A complete guide to optimizing conversion: how to increase conversion, attract new customers and avoid mistakes

Conversion optimization is one of the most interesting topics for discussion in internet marketing. There are no practices in it that would work 100%. Conversion enhancement cases are one of the most misunderstood content types among marketers. On the Internet you can find a lot of materials on this topic, but all of them, as a rule, do not cover the whole range of features of conversion optimization. It is basically impossible to do this, but we have tried. This article is your personalized alphabet for improving conversions.


  1. What is conversion optimization?
  2. Data collection.
  3. Types of testing.
  4. What else you need to know before testing.
  5. Test ideas and conversion optimization tips.
  6. Errors.
  7. Myths about conversion optimization.


What is conversion optimization?

Conversion optimization is the method of creating a positive experience for a site visitor or a landing page aimed at increasing the percentage of visitors converting to customers.

In internet marketing, there are two ways to increase revenue:

  1. Drive more traffic to get more sales.
  2. Work on improving the site to get more sales with the same traffic that you have now

Conversion optimization is a necessary step on the second path.

What you need to know about conversion optimization:

  • This is a structured and systematic approach to increasing the number of leads without increasing traffic.
  • Conversion optimization is always supported by analytics.
  • In each case, the conversion has its own characteristics - there is no single recipe for its improvement.

In addition, the approach to optimizing conversion should not be based on ...:

  • ... conjectures and forebodings
  • ... opinions of higher level employees
  • ... the desire to attract as many visitors as possible, regardless of their quality and involvement

The only true scenario for optimizing the conversion is as follows: data collection → hypothesis putting → testing → results analysis → introducing changes → data collection ... and so on.

Data collection

Before any test is very important to collect data - quantitative and qualitative. Without this data, you are left alone with your guesses. Relying on your sixth sense is not the best idea if you do not want to lose time and money. It is better to spend a month collecting data to test out the most objective.

Quantitative data is a good foundation, but without qualitative data you cannot draw a complete picture. Survey your product or service among current and potential customers. You can find out why visitors buy from you, and why not. Collecting such data very often leads to big breakthroughs.

How to collect data

  1. Google Analytics

Google Analytics provides detailed data on how people use your site, at what stage of the conversion funnel they drop out of it, and so on. To get started, go to Conversions - Goals - Sequence Visualization.

If your goals are not configured, you first have to set them up, and then visualize the sequences. The goals show how many visitors to the site have converted, and a funnel - how many visitors have moved from one stage of the conversion process to another.

  1. Yandex.Metrica

You can collect data in Yandex.Metrica on the same principle as in Google Analytics.

Is our detailed guide to the new Yandex.Metrica helps you get comfortable with this web analytics service and collect all the necessary data

  1. Audience surveys

Online surveys are the best way to find out what stops your potential customers on the way to the final conversion. Ask visitors what exactly hinders them on their way to conversion, what annoys, what they like and so on. With what probability they would recommend your site to friends and why.

Remember, do not ask too many questions. If possible, ask only open questions that imply a detailed answer.

Here are some questions for questions:

  • How would you recommend / describe [our product / service] to your friends?
  • What other options did you consider before choosing [our product / service]?
  • Why did you decide to choose [our product / service]?
  • Was there something that almost stopped you from registering?
  • What questions do you have about [our product / service]?
  • What finally convinced you to register?
  • What tasks are you going to solve using [our product / service]?
  • What led you to realize that you need a product / service similar to [our product / service]?
  1. Usability audit

A usability audit is probably the most effective way to collect data for testing. Spare no resources on quality testing your website usability. So you can directly understand what prevents visitors from becoming customers. Maybe they do not understand the format in which they need to enter a phone number when placing an order. Or maybe they can’t even find the button "Add to cart".

If you can not afford expensive usability auditing, then you can always arrange everything on your own. Take a microphone, software for recording from the screen (for example, Camtasia Studio) and ask your friends, colleagues, acquaintances or relatives to follow a certain scenario on your site or just to examine it. At the end you will receive invaluable data in the form of a record of actions and comments.

