I love it when I discover simple techniques that can crank up conversions. In most cases, conversion optimization has no hard-and-fast rules. Instead, CRO is founded upon the power of A/B testing. But in some cases, you find some hacks
Even though A/B testing is the sine qua non in the CRO’s arsenal, these tricks will gain you higher conversions. They’re simple. They’re easy. They’re smart. And they’re killer.
1. Use the word “get” in your CTA.
Words — individual, single, words — make a difference.
There’s another word you should use: Get.
Three letters. One syllable. More power. Flood of conversions.
This is a clear-cut example of an A/B testing on a single variable — the word “get.” That single word produced a nice uptick in conversions.
Here’s another one, tested in a different language.
This point — using a different language — emphasizes the psychology behind the verb.
To go back to the dictionary definition above, the word “get.” The word has the idea of obtaining, receiving, succeeding, profiting, benefiting, achieving, experiencing. All of these synonyms have a powerful psychological uptick. They inspire action far more than bland alternatives like “submit.”
What’s more, the word “get” has an immediately identifiable objective or outcome. It registers with us mentally, requiring little cognitive effort.
The word “get” is user-focused. It pays attention the person viewing the page, not the person who is selling the product or service.
CrazyEgg uses the word “get” twice in a single CTA. They’re not slouching when it comes to our copy. They’re using words that matter:
Here are some tips for using “get.”
- Make sure you use the word in such a way that the customer is the one “getting.”
- Use the word in your CTA, where it will have the greatest impact.
- Test “get” vs. other action oriented and customer-benefit oriented CTA words.
2. Make people feel pain.
Pain is one of the marketer’s greatest weapons.
This sounds more violent than it actually is. Your potential customers are already feeling pain. They are experiencing one of the following types of pain:
- Anticipatory pain – The pain of something negative happening in the future. E.g., They will not have enough money saved for retirement.
- Actual pain – The pain of something currently happening. E.g., They have a roach infestation in their basement.
- Loss aversion pain – The pain of losing something. This pain is twice as powerful as the psychological joy of gaining something of equal value. E.g., Losing money by overpaying on vehicle insurance premiums.
How do people feel pain on a landing page? It’s simple. Just remind them of the pain in some way, and then present your product or service as a solution that pain.
Instapage reveals how they used a loss aversion headline to create a 68% improvement in conversions.
Their control page had a nice benefit-focused headline: “Pinpoint and Eliminate Duplicate Content.”
Their revised page only changed the headline. In this new headline, they focused instead on the pain of loss — losing money, losing ranking, losing traffic. Their product, DCFinder, was the solution to that pain.
It worked. A simple suggestion of pain in the landing page headline produced huge conversion increases.
Tylenol helps relieve literal pain, and their landing page addresses this pain directly: ”Get Relief.” (Notice the use of the word “get.”) By using the word “relief” three times they are calling attention to the pain, and pointing to their product as the solution.
Terminix is a provider of pest solutions. Their landing page uses two forms of pain — loss aversion (save $50) and the gag-reflex pain that people feel when they see a roach.
Implementing pain into your marketing and landing pages isn’t a sign of cruelty. It’s simply a way to acknowledge your customer’s pain, and to help to relieve it.
3. Nail it with intent.
User intent is one of the most overlooked features in all of conversion optimization and landing page optimization. SEOs have known for a while that user intent shapes an SEO strategy. Somehow, not everyone has gotten the memo. Like landing pages.
If your landing page doesn’t address the intent of the user, then it will fail to convert them.
It starts with the bidding process. Make sure you’re nailing the right keywords, and then follow through by creating the right landing page.
Here’s an example of a landing page that is not going to convert me. Why? Because I’m looking for someone to wash my car, not a mobile Web dev team. Why is this page even there as a top result?
This one does the same thing.
When you create a PPC campaign, you start with keyword choice, you create a landing page, you craft a CTA, and you hopefully get conversions. At each step, you need to understand exactly what your target audience wants and is looking for.
Generic landing pages do not convert. Instead, targeted and focused landing pages that speak to a user’s intent will produce conversions.
Here’s an example of a PPC ad that understands intent and addresses it in a landing page. Here’s the ad listing:
And here’s the landing page.
It’s perfect. Why? Because it addresses my intent with precision. My query, “landing page creator” is repeated verbatim in the headline. But it goes beyond that. The whole idea behind landing pages is leads. And that’s where they nail it with the subheading: “The perfect lead machine!”
This landing page not only intuits my primary query intention, but my secondary and underlying intention — leads or conversions.
It’s easy to discover a user’s intent by categorizing it in one of the three basic types of queries:
- Navigational Search. Users are looking for a specific site. For example, they type in Macy’s, trying to find the website for Macy’s store.
- Informational Search. In this type of search, the searcher wants to get information. Often, its product related, in which case they are close to a conversion in the buy cycle. For example, “best types of leather for men’s wallets.”
- Transactional Search. A transactional search is one that is entirely conversion-focused. Terms like “buy,” “order,” “purchase,” etc., may be used. A query like this would be something like “2 day shipping men’s gucci wallet.” These are money-ready terms.
In each of these cases, the user has an intent: 1) To get somewhere (navigational), 2) To learn something (informational), or 3) To buy something (transactional). You must know and respond to that intent if you want your landing page to be successful.
4. Double up on your CTA.
You already know that the CTA is the single most powerful part of your entire landing page. What if you could enhance the power of your CTA to produce even more conversions? You can, and here is how to do it:
Don’t provide just one call to action. Put two CTAs in one action.
Here’s what ContentVerve did with a landing page. They took the decent CTA “get your membership” and doubled it into “Find your gym & get membership.”
By doubling the power of the CTA, they more than doubled their conversion rate. The conversion rate increase was over 200%!
Why does this work? It has to do with the more-for-less mentality. The user still takes a single action, but they feel as if they are getting two benefits. You’ve heard the expression, “kill two birds with one stone.” That’s sort of what’s going on here. The user feels as if they’re getting more benefit for the same action.
It worked for an education website, too. The original CTA on the page below was “Create My Account.” That’s a good CTA. It’s simple, straightforward, and has me-focused language. However, they tested it against a longer CTA — a double CTA approach: “Create account & get started.”
The result? A 31% increase in conversions.
Image from ContentVerve.
Now, I’m going to ask you to do one thing: Don’t take my word for it on these hacks.
Instead of simply swallowing this advice and doing it, I want you to test it. Go ahead and set up an A/B test and run it on your site.
What kind of results do you get? Conversion increase or decrease?
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