on the button, and puts the user at easy by saying that there’s a 30-day free trial, and that your credit card details aren’t required to sign-up.
2) Use testimonials that directly address customer concerns
On this hosted ecommerce platform website, they use customer testimonials on their homepage really well to address objections that potential customers might have. Testimonial 1 addresses concerns over features that larger providers offer. Testimonial 2 addresses concerns over SEO. And Testimonial 3, is evidence that the platform allows your company room for growth and expansion.
3) Use icons to help illustrate a process or what you offer
Icons can really help get across a complicated process in an effective and visual way. Here’s an example of a simple infographic attempting to educate customers about what a payment gateway is: And here’s an example from our own site, where we use icons to help make the services we offer more visually interesting. Here’s a great article about how to use icons to support content in web design.
4) Try adding arrows to draw attention to your calls to action.
Here you can see a large arrow incorporated into the design of a sign-up page, to guide the user’s eye towards the form on the right. You can also use this technique much more subtly too, as shown in the example below:
5) Repeat your main call to action at the top, middle and bottom of the page
On Basecamp’s current homepage (see the screenshot below), you’ll see a prime example of this. It’s quite a long page so you’ll need to scroll, but I think it’s a great example. The blue call to action button is first shown at the top of the page, then placed in the middle and finally at the bottom of the page.
6) Test, test and test your main headline
The main headline copy on a page is going to be what your visitors read first. You’d be surprised at what a big boost to conversion a simple change can have. What ever you do, don’t just change the headline, make sure you run an actual split test so you can measure the performance of your new headline against your new one.
7) Use the rule of scarcity in your copy
Scarcity is a powerful motivator – it makes people take action on things they might have previously been sitting on the fence about. The limitation you use can be time based, or quantity based. It’s typically coupled with a perceived benefit if the person takes action now. Here’s an example of a time limitation in the shopping cart of an ecommerce site, urging you to complete the checkout process to have your order shipped today. Here’s a great article about scarcity marketing.
8) If you have trust logos, accreditations, awards, add them to increase credibility
The checkout process of online ecommerce stores is an obvious place to include trust and security logos, but if you’re a service-based business, you can take advantage of this technique too. Has your company won awards? Are you part of a trusted group in your industry? Has your company received accreditations? Make sure you display these prominently on your website, particular close to your calls to action.
9) Get the hierarchy right
Typography sizes, line-heights on paragraph text all go a long way to making a web page more readable, and readable is what you need to help boost your conversions. Concentrate on making sure important headlines are bigger on the page, and that accompanying imagery compliments these headlines nicely. You can see this above to some extent on a zoomed out view of a landing page we use to educate customers about WordPress.
10) Remove any cheesy stock imagery
Instead focus on imagery that compliments the copy on your page, or even iconography. If you must use images of people, make sure they don’t immediately scream “i’m a stock photo”. Photos of people do help increase conversion, but try and avoid images where the person is looking directly ahead – this draws attention away from the elements on your page, as people naturally tend to look at faces. Instead, try and find an image of someone looking to the left or right, and then position it so the person is looking at the most important thing on your page (for example your sign-up form or main headline), thus directing the users attention to it. Here’s a quick example:
Need some help?
We hope this article has got you thinking about how you can boost the conversion rate on your website. If you need help running tests, or implementing any of the ideas we talk about above, don’t hesitate to get in touch.
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