Also, do not miss our article, which is simple and understandable about what data should be collected, and how to do it: How to increase conversion rate: step by step plan

Types of testing

There are 4 types of testing (with the exception of A / A testing, which will be discussed later):

  1. A / B testing

The classic version used by the majority for a long time. One element is tested in two variations - 50% of the traffic goes to the first option, 50% to the second. Then it is revealed which option gave more conversions, i.e. is winning.

  1. A / B / N testing

Advanced option A / B testing. It also tests one element, but in three or more variations.

  1. Multivariate Testing

This type is not so popular, but still has its supporters. In contrast to A / B testing, with multivariate testing, an experiment is conducted immediately on several elements of a page - from two or more. For example, on the first version of the page there is a green CTA button and a video at the top, and on the second, a red button and a slider instead of a video.

Multivariate testing has its advantages and one big minus.


  • The ability to cover several items for testing, i.e. testing is more extensive
  • For the same budget that you spend on A / B testing, with multivariate testing your chances of increasing conversion are higher, because several elements change at once

Minus: the inability to determine which of the winning elements influenced the conversion.

  1. Testing with a time interval, or testing "before-and-after"

The most inefficient way. Two variations of one element are tested, but not simultaneously, but at different time intervals. Suppose 100% of traffic falls on the first option during the week, and over the next week 100% of the traffic falls on the second option. Testing the elements in this way, it is impossible to get any adequate results - the behavior of users at different times may differ significantly depending on many factors.

A / B testing is still the best option. It is recommended to use it in most cases.

What else do you need to know before testing

  • First do A / A testing

Are you sure that the service you use for A / B testing is working properly? There is one sure way to check this - do A / A testing. Take the initial version of the test object and test it ... against itself. After a couple of hundred conversions, look at the difference in results. If the difference is significant, i.e. such that would be decisive in A / B testing, then it is worth thinking about changing the service.

Seven times measure cut once. Carrying out A / A testing is important in order not to fall into the trap of inaccurate results in the future.

  • Do not believe that certain technology will work for sure.

If you add or remove just one word, for example, “free” from the CTA text, this can both increase the conversion incredibly and lower it.

  • Rely on data, not opinions

When choosing a test object, you should be guided solely by the available data, and not by your own opinion or the guesswork of your colleagues - never test based on your desires. Conduct tests based on what visitors say — what they like and what they don't. Tests inspired by the sixth sense are usually doomed to failure, affecting the budget.

  • Focus on macro conversions instead of micro conversions

Do not be in a hurry to rejoice if you managed to increase the number of clicks on the CTA button or on the landing page. The only thing that matters is how many people made purchases or applied for a service. Focus on global tasks instead of keeping track of how many people made a couple of small steps that barely brought them closer to their final goal.

  • Higher conversion does not guarantee more revenue.

Let's say that you double the price. At the same time, your conversion fell by 20%. The amazing fact is that under these conditions you will still earn about 60% more than before.

Focus on profit, not conversion as such.

  • Be patient

Even if within a short time after the start of testing you already see significant differences, do not stop. Wait until at least 100 conversions occur on the winning version. Up to this point, the case may suddenly take another turn.

In addition, testing should last at least a week. The behavior of users on Wednesday and Friday can vary considerably. One calendar week of testing will provide the most objective results.

  • Forget about bounce rate

The bounce rate does not matter as long as the conversion goes up. Just ignore the bounce rate — it does not directly affect your revenue.

  • Perform separate tests for desktop and mobile devices.

Testing for mobile devices must be different. Differ in the same way as the behavior of their users from desktop users.

Test Ideas and Conversion Optimization Tips

Ideas and tips are collected in one place for one simple reason: no tips can guarantee higher conversion. Everything, absolutely All methods described here must be tested. Even obvious techniques like the contrasting color of the conversion button should be tested in practice.

Do not try to use everything described here at the same time. Yes, it will turn your resource into a conversion monster. Only here you can call a site or a landing monster in two cases:

  1. It provides unprecedented conversion.
  2. He scares all life around

Do not overdo it so that the second case does not become a reality.

