You’ve likely read a few articles on how to improve your conversion rate. But once you’ve read one or two, you may as well have read all the rest.
At some point, you’re likely to have figured out the basics.
So we’ve got a special list for you today: these tips aren’t the usual ones.
And while not all of them will be applicable to you, at least some will—so let’s waste no time, and dive right in with some uncommon conversion rate optimization tips!
Make sure your focus on conversion rates isn’t one-dimensional
This seems so obvious as to be not worth putting on ANY list. And yet, it’s constantly forgotten.
Many tend to focus solely on the numbers. Unfortunately, a conversion rate rising does NOT mean your business is secure, or even that your conversion rates will remain that high.
Shift your thinking to what works on you, or people you know. If you go to a competitor’s website, is there anything that keeps you on the page?
What are the smoothest experiences you’ve had online, and where is your website falling short of that?
Focus first and foremost on user experience, not solely the numbers, for conversion rates that endure…instead of just spiking periodically.
Sync up your SEO and ads with your calls-to-action
Your targeted keyword research for a given page should line up closely with whatever you’re trying to “convert” your audience to.
This may mean streamlining your site so that you’re not too all-over-the-place. It can also mean restraining the range of keywords you’re targeting—though not necessarily.
This, of course, applies to any advertisements or social media promotions you’re doing.
Consistency is most important here: Make one pitch, not a bunch.
Try out forms with multiple steps
It’s certainly true that we’re all trying to simplify our forms. That’s a good thing, and for the most part, works.
However, it may be worth experimenting with multi-step forms.
Not more complicated, necessarily, or “longer.” Simply, multiple steps forms. Short steps, presented in a simple sequence, may make a visitor feel like there’s less work to do.
They may end up completing the form than if they were presented everything all at once (which can feel like too much).
Though I can’t stress this enough: you should TEST this first.
Don’t be afraid to get intense with contact management
Many mobile sites try to personalize visitors’ experience.
However, if you have solid information about your visitors’ behavior, don’t be afraid to spend a lot of time in your contact management tools.
Specifically, segmenting your lists in a bunch of different ways, adding plenty of notes as necessary, whatever gives you more precision in targeting contacts.
You can also check out psychographic segmentation, a tactic that involves not just the typical demographic info but elements of your customers’ psyche.
Experiment with call to action buttons
Typically, a business will put a lot of energy into a button with a call to action …once or twice. And then they’re done.
The key thing here: test, test, test. If you AB tested the button on your landing page, or simply changed the button for your whole site. You can have different buttons for different pages, and so on.
Changing your CTA button isn’t as dramatic or resource-intensive as changing your whole landing page, yet is still quite influential.
Few parts of your site present such a duality—leverage that.
Use mouse-tracking on your landing pages
You probably already have a fair amount of information on what visitors are doing on your site.
You likely know what your visitors are clicking on, how long they’re spending on your site, where they’re coming from, and so on.
But do you know where their mouses/cursors are moving? Where they’re scrolling?
I admit, it’s not a perfect metric.
But you can learn a lot by where visitors’ cursors are going. It can give you a sense of what parts of your pages are interesting…and what they’re ignoring.
Click data alone is good—but this adds more dimension to it.
Clear out distractions
Ask any site owners if sites should be kept simple and minimalistic to boost your conversion rates.
Just about all of them will agree. So why do so many preach minimalism, while so few practice it?
The key distinction is in having a minimalist design and having a simple FOCUS.
You can have a landing page that’s “simple,” yet still asks visitors for a lot of different things. For example:
“Get my free ebook, also listen to my webinar, also look at this part of the page where I have a list of my best articles, look here at this embedded video of me talking, also you can sign up for a free consultation here, etc, etc.”
Simply put: Focus on just one or two key things. Your site is already competing for your visitors’ attention with everything else online. No need to have even more competition WITHIN your site.
Put testimonials by your forms
Everyone knows that you need some form of social media proof that validates your claim to provide something valuable.
While testimonials on your site’s home page or landing page or even “about” page are great, there’s one area few businesses think to put them:
By your forms. Specifically, your most important forms, asking for sign-ups or even check-outs.
Well for one thing, they’re even more highlighted there. Testimonials on your landing page may be competing for attention with everything else.
Moreover, they gain extra weight when placed next to that most crucial stage, and assure the visitor that completing the form is a good move.
Don’t overhype, oversell, or exaggerate
For the sake of argument, I’m assuming your product is good (it probably is in real life, too). The issue here isn’t about selling your product or not.
The issue here is with reading the digital room. Ask anyone, or even draw from your own experiences:
Everywhere you go on the internet, whether it’s a business’s website or a news website or a social network, you’re bombarded with advertisements.
So while you certainly SHOULD be confident about your product image and explain why it stands out to your visitors, you should be cautious and do so intelligently.
Focus on what’s tangible: give solid statistics. Testimonials. A simple, and matter-of-fact description of how you stand out.
Not saying you should be devoid of personality or excitement, but be aware that however much you hype your service up, a typical visitor has likely heard it many times before.
There you have it: 9 conversion rate optimization tips that are a bit rarer than the typical stuff you’ll encounter.
Keep in mind that you must also have your fundamentals down before getting into more unique tactics: you need the right software, great-performing web hosts, and awareness of your financial constraints.
But if your fundamentals are solid, and you know the basic ways of optimizing your conversion rate—well, then dive deep into each of these tips!
I’m Chris Wagner, Head of Content @ HostingPill. I regularly write about Hosting, Web servers and WordPress. I have more than 9 years Industry experience.