Conversion rate optimization

Testing different copy, visuals, etc. of a webpage is a cost-efficient way to lower acquisition costs and increase profitability. Likewise there are standard design elements to consider for things like forms, to help improve completion rates.

CRO tips

  • Test copy:
    • Headline copy
    • Call to action wording
    • Benefits copy
    • Risk reduction copy (no credit card required, won’t share email address, etc.)
    • Efficiency copy (instant access) 
  • Test/include social proof:
    • Testimonials
    • Ratings from authoritative services
    • Press mentions
    • Awards
  • Test visuals:
    • Colours, button sizes, button placement
    • Imagery
    • Video demonstrations or testimonials
  • Forms:
    • Reduce required form fields (where possible)
    • Tag form fields properly for input type, with focus on mobile input:
      • telephone number (thus using number keyboard on mobile)
      • email address (thus using keyboard with @ symbol on mobile)
      • numeric fields (thus using number keyboard on mobile)
    • Disable auto-correct, auto-capitalization, etc.
    • Include ‘autocomplete’ attribute markup, which may provide auto complete suggestions via the browser (e.g. browser suggests a commonly entered email address for the email field).
    • Use in-line form field validation
    • Optimize error messages and bring user back to first point of error
  • Have a visual connection between traffic source and landing page – copy/images/colours/etc. (landing pages can be created whereby copy/images are displayed dynamically based on the ad landing page URL)