discover how to convert more by changing elements of your pages – WAU
Conversion: this word gets a shiver in Marketing professionals. After all, as good as attracting more and more people to your channels is to be able to convert more and more contacts into leads, and consequently into opportunities! And for that there are no rules: each audience works differently, and not necessarily what happened […]
Conversion: this word gets a shiver in Marketing professionals.
After all, as good as attracting more and more people to your channels is to be able to convert more and more contacts into leads, and consequently into opportunities!
And for that there are no rules: each audience works differently, and not necessarily what worked for my page will be a success in yours. Perhaps, it even worsens your results.
So, there is only one way to find out exactly what works and what doesn’t: doing tests!
The idea is to prove, through data, that a small change in your pages can impact the perception of your visitors, however small it may seem, bringing more clicks, fills, downloads, or whatever your goal is.
To help you, and give good insights, we will list some possible A / B tests that can be performed on blogposts, websites, landing pages and other pages, improving conversion and helping you to do more with what you already have.
Before you start, just a few important tips:
- Do not underestimate any type of test. As silly as they may seem, it can impact your results in an unimaginable way!
- Do only 1 test at a time per page. Otherwise you will never know exactly what has improved your conversion.
- Document everything! After all, you don’t want someone in your team to test the same things in a few months, get the same results and end up wasting time.
Now, let’s go!
The darlings of the A / B tests are the focus of converting your pages, so let’s start with them.
It is essential to have a good CTA, that really captures people’s attention and is persuasive enough that you receive as many clicks as possible!
This is a good way to start testing, thinking about possibilities for the current CTA. And for that there is no lack of possibilities.
This is one of the most common A / B tests. First because it is simple to be applied, and second because it has a great impact on people’s perception.
As we already said, a CTA must be attractive and convincing, to encourage the visitor to take action on the page. And color will influence that decision.
If the CTA is “hidden” on the page, that is, without any prominence or prominence in relation to the other elements, possibly its visitors will not even notice the existence of it in many cases, which will compromise their fees.
At the same time, putting on a very striking color that compromises the user experience can be dangerous, as this can decrease the contrast between the text and the button or compromise your page aesthetically.
Therefore, when creating color variations for your CTAs, notice if the chosen tone makes the button easier or harder to read and at the same time if it highlights on your pages.
Here at WAU, our “majority” color is blue. That is why we realized that a blue CTA would not bring the necessary contrast to attract the attention of visitors.
After many tests, we reached this shade of red, which has generated very good results on our Landing Pages.
Realize that the text is visible and that, aesthetically, it is not bad at the same time that it stands out from the colors of the rest of the page.
But, again, this is what worked for us, and it may not work for you. So test and test hard!
Another important point and that people often do not give due importance: the text of a CTA.
He is responsible for inviting a page visitor to take action. So, in addition to being clear, it must be convincing, really encouraging people to click and have access to what is being offered.
When a person is about to click on a button, he is evaluating the benefits that will have to perform that action. So your CTA can help you understand that benefit.
So a “Click here” may not be the best option.
Variations such as “Download free material”, “Access exclusive content”, “Learn how to generate more leads” or other possibilities that not only encourage the action, but also present the benefits of it, can be good possibilities to start your first tests .
This may seem like the most irrelevant test, but have you ever considered the effect that some images have on a person’s unconscious and that can impact their decisions?
Want to see?
I don’t know about you, but when I see a CTA like this, the first thing that pops into my mind is: “IT’S A VIRUS!”
The problem is not the color, the text – a lie, the text too, after all it is written “click” – but, above all, this format, especially because of the animation, reminds a lot of CTAS promotions, like “You just won an Iphone 7”.
That is why it is also important to think about the choices you make, which go beyond the color and content of Call to Action.
In addition, thinking about blogposts or your website, for example, you have the option of choosing a CTA in text or image.
Here at WAU, for example, we have both options: in some blogposts, especially if they only link to another post, we usually use the link directly in the text with some attractive call.
In others, we use CTAS with images, mainly for other offers of rich materials or some funnel bottom content.
That way we get even more people’s attention!
Finally, the location of the CTA on the page is also important. After all, it needs to be not only visible, but in a place that makes sense.
So, in addition to not being the best idea to place a CTA too far from your form, in cases of a landing page, it is also not a great idea to place it at the end of the LP, after an endless scroll.
But, running away from Landing Pages a bit, have you thought about trying CTAS in the middle of a blogpost?
They are usually seen in the end, right? They act as an invitation to your readers for a “next step” within your website or blog.
However, if it makes sense and adds value to your readers, a good idea may be to place them somewhere in the body of the text, precisely so as not to miss the chance to touch on a topic that will not be mentioned in the text.
Take the test and compare the results of CTAs throughout the content and at the end, and you may be surprised!
And other than that, explore all the opportunities you have, again, as long as they don’t negatively affect the user experience.
