CRO Roundup Blog

Disruptive Digital

Maurice Rahmey, Co-Founder & Co-CEO at Disruptive Digital:

When running ads, it's important the landing pages you send users to follow the 3 C's, especially on mobile devices:

• Continuity
• Content
• Call to Action

‍Continuity

How can you improve the flow between ads and landing pages so the experience feels consistent? Some ways to do this includes:

• Imagery: It's important there's a visual consistency between your ads and landing pages so people know they are in the right place to continue their purchasing journey.
• Products: While it might seem like the right decision to send people who visit your site to the homepage, sending them straight to the product they’re interested in will allow those people to purchase what brought them there in the first place.
• Pricing and Promotion: If you’re promoting a sale or a specific price point in your ad, make sure that same price point is being reflected on you website as well. For example, if you say you give 10% off your first order in an ad, make sure that’s reflected in the site copy as well. Don’t assume people will know they need a coupon code or the discount is already applied. If you don’t include pricing in your ad, make sure you still keep that information front and center.
• Messages: The copy you use in your ad should be reflected in your landing page. Tell the same story before continuing on with more information for interested readers.
• Design Elements (colors and fonts): Showing people the same colors and fonts they see in an ad helps people subconsciously realize they are in the right place.
• CTA’s: People should expect a similar call to action between what they see in the ad and what they see on the website. For example, if you tell someone to “Shop Now” in your ad, telling them to “Subscribe” on your site could confuse the customer.

Content

Has all your content been optimized for mobile screens?

• Is the headline attention grabbing? Make sure to use something that will grab someone’s attention and have them wanting to learn more.
• Is the unique value proposition obvious? State the key differentiator for your product that would make someone buy.
• Do the large images convey the main messages? Less is more when putting images on mobile. A big image that corresponds to your headline is a great way to help consumers connect what you’re selling with what they get. You don’t need to get fancy.
• Is the information concise and easy to read? Unlike on desktop, where we consume more text-based information, mobile is a much more visual medium. Keep your captions short and to the point. No more than 1-2 lines of text.
• Is the layout uncluttered? A landing page should offer all the necessary information, but not so much as to overwhelm (and potentially drive away) the visitor.

Call-to-action

Do your CTA buttons inspire someone to progress to the next step?

• Is there a CTA button on the page? While this may seem obvious, some websites bury their landing page so someone has to scroll to find it. If you have to scroll to get to your CTA button, consider moving it up higher on your site so people can take your desired action easily.
• Does the CTA span the screen’s width? On a phone, large buttons have a higher chance to be noticed and tapped on. A compelling CTA button should be big enough to be quickly found but not too big that the visual composition and hierarchy of the layout would be spoiled. Research on button size and spacing has discovered a standard that works for most users. If in doubt, consider a width of at least 72 pixels, which is the average width of the adult thumb.
• Does it’s color standout? Buttons and background colors should be contrasting enough so that CTAs would stand out and grab your attention. The button should also look clickable which can be done by adding borders, white space and shadows.
• Is the CTA “sticky”? Scrolling behavior varies depending on the content a visitor is interested in. If someone ends up somewhere in the middle of your page, your button needs to be visible at that moment for them to take action. Using a “sticky” CTA button solves this problem by sticking to the top or bottom of the screen and stays with users as they scroll.

While ads drive site traffic, strong landing pages are still required to convert those visitors into customers.

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By following the landing page best practices listed in this article, you’ll know exactly what elements you’ll need to build high-converting mobile landing pages for your ads.

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Just remember the three C’s: continuity, content and call to action!

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Fireside Digital

Drew Himel, CEO & Founder of Fireside Digital

1. Implement a powerful CTA strategy

CTAs should be clear, easy to find, engaging, and informative. The language should be direct with a linking strategy in place, and users should always know where CTAs will lead. Notably, clear, powerful landing page CTAs can increase CRO by 80%.

2. Tap into the benefits of on-site search

On-site search conversion is usually 3X that of sessions without search, and nearly 40% of users go directly to the search box upon entering a site. The search bar also supports product find-ability, which ultimately increases AOV and conversion, provides insight into product offering and SEO optimization, and serves as an additional customer resource.

3. Navigation structure is key

25% of shoppers don’t buy from a website if the navigation is too complex. Customers should be able to navigate your site seamlessly and easily find what they’re looking for, so thinking of the structure from their POV is essential. Product findability is critical in your site sections, and the navigation structure should house links to product categories, “shop all”, brand messaging, and, if needed, account information. Additionally, your “hamburger navigation” on mobile is usually the highest clicked content; therefore, it should be direct, while still providing an enjoyable small-screen user experience.

4. Incorporate ‘Shop All’ and segment your products

Your audience should be able to shop the full product assortment to understand the site’s offerings. This also encourages browsing, thereby increasing the likelihood of a purchase. Shop all is an important landing page to drive traffic, and layered navigation (AKA faceted navigation) is essential to site infrastructure, especially those with large product catalogs. Facets reinforce product findability and should be relevant to the product assortment, include an appropriate number of categories, and allow the user to facet on multiple criteria.

5. Make it stick

By implementing a sticky add-to-cart button on mobile product detail pages (PDPs), your audience is 10% more likely to complete a purchase. Further research shows that under 25% of customers scroll past the add to cart button on mobile PDPs and thereby miss significant product features, benefits information, cross-sell/up-sell, and even customer testimonials.

6. Build a community

Brand resonation is of utmost importance to today’s shoppers. Therefore, it’s important to incorporate user-generated content, customer testimonials (research shows that 92% of customers rely on online reviews before making a purchase), an “about us” section, and a blog. These sections help tell your brand story while establishing credibility and facilitating shopper engagement. Having a strong CRO strategy in place will convert your audience to customers and thereby drive sales and increase revenue. If you want to know more about optimizing your CRO or how PCR can help, please contact us.

We look forward to hearing from you!

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Budai Media

Daniel Budai, CEO at Budai Media

We have to separate businesses based on their traffic size because with small traffic it's smarter to implement best practices than diving into data.

A. If you monthly website traffic is below 10-15,000 visitors, you should focus on the user experience only without considering data too much.

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A few best practices to follow:

1. Have a CTA button above the fold

2. Have a clear product description and if possible focus on the benefits and not only features. Even better if you can infiltrate the manufacturing process or the story of the product/company into your copywriting

3. Implement steps for post-purchase upsales and you can experiment with pre-purchase cross-sales as well.

4. Have an order tracking page. Same for an FAQ page.

5. Have a fast loading speed especially on mobile

6. Sticky add-to-cart button

7. Multiple product images and if possible with models

8. Remove any friction, test it with a few real users.

9. Have a searcbox, people searching have usually higher buying intent

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B. Once your traffic is higher, you can start split testing different ideas.

Best practices are great as a start but ultimately every business/product/audience/website is different.

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You want to start your tests with elements having the biggest impact on your AOV and conversion rate:

- Your core offer

- What products to show first

- What is above the fold

- Product description

- Pricing

- Layout of your landing pages/product page

- Upsales offers

- Product images

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You should always have a hypothesis about your split test attached to a KPI, for example: "I assume if I increase our pricing by 20% for our best-selling product, our conversion rate will not drop." So, you are clear from the start what you expect from your test and when it's successful or not.

You should run only 1 split test on one page at a time. Ideally, you should get 200-250 conversions per variation to see statistical significance for one of your split testing variations.

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