One of the most frequent questions I get from people is “Will Conversion Rate Optimization help my website?”
The answer is a resounding YES! Conversion Rate Optimization can help your website in many ways.
Any increase in your website’s conversion rate will positively impact the bottom line. If you operate a lead generation website, then you’ll obtain more/better data. If you operate an e-commerce website, then you’ll sell more and/or sell at a higher revenue-per-visitor rate. If you’re looking to add more subscribers to your online newsletter, then visitors to your website will subscribe at a higher rate.
By using Vertster to test your ideas in a scientific manner you will discover what makes your visitors convert at a higher rate! With Vertster, you can have several conversion goals per test, not just a single test to uncover whether or not visitors made it to a thank-you page. By increasing the variables to test, you can amplify your results to include if visitors to your website watched a video, clicked on a policy link, completed a form, and even which form fields they filled out. In short, Vertster lets you test whatever you want to measure!
There are a few simple things you can test on your first day with Vertster. For example, ask yourself or a few of your friends this question: “Does my landing/homepage adequately give visitors the impression that we are a trustworthy company?” Can your company enhance that level of trust by adding or moving trust badges (icons issued to reputable organizations that have had their website’s security and online practices fully vetted)???
Most websites already have a trust badge; however, it usually appears below the fold or in a non-prominent position. In many of the tests I have been looking at recently, companies usually get a quick increase in conversions simply by moving their trust badge closer to their shopping cart or checkout button. This also applies to shipping policies and return policies in an e-commerce setting. So there is your first test to try with Vertster: just move a trust badge or a link to one of your policies to a new place on your website and see what it does for your conversion rate.
For lead generation or subscription websites, make sure to be very clear as to what you are going to do with any customer information that you collect. No one likes to wonder if they’re going to get buried in spam emails from third parties after signing up on your website. Just move your privacy statement or policy link around on your page and see what happens. It should only take you about 5-10 minutes using Vertster to test the effect of these changes.
Now sit back, launch a few tests with Vertster and observe the difference in what your customers do or tell you after making these simple changes to your website!
Remember: ABT: Always Be Testing!
Richard A. Cracroft
Vice President, Sales & Marketing