In my previous post I shared some ways to improve conversion rate optimization on your checkout pages. Here are some more suggestions for split-testing your final marketing pages… the checkout page.
- What? Simplify your order forms. Try removing any fields from the order form that aren’t truly needed.
Why? Neil Patel over at Quicksprout has some interesting data about removing options to improve conversions. His post suggests that you can often boost conversions several percent by removing fields like phone number, street address and age.
- What? Remove any other buttons from the checkout page.
Why? The only action you need the prospective customer focusing on while checking out IS checking out. It is ok to have other links on the checkout page, but make them basic text links. Make sure that the distractions are kept to a minimum.
- What? Show a security icon and/or guarantee on the final checkout page.
Why? Studies have shown that removing them from earlier in the process often times boosts opt-ins and sub-conversions. I’ve seen this personally and while I can’t explain it, I’ve read others reporting similar findings.
- What? Decrease the number of options.
Why? I sometimes sell shirts on Teespring. Initially, I’d make sure I offered as many colors as I was allowed. I tried drastically decreasing color the choices buyers had. I boosted conversion 27% overnight. The Quicksprout article I mentioned earlier also shares a similar story. One note though. If you look at that example they offer, you will notice that decreasing the number of flavors immediately decreased the number of prospects BUT it still increased sales. Make sure you are measuring the right metrics.
- What? Be sure to use what I call “Final Persuasion Techniques”.
Why? Using things like testimonials, guarantees or mentioning your readily-available customer support will likely boost conversions by keeping a few more of those who are wavering at the last moment.
- What? Write the Calls To Action in first person.
Why? When you frame the CTA in first person, from the buyers point of view, you increase their ability of already feeling like they own what you are selling. Once they view it as theirs, their likelihood of abandoning the purchase drops.
BONUS: NEVER use gray buttons unless they aren’t active. I came across a checkout page the other day and couldn’t figure out why I wasn’t allowed to complete my transaction. The button was greyed-out. As it turns out, the button was just grey. Some people WILL stop and won’t click a button if it is grey as that is typically understood as currently blocked action.
I’d love to hear about your Conversion Rate Optimization Strategy. Please share what you are doing in the comments.