Do you want to increase your conversion rates and boost your sales? Of course you do, which is why you split test your site….Right?
Split testing is one of the most important tools when it comes to website design and conversion rates, yet a lot of businesses overlook it. They spend tens of thousands, if not more, on a great website design but then fail to upgrade or make changes, especially if it appears to be converting well.
With so many businesses competing online, “converting well” can sometimes not be enough. Forget converting “well”, don’t you want to convert “fantastically”?
This is where Split Testing comes into play, and it can be easy to do if you have the right tools and support in place.
Split testing basically means that you test two different design or content elements of your site to see which one yields higher conversions. This allows you to tailor your webpage to your specific demographic and target audience.
But what if you have a webpage designed by the best industry experts in town and you spent millions making it happen??
Even if you have a landing page that is supporting all the golden rules of marketing, there is a chance that it may not be speaking to your users. Marketing is psychology and it is definitely not a one shoe fits all practice.
But before you get overwhelmed and decided to revamp your entire site layout, here are 10 simple, yet effective factors you can split test on your site with very little effort:
1.) Remove the Security Badge
It may look impressive, but numerous studies have found that removing the security badge increased conversions by a whopping 400%. It is not clear why this seemingly important button prevents people from purchasing. Perhaps it reminds them of a unnecessary risk? If you have a security button on your site, delete it for a few weeks and see if your conversion rate spikes.
2.) Copy that Fits
Want to increase your conversion rates by 115%? One study found that when website copy was complimentary to the copy featured on the CTA’s and landing pages, conversion rates increased dramatically.
You may have the best copy in town, but if it doesn’t flow with your landing page and your CTA’s, chances are your conversion rate will suffer.
Think about your sales funnel, where are you users coming from and where are they heading? Does your copy support this flow?
3.) Update your CTA’s
There is no excuse on this one. Changing the copy on your CTA buttons can take under a minute and can give you some valuable insight into what your customers are responding to.
Numerous studies have found that making your CTA copy relevant and actionable can increase click through rates. It doesn’t have to be anything special, even changing one word can sometimes be enough.
In fact, one study found that changing the button copy from “Order Information” to “Get Information” increased conversions by 38%.
This is a good reminder that you should really focus on what the customer gets, not what they have to do.
4.) Potential Design Distractions
We all have those distracting features on our website whether they are social media buttons, fun text or images. While there is nothing wrong with designing your page in an aesthetic way, it definitely does not hurt to split test a simpler and more basic version.
Time and time again, studies have shown that when you keep design layout clean and simple and reduce the distractions on the page, customers are more likely to take your desired action.
Companies that test this out usually see a 20% higher conversion rate on their simpler design as compared to their original (distraction) design.
5.) Above the Fold
The area above the fold of your website is real estate gold- why not capitalise on it? Studies have shown that content placed above the fold attracts around 80% of the consumers attention. Therefore, it makes perfect sense to place your most prized CTA’s in this part of your layout…..right?
Not so fast.
Although this is a standard marketing procedure, some companies that have split tested this theory have found otherwise. Once case study found that when they placed the CTA after the fold they had an increased conversion rate. Exploring this a little deeper, they found that when the item was priced high, the CTA worked better after the fold. When the item was cheaper however, having the CTA above the fold worked best. By following this theory, they increased conversions by 304%.
This is a perfect example of the psychology behind marketing. There is no “one fits all” which is why it is so important to split test if you want to optimise your results.
6.) Showing Price
One company split test showing the price against not showing the price. Guess what they found?
The landing page that showed the price ($75) had a 100% boost in conversions. Why? Most people feel uneasy when the price is not displayed, usually because they fear it will be too expensive or that they may have to speak to a consultant, or take some further action. Instead of wasting their time filling out all their details, they abandon ship altogether.
When the price is stated however, customers don’t feel intimated and know exactly what they are getting in to, this makes them more likely to follow through with the sale.
7.) Social Proof
Social proof is generally a great way to show credibility and get users on board, however one case study found that it actually distracted users and resulted in a poor conversion rate.
The case study found that by removing their social proof they had a 102% increase in conversions. This may of been because their social numbers were not impressive enough, but by split testing they were able to make that judgement call.
Social proof can work really well for some sites, and not so well for others. One meal delivery service started showing Instagram feeds of customers cooking their meals and saw a huge conversion boost.
Again, it really comes down to what is going to work for your demographic and target audience.
For a clean website design it is mostly recommended to stick to 3 colours or less however, it is quite common for CTA buttons to be a different shade to help them stand out.
Colour psychology is an interesting phenomenon and can really say a lot about your brand and mission. Certain colours are also likely to distract, detract and attract certain customers so play around with it.
A simple example would be having your CTA button red. Red is a bright colour but it is usually associated with “Stop” or “Danger”. This may or may not be a perfect choice for your demographic but you never know until you try.
One company found a 50% increase in conversions from changing their button colour from blue to green. Another found that their conversion rates almost tripled when they changed the background of their website from black to white.
Colour is another simple, quick and easy thing to split test so give it a shot. Research what feelings different colours evoke and then use it to cater to your brand and business.
9.) Drop Down Menu
Today it is very rare to see a site with a drop down menu, but one company decided to push the status quo and ended up seeing a 57% increase in conversions.
They found that by creating a drop down menu, their site looked cleaner and consumers were less likely to stray away from their CTA, which was an email opt-in.
The drop down also did not deter users from clicking through the site once they had input their email information. In fact, the company found that users were more likely to click on exactly where they wanted to go, rather than browsing through the different options.
This is another example of where offering less can yield more. Keeping your site as distraction free and direct is possible is usually always a winner when it comes to conversions.
Certain products and companies may find it difficult to split test prices, but if you run a smaller company you may be able to get away with it.
Split testing prices can not only increase conversion rates but can also give a hefty boost to your profit margin, especially if you find a higher price point converting better.
A perfect example of this would be a small consulting company that was selling coaching packages. They were selling each coaching package for $50 and had a very low conversion rate. They decided to increase the price of the course to $500 just to see what would happen. Of course, in just a few days they had sold out of packages and increased their conversions by over 500%.
Again, increasing the price won’t work for every company, but perceived value is definitely something to consider. If you offer the product for too cheap, your target audience my disqualify what you are offering. Alternatively, if you offer it at a super high price point you may scare away customers.
At the end of the day, pricing should always be fair. Work out what profit margins you are after and then try to stay in that ballpark.
Playing around with these 10 different elements on your site can be a good start to work out what may or may not increase your conversion rate. While it may seem daunting to change your design elements around, it is definitely worth it if you can boost your conversion rates.
While case studies and “marketing rules” offer some great ideas, it doesn’t necessarily mean it will work for your site, which is why you must continue to do a little trial and error. Remember, there is always room for improvement.