Conversion Rate Optimization (CRO): Whether you care to admit it or not, it’s what we, as marketers, spend a great deal of time working to improve and perfect.
But with just a few hints and strategies, you’ll find yourself doubling your conversions and increasing profits in no time.
Read on to learn how to create the perfect CRO program for your product marketing by employing these nine hacks to amp up your conversions. Let’s start from the ground up with some hacks for building your product’s ecommerce landing page.
1. Build Your Landing Page With Mobile-First Design
Historically, your desktop website was your “main” site and stole the focus for all optimization and design efforts. All other formats, like mobile, were secondary.
However, since 2015, mobile traffic has increased worldwide from about 31.16% of all traffic to about 51% of all traffic in 2020. Most websites on Mojo receive 80-90% of their traffic on mobile devices.
Due to consumers’ heavy reliance on mobile devices to access the web, in July of 2019, Google reinvented its algorithms with mobile-first indexing to crawl mobile versions of a website before a desktop site.
Now, you may be thinking, “our company’s website is mobile-friendly already, so we are okay.” But, unless you’re designing your website with mobile-first, that’s not the case. Here’s a quick comparison:
- Mobile-friendly: This is the bare minimum when it comes to your design strategy. Being mobile-friendly means that when someone accesses your site from a mobile device, they can easily navigate your site in a slimmed-down version. Often, responsive website design is considered mobile-friendly but not necessarily mobile-first optimized.
You can test how mobile-friendly your site is here.
- Mobile-first: This is a step up from just being mobile-friendly. This approach not only makes your website able to be used on a mobile device, but it also optimizes it to be formatted better for mobile, and therefore for search engine rankings.
When implementing this design strategy, the mobile platform is the primary design focus, with the desktop formatting coming in second.
All mobile-optimized sites are also mobile-friendly.
So how do you design your landing page with a mobile-first strategy? Here are a few design standards for search engines like Google:
- A single-column layout
- Simple navigation
- Optimized images for mobile screen sizing
- Neat formatting with simple CTAs
- Proper spacing and formatting
In addition to the above design elements, your landing page’s load time has become an important factor for Google rankings.
Users performing a search are looking for answers quickly. According to Google research, a page load time of three seconds (as opposed to one second) increases the bounce probability by 32%. Once your load time hits 5 seconds, the likelihood of bounce increases by 90%.
In addition to the great user experience created from design features, you can further increase UX with an easy checkout solution.
2. Add PayPal Express To Your Site
PayPal Express is a payment system to allow customers to complete the checkout process using their PayPal accounts.
Using this checkout feature on your site will not only allow customers to complete their transactions quickly and without fear of security, but it helps to boost your conversion rates. PayPal boasts an average 82% better checkout conversion rate by integrating PayPal checkout into your landing page.
Why might this be? Just think of what may happen when someone wants to purchase a product but doesn’t have their credit or debit card handy. They may decide to leave with intentions of coming back later when their card is closer by – but that’s no guarantee that they will.
You can eliminate this bounce by allowing the customer to click a couple of buttons to pay. PayPal Checkout also helps the transaction go quicker, as the billing and shipping information is usually pre-populated. In turn, this feature may also reduce bounces from potential customers that get sidetracked when filling out all of their data.
Checkout ease is important and something to pay attention to when building your landing page. It’s also important to put your offer in the right place to be seen.
3. Show The Offer Above The Fold
The idea of above-the-fold marketing came from newspapers. On newsstands, only the top half of the page was visible. The contents they chose to display above the fold were eye-catching and attention-grabbing to encourage a sale.
The “fold” on your website is similar, except it relates to the scrollbar. If you can see what’s on the page without scrolling, we consider it above the fold. Just like with newspapers, the contents that are initially visible should be the most important.
The offer should always go above the fold and should be immediately visible. With many ecommerce landing pages, the consumer has already learned about the product through some form of advertisement and is expressing interest by visiting the landing page. The offer should be the first thing they see with a prominent call to action to complete the transaction.
Tip: Recall tip 1 and mobile-friendly design so that your offers are also above the fold on mobile as well as desktop.
Now that we’ve given you the hacks to increase conversions using web design, let’s talk about the offer itself and how you should verbalize and visualize it on your landing page.
4. Test Different Offer Wording
The offer is king. You may think only in terms of pricing in your CRO program, but in reality, it’s how you word your pricing – the marketing of it – that moves the needle more than anything else.
So while you may have a set product cost for your profit goals, how you market this cost to your potential customers is everything – and that’s your offer.
There is a great deal of psychology behind pricing. Here are three strategies for marketers:
- Charm Pricing: Reducing your cost by just one penny can have a psychological effect. For example, $9.99 may seem like a great deal compared to $10.00. While studies can’t pinpoint exactly why, some theorize that people tend to fixate on the first digit. Others believe the psychological effect of specificity is strong – people see more value in something that is very explicitly priced.
- Give Something for Free: Psychologically, the logic is that the customer’s main focus becomes getting something for free, even if it comes at a cost. Whether you do “buy one, get one free,” “buy one, get three free,” or even just “free shipping,” receiving something they don’t feel like they paid for is an offer people don’t like to pass up.
- Highlight Previous Prices: Showing the slashed prices is a great way to trigger a sale. When people see pricing side by side, they see the bargain right in front of them and don’t feel the need to research the pricing further.
In research on behavioral pricing by Keith Coulter, a Professor of Marketing at Clark University, he states that “price magnitude perceptions can be unconsciously influenced by certain visual elements associated with the numerical information itself, such as font size, or the physical distance between two prices.”
