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Lessons From 5 Conversion Rate Optimization Case Studies


Conversion rate optimization will ensure the profitability of your search engine optimization efforts.

With so much data available to internet marketers, it is easy to get distracted – you can track traffic, page views, and time on page. The ultimate success of your SEO campaign will be determined by the amount of revenue generated.

Conversion rate optimization is the best way to improve the return on investment of your search optimization spending. The success of your search engine campaigns can be dramatically improved by even a small increase, like a half or a one percentage point conversion rate improvement.

5 Factors That Impact Conversion Rate Optimization

  1. Your landing page needs to be relevant. People arrive at your website with certain expectations and those expectations need to be reasonably met. Part of your responsibility is to write ad copy so you can control the expectations of your visitors.
  2. Clear value proposition. People decide to stay on or leave your website quickly and it is important to clearly highlight your value proposition. Try framing your product or service as a need, not a want; presenting features and benefits in a scannable manner; provide different forms of media; address your customers’ common fears.
  3. Build trust. You need to present your company as credible because if you lack credibility, your competitors will benefit – show certifications and badges, use language the builds trust, provide testimonials; and make it easy to ask a question.
  4. Know your customers’ behaviour. If you don’t know how your customers think, your conversion rate will suffer. You need to know that the more expensive your offering, the more trust you need to build; use contrasting colors and designs to grab people’s attention; and place calls to action in the right sidebar.
  5. Practice minimalism. The more distracted your web visitors, the less likely they will be to convert. You can do this by removing navigation options, off-topic content, distracting images, and by limiting information request to convert people.

These are the five factors that improve conversion rate optimization. This post will continue by exploring how changes to five websites dramatically improved their conversion rates and how these five factors were employed to drive revenue and sales.

1. Aquasoft’s 20% sales increase

Aquasoft needed to improve the number of sales generates by their product sales page. In an interview with Visual Web Optimizer, the company said it wanted to create “clearer design,” “trust building wording describing our shopping process,” and “Adding an explicit guarantee that people can download the software lifelong.”

The company explicitly mentioned three of the five conversion rate optimization success factors. We can also see the company’s value proposition is clearly expressed in the graphic at the top of the page and that by outlining the immediacy of access to the software, they understand customer intent.

According to the company:

“Our concrete test shows that a clear modern design improve sales. Especially in the sales process trust building is very important.”

2. Crazy Egg’s 510% jump in revenue

The Conversion Rate Experts provide a careful breakdown of how they improved Crazy Egg’s conversion rate. Their case study states they were focused on understanding two things: “Gaining a deep understanding of what makes buyers buy,” and “Determining what makes some qualified visitors not buy.” They clear get the importance of understanding consumer behaviour.

Their landing page also ensure relevancy by clearly expressing the company’s value proposition in a clear header at the top of the page; they establish trust by showing major brands that use Crazy Egg, and the engage users by providing text, images, and video.

3. Vidyard’s 100% conversion rate improvement with video

The importance of using video is mentioned in the five factors of success, but this case study really drives this point home. Unbounce published a case study of Vidyard’s homepage that compared conversion rates with and without video.

When Vidyard compared their conversion rate with and without video, they found three things:

  1. Without video they had a 6.5 percent conversion rate.
  2. With video embedded in their page they had an 11 percent conversion rate.
  3. With a video pop-up they had a 13 percent conversion rate.

The case study points to the importance of having a professional quality video that explains the product. It’s important to note that video helps with the other conversion rate optimization success factors: it makes it easier to understand the value proposition, it builds trust by making you look more professional and credible, and it focuses users on one thing and removes distractions.

4. KoolDoc’s 75% conversion improvement is a telemedicine company and has a very targeted search engine optimization strategy based around specific list of keywords. While 95 percent of their total traffic came from their targeted keywords, they struggled to get those visitors to convert over into prospects or clients.

PitStop Media redesigned their landing page to adhere to the five elements of outlined above:

  • They focused on the needs of visitors.
  • Reduced clutter by reducing the number of calls to action.

From the image of their landing page, you can also see their site builds trust by pointing to third party security badges, a money back guarantee, and by offering testimonials.

5. How LKQ more than doubled their conversion rate

LKQ is a Fortune 1000 company that recycles auto parts. Their first ecommerce venture was based on eBay’s content management system, but they were not having a lot of luck. Conversion IQ made several adjustments, many of which were focused on improving customer experience and matching customer expectations.

The changes adhere to the five conversion rate optimization success factors:

  • Relevancy and proposition. LKQ ensures the relevancy of landing page material by using tabs that offer its various value propositions.
  • Trust. It build trust by listing an 800 number where you can speak to a customer service representative with questions and concerns.
  • Intent. It understands user intent by providing access to their inventory and a location locator from the homepage.
  • Minimal. It has a lot on its webpage, but it is not busy and your eye can easily move from one item to the next without confusion.

These changes were successful and the proof of their success comes through a conversion rate that improved by 129 percent.

Offer relevant information, show your value, build trust, understand your customers’ behaviours, and avoid distraction to improve your conversion rate optimization and ensure your search engine optimization efforts achieve maximum success.

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This entry was posted on August 21, 2012 by in Informative, Webtools and tagged , .