8 Tips For Solving Your Website’s Conversion Problems

CRO Tip #3: Is your CTA prominently visible and contrasting with the surroundings? Test its copy, color, location and size

Every word, image, video, and element on your landing page should work towards one common goal – to persuade the visitor to convert.

While the other elements on your landing page also play an important role in the conversion pathway:

The CTA button itself is the gateway for making more sales.

Data from Wingify found that 30% of their customers are conducting A/B tests on call to action buttons. The average increase in improvement is a tasty 49%.

via GIPHY

The sad part is only 1 out of every 7 A/B tests results in a statistically significant conversion improvement.

I want to help you choose the correct locations, copy, and colors for a successful CTA split test by providing 3 tactics.

Remember though that these tips (derived from so-called “best practices”) are only a good starting point. You’ll need to rely on your own data for finding your audience preferences and making strategic changes on your website.

Tactic 1: Attract attention with strategic contrast

None of the elements on your website should be designed in isolation. They should work together to create a seamless experience. Except your CTA; it should stand out so that it grabs attention and gets more clicks from the user.

A CTA that blends in with the surrounding elements becomes invisible. Here’s the heatmap of Pinpointe showing how coldly its CTA button is treated by its visitors.

Image from: pinpointe.com

So how can you create contrast?

i. Color and Shape of your CTA Button

You might consider changing the color and shape of your CTA button to draw more attention towards it. ContentVerve saw a 35.81% increase in conversions when they changed their blue colored square button to a green rounded one.

Image from: unbounce.com

Remember though that RED isn’t a stop color that works best for conversion. And GREEN won’t decrease the clicks you get on your CTA.

No single color converts the best.

Consider taking the “squint test” after designing your landing page and CTA. If you squint your eyes, then your CTA should stand out. Although I would recommend relying on hard data for determining what works the best.

ii. Size of Your CTA Button

Sure, large CTA buttons with legible text are necessary, especially for ease of use on mobile. But there’s a limit – beyond which your users might get intimidated and your conversions can decrease.

Here’s an example. ContentVerve saw a 10% decrease in conversions on their payment by increasing the size of their CTA button.

Image from: unbounce.com

iii. Directional Indicators

Getting fancy and creative on your CTA can point the visitor towards your conversion goal. Hence using directional visual cues like arrows and icons can increase your CTR.

Image from: wordstream.com

Eyetracking studies have shown that pointing towards your CTA button can aid the visitors to follow your lead.

Image from: vwo.com

Tactic 2: The button copy promises the next logical step

For compelling your visitors to take action you need to:

  • Create a story on your landing page that builds anticipation until your CTA,
  • Use concise and action-oriented copy on the button,
  • Give an idea to the user of what they would get on clicking the button.

There are many generic CTAs that you might have seen floating around everywhere on the web – “Submit”, “Click here” and “Download.” Here are 53 more such generic CTA ideas.

Image from: sitetechsupport.com

Use these generic CTAs only as starting points. They might not prove to be contextually relevant and fail to show the value in your offer.

So brainstorm and try to craft creative CTA copy that contains action verbs. For instance, Medium presents you with an option to “Start writing” and tell your story.

Image source: conversionxl.com

In the example below, ContentVerve found a 10.94% increase in conversions by crafting human and action-oriented CTA copy.

Image from: instapage.com

It might sometimes make sense to add complementary text to the CTA that provides useful info to the visitor. In the example below, you can make the decision of using the product by looking at the CTA button itself. It’s free for 15 days. Then under $14.95/month.

Such an additional line of text on a CTA can improve your CTR.

Image from: wordstream.com

Again, remember to strike a balance and not present a 15-word value proposition on your CTA button.

Tactic 3: Your main CTA button should shine the most

More choices end up overwhelming the user and can discourage him from making a decision/taking action. But 48% of landing pages have multiple offers.

Needless to say, that many offers most likely decrease the leads you’ll receive.

By up to by 266%.

But if you’re unable to converge on a single conversion on a landing page/webpage:

Then ensure that your main conversion CTA is the most attention grabbing.

In the example below, Starbucks blend their secondary conversion goal “Sign In” with the surroundings, while drawing attention to their primary goal – “Join Now.”

