Webinar Recap – How to Increase Conversions on Your Landing Pages

How to Increase Conversions on Your Landing Pages

In an increasingly competitive market where customers demand more from you, conversions can be the key to successful leads and to driving traffic on your website. Conversion Rate Optimization, also known as CRO, is a systematic way of increasing the percentage of visitors to a website who are likely to convert into customers or who have taken a desired action on a webpage. This post expands on some key points that were covered in the webinar on February 22nd (How to Increase Conversions on Your Landing Pages) that’ll help you maximize your conversion potential on landing pages.

A popular question asked by many of Strathcom’s clients is, “what can I do on my website to get more leads”? An important thing to consider when asking yourself this question is how your website looks from the average user’s point of view and what you might do to improve their experience on your website. When filling out a lead form, users typically don’t want to provide a huge amount of detailed information; they want a quick and easily accessible form with minimal required fields and other obstacles that stand between them and them pressing “send”. To determine which fields are most important, your Online Marketing Manager can supply data that will allow you to adapt these aspects based on the people visiting your site, whether this be customers in a younger demographic more oriented towards email, or customers in an older demographic that may prefer the phone. We’re here to meet those needs and push your website to its full potential.

Another important question to ask yourself is “what is the goal of your website”? What key messages do you want to focus on or make known to the user with the aim of keeping them engaged and interacting? At Strathcom, we recommend studying your website analytics. This data is the most important tool in your arsenal for helping to improve your site specifically based on your audience’s preferences. Heatmap tools like Hotjar or Crazy Egg can help shed light on how a user interacts with certain elements of your website by observing their clicks and scrolls. This, in turn, allows you to focus on those areas by generating precise messaging for what you want to present, when you want to present it, and to whom.

We quite often get inquiries about how to make key messages “pop”– something very effective when done correctly. The average user spends about two seconds on a pop-up message before closing it out. It’s essential to make sure you are putting the right pop-up in the right form, in the right context. For instance, if your aim is to create a pop-up for mobile sites, make sure that it is simple and small so that the disruption to user experience is minimal. Fonts should be clear and concise, using toned downed colours that focus the reader, rather than fatigue them. Refine the contrast between your background colour and the fonts your using; create something enticing but not overwhelming to the human eye.

Different fundamentals of Conversion Rate Optimization continue to change in today’s world, and the possibilities are infinite when expanding your brand. Focus on the users’ needs by making sure it’s easy for people to contact you and do what they want to do on your website!

What is Conversion Rate Optimization?

Opportunities exist with almost every element of your website to help convert visitors into customers. Conversions happen on more than just lead forms; they’re on your homepage, landing pages, footer, and more. So what is Conversion Rate Optimization (CRO)? It’s the data-driven process of optimizing elements of your website for a higher number of conversions.

What is Conversion Rate Optimization?

What is a Conversion?

A conversion is an action a user has taken on your website that you wanted them to take. It can be anything from clicking a button on a landing page or a navigation item, to signing up for a contest. Conversions are unique to your website and are determined by the goals you want to achieve with your site.

CRO is a process you can use to help drive more results from your existing visitor traffic so that your website works smarter, not harder, for you. It involves more than just changing the colour of a button or making a graphic “pop”, the CRO process requires experimentation, data collection and analysis. Data is your most important tool, you can’t improve conversions if you don’t know how users are interacting with your website.

How Do I Start Optimizing My Conversion Rate?

We recommend diving into your website analytics to study patterns users take to browse your website. You can also add a heatmap tool like Hotjar or Crazy Egg to find out how a user interacts with elements on your website through clicks and scrolls.

Another great exercise is to put yourself in your customer’s shoes. You know what actions you want a user to take, so try to look at your website with ‘fresh eyes’ and see if it’s easy to accomplish them. Ask yourself questions while you do this; does that button stand out or is it drowned out by four other buttons? Is the content clear and concise? Can I easily get to my contact page from my navigation? Do I even know what the goal of this page is?

Start Testing!

Once you’ve collected data and identified friction points or areas that can be improved, start your CRO experiment. Create a hypotheses (example: reducing the amount of CTA buttons in a section can add more visibility to the remaining buttons), formulate a test (remove 3 call to action buttons in my hero section), and create an objective (get more clicks on my promotional offer landing page button).

When your experiment is laid out, you can run A/B tests, start collecting more data, and iterate on your tests to gain maximum performance.

The world of conversion rate optimization is limitless, and with new behavior insights and optimization tactics being discovered every day, the CRO process is never fully completed.

If you’d like to learn more, join Strathcom’s CRO specialists for an online panel on “How to Increase Conversions on Your Landing Pages” on February 22, 2018.

Last-Click Attribution is Fake News

The Stats: Conversion Rates, Goals & Assists

My personal favorite Wayne Gretzky statistic? If you take away all his goals and just count his assists, he would still have more total points in the NHL than any other player’s goals and assists. Combined.

It is worth noting, however, that a certain ageless wonder named Jaromir Jagr might just make this fact obsolete, depending on how much longer he can evade the chapped, grim clutches of Father Time. Especially remarkable, however, is that while highlighting the baffling number of career assists tallied by Jagr, the Great One remains the all-time leader in goals scored. It’s therefore safe to say that not all of his records are threatened by the mullet-icon. Continue reading “Last-Click Attribution is Fake News”