It’s worth CTA on the side of the blog, in the Hello Bar, at the head, at the end of the site… wherever your creativity dictates, as long as you test and document everything!
Well, now let’s talk about another element that, without a doubt, has a direct relationship with the user experience: images!
They don’t just exist to “make content more beautiful” but to help in understanding and assimilating what is being said, often attracting the reader’s attention even before the text.
That is why they are as important as the content itself and, of course, can also receive A / B tests.
Just as you choose the tone and language that best suits your persona, you should also think about the images that make the most sense for her.
In this context, you can start by validating with two possibilities: illustrations or stock photos.
Here at WAU we realized that, for example, the audience at Saia do Lugar – our blog focused on entrepreneurs – because it has a slightly more serious and traditional footprint, worked better with images.
And although the format of the blog is the same, it has a totally different face from the Websites Are Us Community blog, for example, which is a more modern and cool persona and, therefore, works well with illustrations.
Again, you will only discover what works best by testing, so validate with A / B testing which is the best option.
Today we are doing this test with ads, to understand how the audience of Inteligência Websites Are Us – blog dedicated to data analysis and research – relates to visual content.
For this we created two versions and we will analyze the results. Once validated, we will have a much clearer direction on what type of image to use.
In addition to the type, it is worth taking a test to understand people’s perception of the content of your image, and if it can affect the conversion of your pages.
This is perhaps one of the most incredible tests we’ve done in recent times.
In our most current Landing Pages, we originally used a banner about the offer, with the title and some illustration that made sense.
Then, one day, trying to improve our results on these pages, we created an A / B test by exchanging the content of this image for a mockup, which is a representation of an object. In the case of an ebook, a book.
As a result, our page conversion rate was 10% higher with image two than with image one, and since then, after validation, 100% of our offers are made with mockup versions for Landing Pages.
So think about what elements within your images can affect people’s perception and test them out!
Image vs. animated content
What converts best? Images or videos?
Many people would respond that it is obviously the videos, but it is also a hypothesis that can only be proven through tests.
These two options can be used in several ways: in blogposts, to explain some concept; on your website, preceding a hand-raised CTA; on their social networks to explain any offer; and many others!
Here, we found that videos were a good way to advertise vacancies, for example. Or to replace the image of a Landing Page – and this has also increased our conversion rates.
And the test goes for:
- image x gif;
- image x animation;
- image x video.
And, in this case, also think about the costs to produce this type of content, because even though they represent greater conversion, if the cost per lead, for example, goes up a lot, you may need to evaluate which is the best choice!
Last but not least, let’s talk about the possibilities of testing content in writing. And you must be tired of knowing their importance!
Sometimes a very small change such as whether or not to use text in the infinitive or in the imperative can improve the performance of a page.
A title is one of the first contacts that a person has with a content. This is what will make her make the first decision to continue reading or simply leave the page.
So it is important to take care and validate the way in which you have built yours.
Whenever we are going to create a title, the main rule is to create at least 10 variations and, among them, choose the best one. And among those, if you have any questions, you can do tests!
- Put the keyword to the left?
- Create questions in the title?
- Change the font size?
- Change the text color?
There are several other possibilities, and you will only find out which one is the best by placing the possibilities available to your audience. Just remember that you must test one element at a time.
Description of offers
Another test possibility is to change the way you describe your offers on a Landing Page.
Some people like to put the details of the content, to increase the attractiveness through the value. Others prefer to put as little text as possible, so that the person does not take too long between entering the page and downloading the material.
What works best? It depends!
Some personas need to be convinced about the value of that action, so a more descriptive and detailed page can increase your conversion.
Others are more objective and may end up giving up on downloading when having contact with a very long page.
Find out what makes sense to your audience and, if you have more than one persona, validate this test more than once, with different offers, at different stages of the funnel and on different topics.
Another option is to use different text formats on your pages to make the content easier to read and understand how your visitors’ perception works.
For this, you will also have several options:
- Numbered lists;
- Bullet Points;
- Flowing texts;
- Major or minor paragraphs;
And so on!
This is also a good option to be validated on Landing Pages, after all you will have a better understanding of the results from the number of downloads on the page.
However, it is worth evaluating when describing the offers on your site, taking as a basis of comparison the users’ time on the page and the rejection rate.
There are many other tests!
In addition to everything we talked about, you can run tests on other channels, such as social networks and Adwords ads, for example.
And many other elements are worth a try: forms – size, color, fields, positioning -; mental triggers – placing reliability indicators such as the time when the offer will be available or the number of people who have already downloaded it; and many others!
In addition, remember that tests are the best way to better understand your audience and improve their results, so they are much more important than any “guess”.
Oh, how about testing your emails? They are a great validation channel, in addition to having a very positive impact on your results with small improvements in the click-through and conversion rate.
Download our “Email Marketing Guide” and discover the main testing possibilities to get even more results with this incredible channel!