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Recently, Unbounce hosted a very informative webinar with Moz Founder & CEO Rand Fishkin who explained what truly moves the needle when it comes to conversion rate optimization (CRO). Here's a hint - it's not changing button colors. It was really a great overview of the work we do here at Conversion Diagnostics and the data shows that the trend is moving away from “best practices” CRO and more toward a macro view approach to conversion that is highly focused on the ideal customer experience. What do I mean by best practices CRO? I group this into two categories. The first is giving general advice based on what’s worked in the past for other websites and landing pages, for example the opt in form should always be on the right. This is not conversion rate optimization nor is it good advice. The second group is testing individual elements like headlines, button colors, images and copy. This may be surprising to you because isn’t that exactly what CRO is supposed to be? Well, yes and no. These elements should be tested eventually to optimize further once you are getting good results but they don’t really move the profit needle as much as you may think. When you look at the chart from the Unbounce webinar above, it shows that when you concentrate on these very specific elements you are simply maximizing minor wins. So what gives you the really dramatic improvements? Our past results along with industry data shows that when you know exactly what your ideal customer needs to convert you can create a user experience that allows them to move through your marketing & sales process at an optimal rate. Factors could include: Making sure your marketing messaging is highly relevant to their needs Reducing distractions Overcoming their objections Creating urgency Simplifying the conversion process Increasing the clarity of your copy, images, offers and calls to action How do you accomplish this? You have to know your ideal customers at a deep level. You need to hear straight from them why they converted and what objections they needed to overcome before moving forward. More importantly, you need to know why others didn’t convert and what those users needed to see, feel and experience to take the next step with you. For example, certain services may require a lot of social proof, trust and credibility for prospects to feel comfortable. If those elements are not present in the right places during the marketing process, you are significantly reducing conversions. This is the work Conversion Diagnostics does and why we produce such incredible results. When you are aligned with your ideal customer in this way, you are truly maximizing your online revenue and profits. Schedule your free consult with a conversion specialist today so we can see where we can help your business.
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