Video has proven itself to be the most memorable and engaging marketing medium around. Video content continues to outperform other kinds of content. Users overwhelmingly prefer videos to text, audio, and static imagery. It makes sense that marketers who capitalize on video’s strengths will earn better conversion rates than those that don’t. Eyeview has found…
Video has proven itself to be the most memorable and engaging marketing medium around.
Video content continues to outperform other kinds of content. Users overwhelmingly prefer videos to text, audio, and static imagery.
It makes sense that marketers who capitalize on video’s strengths will earn better conversion rates than those that don’t. Eyeview has found that simply including a video on your landing page can boost conversions by over 86%. The conversion goal was for visitors to click the ‘Subscribe’ button.
Marketers often spend more time on traffic acquisition than optimization. For most businesses, getting thousands of new visits to your landing page isn’t valuable unless those visitors turn into customers.
This is where conversion rate optimization comes in. Investing in CRO programs and strategies can increase ROI by as high as 223%. The better your customer insights are, the more data you can leverage towards boosting conversions.
Even among users who don’t watch videos, having access to video content can optimize conversion. Landing pages with videos have higher conversion rates than landing pages that don’t – even among users who don’t click on the actual video itself!
Video can play a central role in achieving CRO success. The key is establishing clear video marketing goals and measuring your success in achieving them.
Five video marketing goals you should keep in mind:
Set specific expectations
Every video marketing campaign should have a single, specific goal. Examples include generating awareness, gathering new leads, or retargeting customers.
Measure video success
You can’t improve what you can’t measure. Capturing viewer data is key to improving video (and CRO) success.
Check (and recheck) for obstacles
Consider the challenges that stand between your organization and its goals. Continuously look for ways to overcome these challenges.
Align video messaging
All of your video content should align with your current business goals. Your messaging must be relevant to those goals, and offer value to your audience.
Set realistic deadlines
Concrete deadlines ensure your video marketing efforts generate predictable outcomes that you can build on over time.
This is the major difference that turns video marketing into a conversion boosting asset. Without this capability, there is no way to measure or optimize video content for conversion.
Once you have an engagement analysis in place, you can begin running A/B testing to optimize conversion. The data captured by your video hosting solution is the data you will measure and compare during testing.
Video has already proven itself one of the most valuable formats in the digital marketing sphere. The ability to gather user data and optimize video content for conversion is an obvious value gain. These two features greatly complement one another.
There are hundreds of ways to optimize video to improve conversion. Two of the simplest and most effective ways are optimizing placement and content type.
Optimizing video placement for conversion
Many new video marketers assume that social media is the best place to use video content. While this can definitely achieve results, it’s not always the best CRO strategy for video.
eCommerce businesses can achieve significant gains by including videos on product pages. Subscription-based companies might find that landing page videos generate the most conversions. Even homepage videos can lead to CRO benefits.
Optimizing video content type for conversion
Not all videos are the same. Some are explainers, others are promos. There are also customer testimonials, product tutorials, and company culture videos. Each of these has its own unique use case and audience.
Finding the right type of video content for your web page can be tricky. Your intuition may not be able to tell you what the best type of video for your home page is. You may find out that the video you expected to underperform is actually the best-performing choice.
Top-performing videos lend themselves well to sustained A/B testing. You can run them during webinars, in-person retail events, on social media, and on your own web page at the same time. In each case, the data you gather on viewer engagement builds a more detailed picture of your overall CRO strategy.
Video CRO best practices: linking, calls-to-action, follow-ups
You can’t isolate video from the rest of your content. Every message you send out to users forms part of a whole. The ideal CRO strategy complements high-performing video with other content and formats.
For example, video can make a major impact on the success of your email marketing campaign. Instead of writing, “sign up now” or “get instant access” in your email newsletter, you can use, “watch the video”.
In fact, we’ve seen this approach result in a 28% jump in newsletter signups. The act of watching a video is far more user-friendly than filling out email fields.
Videos can make powerful calls-to-action because they are easier to consume than any other content medium. Users are generally willing to fill signup forms in order to gain access to video content. Think of the video as a reward.
The videos themselves are also great locations for call-to-action placement. With the right video hosting solution, such as Cincopa, placing a signup form at the end of a video is easy. You can simply overlay the video with an image, or integrate a customized solution for integrated signups.
Marketing automation makes it easy to craft highly personalized follow-up campaigns. Once you integrate a solution for tracking video analytics, you can start segmenting viewers according to their place in your sales funnel.
Showing the right video content to the right users at the right time is a sure-fire way to improve conversion rate optimization. The more data your video hosting provider collects for analysis, the more informed your optimization decisions will be.
Over the past decade, the entire shopping ecosystem has undergone a massive change. Where people once enjoyed shopping at local brick-and-mortar stores for all their needs, today they’re happy browsing through wide varieties of commodities online and making purchases as per their comfort and convenience. The shift has brought much good to the eCommerce companies…
Over the past decade, the entire shopping ecosystem has undergone a massive change. Where people once enjoyed shopping at local brick-and-mortar stores for all their needs, today they’re happy browsing through wide varieties of commodities online and making purchases as per their comfort and convenience. The shift has brought much good to the eCommerce companies in terms of incremental revenue growth, global customer base, and faster business expansion. However, it has also put them in a critical position of keeping pace with the ever-increasing, ever-evolving needs, and demands of the people.
Experience optimizers across the globe suggest that the best way eCommerce businesses can survive today’s market heat, maintain their customer base, and ensure revenue growth is by investing much into modern marketing activities and focusing their energies on testing and optimization. These have the prowess to provide seamless and frictionless customer experiences and help businesses succeed.
Assuming you’re already familiar with modern marketing activities and their importance in today’s time, we’d like to jump directly to the benefits of eCommerce testing and optimization, key challenges, and website areas and elements that you must test.
What is eCommerce testing? Why is it important?
eCommerce testing can be defined as the process of testing various eCommerce website elements such as design, specifications, functionalities, pages, and features to check their sanity and ensure they’re not harming the performance of the site in any manner possible.
When done correctly and continuously, testing can not only improve your site visitors’ overall experience but significantly increase conversions as well. Mentioned below are some reasons explaining the importance of testing and optimization.
1. Improve user engagement
As stated above, testing helps check the hygiene of a page element. It tells us which page element or process affects a user’s onsite journey and helps us rectify the issues faster. The better the user experience, the more shall be the onsite engagement.
2. Generate marketing strategies
Testing and optimization allow you to make effective plans for your website. By reiterating your site’s problematic areas, you can engage more people and also increase their stay.
3. Reduce risks
Many times, making major and considerable changes to your site can cause notable strategic changes or even trigger significant losses. However, testing these changes in a planned manner can help eliminate the chances of these uncertain losses.
4. Increase conversion rates
Since you’re testing almost every aspect of your website and ensuring a smooth visitor experience through site optimization, your conversion rate is bound to increase.
5. Better understanding of visitor behavior
It’s often difficult to map your website visitors’ needs and preferences and optimize your site accordingly. But with testing, everything is possible. It’s one of the best and quickest ways to confirm what your visitors like.
What should you know before you run an eCommerce test?
From the source code to product pages, you can test the viability of every element of your website using an extensive range of testing methods. Some of the most common methods are as follows:
Mobile application testing
While each of these methods has its own rules and regulations, running multiple tests using multiple testing methods at the same time can cause chaos as well as disrupt test results. Hence, it’s always advised to run one test at a time or use a good testing tool like VWO that enables you to run multiple tests simultaneously without one overlapping the other.
Given this fact, you must prioritize the order in which you want to run tests based on the test’s impact on your brand’s overall conversion rate. Theories like agile testing, which is used by teams conducting software testing, can help you find the balance.
