July 24, 2016
Here’s the kicker about conversion rate optimization – most of the time it has nothing to do with your traffic stats and social media numbers. In fact, people with massive following often struggle with actually selling their product, while smaller companies with more modest numbers manage to generate top profits from their limited audience.
Your first step towards improving your conversion numbers is to set a realistic goal and map out the ultimate customers’ journey towards it. Get ready to experiment and test various approaches, as there is no one strategy that fit’s all. However, the following tricks may become game changers for your company.
Build Your Conversion Optimization Strategy Based On Your Sales Funnel
Your landing page should be aligned with your customer journey and sales funnel. In general, there are the five types of customers that go through your sales funnel:
- First timers – web browsers who have heard from you and landed on your website for the very first time. You can only interact with them through your homepage, landing page, and on-site incentives.
- Curious – these people feel intrigued by your offer and want to learn more about your company. Your best bet to convert them is to guide them to your blog and offer an opportunity to opt in.
- Indecisive – at this point the customers are not sure whether they feel “lured” towards your offer and how valuable it will be for them. To facilitate encouragement, offer a trial product version, sample or another attractive freebie.
- Users – Congratulations! At this stage, you’ve already proved to them how great your product is and landed a sale.
- Product Evangelists – Conversion Optimization should not end with the first sale, however, loyal customers are likely to spend 70% more with your brand than one-time shoppers. For SaaS companies, instead of pushing users to update to a more expensive plan, encourage your users to invite new customers onboard, spread the word about your brand and earn attractive bonuses in return.
Test Multiple Step Forms
The standard CRO saying goes – shorter and sweeter forms equal to higher conversions. But that’s not always the case. In fact, a recent case study proved that 14% more people completed a two-step than finishing a 1-step form. There a few physiological explanations for this:
- Our brain doesn’t like complicated tasks. The simpler and smaller it seems – the more willing we feel to complete it.
- We also have an in-built nagger called Zeigarnik effect, which actively encourages us to complete the action we’ve already started, or we experience in-balance otherwise.
However, this approach may not work for everyone. Test it out at first!
Use a Heat Map
The easiest way to optimize your website is to look at it from a user’s perspective in quite a literal way. You will see exactly where people click the most and what they pay attention to, and it might not be the opt-in form you’ve previously spent hours optimizing.
Hotjar goes even one step further and offers additional cool user behavior analytics features such as user session recording, funnels, form analysts, polls, and surveys.
“When we started using heat maps, it was a real revelation. What’ve deemed as the most winning parts of our landing page, turned out to be largely ignored by shoppers? After a series of A/B test and massive re-design, we’ve managed to improve our conversation rate by 22% thanks to heat maps. We still use them to track various seasonal promos and sales,” – says Renee Kahlon, CEO at Gifts Ready to Go.
Invest in Retargeting
Not every user will feel compelled to convert during their first visit, but may get lost on his way the second time. Start with collecting cookies and offering better customization in terms of offers and featured products. Additionally, you might consider installing remarketing Facebook pixel to optimize your ad campaigns more efficiently.
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