optimizing the conversion - resources.callpage.io€¦ · optimizing the conversion factor from the...

OPTIMIZING THE CONVERSION FACTOR FROM THE BASIS

STRATEGIES, EXAMPLES AND TOOLS

You can send your comments to: [email protected]

Table of Contents

1. Introduction 4

2. What is CR and CRO? 5

3. Why you should optimize your conversion rate? 7

4. How CRO translates into revenue? 9

5. CRO in 5 steps 11

6. Optimizing Contact Forms 21

7. Effect of colors on conversion 23

8. Social proof as a way to CRO 26

9. User experience in conversion service 30

10. Summary 34

OPTIMIZING THE CONVERSION FACTOR FROM THE BASIS 1

Expert opinions

Michał Bąk

Owner of the e-commerce supporting agency - Elivo and founder of Marketing and Business magazine.

I believe that there is very little content and

publication devoted to the CRO theme, so I am

even happier that someone has taken up the

creation of a completely free content. For any

entrepreneur, whether it is in the B2B or B2C

segment, optimizing conversions and gaining lead,

should be crucial

Robert Marczak

Growth Manager in Landing. Landingi is a

comprehensive landing page and lead generation

platform

This ebook is definitely worth reading! If you want

to know more about conversion rate optimization or

leads generation, this is the publication you should

start with. Each trader will find a number of useful

information that can help increase sales.


About the author

Sergey Butko

Co-owner and marketing manager at CallPage. Every day he deals with

getting leads and turning them into customers. He gained experience and

knowledge by implementing marketing projects in a consulting company

and creating websites after hours. He is passionate about conversion rate

optimization..

CallPage is a widget to be placed on the website, allowing potential customers to call back within 28 seconds. This tool allows website owners to receive more phone calls from potential customers, and gives site visitors a quick and convenient way to communicate with the company.


Admission

Any company that sells its products / services or generates leads through

the internet goes to the "golden recipe" for a successful business that

consists of 3 steps:

1. Attract more visitors, 2. Get more leads, 3. Get more customers.

W In our guide we will focus on step # 2. To achieve this goal,

conversion optimization should be implemented.

For whom this guide is?

Beginner. You are taking the first steps in internet marketing, and such

concepts as conversion, conversion rate, and conversion optimization

are known in passing. You are looking for basic knowledge in web

analytics.

Intermediate. You have been dealing with internet marketing for several

years now, and you know what impact your business has on efficiency

and revenue conversion optimization (CRO). You are looking for good

practices and examples to optimize your conversion rate. This is what

we dedicate to our guide!

Advanced. You work in online store or e-commerce support agency,

and you're familiar with web analytics. You are looking for interesting

case studies and inspirational ideas from the CRO range to test.


# Complete the knowledge

By optimizing the conversion on your website, you will meet many

of the definitions and concepts associated with internet marketing.

By reading our publication, you will know some of the most important

definitions. If you find that you do not understand some terms or

definitions during reading, we recommend free marketer dictionary, which

contains 70 most important definitions and was written by our Landingi

colleagues.

What is CR and CRO?

Website conversion, landing page or online store is a web-based

activity, such as newsletter subscription, document download, e-shop

registration, payment, form completion.

Conversion optimization is all about getting more conversions.

CR = number of conversions / number of visitors

The million dollar question is:

What level of conversion rate is good?

To answer this question, one has to understand two things:


1. Conversions don’t have the same value: different prices, margins,

conversion types.

For example, in e-shop there are products at the price of 100 zlotys

and there is a product for 500 zlotys, the difference in the value of

these conversions reelected five times..

2. Visitors aren’t valuable the same: different traffic sources,

new visitors, or returning visitors.

Therefore, it is not possible to indicate which level of conversion is

good and answer this question unequivocally. Certainly, the

conversion rate depends on the industry, country, business type (B2B

or B2C), and onsite traffic.

How to evaluate whether the conversion rate is good or weak?

This can only be evaluated against the previous result on the same

page, with the same movement

All conversions can be divided into 3 categories:

1. Key conversion: conversion, which is most important on a given

website. For example, for an online store, a key conversion is to make a

purchase, and for a landing page or website - to set up an account.

2. Micro-conversions: additional conversions that are on a given

website. For example, making a website available, writing a product

review, subscribing to a newsletter

3. Assisted Conversions: Conversions that precede the execution of

a key conversion. For example, a typical online shopping cart

conversion is "Add to cart", which precedes the "Make a purchase" key

conversion.”.


Why optimize your conversion rate?

1. Find out more advertising channels to use.

As the conversion rate increases, the cost of acquiring the client will

decrease. This will allow you to invest in additional promotion

channels that were unprofitable prior to optimizing conversions.

2. Greater ROI from current advertising channels.

With the same spend on advertising, you can attract more customers.

Which means that you earn more profit from every invested dollar.

3. Reduce costs in paid promotion channels.

In recent years, due to the high competition in some industries, conversion rates such as Google AdWords can be as much as $ 30-50. You can do this by optimizing your conversion rate. If we achieve a higher rate than the competition, we automatically lower the average cost for acquiring the customer.