Logically, focus on significant bugs and software flaws that impact everyone through mobile app testing and website testing first. Once you’ve addressed these issues, then look at the minor bugs.
Furthermore, it’s always a good idea to evaluate your test ideas and testing techniques on a regular basis because a poor website testing strategy can lead to loss of customers, revenue, and even jeopardize your brand’s reputation in the market. You must always carefully outline the testing scope, set the objectives, check it’s viability or chances of success, and estimate efforts in a time frame.
What are some key issues related to eCommerce testing?
The underlying principle behind a good user experience (UX) is to make life easy for your visitors. Every task on your website should be intuitive. You want people to be able to navigate around your website or application with minimum fuss.
While these principles are straightforward, it’s their implementation where things get tricky. A lot of factors play into the user experience. Think of all the stages of a user’s journey and test them from the first click on a product to the shopping cart.
For example, through form analysis, you can track how people are interacting with various input fields. This information provides you with insights on where users are experiencing problems. You can use this data to develop a hypothesis and run a test to check whether your assumptions or assertions are correct.
1. Testing for bugs
Regardless of how well you develop your website, there shall always remain some bugs in your wireframe that may disrupt your site’s functionality or hinder the visitor’s journey. While developers once couldn’t do anything about these bugs, today, they can use testing to fix these issues and create seamless UI/UX designs.
Some of the most common bugs that you may find on your eCommerce website are as follows:
Browser compatibility problems
Inconsistencies in the catalog
Shopping cart issues
According to a study by QualiTest, most of the bugs that sites encounter are of medium severity. These do not impair the usability of the site. However, they do have the potential to impact the eCommerce conversion rate and overall business sales.
When managing an eCommerce store, it’s essential to put a system to identify bugs and eliminate them as soon as possible. It is especially important to have a quality assurance strategy in place when undertaking any sustained eCommerce testing.
2. Testing conversion rates
Your eCommerce conversion rate ultimately defines the success of your business. The higher the conversion rate, the higher shall be your business’ revenue. Understandably, given the importance of sales to any business, conversion rates focus on extensive eCommerce testing.
There are various stages to any conversion rate optimization test. The first stage is to set objectives and determine the most suitable type of test. Your choice must always be based on data, rather than pure intuitions. For example, if you decide to review your brand’s purchase cycle, ensure to data back all your decisions.
The next step is to test and gather available data and form a hypothesis. Tools like heatmaps, form analytics, scrollmaps, session recordings etc. can help analyze user behavior and provide useful information. Always gather enough information before running a test to ensure you’re moving in the right direction.
Standard statistical testing methods include A/B testing, split testing, and multivariate testing. You can use this A/B duration calculator to determine how long a test on your site will take.
Which site areas and elements should you test?
The ultimate goal of every test is to increase the conversions and revenue of your eCommerce business. You want to focus on running conversion optimization tests that provide the maximum return on investment. There are certain areas of your eCommerce website that you will naturally target to ensure a seamless visitor experience. Some of these are as follows:
1. Search and navigation
Site search and navigation are two of your website’s primary elements extensively used by your visitors to explore your website or mobile app. Ensuring they’re free of bugs and promise a frictionless experience must always be your top priority.
Best Choice Products, an eCommerce website selling garden, music, children, and fitness products, illustrates the importance of testing your navigation. As part of a round of eCommerce A/B testing, they ran a test on their mobile navigation and search bar. They hypothesised that by improving the visibility of the search bar on the header will improve user penetration into the website. The control and variation version of the test are as follows
Running the test for about 7 days, the execs at Best Choice Products witnessed that visitors were engaging more with the search functionality. A minor change on the header resulted in a 0.1% increase in site revenue. It may not have been a game changer, but it did help the company get more revenue than before.
2. Homepage design and features
The homepage is one of the most important pages of any website, for it represents the face of your brand. Even if it’s not your primary landing page, it still deserves to be one of the most intricately designed pages. You need to offer great user experience and ensure that everything works as it should.
There are numerous forms of eCommerce testing you can run on your homepage. One thing which is becoming increasingly accessible to sites across content management systems is website personalization. The Very Group’s website is a perfect example to quote here.
Based on a visitor’s geographic and demographic information, the site shows personalized homepages to each of its visitors. For instance, and as visible in the image below, if a customer lands on Very’s homepage during the winters, it displays a collection accordingly. Meanwhile, if the customer belongs to a country experiencing summers, the website personalizes user experience accordingly.
Personalized homepage and landing pages open new and exciting avenues for eCommerce testing.
3. Product pages
A visitor to your eCommerce store will either land directly on a product page or eventually navigate to one. Once there, you want them to purchase the product. Ask yourself, what does your potential client need to know about this product or service to get them to my payment gateway? What can I do to increase the likelihood of a person adding a product to the shopping basket?
Unfortunately, there is no one answer to these questions.
You will need to run tests to see what changes you make to the product details page that get your business the best results. For example, you can test if adding elements that emphasize on scarcity or urgency would boost sales.
Other elements on a product page you can test include your CTA, social proof, images, videos, recommended products, featured products, etc. Changes to any of these elements have the potential to increase conversion rates to the shopping cart and onto your payment gateway.
4. Shopping cart and checkout process
It is a well-known fact that cart abandonment rates are high. According to BigCommerce, the average cart abandonment rate is 69.23%. This is the number of people who put a product into their cart and leave without making a purchase.
There is a large body of information on why people abandon a shopping cart during an online purchase. The graph below illustrates some common findings.
They ran an A/B test on their checkout page, testing how they could emphasize the free returns policy for some products. The control is on the left, and the variant is on the right.
The variant outperformed the control by 12%. This small change to the design of the checkout page caused an uplift in the checkout rate.
There are, of course, other elements to test. Adding more credit card payment options, security logos, social proof, and more can all lift your conversion rate. The important thing is to instill a culture of testing into your company, and experiment to discover what works.
Optimizing your shopping cart experience for conversions is one of the quickest ways to increase sales. Running these tests is a lot easier than you might imagine. Try VWO now to see for yourself.
5. Site performance across devices
As mentioned earlier, people are accessing your website through an increasing range of devices. A study by Statcounter shows that 52.03% of the world population accesses the internet through mobile. At a basic level, it’s essential to have responsive websites. This allows you to adapt your site to different devices and screen sizes.
However, even if your site is responsive, you can still encounter problems. Cross-browser compatibility issues are common. To further complicate matters, the OS a website is accessed on, the screen’s size, and the internet speed all impact user experience.
As you are no doubt aware, there is a clear correlation between the amount of time a page on your site takes to load and the likelihood of someone making a purchase. The graph below illustrates this point.
There is a high probability that your website’s page load time is optimized for desktop because for most sites it is. However, mobile load time can vary tremendously. You must implement technical solutions that address problems like this alongside optimizing your eCommerce website copy and design elements. Every step a user takes through your website is part of their user experience.
Summing up – eCommerce testing
A culture of testing will play an important role in the success of your company. Ensuring a smooth user experience is essential to customer retention. Meanwhile, updates to a site design through conversion rate optimization can have a significant impact on profits.
In this guide, we looked at the importance of eCommerce testing. We covered the types of tests you can run on your site and discussed some of the practicalities of running these tests. Finally, we discussed some of your eCommerce store’s most important elements to test, backing up each point with data and case studies that illustrate why it matters to your business.
With every other blog post talking about eCommerce conversion strategies that can help you boost sales, it can get a tad overwhelming and exhausting to narrow down on ones you must pay attention to. To that end, we have done the heavy lifting for you and shortlisted those we know are sure to make a…
With every other blog post talking about eCommerce conversion strategies that can help you boost sales, it can get a tad overwhelming and exhausting to narrow down on ones you must pay attention to. To that end, we have done the heavy lifting for you and shortlisted those we know are sure to make a difference in helping you grab shoppers’ attention and persuade them to purchase from your online store.
