5 Essential Conversion Issues You Should Test


3 m read


Testing & QA


Conversion Issues Advertising today feels more like science which involves a separate study on conversion rate optimization. While a great UI or design mostly relies on intuition, some specific elements of conversion truly deserve a bit scientific implementation approach.

Therefore, in this article you’ll find a few proved and established methods of conversion rate optimization that need testing in the first place.

  1. Segmentation is Your Key to Persuasion.

The facts are that when you have the variety of personas and their needs, it’s more effective to address them individually than with some catch-all strategy. For this, you company should get engaged in the Customer profiling process which suggests creating some comprehensive dossier of persona subsets within your user base, listing their major concerns, their inbound channels, languages and other issues. If you manage to do this for the ideal customers and direct them to the appropriately targeted pages, you are likely to get pleasing results.

  1. Dead Weight is Dead.

It’s important that your site elements are generally sized to match that business desired outcome the user expects. This sort of logical hierarchy and grouping has already become prevalent in most well-designed interfaces. Note that such visual hierarchy is applicable to your marketing site just as well, so you need to properly analyze and test the large elements taking up most value. The first question to answer is ‘Are they pointing users in the appropriate direction, or just wasting space?’

  1. Similarity and Extensive Choice are to Be Eliminated.

The interesting thing is when users are challenged by two similar products of identical prices, they inevitably face the dilemma of choice. That’s why the best approach to this problem is assuming its psychological aspect. That is, when consumers see similar items of the same price, they are likely to defer the decision rather than take action. Therefore, if your business involves selling fairly similar products with different features, consider the testing of this principle by slightly changing their prices.

  1. Bad Typography Kills Conversions.

A good converting website is not only pretty, but what’s more important – has good typography. Below are three typography aspects to improve.

  • Margins. Increase you margins’ white space and add some line height to the text body to make the spacing open and natural and long text blocks more approachable.
  • Contrast. Light text on greyish background can be quite a hassle when users want to read your page text, so make their reading as easy as you can afford.
  • Length. To create a better reading pace, include obvious subheadings and make them in more contrast to the text body. This will break the reading up into chunks and make long pages more approachable.
  1. Headlines Stress Your Value Proposition.

Though people are visual creatures, the facts are your headlines are king over images.

Here’s what you should make important points about your headlines:

  • Headlines draw user attention almost immediately outperforming pictures significantly.
  • Users scan only the couple of words beginning a headline before they decide whether to stay or leave.
  • A headline has only 1 second to grab a user’s attention before getting ignored.

Mind that often headlines are the simplest way to clearly demonstrate your value proposition and give customers the main reason why they should buy from your site.

Test the above issues and watch your conversion rates going up!

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