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Home / Case Studies / How Adding a Menu, One Button, One Form and Changing Some Colors Increased Conversion Rates 64% and Revenue 56% in One Week

How Adding a Menu, One Button, One Form and Changing Some Colors Increased Conversion Rates 64% and Revenue 56% in One Week

May 12, 2015 By John E Lincoln

I love conversion rate optimization, because once the SEO traffic is there, without CRO, it does nothing. This last week we made some conversion rate updates to a client’s website. The result, an increase in conversion rates of 64% and revenue of 56%. Let me explain.

We added a global button

It is important to make it possible for someone to easily accomplish the website goal, no matter where they are on the website. Because of this, we added a simple global button that asked people to sign up now.

Global Call to Action

We change the color of the main call to action and downplayed secondary calls to action

It is my general philosophy that you can only have one main call to action on any given page. That call to action needs to be the brightest thing on the page. All of the rest of the elements need to be downplayed. You can have two more calls to action on the page, making a total of 3, but those need to be more of a muted color. For this client, we changed the home page so the main call to action was clear, the others were muted and the rest of the color scheme did not conflict. If there is anything else you want to promote and make accessible, that should be in a navigation for UX.

We change the color of the main call to action and downplayed secondary calls to action

We change the color of the main call to action and downplayed secondary calls to action

 

We simplified the language

The client had too much text and didn’t clearly describe their product or service. We took the time to rewrite the value proposition and describe exactly what they did and could offer.

We create a static navigation on mobile for the home page

This works every time. Studies have shown that mobile users are incredibly action oriented. When they land on a website, they want to see easy to use touch points that assist them with their reason for being on the site. One of the things I like to do is create a mini navigation that provides the mobile user with the most important calls to action for the website. By doing this, you give the mobile visitor what they want and increase conversion rates.

We added a form to the sidebar

The website had one template that lacked clear calls to action. We wanted to emphasize the the main goal of the site, so we added a form to the sidebar that allowed people to sign up without leaving the page. This worked very well and people started using it immediately. This helped monetize the large volume of traffic that was already going to that set of pages, which already ranked very well in Google organic search.

We added a form to the sidebar

We added a form to the sidebar

Summing it up

This was a very successful conversion rate optimization project for this client. It improved conversion rates across every marketing channel in Google Analytics. We will be taking these same concepts and applying them to the clients other properties. The client was able to make ROI on the CRO project in the first week it went live!

About John E Lincoln

John Lincoln (MBA) is CEO of Ignite Visibility (a 2017, 2018, 2019 and 2020 Inc. 5000 company) a highly sought-after digital marketing strategist, industry speaker and author of two books, "The Forecaster Method" and "Digital Influencer." Over the course of his career, Lincoln has worked with over 1,000 online businesses ranging from small startups to amazing clients such as Office Depot, Tony Robbins, Morgan Stanley, Fox, USA Today, COX and The Knot World Wide. John Lincoln is the editor of the Ignite Visibility blog. While he is a contributor, he does not write all of the articles and in many cases he is supported to ensure timely content.

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About The Editor

John E Lincoln, CEO

John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and a 6x Inc. 5,000 company. Lincoln is consistently named one of the top marketing experts in the industry. He has been recipient of the Search Engine Land "Search Marketer of the Year" award, named the #1 SEO consultant in the USA by Clutch.co, most admired CEO and 40 under 40. Lincoln has written two books (The Forecaster Method and Digital Influencer) and made two movies (SEO: The Movie and Social Media Marketing: The Movie) on digital marketing. He is a digital marketing strategy adviser to some of the biggest names in business. John Lincoln is the editor of the Ignite Visibility blog. While he is a major contributor, he does not write all of the articles.

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