10 Tweaks to Improve Conversion by 8%
July 5, 2017
What’s the most important factor that reflects the success of your online project? Conversions. Whenever you engage in a new marketing strategy and alter your calls to action, you expect more visitors to convert to customers, subscribers, or active participants in your campaign. Conversion is the most accurate indicator of your marketing campaign’s and site’s efficiency. When you want a visitor to undertake a certain action and you succeed, it means got them converted.
There are lots of variables that influence your conversion rate. You need to take them all into consideration when assessing and improving your results.
For example, did you know the speed of your website could have a great impact on its success?
If your customers have to wait one extra second when loading your page, this is what you end up with:
(Source: Aberdeen Group)
The big players, such as Amazon and Walmart, understood the great impact the site’s speed has. Amazon’s revenues increase by 1% for every 100 milliseconds their site’s speed increases. Walmart’s conversion rate improves by 2% for each second they shave off their site’s loading time.
According to a study undertook by Akamai, almost half the web users expect a two-seconds wait time when accessing a site. If it takes longer than that, they become inpatient. If your site’s load time is longer than three seconds, two out of five visitors will leave. In addition, one in two people who shop online say that a site’s reliability is based upon its speed. Less time spent on loading means higher chances of them coming back to shop again.
HTTP Requests: Less Is Better
Yahoo indicates that more than two-thirds of the load time is used to download different components of the page: GIFs, videos, scripts, images, Flash, and so on. Each of these components needs an HTTP request. This means that the greater the number of components on your page, the longer the loading time.
This being said, a simpler design is the fastest method for boosting the speed of your site. Here’s how you can do that:
Remove the unnecessary elements of your page
If possible, replace images with CSS
Reduce the number of scripts
If you want to improve your site’s overall download speed, you need to go through every single detail. You should locate the irrelevant or less important components, and remove them. Fewer components mean lower execution time. That translates into higher conversion rate.
Improve the Server Response Time
Like we said, speed is crucial when improving the conversion rate. The server response time is a key factor of your site’s speed. If you want to have good site speed, it should be less than 0.2 seconds. The best way to improve the server response time is by tracking it through control tools and looking for impediments.
You should consider using all necessary tools when improving your server response time. You need a tool to assess the speed of your site and boost it (try Yslow). You’ll also need to use Google’s tools to get information on the performance and automation of your site’s mechanisms.
Decrease the Size of Your Pages
A page with rich content is roughly 90kb, or even more. Such page takes time to load. A great method of speeding it up is to decrease its size. By reducing the resources that are being allocated when downloading your page, the download time decreases. A brief search on Google can help you find useful software for this process.
Gzip, for example, is a very effective tool. Many servers use this tool to reduce the size of the deliverables before sending them to the end user. Yahoo experts say this can shorten the download time by more than two-thirds. This tool works on 9 out of 10 browsers.
Improve Your Landing Page
One of the most important aspects of your landing page is its functionality. If you don’t have a fully functional landing page, the satisfaction of your customers will drastically decrease. Even if you created a top notch site, you should know there are a few components that are vital for its well being. You should pay close attention to payment processors, plugins, and embedded content.
Apart from focusing on the technical part of your landing page, you should also be worried about its appeal. You only have a few seconds to get your reader’s attention. This means that your headlines have to be highly-effective. Here are a few examples of how your headlines should look:
Plain and straight (“High-Performance CPUs…10% Discount!”)
Highlight the advantage (“Learn the Vital Habits of Every Successful Man!”)
Rhetorical questions (“Do You Know These Five Benefits of Meditation?”)
Many site owners ask for the help of proffesional writing services when creating the headlines and content. A good writer can help you boost your site’s conversion rates by improving its headlines and content.
Create a Blog
The blog is a very important tool for your marketing campaign. Through it, you can raise awareness of your company’s latest products and you can establish yourself as a professional in your field. Everyone would listen to the advice of a professional. If an expert advises them to buy the best product out there (yours), they most certainly will.