You are ready? Then go ahead.

I need ideas and tips for:

  • Email marketing
  • Online store
  • SaaS

I want to optimize:

  • Text
  • Design
  • Call to action
  • Pricing policy
  • Conversion funnel

Offer free bonuses

The “item + bonus” scheme works better than the “two items in one set” scheme. Jerry Burger from the University of Santa Clara proved that people are more willing to buy a cupcake, as a gift to which are 2 free cookies, than just a set of cake and two cookies.

Make more landings

A study at HubSpot showed that with an increase in the number of landing pages to 10-15, the conversion also increases by 55%. The graph below shows how the number of landing pages correlates with conversions for the B2B and B2C segments:

More Landing - more personal offers and targeted traffic from search engines. However, be careful: do not take one sentence and do a couple of dozen landing pages on it. Landing must be unique: different offers, different audience segments, and so on.

Use a contrasting color for the call-to-action button.

There is a lot of controversy on the Internet about what color the CTA button should be - red, green, blue and so on. In fact, the only rule that should be followed is that the color should contrast with the background so that the button clearly stands out and attracts attention. The color itself must be tested.

Additional advice: Try using a color that not only contrasts with the background, but is not used for other page elements. Thus, the button will not only be highlighted, but will not be perceived as another typical element.

Get rid of the sliders

Sliders with high-quality images are used for several reasons: with their help, you can place several sentences on the main page at once, they add an element of interactivity, in the end, they just look stylish. But you need not high style, but clients.

The truth is, the sliders are inborn conversion killers. There are several reasons for this:

  • Human eyes react to movement

Even in ancient times, if a hunter noticed the slightest movement nearby, it could save his life. Nowadays, this kind of movement can cost your life conversion rate. From the first time it may seem that there is no logic in this - the visitor notices the movement of the slider and draws attention to it. That's right, only he is distracted and does not see everything else that is on the page - calls to action, special offers, forms, content.

  • Several alternating offers prevent the visitor from focusing on one of them.

Imagine a picture:

The user enters the site, draws attention to the slider. He begins to read: "Hurry! Only this fall we have a collection ..." Bach! The next slide appears.

The user will either be distracted by the next slide, which he, too, will not have time to finish, or will start flipping back, becoming more and more irritated. On some sites, the slides are switched so quickly that even a little bit, and even a healthy person can suffer from an attack of epilepsy.

  • Sliders fall under the effect of "banner blindness"

If the user does not get distracted by the slider due to the movement, then he may simply not notice it. Often, the sliders do quite large, reminiscent of huge banners that users ignore.

Instead of cluttering the page with sliders, it’s better to use this place for something else - focus on one profitable offer.

Use video

People are lazy - they do not read the texts, do not want to ponder the meaning of the message. Instead of text, invite users to watch a high-quality video describing your main offer.Place it in a prominent position. Add a call to watch the video, and at the end - a call to perform a conversion action.

However, this should be careful. It is important not to make some simple mistakes:

  • Do not do auto-play video. It sounds scary, but in 2015 there are still sites on which videos are played automatically.
  • Do not make the video too long. Users often do not want to read long texts, but just the same they don’t want to watch commercial videos of 5+ minutes in length. If a short video doesn’t work, it’s better to split it into several issues about two minutes long.
  • Make sure that mobile users will not have problems with video playback.

Make the heading clear and understandable.

The heading is one of the most important elements of the landing page. If the title is not able to interest visitors, they are unlikely to continue to read further.

The heading should clearly explain your sentence. For example, if you are trying to subscribe users to the newsletter about rates on exchanges, then instead of “Like to bet? We also”, try to write “Earn more on rates - get useful tips every day”.

A small checklist for writing a good headline:

  • Focus on customer benefits, not offer features.
  • The title should assume that the client does not need much effort (remember that people are lazy)
  • Make it realistic - add social proof ("13437 happy customers in 7 countries)
  • Concretize the title

Make the phone number large

Make sure that in the header you have a phone number written in large print. Then he will not escape the attention of visitors, and will also assure them that at any time they have the opportunity to call and resolve any issues.