4. Better to optimize than to gain additional traffic to your site.

If you choose between investing in gaining extra traffic to your site or

optimizing conversion on the page, the second option is less

expensive.


Aren’t you still convinced that you need to optimize conversion rate?

„The conversion factor is the thing that differentiates market leaders

from the rest of the industry," said the US-based specialist

Wordstream, who conducted conversion studies

These are results of this study:

Source:: www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate

You can see that the difference between 10% of the best conversion

rates and the average on the market is 5 times!

Imagine what competitive advantage companies have that make one drop

5 times cheaper than everyone else.

Conversion rate is king


http://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate

Examples of conversion goals across industries:

• E-commerce: selling products, adding to the basket,

subscribing to the newsletter.

• Tourism: number of reservations, assisted shopping, social media.

• B2B: generated leads, demo, download guide.

How in practice, the optimization of the conversion rate to translate into earnings?

To understand whether it is profitable to invest money and time in the

CRO, you have to calculate how much the company can profit from it. We

will look at the simplified example of the medium size online store:

• 50 000 – monthly visitors.

• 1,3%* – conversion factor (conversion to gemiusShopMonitor on the

Polish market for 2015). • 150 PLN – average order value.

• 97 500 PLN – monthly income, which receives the shop on our

assumptions.


Now let's assume that you've invested in refining your store to optimize

your conversion rate, resulting in an increase of 30%:

Now let's assume that you've invested in refining your store to optimize

your conversion rate, resulting in a 30% increase: In our example,

by manipulating your conversion rate, you managed to raise $

30,000 per month, an additional $ 360,000 in revenue per year. .

Conversion rate is king, really.


We optimize the conversion

rate from scratch

Optimize conversions in 5 steps:

1. Collecting analytical data and detecting weak spots

2. Work on key elements that influence your

conversion rate.

• Change Value Proposition and call to action (CTA).

• Changing UX and content.

• Add micro-transactions and additional CTAs.

3. Collecting analytical data and measuring results.

4. Continuing A / B tests and measuring results.

5. Use different tricks and ideas.

This is a fairly complex process that requires knowledge of the customer

and business psychology of the CRO, alongside knowledge of analytics,

text writing, UX, A / B testing. We will discuss the most important things

that are necessary in every step.


Collecting analytical data

and detecting weak spots

To make the right decisions in the optimization process and to

understand if our actions are effective, you need tools to collect and

analyze all your data.

The tools you can use:

Google Analytics: A basic and indispensable tool for

website analytics. Lets you create personalized reports,

measure traffic, and convert.

Kissmetrics: analytics tool that helps identify,

understand and increase traffic. Enables you to make

informed marketing decisions.

Mixpanel: The tool measures actions such as searches or

shares that allow you to get intensive information on user

behavior.

Hotjar: A comprehensive tool for collecting information

about website users. It helps to improve your site, offer or

service.

Collecting and analyzing data from a website is a very interesting

process that can become a subject of a separate guide..


Remember the basic "must have" that are necessary from the very

beginning of a website, store or landing page functioning:

1. Correctly installed analytics code that collects user data ( Google Analytics is the best choice).

2. Set goals for all conversions that we have.

3. Create a chart that shows the funnel and conversion factors.

4. Heatmap, is a map that shows how users behave on a page, what do

they click the most. The sooner you implement this, the more data you

can get for analysis.

We create Value Proposition.

We create Value Proposition.

Value Proposition is the unique value offer to your customers on your

website. Value Proposition is very important as you are able to convince

a potential client to perform an action.


What is the difference between a properly constructed Value Proposition and a poorly constructed one?

Understanding the following examples will help:


How to create an effective

Value Proposition?

1. Consider the unique added value that you can offer on your

website.

2. Show and explain the value which customer will receive if he decides

to use your offer. VP should be visible on the site so visitors immediately

see what you offer after entering.

3. Adding the content, for example, "250+ satisfied customers for 2015"

is much better than "hundreds of satisfied customers."

4. Show that your offer is secure - offer a free trial and try to convince

potential customers that nothing is lost.

WFor more information, see Social proof as a CRO.

Some good examples of Value Proposition:


How to create and customize

Call To Action?

Usually, call to action (CTA) is expressed in the form of a sentence in

an imperative, eg, "Buy Now!". The CTA should be on every web page as

it indicates the purpose of the page, encouraging users to perform a

specific action.

Key Rules for the CTA Button:

1. The button should be visible. 2. The color of the button should stand out against the background. 3. Text on the button should match the form and VP. 4. Use CTA not only for key conversion but also for micro conversion.


Examples of CTA:


Below you will find some of the most popular CTAs, which you can use for example in the online store:

1. Make a money transfer 12. Calculate your mortgage

2. Make a purchase 13. Ask about the product

3. Place an order 14. Chat with the consultant

4. Create an account 15. . Get a coupon

5. Call us 16. Sign up for a newsletter

6. Order a callback / Order a call 17. Liked on Facebook

18. Recommend to a friend

7. Add to Cart 19. Liked us on social media

8. Fill in the contact form 20. Receive a loyalty card

21. Add your review / Add a review 9. Add to Cart

10. Add to Wishlist 22. Write to us

11. Ask about price


Micro-conversions

Micro-conversions are additional conversions that are on a given

website, such as a web page, a product review, a newsletter, etc.