In this guide to eCommerce conversions, we will look at 15 actionable tactics you can implement to stand out among the competition and get shoppers to fall in love with your online store.
1. Reverse engineer the customer journey
The customer journey tracks the steps a potential buyer goes through from getting interested in your niche, becoming aware of your brand, finding out more about your product to making a purchase. Most online depictions of the customer journey make the process appear simple. It is usually represented linearly and consists of 5 stages – from awareness to retention.
The reality of the customer journey is a lot messier. People skip steps, rush to purchase, or never come back to your website. Yet while the customer journey is messy, there are analytical tools that help you understand where visitors enter your eCommerce store, where they drop-off, and the common paths they take to finally make a purchase.
One of the most used tools for analyzing the on-site customer journey on your website is Google Analytics. You can create custom dashboards in Google Analytics that help you visualize how people move around your eCommerce site, the landing pages through which they discovered your product pages, and where there is a significant drop-off.
A comprehensive analysis of how visitors move around your eCommerce store and in and out of each stage of the customer journey can help you identify their pain points so you can rightfully tackle them through A/B testing.
2. Optimize your site speed
One of the simplest methods to increase conversions is improving the page load time. The reason for this is pretty straightforward; if a page takes a long time to load, your store visitors get impatient and leave the website.
The graphic below precisely illustrates the correlation between page load time and conversion rates.
While this chart comes from a study on general conversion rates, there is also a large body of data about how page speed impacts eCommerce conversion rates specifically. Amazon’s study on how even milliseconds of latency affects revenue is probably the most cited example. Every 100 ms of latency costs the company 1% in sales, they claimed.
Portent conducted a study on page speed that revealed some interesting insights for eCommerce store owners. They found that the highest eCommerce conversion rates occur at a page load speed of 0-2 seconds.
When it comes to page load time, some pages are naturally more important than others. The most important ones include the homepage, checkout, product, category, and login pages. Any page where you receive a lot of traffic, you should prioritize optimizing.
3. Simplify navigation on your store
All the best eCommerce stores are flat and extremely easy to navigate. ‘Flat’ means having as few layers as possible to your site design – everything on your site should be accessible within three clicks of the homepage. More importantly, you also want to make it as simple as possible for site visitors to get from the core landing pages to the product pages and checkout page so that making a purchase is as seamless as possible.
Just like longer page load times cause shoppers to walk away from your store, a labyrinthine site design also tends to frustrate them, leading to drop-offs. There are numerous ways to optimize your menu to improve eCommerce site navigation. You could start by including breadcrumbs, simplifying the options on the menu, prioritizing elements, and so on. The ideal solution will be specific to your eCommerce store.
Let’s understand the same with the example of Slideshop. After thoroughly analyzing their data, the teams discovered that shoppers weren’t clicking on the subcategory. To improve usability, they ran an A/B test on the side menu to create a better flow from categories to subcategories. They got rid of the promotional right sidebar and introduced a left navigation bar. Here’s a look at the control and variation from the test:
The variant with the navigation menu on the left increased the add to cart clicks by 34%. The case study stands testament to the fact that smooth navigation is closely linked to increased sales for any eCommerce store.
4. Offer personalized shopping experiences
Your customers today demand shopping experiences tailored as per their preferences and likes. And the more data you can collect about your customers, the better you can predict and optimize their online shopping experiences. Even if you are just getting started, you can target some low hanging fruits such as showcasing similar/frequently bought together items on product pages.
This is an excellent way to start as it doesn’t require any data collection from a potential customer, only from previous visitors to your site. However, as an eCommerce business, you should look to take it further. For example, user cookies allow you to show product browsing history, while geo-targeting allows you to provide a personalized shopping experience based on the visitor location.
5. Provide clear pricing upfront
The number one reason for cart abandonment is hidden and unexpected costs. Shoppers hate to be bombarded with additional charges that show themselves only during the last stage of the checkout process. While it may be tempting to lure in potential customers with a seemingly low price and then add on extra costs at the point of purchase, this is sure to lose you business.
Whatever you are selling, the best method to increase conversions is to be direct about prices from the first instance. And this includes shipping costs, taxes, and fees. This helps build trust among buyers.
6. Enrich product pages with relevant copy and descriptions
It is widely accepted that effective copywriting and concise, appealing product descriptions are crucial to building trustworthy relationships between businesses and customers. Buyers don’t require an instruction manual on product pages. However, they do want all of the relevant product information to be easily accessible.
You need to find that sweet spot for your product pages. The last thing you want is a customer leaving your site to find out more information about an item elsewhere.
Good copy can be quirky as well if it suits the seller’s brand identity, like the example above from the eCommerce store Woot. When writing copy, use the kind of terms your customers would use, speak to them in their language, take inspiration from positive testimonials to incorporate the same lingo in your copy that your buyers are likely to use.
7. Use scarcity and urgency to boost sales
Scarcity and urgency are two emotional drivers that are known to boost eCommerce conversions. By highlighting that your stocks are limited and likely to get sold out soon, you immediately attract buyers’ attention and get them excited about your offerings. Shoppers sometimes also go ahead and make a purchase solely because the product is limited edition. You want to create enough buzz around your products so you can leverage that.
Creating a sense of urgency is to highlight that a particular offer or deal is valid only for a short period of time, so shoppers are lured into quickly bagging it before they lose out on the great offer.
8. Add live chat support
Getting your queries resolved is hard enough even when you’re in a store with a salesperson in front of you, ready to answer your questions. Moving the process online only makes it tedious and leads to higher chances of drop-offs due to unresolved queries or unsatisfied shoppers. Did you know that 73% of consumers prefer live chat over any other communication channel to interact with a business?
Offering live chat on your site can help ensure that no customer leaves your store to find answers to their questions, and human interaction is not completely done away with. Live chat offers the potential of an immediate solution to shoppers regarding any kind of issues pertaining to the products, return policy, seller information, and so on. Even if they don’t use it, there is a reassurance that it’s there.
9. Test your pricing strategy
Researchers at the University of Pennsylvania surveyed more than 13,000 people to understand their spending habits. They classified participants into three groups – tightwads, unconflicted, and spendthrifts. Here is how the respondents were grouped according to their answers.
While the overwhelming majority of people feel unconflicted about making a purchase, almost one in four of your potential customers probably fall into the tightwad group. You can use different eCommerce pricing strategies to appeal to these people and convince them to hit ‘Buy Now’ on the product pages. Even offering free shipping and returns can be extremely valuable in persuading customers to make a purchase.
The example from Zalora, an eCommerce site, nicely illustrates this point. They ran an A/B test to see if emphasizing free returns would increase the conversion rate. The answer was yes. The variation, which started with the word “free,” outperformed the control by 12%.
10. Add product reviews
As per BigCommerce, 69% online shoppers want eCommerce stores to share more product reviews. Therefore, make sure your product pages are sufficiently enriched with customer reviews as buyers tend to look for social proof before making up their minds about a product. Customer reviews improve the credibility of your store and legitimacy of the products and give users the vote of confidence that their shortlisted products have been used and liked by others as well.
11. Work on reducing cart abandonment rate
Cart abandonment is one of the biggest challenges that eCommerce stores face till date. The average cart abandonment rate for the industry ranges from 60-80%, depending on the niche. Since any decrease in your cart abandonment rate can directly translate to an increase in sales, it makes sense to direct a significant amount of your optimization efforts towards battling this issue.
