11 Rule of Thumb Tactics to Improve your Conversion

published by on 3rd July 2015 under Conversion Rate Optimisation (CRO)




Summarised and condensed from conversionxl.com – see more detail and examples there. CRO is a process.  There are no universal rules, however outlined below are 11 tactics which are recommended for you to test for yourself, and for us are ‘rule of thumb’ tests:


Rule 1. A static hero image with a single value proposition beats a rotating slider

Ultimately users crave control and auto-rotating carousels offer the opposite of that.  The solution? Implement simple, static hero images.

2. Hamburger icon + ‘Menu’ text beats just Hamburger for mobile menus

In most cases, using hamburger + a “menu” label usually performs best.  It removes the ambiguity and makes the icon noticeable and intuitive.

3. A strong and visible value proposition beats having no value proposition

A value proposition is the primary reason a prospect should buy from you, simply put, it’s the #1 reason someone will continue to read or hit the back button.  A value proposition should convey relevancy, quantifiable value and unique differentiation.

4. Sticky content beats having call to actions that disappear when you scroll

On small-screen mobile websites, having a sticky header or footer containing a call to action has consistently increased conversion rates.

5. Including product videos beats no videos

Having video usually converts users better than having no video.  This is not just for branding and awareness, but video can actually help move customers down the funnel and convert them.

6. Removing form Fields beats having multiple unnecessary fields

One sure conversion killer is asking for unnecessary information on forms.  Ask the question “Is this information absolutely necessary to complete the current transaction?” If  you can’t answer “yes” to that question, the form field should be removed.

7. Prominent contact information beats not having contact information visible

Even though it seems like a small thing, putting your phone number and email address on the top of your site usually boosts conversions.

8. Having live chat beats not having live chat

Live Chat has almost become ubiquitous with good service, and with good reason: live chat usually helps convert.

9. Trustworthy testimonials beat no testimonials 

Word of mouth is a huge factor in purchase behaviour, displaying testimonials can help drive trust in your site.

10. Having a guest checkout option beats only having ‘login’ or ‘signup’

When e-commerce sites force registration, they put up one extra barrier for the customer.  1 in 4 customers leave because of forced registration.

11. Free shipping usually beats having delivery costs

Charging for shipping is a conversion killer.  Find strategies to make free shipping profitable for your business.


Read the full article and visual examples at www.conversionxl.com.


Buying Personas – Key to Understanding Your Customers

published by on 1st July 2015 under Content Marketing, Uncategorized

Science Behind Creating Buyer Personas

Creating buyer personas will guide you in your digital marketing strategy and help you really understand who your customers are, which will mean more successful content, leading to a more targeted audience, generating more positive results!

Before creating these profiles you need to do some research.  WSI World has provided us with “the science behind creating buyer personas” which provides specific details around building personas.  This guide will ultimately help your team engage with the right people at exactly the right time!  Some elements of the formula include:

Investigation, Research and Collect Data:

  • Web Analytics; examine metrics like bounce rates, organic traffic, page traffic, leads via social media, mobile traffic, conversion rates and referring sites.
  • Collect your own business intelligence and background data; collect data from existing user profiles, sales stats and transactions, calls and outcomes and overall sales revenue.
  • Execute Surveys; whether that be conducted through phone calls, in person or through the web.  Ensuring data is varied and valuable through gender, age, geo-location, income and ethnicity.

Once you have done the background research you will be ready to create your persona starting with giving him or her a name, then analysing the data you’ve collected and defining his/her needs, followed by monitoring behavioural and demographic trends and finally creating your hypothetical customer profile.

All these necessary elements will help you tailor your content perfectly to your target audience, allowing you to engage with your various customer types, subsequently improving your online sales, revenue and ROI.




For more insight check out the “science” here.

Optimizely Benchmark Report Q2 ’15 – Download Your Copy!

published by on 26th June 2015 under Conversion Rate Optimisation (CRO)


Optimizely.com has released their Q2 2015 Benchmark Report – a comprehensive report on how A/B and multivariate testing has changed the way companies create ideal experiences for their customers.  If you have questions around Conversion Optimization, this report will give good insights.

Conversion Optimization / Experience Optimisation is a fast-growing area of expertise, and is being adopted and resourced as a competitive advantage for marketing, growth, product and engineering-focused organizations around the world. Optimizely.com surveyed digital channel owners to uncover just how they think about and allocate resources towards their programs.

This benchmark report answers questions like:

  • How often do teams optimizing run A/B and multivariate tests?
  • What are the top benefits that optimization programs are seeing?
  • How do optimization teams manage their experiment process?

Download your copy of the Optimizely Benchmark Report here

BONUS Download: Charts from the Optimization Benchmark to use in your next presentation to your team, client, or executive!

#1 Customer Feedback Tip: Ask the right questions!

published by on 25th June 2015 under Conversion Rate Optimisation (CRO)


Unbounce.com says:


Below are some easy to implement sample questions you could be asking on your feedback widgets to help improve your conversion rates.  These questions are great examples because they’re highly specific yet can be reworded to suit your individual needs.

  1. Would you feel more comfortable using a well-known payments merchant such as Payment Merchant X on our site, and if so would it increase the likelihood of you making a purchase with us?
  2. Are there any parts of our checkout process you find difficult to complete?
  3. Of the following items, which do you feel needs the most improvement across our Product pages and why?
  4. Of the following items, what would increase the likelihood of you making a purchase with us?
    • Varied payment options
    • Free shipping
    • Bundled item discounts
    • Members only benefits
    • The ability to donate to a charity
  5. Have you ever left our website/landing page frustrated because you could not complete a task, and if so what was it? What do you recommend to improve our usability?

Whatever you choose to ask, remember that the quality of the answers you get will only be as good as the question you’ve asked.

See the full post here and learn more around:

  • Will a customer feedback campaign add value to your business?
  • Do you have the resources you need to execute your customer feedback campaign properly?
  • How should you frame your questions?
  • Evaluating your customer feedback during AND after the campaign


The Benefit of an ‘Always On’ Optimisation strategy

published by on 24th June 2015 under Conversion Rate Optimisation (CRO)

The Business Case for more investment in CRO

From the SmartInsights blog: Some say the world is moving faster than ever, I am not sure how true that is compared to the past but things change quickly, entire industries change in a year. Waiting for the “right” time or putting all your hopes on one big project is futile and will always fail. Big projects are not exciting, they are long, painful and expensive. What is exciting is living, marketing and working in the moment, with one simple caveat, use data to inform the filters on what you will do versus not. An always on optimisation strategy will:

  • You learn daily and can apply knowledge to the next day / week / months activities rather than waiting months for data.
  • Create a culture of innovation and idea generation.
  • Understand what actually does change consumer behaviour and drive results (instead of relying on best practice or case studies which can be incredibly misleading).
  • Help you and others understand the importance of data and prioritisation
  • Will help you celebrate more and therefore keep people motivated.

Read the full post at http://www.smartinsights.com/conversion-optimisation/investment-in-cro/