7 Conversion Optimization Trends for 2016
Okay, you have spent through the roof to set up a highly functional and navigable website. Your products and services are great. Your promotions are mind-blowing! But people aren’t turning up to your site. Even if they come, they check your site and move on.
An article states that most websites don’t have a massive traffic problem, however every website in the world has a conversion problem. But it shouldn’t be this way. We don’t think so. According to a research, most companies spend $92 to acquire customers, but only $1 to convert them.
Have you ever wondered the reasons for your visitors abandoning your site or the ways by which you can retain them and convert them into customers? If you haven’t yet, it’s high time to understand the best ways and upcoming trends to optimize your conversions and remain a step ahead of your competitors.
85% of marketers plan to focus more on conversion rate optimization this year. Therefore, it is all the more important to know about the trends of tomorrow so that you stand out from the crowd. To help you, we have pinned together 7 innovative conversion optimization trends that will surely compel visitors of your site to buy your products and services.
#1. A/B Testing Is the New Oprah
Running A/B tests is a good way to improve your conversions. A/B testing is the most used method for improving conversion optimization. This is because A/B tests minimize the risks involved in the decision-making and help you understand what’s working and what’s not working for your site.
Did you know?
- For the last 2 years, A/B testing is the most used method for increasing conversions. (Source: betaout.com)
- 44% businesses use A/B testing resources. (Source: Impactbnd.com)
- Amongst businesses, use of testing has increased from 27 % to 38%. (Source: TruConversion.com)
We hope that you are convinced by now to carry out A/B test experiments in order to improve your conversion rates this 2016. When A/B testing apps, you can test elements such as buttons, colors, design and imagery. This will let you now the preference of your visitors and what kind of interface they find more attractive. Make sure that you record all your results so that you are able to create best apps for your visitors so that they stay on your site for longer duration.
#2. Creating Mobile-Friendly Sites
With over 1.2 billion people using mobile devices to access the web, it is a necessity to have a mobile version of your site these days (if you don’t have yet). A lot of brands went mobile last year and this year too, this trend will only increase. The majority of an audience shop from their mobiles as it is convenient and on-the-go. Conversion Scientist, Hammad Akbar reveals in a blog that 4 out of 5 consumers use smartphones to shop. Therefore, your site should be easy to load and mobile friendly in order to maximize conversions.
But make sure that your site is easily visible and there are no image carousels so that the customers get the best possible experience no matter what device they have. Also, use the right keywords in order to increase your search rankings and test your site on various devices to ensure that it is mobile-friendly. According to Statista.com, 34% buyers use their mobile device usage for product searches.
#3. Marketing Automation Will Rise
A large number of companies are already taking advantage of marketing automation to make their campaign successful. An article published on blog.kissmetrics.com reveals that companies using marketing automation receive 53% higher conversion rates than non-users and an annualized revenue growth rate 3.1 percent higher than non-users. Marketing automation also help companies reduce human errors with an automated solution-oriented substitution. It helps in building a strong relationship with your customers.
According to Marketo.com, already, 63% of marketers plan to increase their marketing automation budget in the near future. Also, 79% of top-performing companies have been using marketing automation for two or more years, stated an article published in Pardot.com. So, make use of this marketing technique that will increase your leads manifold. Offer valuable information so that your customers want to know more about your brand.
#4. Personalization Will Still Dominate
Having an online presence is no longer enough. You need to grab the attention of your visitors and hold it until they shell out money for your products. But how do you do that? It’s simple: personalization. The consumers should be able to see and taste their preferences on your sites or in your mails. Marketers see an average 20% increase in sales when using personalized web experiences. This trend of personalization for increasing conversions is here to stay. An article published in Invesp.com reveals that 56% of online buyers prefer to shop on sites that provide personalized recommendations.
You can go for email personalization i.e. sending emails with the recipients’ names and sending mails with discounts, etc. on special days. You could also go for dynamic pricing and images to give customers a real time experience of the products. Lastly, you could use the information provided by the visitors of your site such as their location. You could send them local deals or provide them with local news. This will help you connect better with your customers. Aberdeen.com states that personalized emails improve click through rates by 14% and conversion rates by 10%.
#5. Cross-Platform Testing Will Reign Supreme
By testing the suitability of your content on different platforms such as mobile, laptops, tablets etc. will only increase your conversions. Wondering how? You will be able to deliver tested UI/UX without differentiating between web and mobile. With an increasing number of people going mobile these days, this trend will help you tremendously in increasing your leads.
Apart from conducting these tests, it is equally important that you gather enough information about your customers so that it is easier for you to impress them. Also, don’t forget to understand each platform and its functions separately. By learning about the visual aspects of various platforms will help you understand the elements of those platforms. Also, conduct regular tests on your site so that you are able to fix the issues at an early stage.
#6. Video Marketing to Attract People
You must already know that online videos account for 50% of all mobile traffic. Therefore video marketing is what you need at this time. Videos tend to attract more people and also convey your message easily. 64% of consumers are more likely to buy a product after watching a video about it. Therefore, incorporate a video now in your content (if you haven’t already) to turn your visitors into buyers.
Video marketing is more than a necessity these days and as technology is changing, there are new ways of engaging with the audience through videos every now and then. One way is through interactive videos, make sure your consumers get involved in whatever they do to increase conversions manifold. An article published in Marketingprofs.com states that 70% of marketers believe that videos convert better than any other medium. But don’t forget to make your videos mobile-friendly so that people are able to view it even when on-the-go.
#7. Custom Call-to-Action Will Rule The Roost
Though call-to-action buttons form a key part of the conversion rate optimization process as these are the buttons that guide users towards the final steps in the whole process, the majority of business owners don’t use this technique effectively. 70% of small businesses lack a call to action. Also, only 47% of websites have a clear call-to-action button that takes users 3 seconds or less to see, states Go Globe.
Make sure that your CTA buttons are prominently placed on your website just like your brand’s logo design and banners, also in colors that attract people. Your CTA buttons are the simplest way of getting the contact details of your customers. Therefore, your CTA buttons should be well-designed so that the visitors on your site turn into buyers.
So, there you have it! The top 7 conversion optimization trends of 2016. These trends will surely increase conversions and help in the growth of your business. Don’t worry if the results take time as they will. All you need to be is diligent, patient and determined for the better.
Images: ”Author’s Own“
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