Image from: wordstream.com

You can also guide the visitor with your visual hierarchy. For example: most web visitors view web pages in an F-shaped pattern. So placing your major CTA appropriately on your web page will subconsciously set expectations for clicking.

Image from: vwo.com

If you have a long landing page with multiple CTAs, then you should consider placing them where they aid the decision-making process. The placement should depend on the complexity of your offer.

Image from: contentverve.com

CRO Tip #4: Prove the value of your offering with testimonials, security seals and badges

I was lucky to receive an email from Mr. Bill Gates gifting me $2.5 million.

I bet you’ll find millions of dollars hanging around in your SPAM boxes.

So go out there and make thousands of dollars in 60 minutes of work from home.

Except, as you know, they’re all scams.

The internet isn’t a safe place…especially, for the gullible average consumer.

Such get rich quick articles and scam schemes had even infiltrated social media. Data theft and security threats became a norm last year. ZDNet claims that almost every American was affected by at least one data breach in 2015.

Now one way of reassuring your customer is giving money back guarantees to him. You can also mention the data-backed awesomeness of your product in your sales copy.

But guess what works better?

Online reviews.

  • They are trusted almost 12-times more than your product description copy.
  • They produce an average 18% of uplift in sales.

Image from: econsultancy.com

In essence, reviews are a kind of social proof.

People assume that the experience of their peers can guide them.

Here are 3 kinds of social proof that can impact your conversions.

1. Reveal the existing size of your customer base/email subscribers

How many people have already adopted your product? If you run a blog, then how many readers/subscribers do you reach?

The sheer size of your existing base can sway a new prospect to trust you. It’s called ‘wisdom of the crowd.’

For example – Harsh Agrawal shows the number of ‘shouters’ that follow Shoutmeloud on various channels. This reinforces a new visitor’s decision to start following the blog. After all, if that many people are following him, then he must have something of value to offer, right?

Image from: shoutmeloud.com

Similarly, MailChimp persuades a first-time email marketer to sign up by showing that over 12 million people use it.

Image from: mailchimp.com

2. Flatter your influencers and get them to endorse you

If you’re going into a new market with a new product, then it might be difficult to get this kind of social proof. But if you’ve worked for any well-known industry experts, then this can be a great selling point.

How does it work?

You display a testimonial from a known celebrity (in your industry) that’s admired by your target audience. If they are vouching for your value, then a confirmation bias kicks in (halo effect).

And they extend their positive feelings for the celebrity to your brand.

If you visit SEO blog Backlinko, you’ll find a live example of celebrity social proof. Brian Dean uses industry experts Neil Patel and John Jantsch to make his blog more credible..thereby increasing the perceived value of his content.

Image from: backlinko.com

Alternatively, if you’ve been associated with well-recognized brands in the past…then you can use the logos of the big companies to earn some brownie points.

Here’s an example of Basecamp doing it.

Image from: optinmonster.com

You can also display your major media and industry publication mentions for building trust. On their homepage, Freshbooks shows the quotes on their product by the likes of Forbes and CNET.

Image from: freshbooks.com

3. Assure your customers their credit card information is secure with trust seals

With incessant data breaches and stealing of private info, the consumer can be skeptical of transactions on your website. In a survey by eConsultancy, 58% of respondents said they dropped off the checkout page since they didn’t feel safe about the security of their payment.

So when you ask for sensitive credit card info on your checkout pages, you can use trust badges for winning consumer trust.

In 2013, Baymard surveyed respondents across 1,286 sites to find the most trusted seal badge and here are the results.

Image from: baymard.com

Blue Mountain Media found a 42% increase in conversions by adding a Verisign trust badge on their quote request page.

Image from: optinmonster.com

Note that if people already know enough about your brand, then social proof can even hurt your conversions.
DIYThemes ran the following test on their opt-in form.

Image from: diythemes.com

And the variation 2 above (sans the social proof) outperformed other variations.

Image from: diythemes.com

And the difference was also substantial – 102.2%.

Woopsy!

via GIPHY

Occasionally, social proof can distract the user. Only split testing will show if it works for you.

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Written by Chintan Zalani

Chintan Zalani's work has been published in major international newspapers, blogs and websites namely Times of India, Aol Huffington Media’s CoolAge.in, Android Authority, AdPushup, ShoutmeLoud and LinkOLogy.