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)