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9 Conversion Tricks That Are Borderline Magic

You don’t have a traffic problem.

In fact, most businesses don’t have a traffic problem.

But, every site in the world has a conversion problem, according to Bryan Eisenberg.

That’s not surprising when you consider that on average, only 5% of marketing budgets are spent on conversion rate optimization.

Most companies have focused so much on getting a visitor that they forgot traffic is useless if they’re not getting sales.

So it’s not surprising that those who focus on CRO will have the most success with their conversion rates, according to Marketing Charts.

That’s exactly why I decided to create this list; to show you 9 CRO tricks that are fast to implement, so you can start converting more visitors into sales today.

You ready?

Let’s work some magic…

The Conversion Tricks Every Marketer Needs To Know

 

Conversion Trick #1: Get Visitors To Make A Small Commitment

Conversion Trick #2: Use The Decoy Effect To Increase Conversions

Conversion Trick #3: Use Exit-Intent Technology To Increase Conversions

Conversion Trick #4: Use Logic Branching Surveys To Learn How Your Audience Thinks

Conversion Trick #5: Improve Your Site’s Speed. But Do It This Way

Conversion Trick #6: Match Your Message With The Way Your Target Audience Views Things

Conversion Trick #7: Personalize Your Content To Increase Conversions

Conversion Trick #8: Use Positive Framing To Persuade And Convert More People

Conversion Trick #9: Increase Conversions With Dynamic Text Replacement

 

Conversion Trick #1: Get Users To Make A Small Commitment

Would you propose marriage on the first date?

cro trick

Let’s slow down here – Image source

 

Hopefully not.

It’s a process every couple needs to deal with, and it all begins with a small commitment.

The same principle is applicable when it comes to marketing.

When you get your visitors to make small commitments first, they will be much more likely to make bigger commitments in the future.

For instance, it’s much easier to get a visitor to give you an email address than a credit card number. It’s also easier to get a user to start a free trial than buy a membership.

Make sense right?

If your website only gives the option to buy, you’re forcing your visitors to make a bigger commitment, and, therefore, some of them will need more time to make a decision.

But you don’t need to take my word for it.

As a matter of fact, Photoshelter, a web app that allows photographers to create beautiful websites, doubled their sales by simply adding a $1 trial to their sales page.

cro

A buck isn’t a big commitment – Image source

 

And Photoshelter is not alone.

There are tons of testimonials out there you can read about how websites increased their conversions just by applying this principle to their strategy.

Want to know the best part?

YOU can get similar results.

All you need to do is follow the steps below:

Step 1: Identify The Critical Parts Of Your Conversion Funnel

Contrary to popular belief, CRO is not about tweaking a button’s color, changing your landing page copy, or follow the recommendations professionals make.

CRO is all about identifying the most critical parts of your conversion funnel, and then start developing your hypothesis based on those parts.

For instance, Photoshelter was able to double their sales because they discovered their visitors were anxious to test the product before purchasing. They also discovered that people who tested the product were more likely to continue using it.

Based on that information they decided to add a $1 trial offer to their sales page.

conversion funnel

Make your CTA clear and inviting, too – Image source

 

You need to figure out what’s stopping people from buying, and then start developing a hypothesis based on that information.

Even if you aren’t a SaaS solution, there’s another offer that takes a smaller commitment that you can create.

For example, you might find that people are confused about what your product does, so you could incorporate an explanatory video to your sales page.

By doing that, people would be making a smaller commitment first – which is watching the video – so they not only would be more likely to make a bigger commitment after, but they will also understand what your product does.

Whether you decide to add a free trial, an explanatory video, or any sort of small commitment, make sure it’s aligned with your most critical parts of the conversion funnel.

Step 2: Test Bold Changes

Once you’ve identified the most critical part of your conversion funnel and developed a hypothesis, it’s time to start testing.

Yes, it might be risky to test bold changes to your funnel, but there’s no better way to figure out whether your conversions will increase than doing that.

But what if…

What if you’re not a SaaS or eCommerce solution? What if you’re trying to generate leads with your landing pages?

Use something called multi step landing pages. It’s the same logic that applies.

With lead generating multi step landing pages, your goal is to make ultimately get the visitors contact info, but all visitors would rather not give that information.

So instead, you want to get them to commit with landing page fields that are easy to answer, that ultimately lead them to give you their contact info.