Apart from presenting your latest products and achievements through the blog, you can use to communicate with your customers. It should offer high-quality content that presents the products you advertise. The blog allows you to position yourself as an entrepreneur who’s not only interested in money, but is looking to improve the customer’s lives. By creating useful blog posts, you can interact with the audience and get feedback. You can use that information to improve your products. Thus, you’ll boost the conversion rates even further.
Improve the Images
When improving the quality of the images featured on site, you should target the following elements: the dimension, image type, and SRC attribute.
Bigger images take longer to be loaded. It is vital that the size and dimension of your pictures are kept to a minimum. There are lots of tools out there that can help you edit your images. For example, if you have a 650px wide page and your image is 2000px wide, you should resize it to 650px.
You should consider using mostly JPEG images for your site, since those are the most time-effective ones. Even though PNG is a very good image type, some older browsers are not very fond of them. When thinking about adding rich media content to your site, you should consider keeping it at a minimum in terms of quantity (how much) and quality (how big).
The dimension and type of your pictures are pitch perfect? Now, you have to make them work properly on your site. Basically, your SRC attribute shouldn’t look like this <img src=””>. When the space between brackets is empty, the browser will start making requests to the directory or site. This will create useless actions between your server and the browser. These actions consume vast amounts of resources from your server. Naturally, they increase the load time.
Design a Great Call to Action Button
The CTA button is a very important element of the entire conversion process. This is the button your clients will click when they undertake the action you desire. Its design is a very important factor of attraction. First of all, it should have generous and attention-grabbing text. Its size is very important, too. The CTA button t should be roughly 28-30% bigger than your logo.
Other relevant aspects of your CTA are the message it sends, its color, and quality. The message it sends should have a great impact on your audience and make them act. You can use texts like these ones:
The color of your CTA should contrast the theme of your site. A good way of contrasting your CTA is by placing it on white or black background. This type of background works very well with virtually every color out there. You can go for white-red contrast, black-red contrast, white-blue, etc. The possibilities are endless.
Last, but not least, the quality of your CTA is vital. Remember: people handle pictures quicker than words. You shouldn’t take a 10 by 10px CTA and transform it into a 200 by 200px button, since its quality would drop. Lower quality means lower conversion rates.
Everything Important Goes Above the Fold
Having a perfect site from a technical point of view, won’t increase your conversion rate if the content is not properly positioned. The most important information should be above the fold. If you do that, the efficiency of your site will increase by 84%. Website visitors don’t scroll for fun; they do it with a purpose. If they get useful information above the fold, they will want to see more.
The most important design element of the entire conversion process, the CTA, should be placed in the upper part of your page. In addition, the content on the upper part of your page should be clear and compressed. This will lead to a lower download time and a better user experience.
Fewer Plugins Means Fewer Weak Links
Like we said before, simplicity is always the right choice. You should consider reducing the number of plugins your site uses, since they are weak links in your site. A crashed plugin can lead to malfunctions of the entire mechanism and long downtimes for your site.
You should remove all unnecessary plugins from your site and keep only the most important ones. Moreover, you should deactivate the plugins one by one and test the speed of your server. By doing this, you can determine the most resource-consuming plugins and replace them with more effective ones.
Add a Live Chat
Almost half of online consumers claim that the chance to have their questions answered live during the buying process increases the chances of buying from that company. The live chat is a very important tool that leads to higher conversion rate. It can offer vital information to your customers in a short amount of time.
This service helps increase conversions, since the customers can rely on a real person to help them out during difficult processes. They will get answers quickly, and this eliminates bounces.
The conversion rate is one of the most important indicators of your site’s efficiency. Whether it is represented by a sale, a subscription to your newsletter, a sign-up or feedback, it indicates how effective your project is. The conversion is influenced by two major types of variables: technical and aesthetical.
The techincal variables refer to the response speed of your site, the bugs in it, the reliability and low downtimes. Aesthetical variables deal with the design of your site, above-the-fold content, the design of your call to action button, fonts, texts, etc. If you improve these 10 tweaks when optimizing your site, you should see an 8% increase in the conversion rate.