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In this video, I will give you 7 split testing ideas to help you deliver a highly effective CRO strategy.
Optimizing conversion rate can be difficult, but by running split tests on certain website elements, you can start to understand the magic formula that achieves the ultimate conversion.
Start by split testing elements of your call to action
When looking to optimize conversion, it makes sense to start with your call to action. This is, after all, the part of your website that will ultimately drive converting actions.
Without a CTA, you’re unlikely to have any conversion at all!
Look at where your call to action is placed on a website. Is there one on every webpage? Do some pages have too many? Should it be above or below the fold?
Then question the colour involved with your CTA. Does it stand out enough? Does the button colour appeal to visitors?
Look at the language used- is it compelling enough? Is it too concise, or too explanatory?
Split test CTA location, design and wording to ensure this section of your website is fully optimized to benefit conversion success.
Then look to test the effect of your website content
The content used to describe your brand, inform visitors about your product and establish an edge of expertise and industry superiority can come in many forms, and heavily effect conversions.
Some websites find minimalistic content better, using fewer words and an increased amount of imagery. This can drive a high conversion rate but lead to misinformed prospects that may not qualify.
A more extensive amount of explanatory website content offers visitors more detailed insight. This can sometimes hinder overall conversion rate as too many words can intimidate visitors. However, leads will be better informed and more likely to have a genuine use case for your offering.
Website content is a balancing act and one you must carefully split test until you find the optimum ratio of written content to visual information.
On this note, it’s additionally important to experiment with imagery
The images used on your website play a key role in encouraging the desired action from visitors.
Do you use images of people or of your product? Do you use videos or static images? Do you use animation-style or life-style images?
An organization recently changed all their website images to ensure each once featured their product. Their conversion rate saw an instant boost of over 35%.
Images may seem like a purely aesthetic addition, but they have a huge impact on the impression your website, and by extension, your brand makes to visitors.
Next, you need to run some split tests on your forms
Much like a call to action, a form is an essential part of a webpage, gathering contact information needed to enter leads into your pipeline.
Ask what kind of forms your website uses. Do you use them for purely for a macro conversion? Or do you additionally use them for micro conversions such as gated content or certain giveaways?
Forms are important, but you don’t want too many of them- this can confuse your visitors. For the same reason, you don’t want too many form fields.
The longer a form- the less likely people are to fill it in. Studies show three form fields is the optimum number to ensure conversion through form completion.
However, you’ll never know until you test for yourself!
Another website element that can sway conversion success is how you present your pricing
If you offer an e-commerce service, your prices will feature on your website anyways. But if your sales process involves a quote and negotiation element, then this is especially important.
Does your website have a pricing page or feature a pricing structure? Do you keep your prices private, as they are bespoke and dependent upon certain lead criteria?
There’s no right or wrong way to deliver pricing to your visitors, but it’s worth considering the choices you’ve made.
Use split tests to understand how best to incorporate pricing on your website, giving visitors enough to consider a purchasing decision without giving away conversions to competitors.
Conversion can also be affected by how you recommend products
If you sell a range of different products or packages, how do you make recommendations on your website?
Do you use personalization software to identify what a visitor might want? Do you use offers of “top sellers” to drive interest in certain products?
It’s worth using split testing to understand how visitors respond to product recommendations, and how the placement of products on your homepage can change conversion success.
Lastly, remember to test your use of testimonials
Testimonials are highly impactful and hugely beneficial to encouraging website conversion. So it’s important to understand how they are best used.
Should you have a testimonial on every page? Should you categorize testimonials for your visitors? What’s the optimum length, tone and structure for a website testimonial?
It’s important to remember that each brand and website is individual- what works for one business won’t necessarily work for you.
Strategize your use of online testimonials and run several split tests to ensure they are used to maximum effect.
So remember- split test these seven essential website elements and watch your CRO strategy take off!
I hope you found this video helpful. Please feel free to comment below the video should you have any questions or requests for future content, and one of the team will get back to you.
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