What the highest converting websites do differently


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At devknob, lots of this stuff is obvious, but as KISS points out in this article, the top converting websites do things a little differently. They probably came to those methods via the scientific method, multivariate testing.

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What the highest converting websites do differently

  1. 1. blog.kissmet rics.com http://blog.kissmetrics.com/what-converting-websites-do/ What The Highest Converting Websites Do Differently Did you know that companies that take on a structured approach towards conversion optimization are twice as likely to see a large increase in sales? Given this, you’d think more companies would test and run experiments. Yet 61% of companies do less than 5 tests per month. My gut tells me the reason f or this is MOST companies are too caught up in the “business as usual syndrome”, and they rarely take a second to stop and think about really f ocusing on conversion optimization. In this post we’re going to go over what the highest converting websites do dif f erently. But bef ore we get into the details, we want to highlight a f ew points to get you thinking f irst: You have 0-8 seconds to make a compelling headline and landing page. Af ter 8 seconds, the majority of visitors leave. Approximately 96% of visitors that come to your website are not ready to buy. The more landing pages you have, the more leads you are likely to get. Product videos can increase purchases of the product by 144%. A 1 second delay in your site speed can result in a 7% reduction in conversions. A/B testing is becoming the pref erred method that has brought a lot of the companies the most success. Got that? Ok, let’s get into what the best do dif f erently…. 1. They Make Their Unique Value Proposition(s) Clear Visitors should clearly see on your homepage or landing page why they should do business with you and the benef it of it. A great example of this is MailChimp: There are plenty of email service providers out there, so f or a company like MailChimp it’s quite dif f icult to dif f erentiate yourself f rom the pack. MailChimp made themselves dif f erent by f ocusing on making email campaigns easy.
  2. 2. If you think about it, whose usually tasked with sending out the email newsletter? It’s usually someone who’s specialty is not marketing, who’s not technical, and has a never ending “to-do” list. Making it easy is really important! And by looking at their home page, they make this very clear: Not to mention, if you have ever used their service – everything f rom campaign creation to sending out your emails is really simple and clear. Another example is Helzberg Diamonds. They are a little more subtle about their USP, but they def initely address “Why you should buy f rom them”. For example they state f ree shipping on orders over $149: Scroll down the page a little bit, and you’ll see some reassurances: Certainly having 12,266 f ans on Facebook doesn’t hurt their conversion rate, either. What are the reasons customers should buy f rom you? Is it a money back guarantee? Free shipping? Find what yours are and make it clear. 2. They Test Their Calls-to-Actions Hubspot f eatured a company on their blog that increased their conversions 105.9% by having a clear call-to- action that leads to a whitepaper. In this whitepaper, the company inf orms the visitor about the company & what they of f er. The company also made a more ef f ective headline and used meaningf ul graphics to help guide the user. Just
  3. 3. these three changes led to more than doubling their conversion rate. Mozilla increased downloads of their popular Firef ox browser by having a stronger call-to-action. “Download Now – Free” perf ormed better than “Try Firef ox 3”. They made it clear that Firef ox was f ree and called the viewer to download the program. Prof lowers is a site known f or high conversion rates, with some estimates being around 40%. They make it really easy f or customers who are in a hurry to buy f lowers – they can start by simply picking a day they need the f lowers by: ProFlowers is eliminates any initial questions that the prospect may have. The prospect knows right away the answer to the question “can you get this to me by __?” They’re helping to overcome any obstacles to a purchase. See if you can do something like Prof lowers has done—answer one of your most popular questions in a clear, above the f old headline. If some obstacles to prospects purchasing f rom you are: “I don’t f eel comf ortable purchasing f rom a small company like yours” – then some ideas to help overcome this f ear could be: Include a behind the scenes video of your company and how your operations work. Include a banner at the top with customer testimonials, each one showing f or a f ew seconds. Give your unique value proposition right at the top. Tell how long you’ve been in business, how many orders you’ve shipped, customer satisf action rate, etc. How do you find out what questions your customers have? You should always be asking your customers questions to get their f eedback. Understanding your customer’s pain points, conf usion and what they are really looking f or can help you design a site that converts higher. KISSinsights is a tool that allows you to do just that: 3. They Test Their Headlines The headline can make or break your website, and possibly a sale. As mentioned in the intro, the f irst impression is f ormed quickly, and the headline is a big part of that impression. It’s important to test and see what resonates most with your visitors. There is no magic f ormula, but there are some good guidelines that