Just like how Advanced Grass increased conversions 214%.

conversion trick

Here’s step one of Advanced Grass’ multistep landing page – Image source

 

And how Namify increased their conversions by 311%.

multistep landing page

Asking the visitor to commit to one step is less intimidating than filling out an entire form field – Image source

 

Further Reading:

 

Conversion Trick #2: Use The Decoy Effect To Increase Your Sales

Have you ever heard about the Decoy Effect?

It states that people tend to change their opinion about a particular product when two options are presented along a third option that are asymmetrical, a little bit uglier or inconvenient.

decoy effect

See how that works? Image Source

In words of Wikipedia:

An option is asymmetrically dominated when it is inferior in all respects to one option; but, in comparison to the other choice, it is inferior in some respects and superior in others.

Let me explain it with a real-life example:

Dan Ariely –Professor of psychology– made an experiment with their students.

He asked them to choose a subscription from a magazine:

A) Online subscription – $59

B) Print version – $125

C) Web and print subscription – $125

16 students chose the option A,

0 students chose option B,

and 84 students chose option C.

As you can see, almost all students chose option C because it seems more convenient in contrast to the other two options, and also more valuable.

This is how the Decoy effect works.

Still skeptical?

With that information in their hands, Ariely decided to perform another test. This time he removed the option C. Here are the results:

68 students chose option A and 32 students chose option B. The total revenue for this campaign was $8,012.

The bottom line?

Make sure to always add a superior version of your product and compare it with less convenient options.

In case you’re wondering how to do it, here’s a solid process you can follow:

Step 1: Create Three Variations Of Your Product

As Professor Ariely, you need to create two variations of your product (or service) that seem inconvenient, and one that it’s “convenient” for the visitor.

On the other hand, if you’re selling a service, make sure to add a version of your product that is much more convenient or beneficial than the two other versions.

decoy effect

Apple knows the decoy effect well.

 

Step 2: Add A Visual Representation Of Your Three Variations

In a post from Digital Marketing Philippines, the brain processes visual information 60,000 times faster than the time it takes for the brain to understand plain text.

visual content

See how much faster and easier this was to read with the graphics? Image source

 

That’s why I encourage you to add a visual representation of the three variations of your product. It doesn’t matter if you’re selling a physical product, digital product and even a service.

This principle applies to all of them.

Further Reading:

 

Conversion Trick #3:  Use Exit-Intent Technology To Increase Your Conversions 

If you’re skeptical about the stat above, let me show you a couple of examples that will blow your mind:

Nikki McGonigal, a professional blogger, wanted to increase her newsletter subscribers, so she added two sign-up forms to her blog.

One on the sidebar:

sidebar

Sign up form on sidebar – Image source

 

And one integrated in a lightbox.

lightbox

Sign up form in lightbox – Image source

 

After 7 months, she analyzed results. Here’s what she found:

results

And the lightbox wins! – Image source

 

The lightbox outperformed the sidebar form by 1375%!

Crazy right?

And Nikki is not the only blogger who is having awesome results by using this kind of technology.

Darren Rowse, founder of Problogger, was able to get 400 new subscribers every day after adding a pop over subscription form to his photography blog.

get more subscribers

Try a pop over form to get more people in your funnel – Image source

 

 

Also, Neil Patel experimented with exit-intent technology on his blog (NeilPatel.com). He found that conversions increased by 46%.

bounce

Another reason to test this out – Image source

 

If that’s not enough, Syed Balkhi, from WPBeginner, was able to increase email opt-ins by 600% when he decided to implement exit-intent technology.

Now you might be thinking:

“Cool, exit-intent pop-ups work very well for bloggers, but what about eCommerce?”

I’m glad you asked!

Gr8tFires.co.uk, an online store that focuses on selling wood-burning stoves, was able to generate more sales leads by adding an exit-intent popup to their site.

More specifically, they offered an “installation calculator” when visitors tried to leave the store.

This simple tweak generated 300% more leads every month.

cro hacks

Change the copy of your CTA to be useful and specific.

 

“Got it, exit-intent technology works for bloggers and eCommerce websites, but what about landing pages?”

Let’s dive in:

YourMechanic, an online mobile repair service, found that adding an exit overlay to their landing page increased conversion rate by 7.16%, which resulted in tons of new customers every month.

exit intent technology

The more specific you are, the better – Image source

 

The bottom line?

Whether you’re driving traffic to a blog, an online store, or a landing page, you can dramatically increase your conversion rate by implementing exit-intent technology.

Here’s how you can do it the right way:

Step 1: Understand The Context

Exit-intent popups are not intended to annoy people. In fact, you give your visitors additional value with them.

How?

By understanding the context.

For instance, if you’re running an eCommerce website, you can offer discounts, contests, or special offers.