While there is no one size fits all solution, simplifying the checkout process would majorly involve reducing the number of steps, removing all distractions from every page, offering multiple payment options, and providing guest login, so customers don’t have to necessarily input all details to quickly make a purchase. These will help you get started and ensure customers don’t view checkout as a tedious, cumbersome process that they’d rather not take on.
If you want to go further and rely on a structured, step-by-step approach, consider the common problems online shoppers have. Addressing each of these points, either sequentially, or at once, will no doubt help you optimize the eCommerce conversion rate on your checkout page. Here’s a look at some of the most common ones as per Baymard Research.
13. Add relevant trust badges to your site
As the statistics revealed in the graph above, trust is a paramount concern for potential customers while considering making a purchase online. While trust impacts all types and sizes of eCommerce websites, it’s especially problematic for smaller stores that don’t have enough brand recognition as yet.
Using trust signals and badges on your homepage can go a long way in improving your brand credibility and getting more visitors to place their trust in your products. There is a substantial body of evidence that shows that trust badges on a product or checkout page increase eCommerce conversions. If you are still unsure, It’s definitely something you should consider testing. There are two things to keep in mind when running such a test:
What trust badges you use
Where you place the trust badge
There are three types of trust badges you are likely to use. The first relates to the payment options. The second is security badges. Lastly, you have industry certification. While all three categories are important, be sure to not overdo it by adding too many badges and leading to a cluttered page that does more harm than good.
14. Provide multiple payment options
As we’ve discussed, the fewer obstacles during your checkout process, the higher your sales. Since everyone has a select few payment options they absolutely trust, providing multiple payment options ensures that you cater to maximum audience, and no one drops off solely because they cannot find a trusted payment method on your store. In fact, providing a plethora of payment options can recoup 30% of sales that would have been lost to declined cards.
Remember that simplicity is key through the checkout process. There is no need to display a whole menu of card types that can be visually unappealing, although it’s certainly in your interest as a business to accept as many different types of payment as possible.
15. Leverage upsell and cross-sell opportunities
Upselling is convincing interested buyers to go for more expensive products or products with upgrades and add-ons. Cross-selling is selling additional, often related, items to a customer along with the item they intended to purchase in the first place. The goal of both upselling and cross-selling strategies is to increase the average order value.
There are numerous ways you can increase your conversion rate and average order value. An obvious example of a company that uses cross-selling to increase customer average order value is Amazon, as illustrated in the image above. You could offer free shipping above a certain price point to incentivize people for adding more items to their cart.
There is no one-size-fits-all approach to increasing conversions on your eCommerce store. What works for your business will be specific to your vertical, store, target audience, and products. However, the 15 tactics shared above will more likely than not work for most businesses and deliver remarkable results when it comes to uplifting your conversion metrics. As always, the best way to implement an effective strategy is to test every major change before you deploy it universally to measure its impact on your unique business. Sign up for a free trial by VWO to get started with testing on your eCommerce store and rely solely on data for all optimization decisions. On that note, we urge you to put the above strategies to practice and optimize your online store for more sales.
Landing pages aim to encourage the visitors to accomplish a goal on ‘landing’ there. These goals vary with industry. For an eCommerce landing page, it could be an ‘add to cart’ or ‘buy now’, while it could be a ‘free trial’ or ‘demo version’ for B2B, SaaS companies. A landing page’s overall objective is to…
Landing pages aim to encourage the visitors to accomplish a goal on ‘landing’ there. These goals vary with industry. For an eCommerce landing page, it could be an ‘add to cart’ or ‘buy now’, while it could be a ‘free trial’ or ‘demo version’ for B2B, SaaS companies.
A landing page’s overall objective is to generate qualified leads through the marketing funnel, as shown in the above image. The qualified leads in their nature are more likely to convert fully into sales if nurtured well through the sales funnel.
Understanding landing page conversion rates
Not every visitor who hits one of your landing pages will take the action you desire. Some people may bounce immediately, while others might read your content and then choose to leave or go to another page. Landing page conversion rates tell you the proportion of visitors who do convert into qualified leads by accomplishing your landing page goal.
For instance, a landing page is built for traffic from an email marketing campaign. This campaign intends to convert visitors as effectively as possible. By tracking the landing page conversion rate, you can assess whether it’s true. You can have a quantitative measurement of how well your page aligns with the interests of visitors. Having such an analysis makes it easier to improve your landing page, allowing you to see the impact of conversion rate.
WordStream found its average landing page conversion rate as 2.35%. The top 25% of landing pages in the same study converted at 5.31%. Some pages converted visitors at an even higher rate.
There’s usually an opportunity to improve your landing page and its conversion rate. You must realize that landing page conversion rate differs by niche and the type of traffic. The following graph, created by Unbounce displays the first point in no uncertain terms:
What is your landing page conversion rate
Landing page conversion rate is a vital as well as a simple metric. You can calculate your conversion rates as long as you have two pieces of information:
The number of people who visited your page
The number of people who converted (took the desired action)
It takes simple math to identify your high-converting landing pages from the duds. Most analytics platforms, such as Google Analytics, can record the metric for you. Once this metric is analyzed thoroughly, you can start optimizing your landing pages to boost your conversion rate.
Believe it or not, finding your conversion rates can be even more straightforward. Most analytics platforms, such as Google Analytics, record the metric for you. Once this metric is analyzed thoroughly, you can start optimizing your landing pages to boost your conversion rate.
Simple ways to improve landing page conversion rates
You can certainly increase your conversion rates for your landing pages and build high-converting ones by consistently optimizing them. The following are five straightforward things you can do to get the ball rolling.
1. Step back to audit your existing conversion rate
You won’t know the best way to increase conversions until you understand their existing dynamics. There are lots of ways to analyze the different aspects of your landing pages.
The audit of the user behavior on the existing landing page provides you immensely valuable insights. Website heatmaps can provide insights around the elements on your landing page that gets the most and the least attention. With such analyses in place, you can take a call to fix and optimize a troublesome element, such as a CTA button or an image on your landing page.
Take the example below of an eCommerce store that sells baby products. The heatmap revealed that the baby’s face was a distraction to visitors. When the image was replaced with an alternative in the variation, site visitors started paying attention to the copy.
Another study reviewed user behavior with heatmaps. They hypothesized to improve their site navigation that led them to a 14% uptick in the conversion rate.
2. One call-to-action (CTA)
Your landing pages should have one clear aim, whether that’s to get users to fill in a form field, download an eBook, or take some other action. Everything about the page—visuals, design, or copy—must align unanimously with one call to action. Declutter your landing page as much as you can. You can answer some crucial questions and know where you stand with this handy Landing Page Analyzer.
By placing a clear CTA ‘right there’ where your visitors find it intuitively as they land on your web page, your chances to witness an uptick in the conversions also elevate. As per a study on the landing page for SAP Business objects, adding a clear, attention-grabbing CTA button resulted in a 32% jump in their landing page conversion rates.
Although it’s an old study, its message still holds true.
3. Introduce new landing page elements and test exhaustively
Optimizing your landing pages is an ongoing process with ample learning at each step. You should continue to tweak and replace elements on your pages, as well as experiment with new ones, such as trying out new headings, copy, CTAs, and more. Seek components that convert visitors better than those you currently use.
Take US shipping company, Open Mile, for instance. They tried out a new top section of a lead generation landing page. It used a different background color, a more prominent CTA, and altered text. They witnessed a massive hike in conversion rate that jumped from 3.95% to 13.11%. In terms of lead generation, that equates to a 232% improvement.
It’s uncertain to precisely point out the changes implemented in your experiment, which are responsible for massive conversions. Therefore, it is recommended to keep tinkering with the elements, testing them consistently, and documenting everything during the course of experimentation.
