Your call-to-action buttons represent the ultimate low-hanging fruit in CRO. In this part of the day Michael Aagaard gives an excellent talk and shares a few simple tweaks which could help you easily achieve lifts of 30 to 100 percent.
Later in the day David Gowans shows us ways to use CRO tools that you may not have considered…
Testing your CTA button is crucial. They tie the marketing funnel together and make if possible for prospects to move from one stage to another.
How to Optimise Call-to-Action Buttons for Maximum Conversion by Michael Aagaard
Design – colour, shape, size, attracts the user
Copy – text in the button, what you are asking people to do. Button answers they question “why should I click?”
A controversial subject matter!
You can check with foldtester.com, but Dave recommends looking at fold map in google Analytics instead:
Will users scroll down on your site? Tools like CrazyEgg‘s scroll map can tell you whether you even need to worry about keeping content above the fold.
Use events in Analytics with simple java to pick up error messages to show when users are going wrong or intentionally not wanting to share certain bits of information.
If your client relies on phone calls as well as online, it’s important to track them as lifts and drops may occur more in one area than another. Without recording these accurately data will be insufficient or incorrect, which may cause figures to appear artificially inflated or falsely disappointing.
There are many devices with many different displays, and testing them all can be time consuming. Dave recommends devicesanywhere.com which is has a free service. You can mobile test a huge number of smartphones, tablets and ther devices attached to servers, you can test in real time on real devices.
ASOS was used as an example. On this clothes site, when male clothing is selected on the first visit, the men’s department comes up automatically on the return visit. The code to implement this is available on www.codetidy.com/6054
Delivery options and charges are a major consideration for users making buying decisions online. Try split test your options. For example, hide a shipping option. Create various options such as free next working day, high cost same day, courier, 2 day delivery etc in back end system the setup testing tool to hide them. Next, minimise options and see which combination performs best. This can make a huge difference to your conversion rate.
Zynga’s online juggernaut, FarmVille, took Facebook gaming by storm, but how do they test to get such success? Dave share’s Zynga’s ‘ghetto testing’ plan…
1. Create a 5 word pitch for a new product or feature
2. Put it up on a high traffic webpage
3. If it gets clicks, collect the emails of interested customers and find out more from there.
Use these takeaways to gain greater insight into your site’s performance online, fix glitches, remove stumlbing blocks, and ultimately increase your conversions.