On the other hand, if you’re running a ppc management company, you can offer a free whitepaper or guide.

This way, you’ll be providing more value through your popups.

Step 2: Set Up High Tempo Testing

Popups can work great since they can target all types of traffic. And because of that, you can be quick at testing different offers through them.

The truth of the matter is that you can test everything. However, I highly recommend that you start with the following elements:

  • Background color
  • Copy
  • Call-to-action/Offer
  • Imagery

The four points above are very likely to give you the biggest results.

Step 3: Choose The Right Tool

This step is really straightforward. Just choose one of the tools below and start creating your first exit-intent popup:

Bounce Exchange This is the most comprehensive tool so far. It not only allows you to create beautifully designed pop-ups, but to display them based on user behavior. However, if you’re on a budget, this tool is not for you.

OptinMonster Very complete tool that works nicely with WordPress sites. It allows you to A/B test your pop-ups, as well as segment your customers with behavior personalization.

GetRooster This tool allows you to implement exit-intent technology in a simple way. In addition, you can integrate it with a ton of your existing marketing tools, which will save you a ton of time and money.

ExitIntent.io – A very good option if you’re just starting. You can start implementing exit-intent technology for only $9 per month.

Picreel – Allows to embed videos and has direct HTML/CSS editing on top of their great WYSIWIG editor.

Plus, quite a few others out there.

Further Reading:

 

 

Conversion Trick #4: Use Logic Branching Surveys to Learn How Your Audience Thinks

Did you know that a typical business only hears from 4% of its dissatisfied customers?

cro hack

We appreciate you 4%, but we wanna hear more – Image source

 

It means that 96 out of 100 people that are not satisfied with your service won’t voice their complaints, and that’s a huge problem.

Why?

Because if your customers are not telling you what they don’t like about your product or service, it’ll be very hard for you to improve.

That’s why it’s very important that you proactively interview and survey your customers, so you can learn how to provide a better experience to your customers.

If you’re wondering what tool to use to get this job done, we’ve created an amazing guide where we reviewed 105 CRO tools.

You can read this section to find a surveying tool that fits your needs.

Further Reading:

 

 

Conversion Trick #5: Improve Your Site’s Speed. But Do It This Way.

Fact: A 1-second delay in page response can result in a 7% reduction in conversions, according to Kissmetrics.

CRO HACK SITE SPEED

You’ve probably already seen this, but have you ever done anything about it?

If your business is making $200,000 a month, a one second delay could cost you $168,000 in lost sales every single year.

That’s a lot of money no matter who you are (unless you’re Apple).

As a matter of fact, Walmart discovered that for every 1 second of improvement, they experienced up to a 2% conversion increase.

Also, when Firefox reduced average load time by 2.2 seconds, they increased conversions by 15.4%.

cro tricks

It makes a lot of sense, because as human beings, we don’t like to wait.

That’s why you need to pay close attention to site speed optimization.

And although it’s very tricky to some marketers, it can seem really simple when you know what to do about it.

Here are some best practices you should follow to increase your load speed:

1) Change Your Web Hosting

I know, I know… this is very common sense, but it’s surprising how many people still using a crappy web host OR a lousy web hosting package.

And since it’s one of the most important elements to improve your site speed, I decided to include it in this guide.

Here are some recommendations to select the right web hosting:

1)  Don’t rely on pricing – Low budget web hosts (i.e. Bluehost, GoDaddy, Hostgator) are ok when you’re just starting, but if you’re getting a decent amount of traffic, you should get something better.

2)  Choose a web host that fits your needs – If you’re running a WordPress website, make sure to use a WordPress managed hosting (like FlyWheel. That’s what we use here at KlientBoost).

On the other hand, if you run a heavy traffic website, you might need your own dedicated server. Whatever the case, make sure to find a solution that provides exactly what you need.

3) Choose a web host that allows you to manage your files – Site speed optimization best practices require you to modify, add, and delete some files on your server. If you don’t have access to them, you’ll struggle.

2) Resize Your Images

You need to make sure all the images in your site have an optimal size.

Here’s a quick way to do it:

First, head over to Google.

Then, type in: Site:yourdomain.com (replace “yourdomain.com” with your actual domain)

Now click on “images”, and Google will show you all the images on your site.

Look for images that are higher than 600px and then their file size in kb.

You can sometimes lower file sizes by up to 70% without compromising image quality with tools like TinyPNG for example.

3) Compress Your Site With Gzip

Gzip compression is one of the best practices for site speed optimization.

Basically, it consists of compressing all your files, so you can save bandwidth and speed up your website.

