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How to Double Your Conversion Rate
Most e-commerce sites only convert three out of every hundred people who visit their sites. What a shame! And the worst side-effect of this fact is apathy.
People often ask us, “What’s the average Conversion Rate in my industry?” Fair enough, but does it matter? If you’re converting less than 1/10th of your traffic, you should be concerned. If you’re converting more than that, you can do better. We all can. It’s even possible to double your conversion rate, if you ask bigger questions.
When JigsawHealth.com contacted us, they were converting three times better than the average. But they the didn’t just ask bigger questions, they put them to the test. Now, after testing some new verbiage and some design tweaks, they convert 1/5th of browsers into buyers.
If you’re ready to put big questions to the test, or if your business already demands big answers — and quickly — don’t assume the prognosis can’t improve just because you’ve “already tried everything” else.
Want to boost online conversions on landing pages and beyond? FutureNow can help.
- Nobody wants to read your sh**!September 21st, 2009
- Redesign? Ask The Right Questions!September 18th, 2009
- Cross-post: How to Improve a Product Page, Part 1September 15th, 2009
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September 27th, 2007
4:41 pm
I love these examples, thanks Robert!
B
October 1st, 2007
2:35 pm
Great example Robert!
October 3rd, 2007
2:46 pm
When was this test conducted? I just checked out the site, and noticed that they are still changing the site and I am sure improving their conversion rate. I did notice that they did put back in the top navigation.
October 3rd, 2007
2:52 pm
BJ,
If you follow the link I posted above, it takes you the landing page. While the top navigation seems to make sense elsewhere on the site, it was a conversion killer on the landing page.
May 2nd, 2008
6:12 am
Thanks for sharing this conversion story. I think it give good pointer to some of things which everyone can test on their website like removing top navigation bar from final product pages.
May 5th, 2008
8:36 pm
Removing the navigation bar could make sense for this website, which has fewer products. I like the idea to highlight key points. It helps you and customer a lot when scaning the website.
But for Amazon.com or Newegg.com, will it work to remove navigation bar from product page? even though it will, we still need to keep some filtering function, recommendations for customers. Logical customers tend to compare and make a better choice~
My point is to be careful when you copy advice or experiences to your own site. Testing and verifying your changes alawys have their places.
May 7th, 2008
4:19 pm
UniqLooks,
Double A said it best. Removing the navigation for this particular landing page was a great idea, but it’s not always advisable.
Having a sound hypothesis and testing it is the key.
(Thank you for clarifying this very important point, Double A!)
September 19th, 2008
10:44 pm
Perhaps the best thing you can for your landing page is to make the headline include the Exact Keyword Phrase that the customer searched for. How to you do that with Adwords PPC campaign? Simple, use Dynamic Keyword Insertion to put the search term as querystring parameter on your Adwords Destination URL. Then you’ll have the exact phrase at your disposal.
January 12th, 2009
4:58 pm
I find that the quickest way to impact conversion rates is to monitor and optimize forms involved in the sales/lead generation process. Small changes to the checkout process can yield much faster and permanent improvements since many clients lose over half their traffic through poorly designed forms.
October 11th, 2009
4:26 am
Good example.
October 12th, 2009
5:43 am
I thought about this concept very interesting.