Making changes to your website? Keep these CRO tips in mind [Part 2]
Deciding to change the layout of your website is a huge step mainly because of the far reaching effect it might have on your business for the time to come. Sales, which is the backbone of any organization, may be affected. Consequently, there is a huge buzz around the rules that one should follow while making the changes. We had discussed some of those rules in the previous post. Here are few others.
Test your CTA
You spend a lot of time creating an effective CTA. You must also be prepared for the off chance in which your new CTA ends up not working. It is of paramount importance to keep testing your CTA even if it is effective. Soon enough people may get bored of the monotony and disengage.
Add value to your offer
When you put in a CTA button, just an action word isn’t enough. If your CTA just says “Sign Up”, your lead may wonder why they should do it. “Get Free Access” however, would work better.
Display the helplines clearly
People like to think that your business cares about them. When you clearly state a helpline number at the top of the page, along with with an email id, people are prompted into the buying process much easily. They think that there is someone to help them in case they face an issue. If people have to fish for a helpline before they buy, you may have already lost their business.
Make the testimonials authentic
If your testimonials are from some Mr. Doe from a generalized state, people will see through it. They aren’t stupid. Include a little bio of your customer along with their testimonial. People like to see customers who were satisfied. It boosts their confidence.
Display press mentions and awards
People like to do business with successful organizations. It is a proven fact that displaying awards and mentions bring about a rise in visitors. However, remember to not make those awards the whole point of your website. Narcissism will take you nowhere.
Add live chat option
Live chats can boost customer satisfaction. An international airline first introduced a live chat option to its website and in a couple of months, witnessed 15% rise in sales.
Display security certificates
Security certificates are quite expensive but they reduce anxiety among consumers and assure them that their card details are secured. A case study revealed, adding a security seal increased sales by 11%.
Display the price comparative
People want to be sure that they are not getting ripped off. Assure them that you can give them the best price in the market. If possible, show them a comparison of your prices with your competitor’s prices.
Finally, make sure that you do not have too many call-to-actions on one page. Ideally, it is best to have only one or two calls-to-action per page. Studies have shown that too many choices can confuse people and eventually reduce conversions.
In the end, all methods to increase website sales and leads come down to better relevance, improving clarity, fewer distractions, reducing anxiety, and increasing urgency. When you take care of these, you should have a good chance to start off your tests.
