Chapter 3

Increase Conversion Rate of Your Website

Once you have set up your site to collect more emails.

You need to test it and optimize it.

You should use a/b testing tools, a conversion rate optimization process and these marketing hacks to improve it.

Make sure your thank you page is set up for high conversions

When someone signs up to your list, make sure to use a double opt in.

This is to reduce the number of spam emails you receive and it is also a way of qualifying leads.

Only those who are genuinely interested in being a part of the community will go to their inbox and double opt in.

There are some key things to keep in mind when creating a double opt in sequence.

Send them to a thank you page

Rather than let them see the generic Mailchimp, Aweber or Campaign monitor opt in confirmation as below.

Craft a custom thank you page that increase conversions.

Here is a great example from Brian Dean of Backlinko.

First he resells the value of signing up, ‘seo tips’.

He then let’s them know it is easy to complete the signup process.

He not only tells them to check their mail for the double opt in email, he even includes screenshots to show how they look and where to click.

This link then sends them to a custom confirm page, again no mailchimp out of the box solutions here.

He cross pollinates his accounts by asking them to follow him on twitter and immediately adds value with a free resource.

Brian tells them he will be sending them more emails, planting a seed and prompting them to look out for future mail from him.

Angelo Lo Presti aka Superjab uses emotional triggers and humour in his double opt in to increase his confirmation conversion rate.

First he shows a sad picture and gives detailed and actionable steps on how to complete the sign up process.

Once confirmed he shows a funny image of him looking much happier and a call to action to follow him on social networks and to share the website with friends.

Ramit Sethi takes this one step further and makes it even easier to find the double opt in email.

He provides a link to your account (for gmail users) that searches for the emails from him.

The link opens up a new window with your gmail showing the email you need to open, making it painless and very fast to confirm your email.

Use click and scroll tracking to optimize your conversion rate

Using tools that analyse user behaviour can give valuable insights into how people use your website.

Scroll tracking lets you see how far down the page people scroll and where the most common areas are that people pause on.

You can then align the data with the position of your CTA and test to see if this increases conversion rate.

In Crazyegg if an area is white it means people spend the most time on this section.

Here we can see that I have aligned my opt in to be the centre of the scroll focus area.

Also on my agency home page below you can see a click tracking report.

We can see the clicks are focussed on the menu and main call to action for the page.

Make sure people are clicking where you want and following the sales funnel you planned when designing the site and visitor flow.

You can also use the click tracking data to see where people are clicking that you don’t want and then remove those distractions.

Don’t forget about the paradox of choice.

NOTE: I take a much deeper look into tracking in my premium Conversion Rate Optimization Course.

Better Copywriting

Copywriting is a huge, huge, huge part of marketing.

All you have to do is look at the design execution of famous marketers sites.

None of them look pretty.

But! They have taken the time to do customer development, they understand them on a deep level and therefore know how to speak to them with their copy.

When writing the headlines for your email opt-ins consider this great hack:

Write down the exact phrases your customers use when talking about their problems.

“Sometimes I feel like my websites is invisible”

“My content is great but no one reads it”

Then flip what they say around and turn it into copy.

“Ever feel like your website is invisible?”

Using the exact phrases and words your customers use means you are really speaking directly to them, in their language.

No complicated words or confusing texts.

Better Supporting Copy & Images

Giving someone a reason to sign up to your list is good but not enough.

An email is a valuable thing and people won’t give it up easily.

Use a bullet point list and supporting images below the headline to explain the benefits of your offer.

For example:

Headline: Sign up for gardening tips and tricks

Bullets:

And learn how to:

  • Maintain your grass year round
  • Remove weeds permanently
  • Recycle water and reduce your water bill

These benefits can focus on pain points you have learnt from speaking to your customers or potential customers directly.

Get out of the building and start talking to your prospects, use your learnings to create supporting text for your opt-ins.

CTA

Better Button Copy

Writing great headlines and supporting copy for your opt-ins is crucial and so is the button copy.

Make sure to align your button copy with the headline.

For example:

Headline: Sign up for gardening tips and tricks

Button: Get gardening tips

Connecting the two will align the click with what the reader skim reads.

Also use words that initiate actions.

‘Get’, ‘Download’.

A good way to write button copy is to write down what happens when you click on a button literally and then write that on the button.

For example:

Literally: You download a pdf on gardening tips

Button: Download Your PDF

CTA

Better button design

Many people suggest the colour of your buttons matters.

And yes of course one colour could win over another in an a/b test.

Contrast and visual hierarchy however are proven ways to improve your conversion rate.

Make sure your button stands out and is first in the visual hierarchy of the page.

This can be through using a bold colour, which is not used elsewhere on the site other than for the cta.

Or by having very contrasting text on your button compared to the background colour.

The button size also can improve conversion as seen in this case study, so do not be afraid to go big.

Reduce form fields

When asking a visitor to complete a task make sure to make it as easy as possible.

When collecting emails, my opinion is all you need is the email.

No name, no birthday and definitely no address.

Reduce the number of form fields in your email opt-ins to test to see if it increases conversions.

This is not always good when creating leads for a business however.

A qualified lead for some businesses require more data, so think about what your business requires to move that person onto the next stage in the buying process.

Add Testimonials to your site

Visual website optimizer wrote a case study that showed when Wikijobs added testimonials to their site their conversion rate improved by 34%.

A good best practice is to try to get a testimonial from a respected person in your industry.

This will have more impact and meaning to the visitor than a random testimonial.

Also keep the testimonial inline and close to the opt in.

This will add to the supporting copy under the headline as a reason to sign up to your offer.

Designing an opt in that converts

Let’s take the previous few tips and wireframe the ultimate opt in form for your website.

We will create a sidebar opt in as many of you will have one already you can improve easily.

Note: If you follow these steps and see improvements let me know and get featured on the blog as a case study!

You can see we write benefit driven bullet points highlighting common pain points around creating a video.

How do I storyboard the video?

How do I set up Adobe Premiere?

How do I compress the video and where do I upload it to?

We clearly direct them to fill out the form.

Assure them the email is safe, removing reservations is a big conversion changer.

We also use a testimonial to show the course gives great results, we sell the benefits of taking the course not the features.

Use images of people, smiling people

In this case study Highrise of 37signals used photos of their customers to increase conversions.

People relate to each other, we’re human. Using photos of people we can relate to as in this case study makes the connection even stronger.

When you use photos of people in your call to actions conversions can increase, especially when the people are smiling and look in the direction of the call to action.

This is called 'Line of sight' and the thinking is the person's eyes in the image direct the user towards the cta.

Next Chapter:
More Techniques to Get Emails

We've A/B tested our site and increased conversions but there are still opportunities for email capture left!

giles thomas

Author:

Hi, I’m Giles Thomas. Founder of AcquireConvert, the place where ecommerce entrepreneurs & businesses go to learn how to increase conversions & profits. I’m also the founder of ecommerce growth agency Whole Design Studios. I’m a head marketing mentor at the Google Launchpad Accelerator & Google Marketing Expert. Ps. Check out my new blog RisePro.co

20 Responses or Pingbacks

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