Conversion Optimization Round-up – August 2023

In the ever-changing world of digital engagement, where every click counts, Conversion Rate Optimization (CRO) is vital for those seeking to enhance their online success. The journey from visitor to customer sits on a user’s experience.

At the center of this journey lies the Call-to-Action (CTA). When we craft compelling CTA copy, we offer an invitation users can’t resist. Steve Krug simply said, “Don’t make me think.” Today, we will learn ways to do this!

This month’s round-up showcases an article from Hubspot about 16 Call-to-Action formulas that make people want to click.- Neil Patel shares his insightsGuess The Test asks us what CTA copy won. VWO shares A/B testing ideas about delivering a great product search experience. And we close out this month with The Marketing Sherpa with case studies about how small changes can make huge improvements.

As always, our goal is to get you closer to yours.

16 Call-to-Action Formulas That Make People Want to Click

According to Neil Patel, creating a compelling CTA can make the difference between a successful website and one that falls by the wayside.

This article from Hubspot shares 16 Call-to Action formulas to help move you in the right direction.

Below are a few that caught our eye.

  1. Try it free for {Time}: The word “try” is a softer term that implies little risk. This little word change can make a big difference.
  2. See how it works: This approach is more discovery-oriented and promotes curiosity.

      3. Send me the {Product/Service} right now: This first-person CTA helps the user feel connected to the product or service. The “right now” in this copy suggests urgency.

Continue this article to see the complete list of CTA formulas you can use today.

Which CTA Copy Won? Get Started or Watch a Demo?

There was a clear winner in this test from Guess The Test. Who do you think won?

Yup, the “Watch the Demo” CTA was the stand-out winner. 

The CTA “Get Started” is a successful CTA used globally, but the team at Optimizely wanted to see how true that was for their specific products.

The test ran for 44 days and saw 44,ooo visitors. The traffic was initially split 50/50. Compared to the original “Get Started” CTA, which saw a conversion of .91%, the new “Watch a Demo” saw a rate of 1.59%.

But why? The testers believe that although the “Get Started” CTA sounds easy, it’s vague. The user doesn’t know what “get started” means. How long is the process? What does it entail?

Keep in mind not all sites are the same. What may work for one may not work for another. Always be sure to do a thorough A/B test. Start with one page and see where it takes you.

eCommerce A/B Testing Ideas Part II: Deliver Great Product Search Experiences to Your Visitors

You don’t want to miss this in-depth article from VWO that shares eight A/B testing ideas to enhance user experience.

A good search function can make the difference between a good and bad customer shopping experience. Ask yourself if your search function is fast, accurate, and intuitive.

The more you test, the easier it is to understand what your users need and how to deliver it.

Below are just a couple of the great ideas presented in this article from VWO.

  1. Search results: Tools like Autocorrect and Autocomplete help users quickly find what they seek. In this example, they tested top searches and categories as you typed, assisting users in finding what they needed. This change showed an increase in transactions of 20.40%. Those are numbers we can get behind.

      2. Product Information: First things first- the product images need to be high-quality. Since this is the only sense evoked, it needs to shine. Use tools like “quick view” to show the product in a prominent view. These little changes can yield significant conversions.

Turn to this article for more great testing ideas.

Marketing Case Study Examples: Small changes by the marketer, big improvements in results for the business

These 3 case studies from The Marketing Sherpa examine how small changes can make big improvements. 

Learn from an online course creator who used abandoned cart emails to gain a 93% conversion rate increase. A shipping service makes one simple change that reduces registration costs by 300%. And finally, the one that stood out to us.

Redlands Mazda dealership changed its SEO tag strategy and got a 10X increase in sales inquiries and service bookings. Let’s learn how. 

Previously, their title and h1 tags hindered keyword optimization and page clarity. The title tag, crucial for conveying a page’s topic to Google, was revised from ‘Redlands Mazda | Mazda Dealer Capalaba’ to ‘Redlands Mazda Brisbane | Queensland’s Premier Mazda Dealer. This discovery was profound and so simple to fix. 

Along with the above changes, they optimized site speed, fixed broken links, and targeted outreach for quality backlinks. The results; organic traffic soared from 1000 to 5000 monthly visitors. 

Learn more about these incredible case studies from The Marketing Sherpa.

In Conclusion

Finding the best CTA and creating a simple and user-friendly experience for your consumers is fundamental to success. The best way to achieve this is through consistent A/B testing. 

Until next time,

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Author: Kurt Philip


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Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

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