Website design, images and even well written copy can be subjective. Rather than selecting a favourite amongst the team or even leaving the decision up to senior management, testing what works for your users is truly the only way to drive your website in the right direction. Here our top tips to help you improve your website conversions and smash your conversion goals.
What colour works?
The colour of your graphics and buttons throughout your website can significantly impact the traffic through to vital pages on the customer journey. Test a range of options using Google Optimize, or go with your brand colours for consistency.
Develop your call to action and cut back your copy.
Test your call to action throughout your user journey using Google Optimize, or a heat map tool such as Crazy Egg or Hot Jar to understand the call to action that works best. Remember, you have 7 seconds to impress your website user before they bounce off. Avoid confusion with less copy and an uncluttered welcome.
If your organisation has ethical processes or a focus on sustainability, make sure you mention this within the copy. In a recent study found many users are conscious of ethical, sustainable, and green initiatives when making purchase. Among the 66% of global respondents are willing to pay more and 50% of them are influenced by key sustainability factors, such as a product being made from fresh, natural or organic ingredients.
When you are tidying up your website don’t forget about your navigation bar. On average, 7 pages is the ideal. Identify if there are multiple pages which could be made in to one, ensure the key call to action is prominent and the beginning of the journey is clear.
Are your images and video fit for purpose?
Conduct an image and video audit of your website. Are the images communicating the best of your product or service? If not, it could be time to change and add some instagrammability, especially if your business markets to millennials.
A recent study found, when it comes to money ‘experiences’ trump ‘things’: More than 78% of millennials would choose to spend money on a desirable experience over buying something tangible. Showcase the experience behind your product or service by using the best images and remember users love to share their purchases online, especially to their followers on social media.
Implement changes on other channels
When it comes to implementing changes, think about what other areas could also benefit. You will have gained the new insight on the users most popular images and understanding of the copy that converts most. Use the insight as an opportunity and re-print marketing materials for events, change the tone of voice and images on your marketing campaigns and adjust all online listings. This will give you a consistent brand image and will hopefully improve conversion on other channels too.
How do I test?
Google Optimise can help you A/B test or multivariate test a number of sections on your website to a small percentage of your website users. You can also use insight from heat map tools such as Hot Jar or Crazy Egg. Ideally, test for at least 3 weeks to ensure your sample size is large enough.
Outline all your website conversions to help you identify what to test first by putting them into categories of either macro or micro conversion. A macro conversion is an ultimate site conversion like a purchase, and a micro conversion could be a pdf download, visits to a landing page or form completions. Other ways you can test include focus groups to gather qualitative research about the customer experience or user eye tracking tools if you have a larger budget.
Continue to test, learn and change
Improving your website conversions is an on-going project rather than a one-off change. Create a continuous process of monitoring, analysing, testing and adjusting over a long-term period.
Think about bringing your new test and learn culture into monthly digital reporting. Create a new section focused on website tests and report back on the results. By including this in your monthly digital reporting it will become a topic which is increasingly on the stakeholder’s radar. This will help your case when you approach for investment into improving the website as they will already be aware of the importance and the value testing drives.