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.
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 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.
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!