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Posted by Matt Osborn - 17 August, 2018

12 Proven Conversion Rate Optimization (CRO) Tips

If you have been driving traffic to your website but not capturing a lot of leads or generating many sales, don't fret. There are many ways to improve your conversion rate.

"Conversion rate" may sound fancy, but it simply means the percentage of website visitors who take the action you want them to take.

For every page, make sure the user experience, design, and copy are working together to direct your visitors to take the desired next step -- whether it's downloading your free report, signing up for a free trial, or making a purchase.

And it isn't rocket science either. There are many ways to increase your website conversion rate by making just a few tweaks to the pages:

1. Test Multi-Step Forms

Instead of asking your visitors to input all the required information in one long form (which could look like a lot of work,) you can break up the fields into multiple steps and see if your conversion rate increases.

When you're asking for a small piece of information -- leveraging the psychology of micro-commitment --  visitors are more likely to give it to you. When they've finished one step, they're more compelled to complete the process.

Increase conversions in B2B with content

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2. Analyze a Heat Map

A heat map, mouse tracking tool or click map show you which part of your landing page or product page is getting the visitors' attention.

Using heatmaps for website marketing

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You can find out if your call-to-action (CTA) is positioned to get the most attention from your visitors. If not, you can use the data to adjust your page layout so your CTA is positioned optimally to get the most response.

3. Align Messaging With Traffic Source

You may be driving traffic to a landing page from a variety of sources, each with a slightly different emphasis.

Instead of a one-size-fits-all landing page, you can create a series of landing pages to match the messaging on the traffic source.

It's particularly important when you're driving traffic with social media ads. Since you're able to segment your audience and get very specific with your messaging, you can take this opportunity to create a cohesive user experience by using copy that aligns with your ads.

4. Add Urgency

People don't like to miss out. When you apply a deadline or a limited quantity to an offer, you can get more visitors to take action.

Adding a countdown timer on your landing page is a great way to communicate that urgency visually and increase the chances that visitors will take action.

Increase urgency for conversions

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5. Build Trust

Whether it's their credit card numbers or just their email addresses, people are skeptical when it comes to handing over their information.

For a landing page designed to capture leads, you can include social proof to show that you're trusted by others. You can also add a sentence or two about your privacy policy next to the form fields to instill trust.

Shorten forms for conversion rate optimization

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To increase conversion on a checkout page, you can display trust seals (ideally close to where visitors would enter their credit card information) to give buyers the peace of mind.

Increase website security to improve CRO
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6. Remove Distractions

Your landing page should focus on one thing and one thing only -- to entice visitors to take the intended action.

That means removing any unnecessary clutter and distraction -- such as unrelated links, navigation elements or excessive content -- so the only action visitors can take is the one that you want them to take.

7. Focus on Macro Conversion

Not all "conversions" are created equal. We don't have unlimited time and resources to tweak and test everything so you want to focus on pages that have the most impact on your bottom line.

Study how visitors interact with your website, identify the user paths that lead to purchase, and focus on improving the critical steps that turn your visitors into leads or buyers. 

8. Make Bold Moves

Tweaking the color of your CTA button isn't going to change anything if your website has a poor overall user experience. 

Before you worry about green vs. orange buttons, start with evaluating the user experience, branding, and messaging of your website and landing pages to make sure they're appealing to your target market.

9. Improve Load Speed

57% of visitors will abandon a page that takes 3 seconds or more to load while 8% of people cite slow loading pages as a key reason for abandoning a purchase.

If your visitors decide to leave your site before your page loads, all the conversion optimization you do on your landing page is for naught!

There are many ways to improve your page load time -- e.g. optimize all the assets on the page, remove any unnecessary code from your site, streamline the number of elements on a page, and prioritize above-the-fold elements.

10. Use Images and Videos

Images and videos can have a big impact on your conversion rate for both opt-in pages and product pages. Some image are more effective than others -- in this example, switching up the image improved the conversion rate by 89%!

High-quality images placed strategically on a page can help boost conversion rate. It's particularly important for product pages in which you can use different functionalities, such as 360-degree view or zoom, to enhance user experience.

High quality photos to help submissions

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It's also been shown that viewers are anywhere from 64-85% more likely to buy after watching a product video so consider adding demo videos to your conversion-focused pages.

11. Be Clear With Your CTA

Your call-to-action should be clear and specific -- never use the generic "subscribe" button!

Start your CTA with a verb and reiterate the benefits or results visitors will get when they take the action. You also want to keep it concise -- 90 and 150 characters seem to work well in most cases.

12. Run A/B Tests

To find out if the changes you have made are effective in optimizing your conversion rate, you can split test the new page against a control page. 

A/B testing can help you determine the specific kind of messaging, media, CTA, page layout, offer or navigation that work best for your audience.

AB test for conversion rate optimization

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B2B eCommerce Marketing

Topics: B2B eCommerce, Sales & Marketing