Turn all call to action links into buttons.

Buttons attract more attention and certainly will not get lost in the text with the right approach. Turn all links with a call to action in the role of anchor text into buttons. For example, replace the simple sign "Register" with a beautiful and contrast button with the same appeal.

Use the magic word "free"

Even if it is obvious that the offer is free (for example, subscribing to a newsletter), try adding this word to the call to action: “Subscribe to our newsletter. It's free!”. In addition, users will be sure that they will not have to spend money, the word itself attracts additional attention.

Make a smart referral program

Unusual advice: if your site has a referral program, allow users along with an invitation to write their own notes to friends. Make sure that you have access to these messages. This is a real treasure trove of useful data - you will know why a particular user bought it from you, what words he uses to convince a friend to do the same. Each such note is a product of free copyright from your customers.

Be sure to include this item in the privacy policy.

Change the prices of goods or services

Try to increase prices. Price increases play a big role in optimizing conversion. People may not trust low prices, associating them with poor quality or level of service.

Segment your proposal for different types of users.

Allow visitors to associate themselves with a particular group by breaking your offer into several categories. Clearly identify these categories. For example, you can take a hypothetical exchange of freelancing. In theory there can be two types of registration:

  1. Registration of one account in which you can be both an employer and a performer
  2. Two types of accounts - for employers and for performers

Use the second type so that users immediately associate themselves with a particular group. This technique is suitable for any business where there are several groups of clients - drivers and passengers, legal entities and individuals, and so on.

Display product previews in the cart

Previews of the items in the cart attract attention and may increase the chance that the user makes a purchase. Visual contact with the desired product will only fuel interest in purchasing it.

The lack of a preview can lead to the fact that the user will return to the item card to once again see the photo. There are no guarantees that the scenario will continue to develop in your favor - the user may become distracted or simply change his mind.

Test publish time

The time to publish new content is crucial for conversion. Depending on your purchasing person, as well as the channels for distributing content, the optimal time for new publications may be different.

Do not forget to test the time for publication in social networks and for email distribution.

Experiment with the topic of the newsletter.

The first thing that people see when they receive another issue of someone's mail is the topic. Email-marketers have literally an instant to hook the user and win his attention from other emails.

Be sure to experiment with personalizing both the subject and the content of the letter. Personalization can either win the user's trust, or cause negative, because many perceive this technique as a cunning trick.

Call to action against conversion form

Test the call-to-action button that leads to a new page or pop-up window against the conversion form itself. For example, you have a landing page aimed at increasing the number of registrations in the service. You can arrange the button "Register" or immediately place the registration form.

HTML mailing versus plain text

The HTML mailing list allows you to create beautiful letters, but this does not necessarily mean that they receive a greater response. Letters consisting solely of text can also gain the attention of subscribers - they stand out against the background of dozens of commercial letters in HTML.

For example, well-known marketers Brian Dean and Neil Patel, as well as world-renowned financial consultant Ramit Seti, use simple text in their mailings, but they also receive a huge response from the audience. There is nothing superfluous in them that could distract subscribers.

Use upselling, downselling and cross-selling

What is the difference between these techniques and how to use them? Consider:

  • Upselling

When upselling, you offer the customer to buy a more expensive, improved version of the product or service. For example, if a visitor is already ready to buy a smartphone with 16 GB of internal memory, you can offer him the same model with 32 GB, or another with additional functions.

  • Downselling

Technique, the opposite upselling. If a visitor finds a product or service too expensive, then you can offer a cheaper option. For example, a user views a smartphone model with 16 GB of memory, but at the last moment he realizes that he cannot afford it at the moment. In this case, the best option is to offer a cheaper smartphone with 8 GB. This is downselling.

  • Cross selling

When the user is ready to buy the goods A, he is more likely to buy the goods B. Cross-selling is an absolute win-win. This technique consists in the fact that in addition to one product you also offer to buy accompanying products that will be useful in using or maintaining the first one. Let's continue the last example: the user decides to buy a smartphone with 8 GB of internal memory. Offer in addition to buy a memory card of 8 GB, or cover.

