From the various instructions that are currently circulating for optimizing the conversion rate, we have selected the ten most effective. If you implement them consistently, you should quickly see success in increasing your conversion rate:
1. KISS – “keep it simple and stupid”: This is especially true for design. Users want familiar processes and interfaces, so give them to them. And don’t listen to ill-conceived corporate design guidelines. E-commerce will function purely through language (conversational commerce) in just a few years. Until then, however, you should focus on simplification.
2. Focus: There is a trick to increasing the conversion rate on a landing page: it always increases when you limit yourself to just one use case. So rather stop trying to score with low price, fast shipping, great selection, and … and … and at the same time. Of course, you should play all your trumps, but please in moderation: Focus on one “hero” at a time on a page.
3. Relevance: customer insights is the magic word for modern online marketing. This means: All content on the page must relate directly to the basic needs of the customer. To keep customers on your site, you should avoid pointless overlays and what feels like the two-hundredth newsletter sign-up option.
4. Motivation: The problem often starts with traffic acquisition, if not with the product itself. Here, all too often, boring, rational “news” is advertised. Let’s be honest: Does “Book divorce lawyer Munich now” knock your socks off? Probably not. The announcement “We’ll pay your ex-husband back – divorce lawyer” is much more promising. Anyone who reads this is directly addressed emotionally and usually clicks on it – even if it’s just out of curiosity about the law firm behind it.
5. Speed: Not only in motorsport but also in website loading times, speed is essential. Ever since the advent of AMPs (Accelerated Mobile Pages) and PWAs (Progressive Web Apps), pages have had to load as quickly as possible, because the average user only stays on a page for 1.2 seconds before surfing away. If you value good conversion rates, your pages must load on top of time.
6. Responsive: Usually, a prospective customer with a specific problem visits your site. Therefore, it is crucial that your content relates to it semantically and contextually. Optimally, he will find your solution there, which perfectly fits his problem.
7. Mobile Ready: Nowadays, it goes without saying that a page must work equally well on every mobile device. Pages, where this is not the case, should not even exist anymore.
8. Let go: If you want to improve, you also have to be prepared to take some radical steps. For example, if you’re not willing to cut off your poorly converting, expensive traffic, you’ll remain in the single-digit cost trap forever – and probably never really understand what your users want.
9. Big chances, no A/B: Contrary to opinions, A/B testing has nothing to do with optimization. Testing small changes is useless – and this is statistically proven. A currently supposedly better variant will, in the course of time, become the same as the worse one. And a product that is bad from the start remains bad – regardless of whether it has a blue or red button. Therefore, you better test radically to get real input for your optimization.
10. Message Match: Expectation management is the most important and at the same time the most difficult task: The product that has lured a user to your site must be reflected there prominently and simply prepared in all interlacing. The total super disaster occurs, for example, if the prospective customer, when clicking on the advertised red men’s sneakers, is not taken directly to the product, but is redirected to the shoe category page. It is extremely unlikely that this customer will go in search of the shoe – let alone buy it. (Unfortunately) a classic: Game Over!