Conversion rate optimization is a staple of digital marketing. A few simple tweaks can skyrocket your signups and sales.
But too many people think CRO is just about tweaking an image or call-to-action copy. This may lead to increased conversions, but they’re missing the big picture (and potential sales).
The goal of conversion rate optimization is to discover why people aren’t converting on your site and fix it.
Focus on the metrics that matter:
- Form signups to generate leads
- Sales if you’re going for a direct sale
- Or both
So today, I’ve compiled 13+ conversion rate optimization tactics to help you increase conversions. Once you’ve identified why people aren’t converting on your site, making these changes could fix it. Let’s get started:
1. Test Multi-Tiered Pricing
Multi-tiered pricing means offering a range of prices for the same core product. Bonuses are added to the core product in higher tiers. This increases the budgets you can cater to, compared to if you had just chosen one price for your product.
Tiered pricing is most common in online courses or services. Check out Moz’s pricing structure:
They offer four different tiers, each with the same core product. But the higher tiers give you access to additional bonuses. This allows Moz to cater to different budgets, website sizes, businesses, teams, etc.
You can also find this sort of pricing in hotel rooms, flights, and and many other products/services that offer the same core product but include extra add-ons for higher prices.
Test mult-tiered pricing and see if it increases your sales. Often, those bonuses can be added with little extra effort, but the rewards can be enormous.
2. Use Loss Aversion in Your Copy (Instead of Emphasizing Gains)
Everyone’s first instinct when writing copy is to emphasize gains. But what do I mean by that?
Here are a few examples:
- “Generate More Leads Today!”
- “Buy Now To Build 10X More Muscle in 30 Days”
- “Earn Money Online and Spend More Time With Your Family
This type of copy emphasizes what you will gain after taking the desired action. Sometimes, it can be more effective to use loss aversion, meaning that you emphasize what people might lose or miss out on if the don’t take that action.
Here are a few examples:
- “Don’t Miss Out On Quality Leads. Hire Us Today!”
- “Buy P90X Now and Make Sure You’re Ready For Swimsuit Season”
- “Earn Money Online and Don’t Miss Out on Quality Time With Your Friends and Family”
Loss aversion can be more powerful. As humans, we tend to overestimate what it would feel like to lose something compared to what it would feel like to gain it.
If you find that your visitors aren’t responding well to gain-oriented copy, try loss aversion.
Case study: Try Loss Aversion instead of emphasizing gains.
3. Install a Scroll-Triggered Opt-in Box on Your Pages
A scroll-triggered box is an opt-in form than enters the screen when a user scrolls a certain percentage down the page.
These forms can be great for lead generation. If a visitor has scrolled down a certain distance, you know they’re interested enough to check out what you have to say/offer. Combine the box with a compelling lead magnet, and you’ve got a recipe for conversion.
Here are two services that allow you to install one of these on your site:
Brian Dean from Backlinko managed to get some great conversions from his box:
4. Reach More of Your Audience Using Plain Language
A hallmark of good copywriters is using plain, simple language to communicate the benefits of buying the product or signing up. They typically follow the old adage that goes something like: “Don’t use a $1-word when a $0.20-word would do.”
Why? Because not everyone reads at the same level. You should leave zero doubt in your prospect’s mind about what they’re buying and what you want them to do.
Prospects with better reading skills won’t notice, and people with worse reading skills will be more likely to buy your product.
Case study: Clarity Trumps Persuasion
5. Run Usability Tests
This one can help you discover why your visitors aren’t converting. A usability test involves someone using your website and going through your sales funnel. You then view the recording and look for patterns.
These patterns tell you what’s working well on your site and what might be causing users to drop off (or fail to convert). This could be for any number of reasons:
- Your site is hard to use
- Certain elements are distracting visitors from your CTAs
- They don’t understand what to do next
- Visitors are clicking on items that they think are clickable (usually because they want more information) but actually aren’t
These are only a few possibilities. You won’t know what’s causing friction on your own site until an unbiased user tries to navigate it.
This information can be crucial to increasing your conversion rate. Try out these usability testing services:
6. Beef Up Your Sales Pages With More Information
The amount of information on any landing page should be parallel to the commitment you’re asking people to make.
If you’re asking for their email address to download a free ebook, that’s a low commitment offer. You don’t need to convey much information about the ebook and why they should download it. The offer should mostly speak for itself.
If you’re asking for money (typically anything above $7), including more information about the product/service can increase your conversion rate.
People want to know what they’re committing their money to. They want an inside look at the product before buying it.
To do this, beef up your sales pages with more information about the product.
Amazon does this beautifully on their sales pages:
Try split-testing more information on your sales pages and see how it affects conversions.
7. Use Benefit-Rich Calls to Action
Most calls to action look something like these:
These aren’t terrible, but they can be improved upon.
