One of the most important metrics of success is website traffic, and in this instance, quantity reigns supreme. However, unless you can successfully convert those visitors, whether it be to fill out a form, engage with a popup, or purchase a product, they’re doing nothing more than generating a false sense of excitement over increasing numbers.
Conversion rate: what is it exactly?
Simply put, it’s the number of visitors to a site that convert on an offer as a percentage of total visitors. Visitors can convert due to sales, free rewards, and other incentives. Conversion rates are at the center of advertising and marketing; they tell you what elements need improving and updating, and which tactics are working to pull people to your website.
1. Keep it Simple, Keep it Speedy
Keep it to the point. As one A/B test by Marketing Sherpa found, increasing an additional field decreased conversion rates by 11 percent. If a user has to scroll through your form to fill in all the fields, it’s too long. Try to keep to 3-4 elements: name, email, message so a user can complete it quickly. Of course, this depends on the type of form, so if you do need to collect more information, split your form into pages. Also limit the number of mandatory fields, especially if your form is longer, to increase the chances that visitors will complete your form.
2. Location, Location, Location!
Make sure your key conversion elements are above the fold. This means visitors don’t need to scroll. Consider having also having a floating button or tab that users can click to pop it open on any page. Everything above the fold is intended to initiate engagement, while below-the-fold content acts as support and backup. Utilize that prime real estate properly to maximize lead captures.
3. Use a Strong Call to Action (CTA)
Use clear, compelling, unambiguous language in your button. It must be specific so visitors know what to expect when they click. Choosing the right words can increase conversions by +28%. Specifics such as “Click now for your free download” outperform generalities such as “Submit” or “Download”. Keep your CTA above the fold too! Use vivid colors for your call to action button and make sure it’s big and bold.
4. Ensure Compatibility in Copy
Your copy should align with your audience; tools such as Readability Score provide tangible numbers that will ensure your copy is neither too simplistic nor too complex for their ideal levels. Furthermore, make sure that the length of your copy matches your audience and product. While short and sweet tends to be the MO for most products, if more explanation is needed, sometimes more is more.
5. Erase to Minimize Friction
If you’ve ever walked down the cereal aisle in a supermarket, gotten overwhelmed, then left empty-handed, you’ve experienced the Paradox of Choice. Guide visitors to make the decision you want by minimizing distracting elements that compete with your main conversion form. This can be easily achieved by including ample negative space (best exemplified by Google). White space increases readability and helps users navigate a website, ultimately reducing their hesitation and allowing them to quickly hone in on the CTA button or conversion form. Ask yourself, does this element on my landing page contribute to conversion? If not, you know what to do. Rid your page of extraneous sidebars and headers, stock images, and anything else that isn’t directly helping.
6. Establish Trust with a Two-Step Form
Part of visitors’ hesitance in converting lies in the contradiction between the desire for the product and a lack of trust in you and your product. A two-step form, that asks only for basic information at the first step, builds that trust, while the reward at the end incentivizes the user to continue with the second part of the form. This tactic is commonly used by social media sites, as it’s proven to increase completion of the form far more than if all of the information was collected on a single page.
7. Can You Prove It?
Numbers talk; we as a society are huge on numbers. Your word is no longer enough; visitors want tangible evidence of everything you’re claiming. Establish trust in your brand and your product through testimonies, hard numbers, reviews, case studies, and video demos. This will increase the likelihood of visitor interaction with your forms and CTA buttons.
Ultimately, at the core of conversion rates is a 4 step funnel: awareness, interest, consideration, and conversion. Test and try out different elements to catch your visitor’s attention, pique their interest, encourage them to consider interacting with your product, and finally, drive the sale home and persuade them to convert to a sale. Not using POWr’s Form Builder? Try it out!