The key to knowing which offers to use in your CRO program comes from testing different variables to see what wording creates the most conversions.
For example, let’s say you need to make $39.99 from each product sale. While you can simply label it as $39.99, you’re really not offering your customers anything. Here are a few different ways you might word it:
- MSRP $59.99, on sale for $39.99
- MSRP $59.99, coupon for $20 off
- $39.99 + $6.99 S&H vs $46.99 + FREE SHIPPING
- Trial offer of $14.95 + a one-time payment $25, 30 days later
- Buy 2 for $79.99 Get 1 Free
So if you want to double your conversion rate, you need to test, test, test, and test again! To properly test variables, you’ll have an existing offer (your “control”) as one version visitors see, and additional offers as other versions people see. The percentage of traffic each version receives should be identical.
Once you’ve determined which offer wording is receiving the most conversions, you’ll know which one to use. So now that you have pricing down, let’s talk about how you describe your offer.
5. Simplify Your Offer
You should not give your customer too many choices before the checkout. Consumers get paralyzed when they have to really think or do the math to break down the offer.
In other words, your sale should be a simple yes or no. They’re purchasing your product, or they’re not. Offering too many choices with your “yes” can confuse your visitor and make them turn the other way. Don’t make your customer think.
For example, if you are selling a home indoor camera, avoid offering the choice to buy a 3-pack of them, 5-pack, 10-pack, etc. These are upselling opportunities after the sale (we’ll get to that later). The same goes for your continuity marketing (adding additional shipments of products beyond the original purchase). Make the initial simple sale first, then move on to continuity upsells later.
When in doubt, think “One, Three, Many”. Give one option, give two or three, but anything after three requires too much thinking. And you never want to force your potential customers to think too much or do price calculations and evaluations in their head. If they get confused, they leave.
As for the product itself, you’ll want to make sure you’re describing it right to the landing page visitors to get the best conversion rate.
6. Sell The Benefit, Not The Feature
Don’t just list what’s on your packaging – tell your customers how their life will improve after owning your product. Nobody buys an apple because they’re round and red. They buy them because they’re hungry and want a healthy snack.
Describing your products in a way that explains how they’ll benefit the purchaser is critical. Sometimes, this can be tough to distinguish between:
What is a product benefit vs. a product feature?
Features describe the product. These are the “what”. For example, if you are selling a pillow, the features may be that it is 600 thread count, white, 100% cotton and king-sized.
The benefits, on the other hand, describe what it can do for the customer. These are the “why”. For that same pillow, consider what the benefits would be. It may be great for neck support and aid in better sleep posture. It may be that it’s cooling for warm sleepers and will help you get a good night’s rest.
It’s essential to understand the difference, as the benefits are the real sellers of a product, not the features.
But what about your images?
7. Be Mindful of Your Images
Humans process visual data better than words. In fact, we process images 60,000 times faster than we do text, and most of what our brains absorb is visual. This is why visual advertising is so effective. It’s also why so many studies have found that images are crucial for conversions.
The human engagement with visuals directly relates to your product landing pages, as well. Your product images should always show the customer exactly what they’ll be getting to comprehend the value visually.
For example, if your offer is “buy two, get one free,” make sure your image shows three of your products.
If your offer includes three other items for free, make sure you display an image of the entire bundle they’ll receive.
Once you’ve made an initial conversion with the customer, there are also opportunities to increase your average order value (AOV).
8. Add Post-Transaction Upsells to Increase Average Order Value (AOV)
Would you like fries with that?
You’ve made the sale, but now is the time to increase your AOV by adding on post-transaction upsells. Whether it be rush processing, upgrading to a deluxe version, adding continuity or offering additional units for family and friends, this is the time to do it.
After the initial conversion, your customer has already committed and became a client, so there is little to no risk in asking for an additional sale.
Find ways that will encourage the customer to purchase additional items. A great way to do this is to offer comparable or complementary items to what they just purchased.
For example, if your customer bought a train set through your ecommerce landing page, the sales confirmation page may offer them 25% off if they want to add on an additional train accessory.
Studies show that upselling after checkout contributes to 4% of sales on average. This technique is a great way to increase the AOV on your conversions and make additional profit.
Even if you implement every hack in this guide, you’ll find the next one to be the most important.
9. Read Up On Marketing
Understanding how people make buying decisions will fundamentally change how you look at your website. So while it’s easy to execute hacks one by one, you need to truly understand why they’ll benefit you to be the most successful.
Here are a few recommendations for great reading on the psychology behind product marketing:
- The 22 Immutable Laws of Marketing
- Decoded: The Science Behind Why We Buy
- Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing
Once you follow the nine hacks above and begin to grasp why consumers think how they do and the science behind what makes them purchase, you’ll be on your way to doubling conversions.
A CRO Program That Implements The Hacks For You
Even if you create a landing page and follow all of the hacks you can find, you may struggle to find a proper balance with your CRO Program.
Creating the perfect landing page and making changes to it over time can take a great deal of time and money.
If you’d prefer a tool that completes all of the strategies above for you, Mojo takes the guesswork out of increasing your conversions.
With over a 7% average conversion rate, Mojo is the #1 enterprise-level ecommerce platform used by television marketers. The platform allows you to A/B test anything (or A/B/C/D/E/F/G test!), add product upsells, any payment options you desire, and integrates with 30+ merchant processors.
Since Mojo-powered microsites are quick and easy, you can get to market in just hours, not weeks.