For an online store, you can install the blocks "Recommended", "You may also like" or "Buy with this product" in the basket and on the product cards.

The main thing is not to overdo it (this will be discussed later), and also to offer only those goods or services that really will be useful to the buyer as related.

Confirm Password and Confirm Your Email Address Forms

Did you happen to fill out a form within 10 minutes, so that you see the annoying inscription "You need to agree to the Terms of Service". Or, after filling out, realize that you entered your email address incorrectly? Common situation. Instead of forcing users to send the form, and only then see the error message, implement on your site the validation of the required fields (password, email, and so on). For example, the fields "confirm the password" and "enter your email again".

One of the foreign cases showed that the use of such fields resulted in:

  • Increase the number of successfully completed forms by 22%
  • Reduce the number of errors by 22%
  • Reduction (!!!) of 42% required time for filling the form

Pretty impressive statistics. Despite the fact that the request to enter data again can be annoying, be sure to test this technique - with its help, it is much easier for users to fill out the form correctly.

Free subscription against trial period

Free subscription It usually provides an unlimited time to use the service, but the functionality is greatly reduced.

Trial period limited in duration (week, two weeks, month), but provides all the available service features (or the cheapest premium subscription, if the service provides for several tariff plans).

The main feature of a free subscription is that when registering in the user's head, there is already an idea that your service is to some extent free. He can access it at any time without thinking that the subscription will end soon. But there are two main problems:

  • The user will begin to associate your product with all the free tools that he uses on the Internet. You need to convince him that your service is worth the money.
  • By providing a free subscription, you say: "Yes, it will take so little money to support our service that we are even ready to provide a free tariff." What the user might think: "If the content is practically worthless to them, then why would I pay them?"
  • Phil Libin, CEO of Evernote, once said: "The best way to get a million people paying for the service is to get a billion people using the service." To some extent this is true. With a free subscription, you will surely get many registered users, but this does not mean that your profits will increase. Yes, you will have a huge loyal audience, but the cost of maintaining the service will also grow. If you do not convert the planned number of free subscribers into paid, then such an explosive growth of your project can kill it.

The trial period also has its own characteristics. Unlike a free subscription, the user is given all the functionality, but at the same time he knows that your service is not free. Suppose you provide a trial period of 14 days. The clock starts ticking from the moment the user registers. During these two weeks, you must convince him to become a paid subscriber - send letters with guides and step-by-step instructions on how to use the service, remind him of the deadline for the trial. Take the user by the hand through all the functionality.

The main advantage of the trial period is that in 14 days the user will get the impression that he has already purchased a paid subscription, and he will become attached to the service. Thus, the chances of converting it are very high.

Testing conducted in VWO showed that the refusal of a free subscription in favor of the trial period increased the number of registered paid accounts by 268.14%. Here is how they compared user behavior with these two subscription options:

The free subscription also gave amazing results to many business giants - Dropbox, Spotify, Mailchimp, Evernote.

Test these two types of subscriptions, and, depending on the characteristics of your business, one of them can provide a significant increase in conversion.

Use an unusual call to action

Standard call to action may not always work for you. Try using an unusual appeal. For example:

  • Go!
  • I'm in
  • Have agreed!

And so on. Show your imagination.

Mark the most popular products and the most trusted manufacturers.

Add some social proof by pointing out the most popular products and manufacturers. People tend to buy what others have already chosen and tried.

Replace stock photos in photos of real people

Although many stock photos look beautiful, they have become boring to everyone. Better place your photo or ask your colleagues to pose a little. Make your site more personalized, so that users feel that they are dealing with ordinary people.

Remember that your website should be an effective tool for achieving specified goals, and not a stock photo gallery.

Replace the word “buy” with a more detailed description on the call-to-action button.

Try to write a call to action that focuses on user benefits. For example, “book my place” or “send my t-shirt” instead of obliging “buy”.

If you sell software, you can use “activate a trial period” together with aggressive text - the probability that people click on such a button is much higher in theory.

