4 Conversion Rate Experts Techniques
Research shows that ecommerce retail sales grew to $1.92 trillion in 2016, with projections estimating a rise to just above $4 trillion in 2020. Currently, ecommerce accounts for 8.7% of all retail sales worldwide, projected to grow to 14.6% by 2020. These numbers show a tremendous opportunity for online sales growth.
Ecommerce businesses will look to CRO for a boost that helps capture the biggest share of online spending growth. You need to implement these four vital techniques of conversion rate experts to improve the profitability of your sales campaign, and place your website ahead of competitors.
1- Exit Intent Popups and Overlays
Referred to as one of the “secret weapons” of conversion rate experts, exit intent popups and overlays remain somewhat divisive as a CRO technique. Some believe that these types of popups end up alienating customers, while others realize the value of reaching out to a guest who appears ready to exit.
Put bluntly, it doesn’t hurt to ask for the customer’s attention again, and you can’t create an opportunity to convert without asking. Exit intent tech responds to the on-page behavior of visitors, triggering a popup or a visual overlay which displays an offer to the reader. This is a classic sales technique referred to as the “pattern interrupt”, refocusing attention towards a sales pitch instead of automatically moving the mouse to dismiss the page.
Exit intent popups and overlays give businesses a chance to:
- Convert bounces into leads through email list subscriptions.
- Distribute a report or another high-value marketing document.
- Complete transactions for items abandoned in shopping carts.
- Run A/B tests for messages and visual design elements.
- Recommend products and services according to buyer personas.
Even if your website features flawless copy and award-winning design, some customers might require direction to help them proceed deeper into their buyer’s journey. Rather than allowing them to leave the site after the intent to exit has been established, provide them with a simple decision to make before they go. As of 2016, only 14% of the top 1,000 ecommerce sites in the states use exit popup technology, giving you a chance to implement this strategy before many competitors catch on.
2- High-Quality Graphic Design
Wretched website design makes it tough for visitors to read and browse pages. Terrible pages prioritize clutter and other design obstacles ahead of clean, streamlined visuals. The best product and finest copywriting can’t save poor design. Conversion rate experts improve nearly all CRO metrics through strong visual presentation, including bounce rates, time on page, shopping cart conversion and all types of lead generation.
High-quality graphic design supports marketing campaigns by focusing the viewer’s attention on vital messages and images which provide the most convincing persuasion. Minimizing the number of elements on page tends to create the best results.
Instead of multiple photos, a single, evocative, high-resolution picture will create a great impression, drawing the viewer into your campaign. Limiting your opening page to a single call-to-action will outperform pages which ask people to respond to multiple CTAs simultaneously. A single value proposition displayed with an easy-to-read, high contrast font clearly communicates benefits, while a lengthy list distracts and dilutes the message.
Advanced graphic design leads visitors through subtle suggestion, such as directional cues that draw the eye to the most important parts of your site. Layouts which follow the “f-pattern” match common eye movements when people consume online content, including the propensity to spend more time looking at the left side of the page. Catering to these trends helps your audience digest your website without strenuous mental effort, increasing conversion across the board.
3- On-Brand, Personalized Messaging
One of the most frustrating surfing experiences involves landing on a page that has nothing to do with what you wanted or expected. If enough people experience this problem when arriving at your website, you’ll notice a massive spike in bounce rate, and a decrease in time spent on page and other engagement metrics. At worst, those who genuinely want to buy may lose trust when exposed to off-brand or inappropriate content.
Messaging across your entire marketing campaign, including digital ads which direct traffic to your site, must remain consistent across all media. The content promised on your site needs to reflect visitor expectations. Incredibly, surveys show that 74% of online shoppers – almost three in four – experience issues with sites that display content irrelevant to their interests.
Personalization represents the next level of brand communication. Consider these statistics, which show the value of personalized messaging:
- Emails create 6x better transaction rates when personalized.
- Personalization creates an average boost of 19% sales for those able to measure the effect.
- 86% of consumers admit that personalization informs buying choices.
- One out of four consumers believe personalization significantly affects their buying decision.
Building rapport, whether online or in-store, becomes easier when you’re able to personalize messages. Treating each visitor like an individual increases the odds that they’ll connect and build trust with your brand, creating a relationship which improves customer satisfaction and conversion rates.
4- Split-Testing Messages and Incentives
Conversion rate experts know that continuous improvement is the only way to stay ahead of the competition. One of the most important techniques for CRO involves split-testing messages and incentives offered by your website. Also known as A/B testing, businesses benefit from controlled content experiments which reveal insight on consumer preferences and behaviors.
Typically, testing involves comparison of two messages, with a single change to a vital element on one of the pages. Variations could include the color of a button, the location of an image, swapping photos, or trying a different wording for a CTA. Split-tests also reveal valuable data on incentives you provide visitors, allowing you to tailor your campaign to present the most desirable offer possible.
Split-testing has the potential to reveal optimization which would seem counter-intuitive at first, but nonetheless lead to greater conversion. For example, EA split-test an offer for one of their games by removing a banner which displayed a bonus for pre-orders. Logic suggests that consumers would be more likely to buy to get that bonus, but split-testing revealed that a page without the bonus outperformed the bonus page to the tune of a 43.4% boost in sales.