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We have gathered some of the year’s most insightful quotes from leaders in Conversion Rate Optimisation, so if you’re looking to convert more in 2015 here’s some useful advice from a collection of experts you should already be stalking on Twitter!
Conversion Rate Optimisation (CRO) differs for everyone; a conversion can be making a purchase, downloading content, submitting a form, signing up to a newsletter, accessing a free trial – It’s basically any result, determined by you, that fulfills your websites’ key objective. At the core of CRO is A/B testing your website, and making adjustments based on those findings to increase visitor engagement and conversions.
We’d like to present a collection of insights to inspire you to put together a robust CRO strategy for 2015.
Web design should ‘focus more on constructing the psychology of the visitor experience’ (@tim_ash) with less attention given to the visual layers. Ensure the visitors behaviour and the way they interact with your site is at the core of your build, and don’t let designers waiver from the brief. Furthermore, design best practice should follow a set of colour rules to ensure the Call-To-Action (CTA) is very obvious to the visitor. The ‘CTA button must be a pure colour opposite to the main colour theme’ (@aschottmuller). Try out Angie’s Clockwork Conversion Wheel.
Stay focused on a single goal for each individual page on your site because ‘pages with a single strong message and focus generally convert better’ (@neilpatel). You also want your landing page to stay focused by ‘eliminating elements of the content that don’t offer value’ (@oligardner). Oli suggests reading the landing page aloud whilst doing something distracting to simulate an impatient customer, in order to help cut out the fat.
Buy loads of colourful sticky notes, then ‘bring in people from all departments and map it out’ (@kerrybodine) to better understand the relevant touch points in the customers online journey. Kerry suggests to later bring in the customer to validate, add/remove and alter the map to reflect their experience with your site. It ‘forces everyone in the organisation to think holistically’ (@randfish) so pages can be more consumer friendly, improving the web experience.
Another way to appeal to the consumer is to ‘build social proof with homepage testimonials’ (@richpage). Logos of known brands visible on the page along with client testimonials is an effective way to portray authenticity and demonstrate trust. Rich also advocates the risk reducer pop-up e.g ‘100% money back guarantee’ to help get the conversion over the line.
Implementing strategies such as these are great ways to test and improve your own conversion rate but we must be reminded that it’s an ongoing process and ‘no one ever actually reaches optimization’ (@chrisgoward).