Hide number of email subscribers

Social evidence is a proven method that works in 100% of cases. Or not? Remember one of the main rules for optimizing conversion - you need to test everything, you can not be sure of something for sure. Derek Halpern, founder of Social Triggers, conducted a test that showed that a call to subscribe without specifying the number of subscribers increased conversion by 102.2%. Why? Perhaps, because people want their subscriber bases to be small, so that they are personally addressed. When visitors see that when they subscribe, they will join the army of 15,000 people, they think that they will be flooded with faceless advertising letters.

Show progress indicator

Use the progress indicator when registering, filling out forms and other actions that require several steps. This is a kind of "bread crumbs". It sounds pretty simple, but these indicators motivate people to reach the end.

Play on the fear of loss

Fear of loss is a very strong motive. “Stop losing customers” is more convincing than “Increase your conversion.” People are much more afraid of losing what they already have than they want to acquire something new.

Immediately engage users, even if they are not yet ready to make a purchase.

If your website visitors have only two ways - to buy or not to buy, then you lose potential customers who need more time to make a decision. Get them to interact with your site immediately, even if they are not ready to buy or subscribe to the newsletter now. Offer them a trial period, watch a video, or download a file.

However, first determine whether the formula more involved users = more sales true to your business. There is a very thin line between involvement and abstraction.

Place the most profitable products on the first screen

The most popular and expensive goods and services should be positioned so that they can be seen immediately when the page loads without needing to scroll. For the product card, do not forget to place on the first screen the following 8 elements:

  1. Product Name
  2. High resolution photos
  3. Navigation panel; bread crumbs
  4. Price and special offers
  5. Rating and reviews
  6. Button "Add to cart"
  7. Product description
  8. The presence or absence of goods

Get rid of inconclusive social evidence

We have already said that social evidence does not always work for you. These three types of social evidence can harm your conversion:

1. Lack of reviews or extremely unconvincing reviews

What does the complete lack of reviews about the product? The fact that no one cares about him. Because he didn't deserve it.

On the other hand, even if you have reviews, they should clearly state the advantages of the product and tell how it came in handy to the author, what problems he was able to solve. Flimsy reviews often consist of just a couple of phrases: "Elegant!", "Excellent e-book", "Very pleased with the purchase."

2. Irrelevant reviews

Buyers want to see feedback from people like themselves. For B2B, a good review is a review written by ...

  • ... someone who looks like your potential customer
  • ... who your potential customers see themselves in 4-5 years
  • ... by someone from a company that looks like your potential customer
  • ... someone from a company your potential customers admire

The feedback left by someone who is too far from your industry, even if it is a very powerful person, can make people turn their backs on you. You do not need a review from a president or anchorman with whom you are personally acquainted. You need feedback from a person with whom your target audience can associate itself.

3. Insufficient amount of rassharivaniy and comments

Lack of response to your content is the reaction. Sharing does not require much effort - just a couple of clicks. But, showing a low counter of shareings in social networks, you tell visitors: "My content is so bad that people don’t want to spend a few seconds on it to share. Why would you share it with them?"

Of course, this does not mean that your content is necessarily of poor quality - there are a lot of high-quality resources on the Internet, which have not been heard on social networks, but this is not the point. The point is how people perceive this quality. When a visitor sees a small amount of rassharivaniyah, there is a high probability that he will automatically recognize the content as poor quality.

How to get rid of such social evidence? Here is your checklist:

  • Remove the counters near the buttons of social networks until your content has collected enough rassharivaniy
  • Never put social buttons on those pages that users will not share. For example, landing, calling to subscribe to your newsletter, the page "About us" and so on
  • If you do not have reviews - post the best tweets from your subscribers instead
  • Only show the number of comments when users have scrolled through the page to the end.

Add a sense of urgency to the call to action

This is not just about the familiar countdown timer. Phrases like “only 2 tickets left” or “place an order within an hour and we will deliver your purchase to you today” can have a positive effect on your conversion. Of course, they should be used only if this is true.

Another option is to show the number of users viewing this offer and how long the last order was made. If a product or service is also available in limited quantities, then such a combination may simply force visitors to immediately click the "buy" button.

