Seeing what others did to boost their conversion rate stats can help focus your planning. Likewise, knowing what CRO tests had a negative impact and how to avoid making the same impact is just as important.
We’ve reviewed countless marketing statistics and case studies to bring you the most essential quick wins that you can prioritize for CRO.
Test Your Calls to Action
You might think that call to action (CTA) optimization is all about color, especially because it’s a popular topic of discussion. HubSpot, for example, observed that a red button got 21% more conversions than a green one.
But the wording of your CTA can have a huge impact on conversions. Get it wrong, and your clicks will drop.
That’s what happened when Unbounce tested using ‘submit’ instead of ‘click here’ on its form submission buttons. This simple change saw conversion rates fall by 3%.
The placement of your CTA can also have a huge influence on how many people see (and click) it. TrustRadius moved their CTA to a sticky header that stayed at the top of the page as users scrolled, and saw their clicks double.
If you’re looking for quick wins around optimizing conversions from CTAs, these are the kinds of things you could experiment with. Consider testing things such as:
- Does a change in language encourage more people to click through?
- If you move the placement of your button, do more people click?
- Are your users more attracted to another button color?
Test Your Form Complexity
More form completions = more leads. And more form fields = more data. But what if you’re actually putting off users by asking for too much information from them?
When Unbounce tested dropping the number of form fields from 11 down to four, they saw a 120% uplift in form conversions.
Further research from Factors.AI found that static forms have an average success rate of 45.53%, but modal forms in pop-ups get a 25.98% success rate.
And when LeadCapture.io tested adding a photo of person in their form, they saw conversion rates increase by 35%.
If you want to optimize conversions around form completions, it’s worth testing:
- Will fewer form fields encourage more people to submit a form?
- Can you take your form out of a modal and place it on the page somewhere?
- Does adding a photo of a real person lead to increased enquiries?
Test Focused Landing Pages
If you’re laser-focused on a specific conversion, you might be doing yourself a disservice by offering your web visitors too many places to click.
That’s especially true if a user finds themselves on a landing page.
When Yuppiechef hid its website navigation from key landing pages, and tested the impact with VWO, it doubled conversions.
This is supported by Mailchimp, which found that multiple offers on one landing page can confuse views and reduce conversions by up to 266%.
The key is to create hyper-targeted landing pages—but lots of them. B2B companies with over 40 landing pages on their website generate the most leads, according to HubSpot
As the data above shows, the key things to test with landing page CRO are:
- If you hide your web navigation, do you get more conversions?
- Does focusing on just one CTA improve the number of leads?
- Will presenting just one offer grow conversions?
- If you create a landing page for every campaign, do you generate more leads?
Test Video Embeds
A sure-fire way to engage users and communicate a lot of information in a succinct way is to add videos to your pages.
This can improve conversions by 88%, according to insights by EyeView.
In fact, video is used by the top 30% of landing pages, HubSpot found.
However, it’s not that simple. Unbounce analyzed around 35,000 of their customers’ landing pages and found the average conversion rate of landing pages with embedded videos was 6.5%—but those without video had a rate of 10.8%.
So, video might actually harm conversions instead.
That’s why CRO testing is so important. It allows you to try an idea and measure its impact before you deploy potentially harmful changes across your entire domain.
If you’re looking for quick wins, it’s worth testing the impact of video on your conversions by looking at the following:
- Does embedding a video on landing pages help nudge up conversions?
- Do short or long videos help?
- Do your web visitors respond better to animations or real people?
Test Personalization
If there’s one thing that can transform your conversion rate, it’s personalization.
Just Eat for Business personalized a selection of key pages for the tech industry and saw its conversions soar by 811%. The personalized page also got more engagement, with a 10% increase in time on site.
Furthermore, Asset-Map personalized its website for returning web visitors from financial enterprise businesses. The changes focused on conversion-related messaging and prominent CTAs and increased conversions by 221%.
Personalization is a big focus for the future; 89% of business leaders say personalization is crucial to their business’ success in the next three years. If you want to give it a try, you could test:
- Do industry-specific CTAs get more conversions?
- Will pricing personalized to business size encourage more sales?
- Does making the social proof or case studies more relevant impact leads?
- If you use the company’s name on your website, does that grab their attention and win more conversions?
Get More CRO Tips From Our New Book
If this has inspired you to get started, make sure you download our new Conversion Rate Optimization Playbook. It covers everything you need to know to start optimizing for conversions – including how to benchmark your performance, plan a test and deploy your winning version.