Yeah, it sounds scary, but for someone who understands development, it will be really easy to implement on your site.

You can send this following guide to your programmer: How To Optimize Your Site With GZIP Compression

4) Install Google PageSpeed

I could spend all day explaining you all the web performance best practices – like compressing CSS and JavaScript files or minimizing round-trip times (RTTs) – but instead of doing that.

I’ll show you something better: Google PageSpeed

All you need to do is to tell your web hosting guys that you want it installed in your website. Then, it will automatically apply web performance best practices, without doing anything else.

You can then head over to GTmetrix and compare before and after scores.

Easy, right?

Further Reading:

 

Conversion Trick #6: Match Your Message With The Way Your Target Audience Views Things

In words of Copyblogger:

The most important element of copywriting that works is how well your message matches up with the way your prospective customers view things.”

That’s why it’s vital that you understand your audience as much as you can – I mean, you need to figure out what they like, cherish, hate and admire.

When you know your audience at that level, you’re able to create a more compelling copy, and, therefore, your conversions can increase.

Even a single word change in your landing page can improve your conversions.

Skeptical?

GoCardless, a company that helps businesses get recurring payments, was able to increase their product demo conversions by 139% after switching their call-to-action copy from “Request a Demo” to “Watch a Demo”.

Before:

cro trick

“Request a Demo” is their CTA.

After:

copy hack

Now “Watch A Demo” is their CTA.

 

Incredible, right?

Remember: When it comes to marketing, the ones who better understand their audience are the ones who win.

Here’s a simple three-step process you can apply to improve your copywriting:

Step 1: Develop Buyer Personas

Buyer personas are semi-fictional representations of your prospective customers.

cro buyer persona

Meet Jane, your new buyer persona – Image source

These personas describe the profile of your target audience and give you a clear understanding of how your customers think.

In this day and age, developing buyer personas is not an option if you really want to succeed.

I’m not going to explain how to do it in this guide. However, there’s a lot of information you can read online. You can start by reading the following guides:

1) How to Create Detailed Buyer Personas for Your Business [Free Persona Template]

2) Create a Marketing Persona for Your Business

3) Buyer Personas – 9 Steps to Profiling Buyer Personas

4) How to Create Buyer Personas With Google Analytics

Step 2: Discover The Words Your Customers Use To Describe Their Problems

As you start developing your buyer personas, you’ll find they tend to use the same words to describe their problems.

That is extremely useful.

Make sure to create a list of all the phrases and words your customers use over and over again so you can incorporate them into your copy.

Step 3: Incorporate Those Words Into Your Copy

Once you’ve created a list of words and phrases, try to incorporate some of them within your calls to action, USP (Unique Selling Proposition), and even your content.

The more your marketing material resonates with your prospective customers, the more effective it will be, and by incorporating the same words your customers use within your copywriting, they’ll feel more attracted to you.

Further Reading:

 

 

Conversion Trick #7: Personalize Your Content To Increase Conversions

Bold promise?

Absolutely.

On average, marketers see an increase of 42% in their conversion rate by using personalized content, according to Triblio.

cro hack personalization

Personalization makes people think your product/business is perfect for them – Image Source

 

For those who are not familiar with personalization, it consists of showing different content to your visitors depending on their interests, demographics, and location.

For example, let’s say you run a marketing agency and want to attract three types of clients:

Segment 1) Businesses within the food industry

Segment 2) Companies within the music industry

Segment 3) Companies within the technology industry

In that case, you couldn’t expect to use the same copy for all of your prospective customers.

Here’s where content personalization comes in handy.

By tailoring your content to each of your buyer personas, you’ll be able to engage visitors in a more efficient way, and, therefore, increase your conversions.

“But, how can I personalize my content?” 

Follow these steps:

Step 1: Segment Your Audience

It doesn’t matter what industry you’re in. There always will be people with different interests.

Make sure you identify those people and start creating segments. You’ll use them to create personalized content for each of your buyer personas.

To do this, you’ll want to make sure you create segments from where your traffic is coming from.

You can either do this by creating individual campaigns with your PPC traffic or knowing which referrer URLs those buyer personas are coming from within Google Analytics.

Step 2: Sign Up With Your Favorite Personalization Tool

There are plenty of tools you can use to personalize your content. You can start by reading the guides below and choose the one that resonates best with you:

1) 8 Tools to Personalize your eCommerce Site

2) 5 Website personalization tools to help you generate more sales

3) 15 Website Personalization and Recommendations Software Tools

Step 3: Tailor Your Copy Specifically To Each Segment

At this point, you should have enough information about your target audience to personalize your content correctly.