A picture’s worth a thousand words. When trying to improve your landing page, visuals may also be worth many more conversions. Compelling images, explainer videos, and even animated GIFs are prime examples. They’re now far more often features of higher converting landing pages. However, while visuals may feel like they are the solution to an improved conversion rate, it’s not always the case.
Hubspot offers a notable example. They ran an A/B test on an opt-in form. One version of the form contained an image, and the other did not. The version without the image saw a 24% increase in sign-ups.
As per the earlier example that illustrated heat maps, the positioning of an image can have ramifications on where people focus their attention. This is why it’s absolutely essential to run tests to improve your landing page conversion rates.
Also, if there are videos or animations on your landing page, ensure they don’t slow down your page load time. Longer loading time leads to more friction. An ideal page load time should not exceed 3 seconds.
5. Leverage the power of social proof
Social proof is a powerful concept in the digital world. People are more likely to take action if it gets recommended to them by others. Stories, evidence, and opinions have tremendous power to move people and influence their decisions. Therefore, adding social proof to your landing pages is an excellent way to enhance conversion rates. Such evidence may come in the form of a testimonial, review, or even a simple display of a brand’s popularity on social media.
Take the example of a landing page for the Kaya Skin Clinic. Adding the social proof of the brand’s Facebook presence boosted the conversion rate by 70%. And that was on top of a 22% increase brought about tweaking the copy above the CTA button.
Optimizing your landing pages is one of the quickest ways to increase your volume of leads and sales. Similar to other CRO practices, you can improve your landing page conversion rates provided you have a sound understanding of your target audience.
Through a regime of careful data-driven analysis that is combined with experimentation, you can certainly witness a hike in your landing page conversion rates.
In today’s highly competitive market, every brand wants to excel in their field and become the #1 choice of their target audience. But the major question is how to know whether people appreciate your products or services and are willing to become your brand’s advocates? It’s simple. Map your conversions. The higher your conversion rate,…
In today’s highly competitive market, every brand wants to excel in their field and become the #1 choice of their target audience. But the major question is how to know whether people appreciate your products or services and are willing to become your brand’s advocates? It’s simple. Map your conversions. The higher your conversion rate, the better will be your brand’s position in the market.
Before diving deep into how to measure your brand’s conversion rate, what are the benchmarks, and how to increase conversions, let’s start with the basics and understand what is a conversion and a conversion rate.
What is a conversion and conversion rate?
Digital marketers are typically dawned with two major tasks. One, building brand awareness in the online marketplace, and growing website traffic using techniques like search engine optimization, pay per click advertising, and social media marketing. The second being, nurturing these website visitors with optimization and personalization to convert them into paying customers. This phenomenon of turning a potential visitor into a brand customer counts as a conversion.
The conversion rate, on the other hand, is the percentage of people who take the desired action on your website. This can be anything, from making a purchase to subscribing to your services, downloading an eBook, and more.
Tracking conversion rates helps assess many aspects of your business. You get an idea of your messaging’s potency, the persuasiveness of any product pages, the effectiveness of your CTA buttons, and more. A higher conversion rate also means your marketing strategies are proving effective and helping your brand stand out.
How to find your brand’s current website conversion rate?
Calculating your brand’s conversion rate is quite simple and straightforward. All you need to do is divide the total number of conversions recorded during a specific time frame by your site or landing page’s total traffic and multiply it by 100.
For example, if your site was visited by 10,000 in July and recorded 2,000 conversions, your conversion rate will be 20%. Besides manually calculating the percentage, you can also view/track your conversion rate through an analytics platform (Google Analytics) or online advertising platform (Google Ads and Facebook Ads).
Another great thing about the conversion rate is that you can be as broad or as specific as possible. Meaning, in addition to mapping the conversion rate of your website, you can also measure the conversion rate of various marketing channels, different pages, campaigns, individual ads, keywords, and so on.
It’s an excellent metric to evaluate the performance of almost every aspect of your website and online marketing efforts. Getting clicks on your CTAs is great, but ensuring these clicks end up benefiting your brand is what matters the most.
Where does your brand stand? What is a good website conversion rate?
If you’ve been following so far, we’re anticipating you must have calculated your website’s conversion rate out of eagerness. But what does that figure speak about your brand and its performance in the online marketplace? For that, it’s essential to know your industry’s average conversion rate.
As per MarketingSherpa’s analysis (represented in the graph displayed above), the conversion rate of the B2B industry ranges between 2% and 10%, with the average mark hovering around 2.55%.  eCommerce, on the other hand, registers an average conversion rate of about 2.63%.
If your calculated conversion rate percentage stands anything near or instead, is more than these averages, your brand is certainly performing well. Meanwhile, if your percentage is way lesser than the average benchmark, it’s time to revamp your optimization and marketing strategies, and A/B test your changes.
Simple tips to boost your brand’s conversion rate
Boosting conversions is the central premise of conversion rate optimization (CRO). CRO is a nuanced and complicated process. But when done right, it can significantly improve your brand image and pave the way for higher revenue gains. Mentioned below are three simple tips to help you boost your website’s conversion rate.
1. Audit and improve
When you find content with a low conversion rate, there’s a danger of throwing out the baby with the bathwater. Inexperienced marketers get tempted to scrap the page entirely and start over again. That’s not the best way to do things. Instead, perform proper audits and discover why your site’s content isn’t working in your favor.
Auditing various metrics such as bounce rate, visitor time spent, total and unique visitors, etc. is one of the activities you should perform. Using this quantitative data along with qualitative data (gathered through heatmaps, scrollmaps, session recordings, funnels, etc.) to create hypotheses and conducting A/B tests is the other thing you must do to identify potential loopholes or leaks.
A/B testing is arguably one of the best ways to find faulty page elements and fix them to uplift conversions.
Let’s take Locations Hawaii, for example. It’s a website that helps find a property that best suits their needs and demands using innovative technology solutions. For Locations Hawaii, property inquiries generated through their real estate search website were what drove the business. However, their conversions were below average, giving a hard time to the company in terms of overall revenue generation. After a thorough analysis of their lead-gen page and stepping into a user’s shoes, the Location Hawaii execs decided to A/B test whether they could generate inquiries through their property details page.
They created two variations based on two ideas:
Change the CTA from “Inquire” to “Contact Agent” displayed in a bigger font size.
Moving the new CTA (“Contact Agent”) above “Inquire.”
At a basic level, your lead magnet is what you’re offering in exchange for conversion. For example, allowing visitors to download an eBook in exchange for an email address, providing a 10% on new signups, or posting an original story that convinces visitors to rally to buy your product. The action you want is for visitors to provide valuable information such as their email address, phone number, etc. that help you build a vast base of potential leads.
However, for a lead magnet to work in your favor, it ought to ooze clarity, uniqueness, and conveys an offer that’s hard to resist. Using appropriate CTAs and optimizing related page elements is equally important.
For example, The Vineyard, a hotel located in Berkshire, United Kingdom, decided to run an A/B test on the text CTA, “Book Online,” embedded on their room booking page. They noted that the CTA was almost invisible to the naked eyes, especially owing to its positioning and being a running text call to action. The Vineyard decided to make the CTA more prominently visible to their visitors and hoped to see an increase in the over click-through rate. They created a CTA button with the same text “Book Online” and placed it just below the banner image on the right side.
User experience is another factor that’s critical to CRO. The better the user experience, the higher will be the conversion rate. Create a website that has a clean design, clearly displays your brand’s offerings, is easy to navigate, and has a good load speed. Cluttering it with unnecessary data and page elements will only disrupt a customer’s experience and hamper your conversion rate.
Take a product page, for example. Rather than loading it with any and every information about the product in the form of long paragraphs, convert it into easily digestible bullet points. Leave some white space for the website to breathe. Place your CTA right in front of the visitors’ eyes or in a place where visitors are most likely not to miss noticing it. Remove unintentional barriers and let customers enjoy their visit to your virtual store or office.
