Search engine rankings and traffic figures are metrics that website owners tend to scrutinize in detail. But there is one metric that carries far more importance.
A chart that shows high traffic volumes is nice to look at but also completely pointless if that traffic fails to convert. Conversions vary depending on your business objectives and can be defined any time a visitor:
- Buys a product
- Signs up for a newsletter
- Downloads a white paper
- Fills out a form
- Sends an enquiry
The key to improving these conversions lies in constant optimising, measuring the results, testing new changes, and repeating the process. The beauty of this process is that you can increase revenues for your business without relying on additional traffic.
Conversion rate optimisation (CRO) offers an excellent return on investment.
What would it mean for your business to bring in one extra customer to your business? How about ten? Or even a hundred? Optimising your pages and improving conversion rates can do just that. The following are three tips to optimise your pages starting today.
1. Test New Headlines
Your website has only a few seconds to capture the attention of visitors. Your headlines are the first part that your visitors read.
- Pique interest
- Engage visitors
- State a clear offer
Here are two examples of clear and simple headlines that speak clearly to the market they are targeting:
This is one for Basecamp:
And this one is from Square:
Both are simple and to the point.
The best way to test headlines is to do an A/B split test where you create two different pages with one variation. Then measure and track the results to see which produces the highest conversions.
2. Use Call to Actions
A call to action communicates what you want your visitors to do. Common examples include:
- Call today to get started
- Fill out the form for a discount
- Enter your email address to download
- Add to shopping cart
It is definitely worth testing different call to actions against each other to see which one performs better. Instead of having a button that simply says “Get Started”, try testing a different call to action such as “Get a Free Account to Start Streaming Videos Today” and measure the response.
This is only an example but you would obviously want an appropriate call to action that is relevant to your business.
3. Use Simple Forms
Now that your visitors are ready to take action on your website, use forms that are simple to use with the bare minimum. This means only using files that are absolutely necessary.
Basecamp makes this easy. They only request your name, company, email, and password to create an account for a free trial.
Notice the call to action?
Optimising these three factors on your pages will help drastically boost conversions for your website.