Example: On the Zalando website one of the key CTAs and the most

important conversion is adding products to your shopping cart.


Why is micro-transference

important?

People who visit the website are not a single group in terms of interest -

only a small part is interested in the offer and ready to take advantage of it

immediately. The majority of visitors are people who choose, compare,

watch, but cannot use the offer at the moment. The goal of micro

conversion is to collect and convert these types of visitors into customers.

Look at the overall conversion. Take care of the micro-conversions that lead to the result, i.e. the number of

people who eventually bought the product.


Optimizing contact forms

The fact that the form should be legible, visible and shouldn’t contain too

many contact boxes, is already well known. Here are a few tips and tricks

that may help to improve your conversion rate::

1. Reduce the number of fields to be completed on mobile devices.

2. Give Auto Form Fil (autofill form) via Facebook, Twitter or

LinkedIna. Especially for B2B


3. Leverage the users in the checkboxes.

4. After completing the form, present the next offer and the form.

After Form Fill Conversion


Impact of thee colours on conversion

Colour affects consumer behavior - as many as 85% of shoppers said

they purchased the product due to color (according to Kissmetrics).

How we perceive colors is determined by personal preferences,

experience, education, cultural differences, context, sex, etc. Therefore,

it is important to consciously use colors on your website to influence the

behavior of your visitors.

The basic colors that you can use on your website:

Blue: is the color of confidence, peace, order, loyalty


Green: refers to nature, symbolizes growth,

harmony, freshness and fertility

Yellow: It is associated with joy, happiness, intellect and energy.


Red: It is associated with very strong emotions, it is suitable for highlighting important messages, eg CTA.

Black: It is associated with power, elegance,

mystery, but also with evil and death


Social proof as a way to optimize the conversion rate

Social proof is a very important part of a website - it builds customer

trust and influences conversions.

What social proof items can you use on the site?

1. Add a customer logo

2. Present case study.


3. Add office photos.

4. Brag about your team.

5. Invest in SSL.


6. Add social button (buttons for sharing in social media) with counter.

7. Show safety certificates.

8. Add news from the Twitter.


9. Add your opinion about famous business people.

10. Show awards.


User experience in

conversion service

User experience determines the experience that accompanies the user

when using the site.

Very often companies invest large sums in paid advertising, direct users

to the site, but do not record conversions. Why is this happening? This

may be a problem for the user to navigate the web page..

Here are some basic tips to keep in mind:

1. Store some blocks on your

mobile device. In this way, the

user will not be forced to scroll

almost infinitely.


2. Break the text blocks into pieces, so it will be easier for the user to read the text.


3. Use a simple and readable font.


4. Verify that the links are active on mobile devices.

#Complete your knowledge

If you want to seriously approach the UX optimization, we recommend

looking into the library of ebooks collected by the companyUXPin.


Summary

Conversion, conversion rate, and conversion optimization are not just

popular marketing terms. It indicates the effectiveness of many complex

processes and the effectiveness of the service. To make effective

business decisions and achieve higher revenue, systematic measurement

of conversions, analysis of data, and testing of new conversion

enhancements are necessary. Keep in mind that there is no one universal

solution that would be best for everyone. That's why everything needs to

be tested on your own. We hope that the knowledge, examples and good

practices contained in our guide will inspire you to work.

As many conversions as you wish CallPage Team!


Sources

• https://blog.callpage.io

• https://blog.kissmetrics.com/color-psychology/

• http://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-

conversion-rate

• http://stylem.pl/oprogramowanie-pod-srodki-unijne-8-18-2/

• https://blog.kissmetrics.com/color-psychology/

• http://www.conversion-rate-experts.com/reasons-to-get-obsessed-

with-cro/

• http://blog.hubspot.com/marketing/conversion-rate-tools?

utm_content=buffer7d70a&utm_medium=social&utm_source=facebo

ok.com&utm_campaign=buffer

• https://www.slideshare.net/Reactful/nail-cro-by-following-these-45-

conversion-rate-optimization-experts?from_m_app=ios

• http://www.slideshare.net/HubSpot/mastering-the-ins-and-outs-of-

seo-cro/7-RULESFORSUCCESS


https://blog.callpage.io/

https://blog.kissmetrics.com/color-psychology/




http://stylem.pl/oprogramowanie-pod-srodki-unijne-8-18-2/

https://blog.kissmetrics.com/color-psychology/

http://www.conversion-rate-experts.com/reasons-to-get-obsessed-with-cro/



http://blog.hubspot.com/marketing/conversion-rate-tools?utm_content=buffer7d70a&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer



https://www.slideshare.net/Reactful/nail-cro-by-following-these-45-conversion-rate-optimization-experts?from_m_app=ios



http://www.slideshare.net/HubSpot/mastering-the-ins-and-outs-of-seo-cro/7-RULESFORSUCCESS



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