By using a benefit-rich call to action, you can reinforce the action that person is taking by clicking the button. This makes it an easier sell in the prospect’s mind, and sets your calls to action apart from what they see across the web.
Some examples of benefit-rich calls to action:
Send My Exclusive Tutorials!
Get Instant Access
Join For Free
Enter To Win
Try these types of CTAs, instead of generic ones, and see what happens to your conversion rate.
8. Optimize Your Load Speed
Besides having other benefits (like SEO), a fast-loading website tends to convert better.
People don’t like to wait for a page to load or for certain elements of the page to become usable. Not surprisingly, if your page loads slowly this can hurt your conversions.
Here’s a great guide/case study to speed up your website.
9. Identify and Overcome Common Objections
This tactic pairs very well with running usability tests.
Common objections are mental roadblocks that stop your prospects from making the purchase or giving up their contact info. This could be for any number of reasons. Here are a few possibilities:
They don’t think they’ll get their money’s worth (not enough customer reviews)
They don’t trust the online payment process
They don’t know if they’ll get their money back if they’re dissatisfied
They don’t want to input so much personal information into the contact form
This is where usability testing can come in handy.
But you should also talk directly to your customers AND the people who didn’t convert. Create a survey with open-ended questions and ask them to respond. Give them an incentive for filling it out, like a discount or a free giveaway.
Then see if any would be willing to hop on the phone with you and discuss their experience. Often, this will uncover changes you can make to your landing pages and sales process that will lead to major conversion improvements.
10. Include a Money-Back Guarantee
When making a purchase, people’s biggest fear is wasting their money.
A money back guarantee can qualm these fears. The prospect knows that if they fork over the cash and don’t like the product, they can get their money back and all is good in world again.
Money-back guarantees usually come in the form of 30, 60, and 90-day periods, but you will see some that are up to a year or more long.
Decide which would work best for your product, and split test including and not including a guarantee on your sales pages.
Article: Risk-Reversal’s Role Reversal
11. Offer Discounts on Your Product Page
Everyone loves a discount, even if it’s only a small amount.
Discounting the full sale price of your products can offer many benefits:
Increased sales numbers can overcome revenue loss from the lower price, meaning increased overall revenue
When people see a discount, they typically tell their friends about it as well, leading to increased sales
Psychologically, prospects are more inclined to purchase than if you simply lowered the full sale price
Your customers feel better about the purchase, can see the product in a better light, and might give it a better review
Try discounting your products and see what happens to your conversions and overall revenue.
12. Showcase User/Customer Reviews
Most sellers realize that nothing they say about their own product will be more powerful than what other people (previous customers) are saying about it.
These reviews offer an unbiased opinion of the product, and give potential buyers an inside look at what it’s like to own it and use it.
Collect customer reviews and showcase them on your product pages.
13. Split Test One-Step and Two-Step Opt Ins
A one-step opt in asks the user to simply enter their contact information and click the CTA button.
A two-step opt in, on the other hand, presents the offer with just a button (no form) and asks the user to click that button. When they click the button, then a form pops up with fields (to enter contact info) and a final CTA button.
The difference between the two is the commitment you’re asking for up front:
With a one-step opt in, you’re asking them to commit their contact info immediately.
With a two-step opt in, you’re asking them to click a button first, then decide whether or not to opt in.
The psychology around both forms is slightly different, and depending on your offer and where you place them on your site, these forms can affect your conversions.
So, as always, it’s worth split-testing both types of opt ins.
Case study: The Two-Step Opt-In Process
14. Split Test Everything
You will never truly know whether one element will convert better than another unless you split test it.
Conversion Rate Experts offers an epic case study on how following the complete CRO process can lead to fantastic results.
They managed to increase Moz’s revenue by $1,000,000 per year in just 4 months. They implemented 3 phases to make this happen:
Conversion Rate Experts analyzed the business to design a more effective landing page
They tested the offer
They improved Moz’s lifetime customer value (LCV) and how well they retain those customers
The first step involved surveys and interviews with both paying customers and free trial members. This uncovered common objections they could address on the landing page.
Overcoming objections in the new landing page increased PRO signups of Moz’s product by 52%.
Then they tested the offer. To free trial members, they offered a $1 30-day trial membership. Enough people tried the paid service, so they shifted their focus to keeping them as paid members.
To retain these customers, they added a quick start guide that got new customers to actively use the service and help them get results from it.
This process lead to a 170% increase in conversion rate over four months and generated more than $1,000,000 in additional revenue.
To Wrap It Up
All of these tactics can help you increase your conversion rates, signups, and revenue.
It’s important to understand these tactics, but also to put them into the bigger perspective of your business (like the Conversion Rate Experts case study).
This is how you take these tactics and form them into a complete CRO and business strategy.
What do you think of these tactics? Have you had your own CRO success?