Test a call to action from different people

Opinions about the person from which the call to action converts better, differ. The only way out, as in all other cases, is to test. For example, for a call to register with the service, test the following options:

  • Register my account
  • Register your account
  • Register your account
  • To register
  • check in

Use warranties

Warranties make users feel more secure and credible. Warranties are a fairly broad concept. Let's sort some of them:

1. Partnership Guarantee

If you have established partnerships with well-known suppliers of goods or services, do not forget to mention this on your website unobtrusively. For example, it can be a guarantee of partnership with a known delivery service.

2. Guaranteed return of goods or money

Clearly indicate your policy of returning goods to the store or returning money to the user, if he did not like the service. You can use phrases such as "we will refund your money within any time during the first 30 days if you do not like our service" or "return the goods without problems during the first month".

3. Security Guarantee

Visitors should know what to use your service, download files from your site, provide payment information, and so on - safely. Add a seal of security guarantees for famous antiviruses and an SSL certificate seal.

4. Warranty does not send spam

By subscribing to a newsletter, people want to receive useful content, not spam. Reassure them that you are in no way engaged in spamming. For example, in the form of a subscription, you can use phrases like "we will never send you spam, we promise!" or "we also hate spam."

5. Guarantee not to disclose information

Ensure your site visitors that you will not disclose their personal information - name, contact information and so on. Few people will read the privacy policy in which it is all written in a legal language, but a single sentence with a guarantee, located in a conversion form, can have a positive effect on people.

6. Best Price Guaranteed

Potential buyers are always looking for the best deal. Let them know that you have the best price for a product or service. You can promise a discount if the user finds a lower price for the same offer. However, this should be handled carefully - you risk losing those who go to look for the price below, and never return.

Use autocomplete form fields

A huge number of fields in the forms very often can lead to sad consequences for the conversion. But what to do if you can’t do without these fields? Customize form auto-completion or auto-prompts. For example, it can be hints when filling in the "city" field, or automatic filling of this field when entering a zip code.

Thus, users will have to print less, which can significantly reduce the percentage of blank forms, especially when it comes to mobile users.

Allow users to make purchases without registering.

Mandatory registration has many benefits - you get all the necessary user data that you can use for further marketing purposes. However, this is also one of the surest ways to get users to leave your site. Providing you can make a purchase without registering, you lose some of the important information, but you acquire a huge number of potential customers who do not want to register for one reason or another: they do not want to share their personal information, start another one-time accountor im just lazy.

Set up online chat

With the help of online chat users can directly contact you with any questions. With competent work, you can personally direct visitors to the conversion funnel.

Online chat can significantly affect conversion. We proved it on own practice.

Place the basic information on the left side of the screen.

Studies have shown that people follow a certain pattern when browsing websites. Using eye-tracking technology, it was found that this pattern is similar to the letter F, located on the left side of the screen.

Try to place there a list of the most popular products / services, a call to action, your unique selling proposition and other important blocks.


In optimizing the conversion, although there are no methods that work at 100%, then there are some techniques that will almost certainly destroy the conversion. Here is a list of the most common mistakes.


    - Confirm that you are not a robot

    “Ok, one moment ... What?” I have to enter this?

Not only is the captcha sometimes just too lazy to enter, so sometimes it can be so illegible that even the most patient visitors leave your site.

A study conducted at Stanford University found that on average:

  • It takes 9.8 seconds to solve a visual captcha
  • 28.4 seconds to solve audio captcha
  • Compared to the visual captcha, 50% more users drop the audio captcha without having decided it
  • Only in 71% of cases, three users will agree among themselves about deciphering the visual captcha.
  • Only in 31.2% of cases, three users will agree among themselves about decrypting audio captcha

Is it time to part with the captcha? Probably. To make a final decision, ask yourself just two questions:

  • Is getting rid of spam worth losing potential conversions?
  • If you answered positively, did you make sure that the captcha on your site will be easy to solve for all users without exception?

