{"id":12464,"date":"2017-08-11T16:39:53","date_gmt":"2017-08-11T16:39:53","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=12464"},"modified":"2017-10-18T14:04:34","modified_gmt":"2017-10-18T14:04:34","slug":"the-definitive-checklist-for-conversion-optimization","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/the-definitive-checklist-for-conversion-optimization\/","title":{"rendered":"The Definitive Checklist for Conversion Optimization"},"content":{"rendered":"

What if I told you that you could potentially double your leads and sales without getting any more traffic simply by implementing conversion strategies? How would that affect your revenue and your business? It’s true.<\/p>\n

Don\u2019t waste money on more traffic if you haven\u2019t optimized the traffic you already have. Focusing on conversions is an effective way to leverage your existing traffic without spending any more money.<\/p>\n

Let\u2019s take a look at some conversion best practices you can start using and testing right away:<\/p>\n

1. Clear, Concise and Compelling Offers<\/h2>\n

Your offers should be clear, concise and compelling if you want to convert users.<\/p>\n

Clear<\/strong><\/p>\n

What is it you are offering? Make it clear so your users know exactly why they are spending time on your website.<\/p>\n

The online marketing agency, Distilled<\/a>, includes this call to action on its homepage.<\/p>\n

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The offer is at the top of the page where it is highly visible and after reading it, users knows exactly what to expect when they opt-in. The copy outlines what Distilled does and provides links if people want to visit more pages before opting in. The call to action allows people to sign up to connect with the company and get access to the valuable content the company distills (pun intended).<\/p>\n

Concise\u00a0<\/strong><\/p>\n

Just because your product offers 15 benefits for users doesn\u2019t mean you should list every one in the copy around your call to action. Focus only on one or two of your top benefits so you don\u2019t clutter your call to action (CTA). This is especially important if you have a more complex sales funnel.<\/p>\n

If you have a complex sales process, your only goal with your CTA is to get users to the next<\/em> step of the process. For example, Hubspot sells software to businesses and offers free trials and demonstrations. But, you don\u2019t see any mention of this on its homepage.<\/p>\n

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Hubspot does not want to overwhelm people with too much information and pressure to commit at once. The next step for people would be to learn more about the company\u2019s offerings. To that end, Hubspot includes a call to action to \u201cGet Started\u201d which is flanked by a few of its top features (generate leads, close deals, manage pipeline) and benefits (grow like a company twice your size while connecting\u2026).<\/p>\n

When your sales process includes several steps, your only goal with each step is to convert users to get to the next step<\/em>, not close the sale. Avoid offering too much to your prospects all at once and focus on the next step only.<\/p>\n

Compelling<\/strong><\/p>\n

Have you stated the benefit clearly? Have you hit a pain point or deep need? Make your offer emotionally compelling.<\/p>\n

For example, in Hubspot\u2019s offer copy above, it mentions this benefit:<\/p>\n

Grow like a company twice your size while connecting like a real human being.<\/em><\/p>\n

Mentioning this benefit makes the offer more compelling because it digs deep to hit the user right where he is suffering.<\/p>\n

Hubspot could have just mentioned a benefit like \u201cGrow your business.\u201d But instead it mentioned \u201clike a company twice your size\u201d because Hubspot knows business owners struggle with growth in the wake of large businesses with big budgets.<\/p>\n

It also mentions \u201cconnecting like a real human being\u201d because small businesses have a greater ability to connect with customers due to their small size.<\/p>\n

When putting together copy around a call to action, to increase conversions, think beyond the perceived<\/em> benefits of your products and services and target the deeper need<\/span>.<\/p>\n

For example, if you sell training on how to start and build an ecommerce business, you aren\u2019t just selling an informational course on how to be successful online. You are selling financial and emotional freedom.<\/p>\n

Even if you are selling something as simple as ice cream, you are not just selling a great-tasting, sweet treat. You are selling an emotional, sensory experience that translates your customer back to that childlike feeling when life was much simpler and more fun. On a hot day, you are selling a cold, refreshing, satisfying sweet escape from the scorching clenches of a treacherous summer.<\/p>\n

2. CTA buttons: Replace the Action with a Benefit<\/h2>\n

If you have ever studied conversion optimization, you may have read that your call-to-action buttons should tell a user what to do. For example, if you are offering a free eBook or guide, your call-to-action button text should prompt the user to take an action such as \u201cGet It Now\u201d instead of something generic like \u201cSubmit.\u201d<\/p>\n

This is a good best practice, however, simply telling your users what to do may not be enough to snag the highest conversion rates on your call-to-action buttons.<\/p>\n

Consider intertwining a benefit in with your CTA text. First, consider the benefit the user will receive when he clicks on the CTA. Let\u2019s say you are offering a free eBook on how to build a profitable blog. Instead of using boring text such as \u201cDownload Now,\u201d try something that reiterates the benefit in the CTA like \u201cGet My Free eBook.\u201d This reinforces that subscribers are receiving an eBook, for free. Or, try something more specific like this, \u201cGet My Free Blogging eBook.\u201d<\/p>\n

When you sign up for our 30-day free trial<\/a> here at Media Shower, our button text is \u201cStart free trial.\u201d<\/p>\n

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We do this so you are fully aware that when you click that button and give us your information, there is no commitment required. You are reminded that you are receiving a free trial and you are assured that when you click that button, that is exactly what you will receive. Get a little creative with your CTAs and don\u2019t leave any unanswered questions for your users.<\/p>\n

3. CTA buttons: Tone Down the Commitment<\/h2>\n

Have you ever seen the infamous \u201cBuy Now\u201d call to action? Though it promotes action, it may lower your conversions.<\/p>\n

Using a phrase like \u201cBuy Now\u201d may be too much of a commitment for users and as a result, they may psychologically resist it. If your button text infers that a user will have to spend more money and time after they click, it could deter them.<\/p>\n

Orbit Media<\/a> ran a test on two CTAs and found that the less commitment-centric call to action received 124% more clicks:<\/p>\n

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\u201cStart testing\u201d implied that there was \u201cwork\u201d ahead and an immediate commitment; however, \u201cRead our overview\u201d was perceived as requiring less commitment.<\/p>\n

4. Create Urgency without Being \u201cIn Your Face\u201d<\/h2>\n

You may hear marketers tout the benefits of creating urgency with their calls to action and how beneficial it can be… but not when it wreaks like an infomercial.<\/p>\n