We all have grand schemes to start split-testing. We get all the software setup, get excited about increasing our conversions, and then…
… things get busy again and we forget.
That’s why I’d like to reveal seven tests I’ve personally done either on my own sites or with my clients that have all achieved conversion increases of 10% or more.
(Of course, results vary for each person that tries them)
More, these will hopefully be applicable to any business owner reading.
Let’s get into it.
Test #1: Offering A Free Trial
This works perfect with information products but can always work with things like supplements, consultations, software, and many others. What you do is simple. Have a dedicated page selling your product at the regular price.
Then you can either have an option to start a free trial (instead of buying right away)… OR add an exit popup to the page which only triggers if they leave the page without buying.
Test #2: Add Risk Assurances
Many people on the Internet are still scared of their credit card information being stolen (and rightly so).
They’re also scared of getting scammed.
That’s why you should be assuring them that they are fully safe.
You need to do this near the point of action. That means in the area surrounding the call to action buttons.
A few ways to assure them are by…
- Explaining your site security
- Showing testimonials
- Explaining shipping/returns, etc.
Take a look at your current pages and put yourself in the mind of your prospect. What are they thinking the moment just before clicking the “Buy Now” button? Add in assurances to make them feel more safe and you’ll increase your conversions.
Test #3: 2-Step Ordering Process
Most Ecommerce stores do this well, but almost any person selling online can implement this for an easy 10% increase in sales.
It’s pretty simple. Just split your ordering process into two sections. The first is designed to capture their “personal” information such as name, email, etc. The second section captures their credit card information.
The power comes when people fill out the first form, but not the second (as often happens with shopping cart abandonment). Since you have their contact information, you can easily create a 3- to 5-step email autoresponder series that automatically follows up with them, offering reminders and incentives to finish the order.
It works like gangbusters, AND is appreciated by your customers!
(Note: You can also do this without a 2-step process by setting up rules in CRM’s such as Infusionsoft or Office Autopilot to send an automated sequence to people who visit your order form but don’t buy.)
Test #4: Separate Your Call To Action
This might seem obvious, but in the website critiques I do for clients, I can’t tell you how many times the call to action is hard to see.
This makes it hard for people to buy your product or service. And that’s something you don’t want!
What you want to do is create a distinct “box” for your call to action. The color of that box should be different from the rest of the page, so it stands out. Then, you want to quickly summarize the offer inside that box, and offer a call to action button. That button should, again, be a contrasting color to the box.
Personally I like to use a blue background box with a green, orange or yellow button. The colors don’t matter much—as long as they contrast with your other site colors and stand out.
Test #5: Raise Your Price
Here’s an easy way to increase conversions that anybody can do. If you want to increase your net profit 10%, raise your price 10%.
This is something the vast majority of people are scared to do, but if you test it, you’ll find that a 10% increase typically doesn’t harm conversions.
In fact, I recently conducted a test with a client where he increased his price 30% and increased his conversions by 20%. It happens much more often than you think.
If you’re worried you might already be at your “ceiling” for how high you can price your product, just add more value to the offer. Adding double the value and increasing the price 10% is a win-win for everybody.
Test #6: Clarify Your Copy
As a direct response copywriter, one of the first things I learned was that “clarity is key.” If you aren’t CRYSTAL clear on exactly what you do, who you can help, how you can help them and why you’re better than any other solution, you will lose sales.
Put your website through this test: Get five of your friends/colleagues and have them look at the home page of your website. Give them three seconds to browse it (no longer), and then ask them the following questions…
- What do I do?
- Who do I help?
- How can I help them?
If they can’t answer those three questions, you need to be more clear in your copy. Being clear in your copy is an almost “guaranteed” win. So test it soon.
Test #7: Add An Engagement Device
There are literally dozens of ways to get people more engaged on your website.
- One of them is having a simple quiz within your page that asks them questions.
- If you sell a physical product, you can create a 3d rotating image so people can move it around and get a view of all sides.
- If you sell a product that relives pain, you could create a clickable image of a body asking them “where the pain hurts.”
These things engage people and keep them on your site longer. They also increase conversions. In one study I did with a client, I added a simple 4-question survey within the copy I wrote and increased his conversions more than 20% with that change along.
Again, every business is different, but this is a fun new test to try that you probably haven’t done before.
Whatever One You Choose…
Get Started Now!
These are 7 tests I’ve personally done that have give myself or my clients reliable increases in conversion. They can each be switched into something that can be used in your business. But it’s not enough to just read this and mark them down for later use. If you want to get the gains, you have to get a test started soon.
As in, right now.
So pick one of them and go try it out. You’ll be happy you did!
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