To explain the concept in-depth, let’s take Flying Scot as an example. A 24-hour airport security parking provider in Edinburgh and Glasgow, Flying Scot, noticed it’s conversion rate was the same for a long time. By diving deep into data and doing a thorough analysis of the behavior of its visitor, Flying Scot noted that most visitors were bouncing off from its booking page without completing and submitting the booking form. The execs at the organization hypothesized that they might witness an increase if they simplified their booking form. They ran an A/B test to verify their hypothesis. Below are the control and variation variants of the test.
Just by decluttering an important website page, you can pave the way for higher conversions.
Time to start improving the conversion rate for your brand
Understanding the importance of optimization to increase conversions is very important. The better optimized your site is, the more conversions it will attract. If you’re someone who was still not paying much attention to the very concept of conversion rate optimization, now is the time to rethink.
Multivariate testing (MVT) is a form of experimentation wherein multiple elements of a webpage are modified and tested to determine which combination of the page leads to the maximum positive impact on conversion. Just as traffic is split between the two variations in A/B testing, in multivariate testing, the traffic is split between all the…
Multivariate testing (MVT) is a form of experimentation wherein multiple elements of a webpage are modified and tested to determine which combination of the page leads to the maximum positive impact on conversion. Just as traffic is split between the two variations in A/B testing, in multivariate testing, the traffic is split between all the variations. This form of testing is especially useful when you want to test the impact of radical changes on a webpage as opposed to testing the impact of one specific element.
Multivariate testing is not only restricted to testing on webpages but is used in a range of marketing fields. One of the simplest types of multivariate testing is run on PPC ads. For example, a standard Google Ad that appears in your search has two elements you can test; the headline and the copy.
Say you made two versions of the headline and two versions of the body copy. A multivariate test for such an ad would have 4 variations:
Multivariate testing with PPC ads is relatively easy as you are just modifying the headline and copy. There are a limited number of variables.
On a webpage, there are a lot more elements you can test. This makes it incredibly important for you to craft your hypothesis carefully. The larger the number of elements to be tested, the more would be the number of variations.
The important thing to note here is that more the number of variations your test has, the larger would be the required sample size to run it successfully. This means you either need more visitors, or the test will take longer to reach statistical significance as compared to a simple A/B test.
Clearing the confusion – multivariate vs. A/B testing
The world of testing can be confusing, and you might often find yourself conflicted with regards to choosing the right approach for your business and its unique requirements. Let’s understand the key differences between A/B testing and multivariate testing so you can confidently decide when to use which one.
In an A/B test, versions of a single element are created to deduce which one drives a higher positive impact on conversion rate. For instance, if you decide to run a test on the CTA text of your product page, it qualifies as an A/B test. Each of your variations will have a modification of the CTA text.
However, if you decide to run a test on the headline, image, and form of your landing page together, each of your variations would comprise a variant of each of these three elements. Therefore, this will help you conclude which combination of these three elements has the highest positive impact on your key metrics.
While A/B testing is pretty much a question of either/or, multivariate testing can get quite complex when it comes to zeroing in on the best version of a particular page.
Another key difference between the two is that the variations tend to be strikingly dissimilar in an A/B test, which is not so much the case in a multivariate test. Since there are so many variations, in MVT, you might not notice many stark differences between some of these. The overall look and feel of each variation is far more visibly contrasting in A/B testing as it focuses on one big change rather than multiple small changes.
Time and traffic requirements are also quite different when running A/B and multivariate tests. Since A/B tests have fewer variations, you will need far less traffic to reach statistical significance as compared to running multivariate tests. This also means that an A/B test can be wrapped up way sooner as there are only two options, while an MVT would undoubtedly take longer given its high traffic requirement and higher number of variables.
Why should you go for multivariate testing?
Multivariate testing allows you to drill down and see exactly which combination of your critical website elements yields the best results. The changes in a multivariate test are more subtle than those in an A/B test, but give you an insight into how key elements can work together to drive significant improvement in your conversion rates. Multivariate testing, therefore, is best deployed when you wish to optimize landing pages, your homepage, or any other critical page without having to go for a complete redesign.
Another crucial benefit of multivariate testing is that it saves you time as you test multiple variables simultaneously as opposed to testing them iteratively and measuring the impact of each. You also get to measure how each of the variables interacts with one another and impact your overall goal.
In this regard, multivariate testing is an efficient method for quickly testing a range of variables. Case in point is the following success story from Hyundai.nl.
Hyundai Netherlands had a simple goal of improving the conversion rate of their car landing pages. These pages were critical as people could request test drives or download brochures here. Since they had multiple ideas to optimize these landing pages, they decided to opt for multivariate testing, wherein they tested the following:
SEO friendly copy vs. original copy
An additional CTA vs. a single CTA
Large photos of the cars vs. thumbnails
Here’s a look at the control and variation from the test:
The results of the test were extremely impressive. The winning version of the page generated a 62% uplift in conversion rate and a 208% increase in click-through rates.
Running this as an A/B test would have wasted a significant amount of time, which equates to lost revenue for a large company like Hyundai. Multivariate testing not only allowed the test to be run in a shorter time period, but also generated valuable results.
How to get started with multivariate testing
Any form of experimentation requires dedicated effort and a coherent approach. The steps to run an MVT are similar to those for running an A/B test. Below is a framework you can use for getting started with multivariate testing:
Identify a visitor pain point based on quantitative and qualitative insights gathered
Use your website data to identify the problem area, and then pinpoint the elements you want to test on the particular page to solve for it. Go ahead and formulate a strong hypothesis that tackles all these elements based on your understanding of your target audience and the available data.
Once you have designed all your variations, you are all set to configure your visitor segments and define your conversion goals for which you wish to measure the impact of your variations. Finally, go ahead and create your MVT and be sure to run it until statistical significance is reached. Use VWO to easily set up your MVT using a visual editor and without writing a single line of code. Sign up for a free trial to assess it for yourself.
Finally, analyze your test results to determine the winner so you can deploy the winning variation universally. Also use the insights drawn from the test to learn more about your target audience and streamline your optimization pipeline accordingly.
This is the approach Microsoft Office took when they sought to optimize their conversion rate by testing multiple versions of their landing page.
The agency that undertook the project decided to test the hero shot, title, description, call to action, and the resource links on their landing page. Here’s what the control looked like:
They then ran a multivariate test. After testing a combination of elements, the one below stood out to be the clear winner. The test results revealed a 40% increase in conversions from this design over the original.
What is interesting about this multivariate test is that it also helped the teams analyze the relative importance of the various elements of the page. Rather logically, the call to action stood out to the most important one and had the maximum influence on their conversion rate.
The test results of this case study are a testament to just how effective multivariate testing can be in not only increasing conversion rates, but also providing valuable insights on how various elements of a page interact with each other and which one is relatively more important for you.
Multivariate testing – a vital tool in boosting conversion rates
As this guide has illustrated, multivariate tests can be an extremely useful tool in helping you test radically on your critical pages to drive dramatic improvements to your key metrics and thus your top line.
So, if you are looking to optimize the landing page for your next big marketing campaign to make it a lead magnet, you can rely on multivariate testing to tell you which version of the page you must go ahead with. It’s time to get started and put the theory to test on your site!