You only have to create different variations of your content, so you can show different messages based on user behavior, demographics, and interests.

Here are some guides you can read to personalize your content very strategically:

1) Personalize Your Marketing to Attract More Customers

2) 5 Innovative Ways to Personalize Your Website Content

3) 8 Conversion-Boosting Ways to Personalize Your Content

Further Reading:

 

Conversion Trick #8: Use Positive Framing To Persuade And Convert More People

It’s not a big secret that people tend to have a preference for the positive.

cro tips

It’s all in the framing – Image source

 

Think about it:

Let’s say you’re a patient suffering from a potentially fatal disease. Your doctor could tell you that surgery has 93% a success rate.

On the other hand, he could tell you that 7 out of 100 people will die from that surgery.

Even though your chances for a full recovery are the same, you’re more likely to go ahead with the surgery if the doctor tells you the first description.

The same thing applies to marketing.

If you use positive framing to present your solution (product or service) people will be more likely to accept your call-to-action, and therefore, convert.

For instance, if you’re a weightloss gym, you could say something like:

“90% of our customers lose weight.”

That would be much more attractive than: “Only 10% of our don’t lose weight.”

Although you’re telling the same thing,  people would react more positively to the first description.

But before you start changing your landing page copy, make sure to take into account the following points:

  1. Always Be Testing – Just because this technique worked for others doesn’t mean it will work for you.
  2. Simplify – Marketing can work better when you simplify things. If you decide to use positive framing, make sure to don’t over complicate your message.
  3. Start With Your USP (Unique Selling Proposition) – Your USP is the first thing people see when visiting your website or landing page, so you should start by implementing positive framing on that first.

 

Further Reading:

 

Conversion Trick #9: Increase Conversions With Dynamic Text Replacement

Did you know that when it comes to PPC,  25% of marketers drive all visitors to the same landing page, no matter what keywords or circumstances brought them there?

In most cases, that’s a huge mistake.

Why?

Because your landing page is the key to higher conversions (9 conversion experts agree). When someone searches for a specific keyword on Google, he or she needs the message match to continue to the ad and to the landing page.

The problem begins when you start to target several keywords, but you only have one landing page.

For instance, let’s say you’re selling a hiking backpack, so you create a landing page around that keyword:

conversion tips

However, you’re targeting the following keywords:

  • hiking backpack
  • trekking backpack
  • camping backpack

In this case, your landing page might perform well for the keyword “hiking backpack”, but it may not perform that well for keywords like “trekking backpack” or “camping backpack”.

The perfect solution to this problem would be to create separate landing pages, targeting separate keyword searches.

But you and I both know that might not ever happen. Especially if you’re targeting 100+ different keywords.

So instead, let’s look at a much more effective way to do it: Dynamic Text Replacement.

Dynamic Text Replacement consists of automatically changing your landing page or website copy based on the URL parameters you use.

Taking the example above, you could use dynamic text replacement so when people search for “trekking backpack”, your landing page displays that specific keyword, instead of “hiking backpack.”

conversion tip

Pretty cool right?

Here’s how to do it:

Step 1: Choose Your Tool

Now, in order to implement dynamic text replacement, you’ll need a tool.

Here are a few we use at KlientBoost for both websites and landing pages:

UnbounceIn my personal opinion, this is the best tool to implement dynamic text replacement for your landing pages. Also, it’s really easy to set up.

unbounce

Here are the instructions.

Marketizator A conversion tool suite that allows you to dynamically change text, and then some.

It can even pull in the visitors city and local temperature without the need of manually editing your PPC URLs.

pop-up-cu-variabila-weather

Here are instructions.

Custom –  Joel Clermont blessed us with a custom code functionality that can be used throughout all websites and landing pages.

On GitHub, you’ll find that you can dynamically change text via URL parameters or specific cookies.

Your Next Steps

I won’t lie to you…

Conversion rate optimization (CRO) isn’t easy.

In fact, it’s a complicated, time-consuming, and a little bit expensive practice.

However, it’s a practice every business needs to take very seriously to grow.

By taking this approach, your blackjack game turns into a chess game where every move you make is strategic that gives you accurate results.

You’ll stop guessing and start driving your business to a more lucrative future.

P.S. Did you like what you read here? Gained some insight? :) Tweet and post this to your peeps to share the wealth. 

 

 

 

 

 

Conversion Rate Optimization That Performs Even Better

Klientboost Blog Author Josue Valles

Josue Valles

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