Conversion rate optimisation focuses on altering your website to make it easier to use and allowing your customers to performed your desired action more efficiently such as a sign up, sales or lead.
Why do this? Even the slightest change to the size of a button, colour or page layout can have a dramatic impact on the number of conversions made on any website. Whether that be newsletter sign ups, purchasing a product or contact us enquiries.
This is why it is extremely important to continuously monitor and test each step in your conversion funnel to make it as easy as possible for visitors to achieve your desired end goal for them.
Use Analytics to Measure
Web analytics packages such as Google Analytics allow you to understand how your visitors interact with your website, and discover what their motivations are for purchasing or not purchasing your products.
Using a combination of Google Website Optimiser, analytics software and heat mapping tools such as crazy egg or clicktale will get the best results as well as constantly testing different page layouts and call to action methods.
Call to action
What do you want your visitor to do? Make it obvious!!
Don’t hide your ‘apply now’ or ‘buy now’ buttons. Make them big. Make them bold. Make it easy for your users!
As Aaron Wall says in his SEO Book; “users should be able to do the action you what them to without even thinking!”
Sometimes using a different layout for your sales page can improve (or reduce) your conversion rates dramatically. The positioning of the call to action and other elements such as images, features and testimonials can also impact significantly on the number of conversions.
Mix it up, test different versions and see how the slightest change in design can improve your bottom line.
Most good websites typically have some consistent elements which make them easy to use.
Things such as:
- Consistent and clear navigation
- Consistent design
- Fast loading times
These are just a number of different elements that can have a dramatic impact on a website’s usability and improve your sign ups, sales and conversions. If you want to find out more about optimisation conversion rates, the Conversion Rate Experts website has a wealth of information and actionable information that can help your business.