Digital marketing has turned into an indispensable tool for businesses today. It has practically helped many organizations turn into phenomenally successful, paradigm-redefining brands, boasting continuous growth, and massive market valuations. But the percentage of these successful businesses is still a single-digit number. The reason being, most organizations, to date, haven’t been able to understand the…
Digital marketing has turned into an indispensable tool for businesses today. It has practically helped many organizations turn into phenomenally successful, paradigm-redefining brands, boasting continuous growth, and massive market valuations. But the percentage of these successful businesses is still a single-digit number. The reason being, most organizations, to date, haven’t been able to understand the exact concept of digital marketing. It’s not just about marketing your products or services on the internet or electronic devices but crafting seamless and frictionless customer experiences and journeys that pave the way for higher and repeat conversions.
Converting digital marketing to conversion marketing
Unlike the efforts invested almost a decade ago, today’s digital marketing operations are more about creating smart, customer-oriented processes and structures, and developing capabilities that make your brand stand out.
SEO, PPC advertising, and other similar marketing techniques are critical aspects of any digital marketing program. When coupled with new-age approaches such as optimization, personalization, and technologies like AI & ML, digital marketing can transform into promising conversion marketing.
Take Netflix, for example. Founded in 1997, Netflix today has a subscribed base of 183 million paid users spanning across 190 counties. While much has to do with the online streaming giant’s constant efforts towards innovating its services and using new technologies and algorithms to power its platform, it’s digital marketing efforts cannot be ignored. Over the past decade, Netflix has spent $1,046.46 million on average on marketing and has 16.6 billion as annual revenue. 
Diving into Netflix’s marketing strategies, we’ve understood that the online streaming giant has invested much into search engine optimization, social media marketing, email marketing, augmented and virtual reality content, video marketing, platform optimization and personalization, machine learning to enhance user experience. Leveraging these, Netflix has:
Domain authority of 90/100
58 million likes on Facebook
15 million followers on Instagram
6 million followers on Twitter
5.6 million followers on Linked
Converting its marketing efforts into conversions, it’s no surprise that Netflix registers an astounding 93% conversion rate on free trials  compared to Amazon Prime Video that still sits at 73%.
Smart ways to improve your conversion rate
There aren’t any spectral hacks to increase the conversion rate of your business. It’s instead a radical process that demands persistence and precision. But, when done well, it does promise incremental growth and high revenue gains. Learning the experience and expertise of market leaders like Netflix, Amazon, Google, and more, we’ve detailed smart and tactical ways to improve your brand’s conversion rate using digital marketing.
Optimize Landing Pages
Landing pages play a critical role in defining your business’ conversion rate. They aren’t just ordinary pages of your website, rather your brand’s face. They’re where your visits land and craft their very first impression of your brand.
Before moving ahead with any other marketing efforts, optimizing your landing pages is paramount. Ensure every element of these pages speaks of convenience and paves the way to seamless customer experience.
Take, for example, your site’s click-through landing page. The very purpose of the page is to provide your visitors with all the necessary information about your brand offerings, be it a topic, product, service, or an offer that convinces them to enter your conversion funnel. The more precise information you furnish on these pages to guide them to specific, targeted pages, the higher the click-through rate will be.
In the case of a lead capturing landing page, ensure your page/form’s headline is clear and concise, asks for minimal yet essential customer information, and has a CTA prominently visible to the naked eye.
Exhaustive testing to get high conversions
Optimizing your conversion rate marketing efforts requires exhaustive testing because you can’t maximize conversions straight out of the gate. To get closer to perfection and get more customers onboard, A/B testing your marketing strategies is critical.
A/B testing should be a continuous process. Mentioned below are some important aspects of your site pages that significantly impact your conversion rate.
Images, videos, and visuals
Banners & links
Numerous case studies prove how optimizing page elements have helped thousands of businesses increase their conversions. For example, AMD is one of VWO’s customers that heavily uses A/B testing to improve its brand image. From one of its recent experiments that aimed to increase social shares, AMD tested six social icon placement versions, which resulted in a 3600% increase in social sharing with no adverse impact on the site’s overall engagement rate.
Amazon and Netflix too stand amidst companies that rely heavily on A/B testing to improve their conversion rates.
Optimize your CTAs for better engagement
Perhaps one of the more essential elements to test and tailor are your calls to action (CTA) buttons. Converting visitors is about persuading them to take a specific action. Your CTAs precisely guide them on how to do so.
You need clear and appealing CTAs, be it on your social media pages, landing pages, or any other page, that effectively convey your message. No visitor should get confused regarding what action to take next.
In many cases, CTA buttons are more effective than simple text links. They’re usually bold, attractive, and have the prowess to grab your visitors’ attention almost instantly. In the example below, Manna Natural Cosmetics saw an increase of 490% in its click-through rate by simply highlighting its product name and prominently highlighting the checkout CTA.
Avoid using generic and boring texts like ‘Click here,” Find out more,” Read more,’ etc. Instead, draft quirky CTAs such as ‘Get your free guide’ or ‘Learn how we can boost your conversion rates’ that compel your visitors to take the desired action.
Optimize forms to reduce abandonment
For B2B websites and particularly those looking to nurture leads, forms are a crucial page element. In many cases, every form filled in itself counts as a conversion. This means you must optimize your forms to ensure visitors fill them with utmost ease and do not abandon them midway.
In general, the shorter the form, the better it is. This is because people today do not have the patience to fill lengthy forms. Try to distill your forms as much as possible. Ask for only those details which are of utmost importance to your brand.
Other methods for maximizing your form conversion rate include optimizing your form fields’ dimension, using a single column on your form, and enabling social media sign up. Here are some illustrative signup form examples that follow best practices for conversion rate optimization.
Creating a form that provides the optimal user experience while providing all the necessary information in a well laid out manner will ensure an optimal conversion rate. An excellent example of a complex form that has been laid out to minimize cart abandonment is Victoria Secrets.
Regardless of how good you feel your design is, it pays to handle how people are using your present forms. For instance, you can try to find out where you’re losing more people in the process of filling them out. Heatmaps are a handy tool in this regard. You can use Google Analytics to assess ‘conversion leakage’ on forms. You’ll find a handy guide to how within this study on all things micro funnels. 
Whatever method you use, analyzing your forms can help you pinpoint which parts of the most site visitors reach. If that’s not the end of the form, you’ll know the part of the fill-in process that’s putting people off.
The VWO free trial creation form had multiple fields, which was leading to drop-offs. By making necessary changes, the form is now a single field one making it very easy for people to create a free VWO account and quickly embark on their website optimization journey. Try it out yourself.
Use videos & other new elements to your advantage
Improving your conversion rates, when you get down to it, is about engaging and persuading visitors. Your pages must capture their attention. Then, the pages need to convince them that they want to take the action you need. There are few things more attention-grabbing or persuasive than videos. It’s why they’re used so widely in online marketing.
Many types of marketing videos can help improve your conversion rate marketing. For example, in the case of eCommerce, use product demo videos to increase page time spent. See how Amazon uses videos to demonstrate its products and increases visitor engagement.
A video can speak directly to your target audience. It can help you convey far more information in a shorter time than plain text. Animated GIFs and other engaging elements can also help engage and convert visitors.
Getting your conversion rate marketing right
It’s easy to overcomplicate digital marketing. At heart, it’s about making people aware of your brand and converting them into loyal and repeat customers. That’s what makes conversion rate marketing so essential. It’s a process that can help make all your other marketing efforts and online advertising more worthwhile.
One of the most common challenges for a destination is accurately capturing a visitor’s intent to visit and ensuring that a personalized experience leads to both clicks and goal conversions. Visitor Guides, often referred to as Travel Planners, are an essential way to track intent to visit. Like many other destinations, Seattle Southside Regional Tourism… Read More
One of the most common challenges for a destination is accurately capturing a visitor’s intent to visit and ensuring that a personalized experience leads to both clicks and goal conversions. Visitor Guides, often referred to as Travel Planners, are an essential way to track intent to visit.
