When it comes to what converts, we seem to get stuck. We never really know what works for us and what doesn’t. So we end up just guessing that stuff works, and hoping for the best. Really we should be testing everything and making improvements based on what you learn about your audience.
So here are 5 cool conversion techniques that are guaranteed to improve your conversion rate.
1. Form design and placement
Where do I put my form? The age old question, some say left, some say right, some even say the bottom of the page. But no one ever seems to have the answer. Well, here Supplyant is again giving you the answers you need.
It turns out placing your form on the left can increase form submission by 30%.
This is because it is aligned with the way we read. It is the 21st century and no one has the attention span to read a full page or pay attention to every element. So, we tend to scan. This results in us reading in an F shape.
This isn’t surprising when the world’s most widely used languages read from left to right. And when we move further down a page we tend to skip most and just read down the left edge anyway.
So, by placing the form on the left the reader is more likely to take the action you require them to. It is seen as a priority because it is placed where they are most likely to look.
So think like your audience. Where are you looking? Prioritise your content.
2. Call to action copy
When it comes to CTA copy, what works best? General CTA copy or behaviour-based CTA copy?
The answer, behaviour-based copy. This is because it makes your audience take an action, e.g. complete an order.
Call to actions should be used to keep the user moving through your website and ultimately help you get a conversion.
One test saw a 20% uplift in click-through rate when CTAs were changed to behaviour-based copy.
This works because it resonates with you. It is exactly what you want to do.
So, when it comes to CTA copy remember these two things:
1) Create copy that is relevant to your audience
2) Use copy that keeps them moving on a journey
3. Features over finances
What is more important to people, money or the benefits of a product? The benefits obviously.
Money hinders a person’s choice and makes them hesitate. So if money is shown more than benefits they will be more likely to leave without purchasing.
Benefits are all about desire. The audience does not want to know the prices, they want the desire aspect.
Benefits of the features are instant. The audience can see how it will benefit them instantly.
So compel your audience to take action with better offers.
Specificity can increase user engagement
4. “Deals” vs “150 Deals” Which one would you choose?
Well, most people would choose “150 Deals.” This is because they are gaining clarity on what you are offering them. “Deals” could mean anything, 10,000 deals, 2 deals, who knows. But “150 Deals” lets them know it won’t take too long to look at them and they will be guaranteed to find some great deals in that time.
For example, it is a friends birthday and you are just about to leave when they ask if you want to stay for cake. Now, cake, you can take it or leave it. But if they said, gooey, caramel chocolate cake you would surely be enticed to stay and enjoy your slice.
A simple explanation for what is happening here, FOMO. The fear of missing out. It can make you feel uneasy and like if you leave you will miss out on something good, like those “150 deals.”
On one test using a specific offer increased the click rate by 257%.
This is because you are instilling desire within your audience. So, use FOMO on your website, get people to take action by making them feel like they are missing out.
5. With or without zeros
When it comes to prices it was suggested that customers associate the cost of the product with the length of the price.
So, for example, the price displayed as “£49.00” would be perceived as more expensive than the price “£49.”
Now, you may think that it sounds ridiculous. Who would think that? Well as it turns out, many people think like that.
One test removed unneeded zeros from their prices they saw a 9.3% increase in add-to-cart clicks, 29% rise in visits and a 47% increase in sales.
This shows that it is all about the appearance of the price. Price is merely a perception. When a product has more numbers they require a higher level of cognitive function. So just keep it simple with the necessary numbers. Either round up or round down but keep the length as short as possible.