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In this revised and updated beginner's guide I’ll be answering the following questions: What is conversion? What is CRO? What techniques can be used to improve CRO?
According to 59% of company respondents, CRO is crucial to their overall digital marketing strategy. While 98% overall believe CRO’s impact on their digital marketing carries some kind of importance.
It’s easy to overlook the value of copywriting in web design as there are so many other factors to take into account, many of which have a more obvious impact on the user experience.
But as a writer I’m obviously keen to highlight the impact that good copywriting can have on conversions and revenue.
As such I’ve rounded up several case studies which show that even small tweaks to copywriting can have a big impact on conversions, particularly on calls-to-action.
For more information on this topic, read our blog post on 11 useful examples of copywriting for product recommendations or book yourself onto our online copywriting training course...
In a survey conducted by Econsultancy and Redeye earlier this year more than half of client-side respondents said that conversion rate optimisation is crucial to their overall digital marketing strategy.
The same survey found that the most valued methods for increasing conversion rates are both testing methodologies, with around three in five companies surveyed saying A/B testing and multivariate testing are ‘highly valuable’.
By way of supporting these findings and highlighting the importance of CRO, I’ve rounded up .. case studies which show how relatively small changes to a site’s UX can result in big increases in conversions and profit.
Smartphone conversion rates are typically lower than on desktop and tablet due to a number of factors, not least screen size and a perceived lack of functionality.
However as with all areas of ecommerce there are steps that site owners can take to improve the user experience and increase conversions from mobile devices.
For an in-depth look at the intricacies of m-commerce download our Mobile Commerce Compendium, but to get you started here are 12 ways to boost mobile conversions...
There are many factors that influence the design of your call-to-action and it’s certainly a feature that benefits from extensive testing and tweaking.
It’s likely that it’s an area that is somewhat neglected though, as our new Adobe Digital Marketing Optimisation Survey found that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimisation activities, despite the fact that a small uplift in conversion rates can translate into thousands of dollars of extra revenue.
Aspects such as the size, wording and colour can all impact clickthrough rate and conversions, but placement is potentially one of the most important factors.
Traditional wisdom states that the CTA needs to go above the fold so that potential customers can’t avoid it, but as these case studies show that isn’t necessarily always true...
In ecommerce much of the focus is on the best ways to attract traffic and visitors, meaning that tactics for conversion rate optimisation are often neglected.
In fact our new Adobe Digital Marketing Optimisation Survey found that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimisation activities, despite the fact that a small uplift in conversion rates can translate into thousands of dollars of extra revenue.
One relatively easy way of improving conversions is by making sure you have the best possible call-to-action (CTA).
There’s no exact formula for the perfect ecommerce CTA, but there are some aspects that web designers should focus on tweaking and testing to make sure they’re maximising their conversion rate.
Local search has the potential to be an important customer acquisition tool for brick-and-mortar businesses, as a recent study found that 43% of all Google searches have local intent.
Furthermore, Google’s Mobile Movement Study shows that 61% of mobile users call after a local business search.
So it’s really important that shops, restaurants and hotels are optimising mobile landing pages correctly or the chances are they’re missing out on potential sales and bookings.
This obviously starts with creating a mobile site in the first place, but the finer details include a noticeable click-to-call button that makes it easy for customers to get in touch.
Optimising desktop landing pages is a tricky business, as you need to make sure all the most alluring content is visible along with a clear call-to-action.
These problems are obviously magnified on a smartphone screen as you’ve got to cram everything into a space just two inches by three inches.
And optimising landing pages is a big part of increasing conversions, as mobile users tend to be impatient so they need to be able to access the relevant content within a few clicks.
And with that in mind, here are 12 things to remember when optimising a mobile landing page.
Camping retailer Millets, which was rescued from administration last year, recently unveiled a revamped site aimed at boosting its digital revenues.
Designed by Lost Ferret, the overhaul came about as new owner JD wanted to bring its ecommerce platform up-to-date.
It includes new product pages and a redesigned checkout, but is it up to scratch? In order to find out, I tried to buy a new jacket...
The terrible truth about smartphones is that although penetration in the UK is now above 50% and traffic is constantly rising, people don’t generally use their phone to buy things.
Conversions lag way behind both tablets and desktop, suggesting that smartphones are primarily used for research and price checking.
As such, brands should be doing all they can to direct mobile users to the checkout as quickly as possible in order to encourage window shoppers to actually make a purchase.
Making it into a one-click process, similar to Amazon, will also help capture impulse buyers.
Social and viral media expert Dan Zarella has posted the results of a fascinating study: the numbers and semantics behind getting Twitter followers to ReTweet tweets, thereby amplifying and expanding upon messaging by using Twitter's built-in viral aspects.
Few marketers will be surprised by the fact that a simple call-to-action matters. A lot. Simply adding the phrase "please retweet" just plain works much of the time.
Zarella's semantic analysis of what gets ReTweeted reveals the following:
- Timely content is often ReTweeted
- Freebies are popular
- Tweeting about Twitter is effective
- So are lists
- People like to ReTweet blog posts (he doesn't specify if this refers the original tweeter's own blog, but irregardless - Twitter users are also highly active in the blogosphere.)
Oh, and don't forget to mind your manners. Requesting a Retweent politely and remembering to say "please" ups the ReTweeting odds by nearly a 6X factor.