Like many other destinations, Seattle Southside Regional Tourism Authority’s Travel Planner requests remain a critical goal in tracking website engagement. In Fall 2019, the Seattle Southside RTA team saw a decrease in their Travel Planner request conversions, both year-over-year and quarter-over-quarter. Furthermore, the team found that the gap between their Targeted and Default audience increased, highlighting that this goal had become a more challenging conversion point for audiences.
With the intent of increasing Travel Planner conversions, the Seattle Southside RTA team decided to refresh their content with a seasonal focus on their imagery. They first created two versions of Travel Planner content, both with gorgeous Fall scenery highlighting the region’s colorful season.
Launching the content as an A/B test, the Seattle Southside RTA team was amazed at the increased engagement. Within the first few weeks, this new content saw an 8% increasein Click Through Rates (CTRs) over their regular Travel Planner content. Better yet, the team saw a 15% increase in Travel Planner conversions within the first month of the new content running.
Encouraged by this initial response, the team continued to run the seasonal content until the last few weeks of the year. Quarter over quarter, the team saw a 26% increase in conversions, with a year-over-year increase of 43%! Using the new Goal Dashboard, the Seattle Southside RTA team was able to further breakdown the conversion rate for each of the new content pieces allowing them to see that the new content pieces not only had higher CTRs, but also much higher conversion rates vs their original content. The team found a 79% increase in conversions for their Desktop content, as well as a 63% increase for their Mobile content.
Inspired by the results of their A/B test, Seattle Southside RTA plans on launching more tests for goal related content with seasonal imagery. Knowing that the new Goal Dashboard allows for a deeper level of insight into their testing, the Seattle Southside RTA team is better equipped to deepen their visitor’s personalization journey to increase goal conversions and engagement.
Congratulations to Seattle Southside Regional Tourism Authority for a job well done!
Interested in increasing your conversions? Personalization can help you get there. We’d love to chat with you more about making it happen!
Happy New Year, travel marketers! The beginning of January always brings its own kind of magic with resolutions and the opportunity to both reflect on the past year and look towards the next. It’s also a time that, if I can be honest, is a little overwhelming with the pressure of setting life-changing goals. And… Read More
Happy New Year, travel marketers! The beginning of January always brings its own kind of magic with resolutions and the opportunity to both reflect on the past year and look towards the next. It’s also a time that, if I can be honest, is a little overwhelming with the pressure of setting life-changing goals. And it’s not only personal goals! Working within the digital marketing space I feel that every other content piece is focused on “new year, new marketing strategy” resolutions that couldn’t be easier to implement – or so the articles read…
At Bound, we’re big believers in starting where you’re at, especially when it comes to personalization and your marketing strategy. That’s why one of our resolutions this year is to focus on something that we know has an impact: optimizing our goal conversions.
When it comes to our monthly content reports, few things give our Customer Success Managers more joy than seeing an increase in click through rates on goal related content pieces. But as fun as these increases are to see, we are even more thrilled by increases in the goal conversions themselves. As we’ve become increasingly aware of the important relationship between clicks and conversions – and the very different stories each can highlight when they don’t align – we’re excited to share our new Goal Dashboard and highlight three resolutions on increasing your conversions in 2020:
Read More (into your A/B tests):
When in doubt about your content, run an A/B Test! While click through rates can certainly highlight your audience’s preferences for the imagery, copy or CTA, how do you account for the content’s impact on the actual conversion? Within the new Goal Dashboard, you can now compare conversion rates against your campaigns, segments and pieces of content, allowing for a deeper level of insight. We recently took a closer look at an eNewsletter related A/B test we have been running with a DMO. Month over month, we found that one content piece had consistently less clicks than the other. However, in comparing the conversion rates between the two pieces, we saw that the content piece with a lower CTR had a considerably higher conversion rate. This comparison helped us see the value of a content piece we might have otherwise removed and will help inform future A/B tests.
Exercise (your understanding of your Mobile and Desktop visitors differences):
As we’ve written about before, there are many things to take into consideration when creating content for your Desktop and Mobile visitors. Goal conversions are no different, especially given that our Mobile visitors are often less likely to convert. Within the new Goal Dashboard, we can now dive into the conversion rates for our different segments across campaigns, allowing us to compare, for example, fly-ins served to desktop visitors and banners served to mobile audiences. Layering in this insight can help us develop content best suited for each of our unique visitors groups.
Spend Less (time guessing how your content is performing):
Over the past few years, we’ve increasingly become fans of thoughtful “abandonment” content and the way these direct CTAs can increase conversions for visitors who have initiated, but not completed, a conversion goal. While we often see this content with high CTRs, it can be challenging to determine how exactly this content contributes to the overall goal. Thankfully, our new Goal Dashboard takes the guesswork out of content creation and helps us see exactly which Abandonment content is best contributing to the goal.
Our hope for your 2020 is that your conversion related content is directly increasing your goal conversions (leaving you with more time toincrease engagement for your ad visitors!) Knowing that goal conversions are a vital piece to understanding your visitors intent to travel, we’re excited that our new Goal Dashboard will bring new awareness and insight this year. Cheers to you and your increased conversions!
Want to learn more about the Goal Dashboard or personalizing to increase your conversions? We’d love to chat with you and hear all about your 2020 marketing resolutions!
With the launch of their “always on” regional “Reclaim the Weekend” ad campaign, VISIT DENVER faced the challenge of how to keep their main landing page relevant. The regional effort, which promotes visiting Denver for a long weekend, targets a wide variety of personas that change monthly. Instead of creating multiple new landing pages every… Read More
With the launch of their “always on” regional “Reclaim the Weekend” ad campaign, VISIT DENVER faced the challenge of how to keep their main landing page relevant. The regional effort, which promotes visiting Denver for a long weekend, targets a wide variety of personas that change monthly. Instead of creating multiple new landing pages every month, VISIT DENVER used personalization with Bound to match the hero slideshow content to the appropriate persona.
VISIT DENVER developed and rolled out three waves of ad personalization within their first year with Bound:
The first step was to personalize the slideshow for visitors coming to the landing page directly from the ad. This involved not only showing the appropriate group of slides but also starting the slideshow with the content targeted to that persona. While these visitors only had a 4% increase in clicks specifically on their persona-targeted slides, overall page engagement was significantly increased. Compared to other visitors, the ad persona segments had a 53% increase in visit duration and a 45% decrease in bounce rate when entering the site through the Reclaim the Weekend landing page.
The second step was to use Bound’s Media Optimizer tool to personalize the slideshow for visitors who were exposed to the ad. The pixeling capabilities of Media Optimizer allowed Denver to target Reclaim page visitors who had seen, but hadn’t clicked on the ad, as well as visitors who came back to the site after their specific persona campaign ended. Not only did these pixeled visitors have great page engagement, but they also had a 100% increase in clickthrough rates on the slideshow and were 28% more likely to click specifically on the persona-targeted slides. With this information, Denver had the data needed to show that visitors were still interested in persona-specific content even if they had not clicked on the ad.
The third step was to build on the learnings from the first two phases of personalization and launch a fly-in campaign. The fly-in targeted visitors exposed to the persona who had never clicked on the ad or otherwise reached the Reclaim page. Using the fly-in, Denver was able to successfully direct 2% of these visitors to the page and continued to increase website engagement. Visitors exposed to the persona fly-in had a further 23% increase in visit duration and 18% decrease in bounce rate.
By identifying visitor interests based on ads, even if those visitors never directly engaged with the ad, Denver has been able to increase views on their key ad landing page and continually increase their landing page engagement. This has increased overall site performance and has allowed Denver to optimize the experience for these high-value website visitors.
Want to learn more about personalizing for your targeted ad visitors?