Too intrusive or irrelevant cross-selling

Cross-selling, as an effective tool to increase conversion, has already been mentioned above. However, it is worth careful handling. Some projects do not know the measures in cross-offers, which leads to the fact that the user either has a feeling of “flashing” the goods, or the basket is overflowing with goods for an astronomical sum.

Another situation is irrelevant cross-offers. This is not such a terrible mistake, but it can still confuse or distract visitors. Not to mention the fact that irrelevant products are unlikely to fall into the basket.

Extra charges

Visitors to online stores do not expect that in the process of payment they will have a surprise in the form of unforeseen expenses - fees, commissions, taxes, and so on. A survey conducted by Statista.com employees revealed that unforeseen costs - the first most popular reason for not buying. 56% of those surveyed said they abandoned baskets after additional cash charges.

If possible, eliminate all additional fees and charges or include them in advance in the price of the goods. Reassure visitors of the absence of additional fees if they are not provided.

Promo codes

It would seem, how promo codes can harm your conversion? Imagine the following situation:

  1. The user puts the goods in the basket and proceeds to payment
  2. At some point, he sees the field "Enter a promotional code to get a discount"
  3. The user understands that he can get a better offer. You just need to find a promo code.
  4. He opens a new tab and starts looking for a promo code.
  5. The user is distracted by something and does not return to the basket, or feels frustrated because he cannot find the code, and leaves to search for a similar product from competitors

Do you need a similar script? Hardly.

However, it’s not worthwhile to completely abandon promo codes. There are at least two solutions to the problem:

  1. Hide the form from those who do not have a promotional code.

The URL that the user goes to must contain a parameter that assumes that he has a promotional code. In this case, the form is not displayed for those who do not have the code. This may be a referral link, a link to an email and so on.

Another option is to have a parameter in the URL that already contains the promo code. The user does not have to manually enter the code, and there is also no need for the form itself.

  1. Camouflage uniform

This technique is to make the form less visible - set it in an inconspicuous place, hide it under the spoiler. Even if users without a promotional code will quickly search for a form, they are unlikely to find it. On the contrary, users with a code will actively look for an opportunity to use it and will definitely find a form.

Errors in the text

No one is immune from mistakes. And to write without mistakes, to be honest, is impossible. Even on authoritative sources, no, no, yes, you will come across a barely noticeable typo. But if typos and gross grammatical errors follow one after another, users are unlikely to tolerate this, and then you can forget about increasing conversions.

Conversion Optimization Myths

Some myths have already been described in the article: that there are 100% working machines, that a certain color of the call-to-action button or social evidence contributes to an increase in conversion, and so on.

This section is intended to prove once again that everything needs to be tested. You can not unconditionally believe the words "experts", using certain techniques and waiting for a guaranteed result.

Here are some common myths not previously described:

The rule of three clicks

The rule of three clicks states that any page should be accessible in just three clicks, or users will simply leave the site. It is not true. Many foreign studies have long disproved this myth. What really matters is the ease of navigation, the quality of the content and its presentation.

Warranties always work for you

The guarantees have already been mentioned above, but sometimes they can seriously harm conversion. Sometimes the thoughts of users can go on the following scenario: "It is clear, another site with a bunch of guarantees. Slapped all sorts of icons. Yes, very convincing."

Use this technique with caution.

Conversion optimization is experimenting with buttons and manipulating user behavior.

This is probably the most dangerous myth, leading to a complete misunderstanding of the very essence of this process. So it may seem to those who have recently become interested in optimizing conversion, or are not familiar with it at all. Conversion optimization is primarily an improvement to your value proposition.

Conversion optimization is a challenging, but effective method of gaining new customers.

Do not think that optimizing conversion is the easy way. There are no magic techniques or established methods here, but at the same time it is not a Pandora’s box. Conversion optimization is not a long process - it is constant. Analysis, construction of new hypotheses and their testing should be a cyclical process.

Have you ever worked on conversion optimization? What did it lead to? Share your experiences in the comments.

P.S. Order a conversion optimization service you can in our agency

Watch the video: 7 Cool Hacks That'll Boost Your Conversion Rate (April 2020).


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