Optimising your conversion rate is all about making your web landing pages as effective and user-friendly as possible. Doing this often leads to a higher number of conversions from one buying stage to the next.
So, how do you know which landing page works best for boosting conversions? By fleshing out diverse versions of the same page and split testing them with prospects to see which one brings you more sales, qualified leads, or fulfills other KPIs.
However, here’s a catch 22 situation! You need a substantial number of online visitors to conduct CRO testing. But, often, businesses that have low web traffic are the ones that need CRO testing the most! If you are one of them, here is your work-around this catch:
Source: ACRO Global
Steps to Make CRO Effective Even with Low Online Traffic
1. Identify and Begin Testing with the Page that has the Highest Traffic
Sure, you have low landing page traffic overall, but within all your pages, you will find a couple that are more marketable and have more visitors pouring in than the rest. These will be your shining beacons for testing. Usually, these pages include:
Home page – What to test here?
Your headline is a critical element of your landing page. So much so that 90% of prospects who read it will also read your CTA. But, a variety of leads visit your website, and not all headlines prove engaging for everyone. So, write and test one for the target group with the highest propensity to purchase, and stay away from using jargon that needs decoding.
Your home page must prompt a visitor to take action. You must decide the next step you want them to take. For that, you need the right CTA or Call to Action. Only then can they move to the bottom of the growth funnel. Test a combination of 2 or 3 CTAs for buyers in different stages of their purchase cycle. Also, ensure they are not more than 4 or 5 words and are easy to find on the page.
Humans are visual beings, which is why whether your home page should carry images or not is a moot question. Which image combo should it carry, is what you should ask? Test your home page using imagery that drives emotion and sets a narrative around your offering. In fact, test a home page variant that carries a video of your product against one with GIFs or static images to see which one converts web traffic into leads.
1.4 Request a quote page – what to test here?
Here is a page with minimal content yet a considerable potential for conversion. Test variants for this page that ask for specific needs, name, phone number, email address, timeline, etc. Do not frazzle the lead by introducing too many rows that ask for information.
Make sure the design of this page is clean and try combos like email addresses, specific needs, and names in one, with the other fields like timelines, phone numbers, and file uploading fields as optional. Sure, you can ask for a wealth of information on this page, but try that only 2 or 3 information fields are mandatory. Which ones will be optional? Test to find out.
1.5 Check out page – what to test here?
Primarily used for a new product or feature launch, the check-out page should carry to-the-point information about your offering. Test different variations – video vs. static images, different copies of headlines and content explaining the features and benefits, and most importantly, the CTAs. Whether you want to test the page with only one CTA like “Buy Now” vs. another version that gives three options like “Buy Now,” “Start Trial,” or “Learn More.”
2. Test Only a Couple of Landing Page Versions
Source: The Good
With low visitor traffic, it is ideal to conduct an A/B test rather than deploy various versions of the same page in different geographies. Deploying more landing page variations with low traffic will take a substantial amount of time for returning results.
Further, the more versions of the same page you create, the fewer the number of visitors you can test with. For instance, say you have 200 monthly visitors. Now when you test two landing pages, this number gets divided to 100 per page. This can give you insightful results. But, if you test 4 versions of the same page, your variant count for each goes down to 25 per page, which is not helpful.
3. Ensure your Landing Page Versions are Starkly Different from Each Other
If versions A and B of the same landing page are similar, you will need heavy traffic before figuring out the clear winner. Instead, create the two pages with a stark difference to ensure the winning style.
Doing this produces a greater chance of higher conversion in one. Create a landing page variant with more elements – perhaps a higher number of images, videos, or a different navigation style.
4. Don’t Forget Testing for Secondary Goals
Besides testing for the aesthetic elements on a landing page and the placement efficacy of your CTAs, also test for secondary elements. These include factors like time spent on each landing page variant, click-through rates, and bounce rates.
You can also track which part of your landing page targets look at the longest and the ones they scroll through quickly. Maybe they are cluttered or don’t provide valuable information. Learning how prospects view your landing pages is a critical part of testing.
Do you know, typically, the left half of your landing page gains more attention than the right? In fact, prospects view the right part of a web page only 20% of the time. Therefore, putting CTAs, tabulated information, or striking imagery in the left corner makes for a better website optimization practice.
No matter how low your traffic is, start testing the efficacy of your landing pages shortly after your website is live. It will help you optimize them, which will automatically boost your traffic and conversion rate. Time is of the essence here! The sooner you test, the quicker you improve!