  4. 4. you can f ollow. 37signals improved conversions of their Highrise product by 30% by having the headline “30-day Free Trial on All Accounts”. Their worst headline was “Start a HighRise Account”. The key lesson f rom this is that it’s important to have a clear headline with a unique value proposition. “Start a HighRise Account” doesn’t tell of any benef it. They don’t give a reason why they should sign up now. Consider having adding f ree trial in your headline or try “Save __% and start [enter the benef it of your product here]”. The important thing is to test to see what works. CityCliq improved their conversions by making a clear headline that tells the user what they’ll get. First, the tested headlines: Businesses grow f aster online! Online advertising that works! Get f ound f aster! Create a webpage f or your business The winner: This is the best headline because it’s clear and avoids any language that you may f ind in your spam f older. Be creative with your headlines and inf orm the visitor of what you do or the benef its of your product. One more tip: having a headline that addresses a pain point has in one case, increased conversions by 32%. 4. They Tend To Have Short Forms Conversion expert Tim Ash recommends keeping f orms to only the essentials. How many times have you been
  5. 5. Conversion expert Tim Ash recommends keeping f orms to only the essentials. How many times have you been ready to sign up f or something, continue and see 25+ f ields that you have to f ill in? I have many times and I’ll of ten just leave the site. It’s important to respect the users time. If you’ve gotten the user as f ar as wanting to sign up, it’s pivotal that you don’t let them drop of f because your f orm is too long. Take a look at Dropbox’s signup f orm: Dropbox is only asking f or what they need. No username, no security questions, no birth date, no verif ication code, no re-enter password f ield, nothing unneeded. For Prof lowers, they don’t f orce you to signup bef ore you order. If you’re a f irst time buyer, they’re not interrupting your buying process at all. You don’t have to create a new account; you have the option to do that after you make your purchase. Prof lowers is removing any obstacles to ordering. Building more concise f orms is important. Test the number of form fields! Most conversion experts will agree that simplif ying f orms and making them clearer should be the direction you want to aim f or when you ready to start iterating. Sometimes, having more f ields can improve your form conversion rate. However, in general, f ewer f ields tend to produce better conversions (it depends on what your f orm is f or). The point is: Don’t look f or rules of thumb, test and f ind out f or yourself !
  6. 6. Other Techniques To Try Implementing a “Chat Now” button increased f ree signup f orm f ills by 31%. Cars.com recently boosted their conversion rate 2.7% by having a security seal on their site. Including discount inf ormation in the title (e.g. 15% of f Product A vs Product A) increased add to cart conversions by 148.3%. Benef its, social proof and credibility indicators led to a 144.1% improvement on landing pages. Putting people on your homepage can have a huge impact on conversions. Including a pain point in a headline increased conversions by 31%. Changing your call-to-action button f rom green to red has been shown to increase conversions by as much as 34%. Try moving around your Buy Now button. Appsumo did this (among other things) and doubled their conversion rate. Changing a button f rom “See Plans and Pricing” to “Get Started Today” increased conversions by 252%. Turning CAPTCHA of f led to no conversions lost and very little spam mail in this case study. Showing testimonials can drive validation. Using natural language on f orms has been shown to increase conversions by 25-40%. Having a nice mobile site can double conversions. Segmenting your users can increase conversion rates be giving more relevant content to the user. Putting your call-to-action button can really improve conversions. The important thing is to test and experiment. What has worked f or you? Let us know in the comments! About the Authors: Zach Bulygo is a guest blogger f or KISSmetrics, you can f ind him on Twitter here. Sean Work is the Director of Marketing at KISSmetrics. Follow him on Twitter @seanvwork.