For a beginner who has just started with the conversion rate optimization, what seems to impact them the most is the mighty A/B testing. They limit their scope while testing with the button colors, and the call to action text believing that this will help them win at least 50% of the battle. But, the truth is that these things are not going to help your brand until unless you hold the authority of a giant brand like Amazon. The tact is to go beyond changing the button color, as a whole to move your needle par A/B testing. You will need to focus upon deducing best possible reaction for your design in the mind of visitors. Let us observe the three main attributes that most of the beginning conversion rate optimizer mostly miss, despite being interesting.
1. Absence Of Reasonable Thought Process
Merely having a look at any random sidebar link on Google or say a random Facebook ad, makes it clear that a vast number of businesses are technically relying upon landing pages as a leading marketing gimmick. Ads have come up as a medium that lets the landing page receive visitor regardless of the source. All that matters is that the visitor should feel that your ad is appealing. In layman’s terms, the ad should be able to excite the viewer and should answer all the queries that would make the buying process convenient. Here are the questions that the ad should answer.
- What is the product or service that you are selling
- What is the cost for it
- What all could you expect to find
- How much time would it take for delivery
- How to order more than one
- Are the users satisfied with the product and service (previous testimonials)
2. Failing to Understand How Target Demographic Use Internet
It has been observed that the blend of visitor’s age, gender, zip code & income level, influence greatly how the page would perform. To make things easy, let us just take an example of Brookdale Living’s case study. The website maintained by them provides widest possible living solutions for senior citizen and this is why it gets essential for them to utilize a “Community Search” function for fulfilling the conversion goals.
Another important aspect would be analyzing and optimizing the channels from where the visitor is coming. You will need to make sure that not only the value proposition or the CTA but the entire design should match the motivations of visitors arriving there from varied traffic sources or devices. The best practices suggest that you will have to optimize a single page and let it adapt as per the available devices. However, you can modify your strategy as per the internet usage. An alternative strategy could be creating:
- Smaller & simpler pages to fit well on decreased screen size, while keeping all the necessary information intact.
- Optimizing the website to keep pace with faster loading times where mobile broadband seems slower than desktop internet.
- Analyzing the location of visitor
- Knowing the source from where user is landing and the device through which the user is coming.
With such simple yet highly effective strategies, you can make sure that you are able to utilize each of the users as per the demographic usage of internet.
3. Never rely Upon Things That Cannot Push A Conversion Goal
For understanding this fact, we will be considering a simple example. Consider the website of Betfair, a popular online betting platform. The website used VWO to test their existing landing page & to increase the total registrations for the website. The conversion team challenged the control through three variations. They used each of the variation for replacing the section that includes the option for downloading the Betfair mobile app.
This is when the team actually analyzed that downloading the mobile app is acting as a distraction for people and is diverting their attention from getting registered. Since, registration was the main goal of company, they replaced it with something that had less influence. The results witnessed later were remarkable and the company finally settled for the page that used social proof.