Top 10 Splitting Winners
- Counterintuitive results: removing prices on order pages increases sales by 90%.
- Red ‘Submit’ buttons generate 7% more leads.
- Add that magic ‘Order Now’ button even with sales generating videos and see conversions double.
- The HelloBar will work like magic for split testing your website and can generate up to 28% more conversions.
- Have your squeeze-pages ask for micro-commitments and increase conversions from 5 to 13%.
There’s much to be said about splitting, in order to improve conversions, drive sales upwards, and funnel more traffic toward the key areas of a corporate/e-commerce website. One point always worth mentioning is that the Internet seems chockfull of splitting and conversion improvement experts these days, to the point where it makes one wonder where they all earned their chops. Yet since spotting faux know-how is not the point of this resource post, let’s focus instead on the best ten tested-and-true splitting winners, as explained below.
1. The red submit button
Image source: SteelTownFilmFactory.com
Can such a slight detail as the color of a ‘submit’ button positively influence conversions and leads? The hard science of split testing says it absolutely can. Tweaking has found that a red submit button generates up to 7 per cent more leads than a green one, while also driving conversions upward by over one third (34 per cent). Green is a more peaceful color, but, psychologically speaking, there’s no better call to action than a button that says ‘submit’ in bright red.
2. Interactive content with purchase button
Image source: Blog.LeadPages.net
If you incorporate video, Flash, or Java content into a lead generating page on your e-commerce site, it’s absolutely essential that you give visitors the means to navigate away, and to the purchase page, while they watch. Sounds counterintuitive? Split testing which added such ‘Order Now’ buttons (that appeared right as the video reached the call to action) nearly doubled conversions.
3. A ‘Hello!’ bar
Image source: InspireTrends.com
Even when visiting a commercial website, would-be clients like to feel they’re engaging with a human, which explains why a simple tweak like a Hello Bar would go so far toward increasing conversions. Conversion rates on sites split-tested with such bars (designed by none other than Neil Patel, by the way) have been known to go up by 28 per cent, where the bar included a call to action. Thinking engagement would risk being ruined with an A/B testing bar at the top? Similar tests also pointed to a 6 percent rise in non-converting CTR, too.
4. Squeeze pages asking for micro-commitments
Image source: GeorgesReviews.com
Squeeze pages can greatly improve your website performance, in terms of sales, leads, and conversions, especially if they’re positioned at key points during the conversion process – and if they don’t make major, unreasonable demands. One marketer tried a seemingly counterintuitive approach: he added a survey to his squeeze page and saw opt-in prices and rates go up, up, up: in fact, those rates increased from 5 percent to as much as 13 percent!
5. Order form sans pricing
Image source: SamHazledine.com
In yet another counterintuitive split testing result, it was proven that adding an order form on a funnel even before listing the price can work wonders on conversions. It may go against the grain of everything conventional marketing has ever taught it you and it may not even work in all situations. But, by and large, if your traffic is strong and funnel page well designed, add that order form. You may see as much as a 90 percent increase in sales.
6. Simple design + shorter copy
Image source: Forrst-live.com
Forget spending thousands of dollars on snazzy site designs, plus hundreds more on clever long copy. Split testing indicates that the most rudimentary (yet enhanced for PPC ads) design can increase opt-ins by up to 11 percent; when this is combined with short, arguably ‘weaker’ copywriting, the conversion rate stands to see an improvement of over 115 percent.
7. Red, red, red
Image source: plus.google.com
Your website designer might argue for a coherence in the color palette that you site uses. That’s all well and good – save for when it comes to the actionable headlines on the sales page. Always go for red: the increase in conversions indicated via split testing against green buttons shows a 21 per cent increase in click-through rates with red actionable buttons.
8. Static headlines
Image source: Aquanautelnido.com
.gifs may be all over the cool kids’ corners of the Internet, from Facebook chat threads, to apps and Tumblr, but if you’re serious about building a corporate website that actually rakes in more money, you’re far better off with a static headline. Our tweak testing has revealed that animated headlines can be overbearing on the eye and drive conversions down by a whopping 28.5 per cent. Keep it simple and classy, when it comes to building a respectable online presence and you’ll start seeing how it pays off in next to no time at all.
9. Lower pricing points for more money
Image source: Petroquimex.com
Popular wisdom is divided on this point: do you run lower prices, to attract more customers? Or do you conversely up your pricing game, to risk losing some clients, but maintain a hefty profit margin? Marketing, both off- and online, states that you should probably find a good balance and mix between the two. By and large, though, split testing for prices indicates that you should probably tip the scales heavier toward the low prices side, since discounts stand to generate as much as 121 per cent more profit than higher prices.
10. Freemium offers
Image source: DogsLoveRunning.com
There’s not much doubt about it, we live in the world of free trials, as evidenced by the plethora of mobile apps successfully implementing this sales model. E-commerce websites abide by the same rule. We’ve split tested websites running ‘Buy now’ calls to action and paired them up with free trial sites. At the end of the day, the sites offering a no cost period for testing their services and/or products managed to drive their conversions up by as much as 158 per cent.
About Conversion Hub
Conversion Hub is a digital marketing agency based in Singapore. We provide digital marketing services using proprietary social, digital and analytics methodologies. We also provide website design services in Singapore. Our Ask-Alvin unit provides small business marketing solutions including press release distribution. For more information, visit http://ask-alvin.com