Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

Perhaps one of the most difficult – and crucial – aspects of conversion marketing is making the decision of what variables you’re going to test on your website. We know that not everything we try is going to work (in fact, that’s why we’re testing it in the first place!), and we should certainly be putting some thought behind this decision for every test we run.

We want to make sure that if we are going to expend the time, energy, and resources to put together and run a conversion marketing experiment, we’re giving ourselves the best possible chance to discover something that gives us an increase in the performance of our site. In addition to input of actual users, ideas from your site designers and a little common sense, we can also look at test variables that test well over and over again across many industries.

Here are three ideas around the testing of buttons that we have seen move the needle in our own testing, and these may be good things for you to try in your conversion marketing strategy to see if they work on your site:

1. Use calls to action in your button wording.

As human beings, we’re accustomed to perking up our ears when we’re told to do something. We can use this on our website to increase the likelihood that a button gets pressed (or a link gets clicked, or a selection gets made, etc., etc..). Instead of a button that says “Online Checkout” , you might be able to increase your conversion rate with a button that says “Checkout Online” or even “Checkout Now!” Subtle changes can make a big difference in conversion marketing!

2. Test different button styles and colors.

As the Internet continues to change, users become accustomed to different types of experiences. Also, you’re not the only one doing conversion marketing and testing out what makes people buy, submit, or convert on website goals, and it’s interesting to watch how when the “big guys” decide to use a new style, most of their peers quickly follow suit. Soon, Internet users become accustomed to this new style and become more likely to click. As an example, the “glassy” style button is being used all over the place right now, and with good reason – people are more likely to click it. Take a look at the buttons below – does the one on the left look more appealing than the button of days gone by on the right?

3. Test different placements of your buttons.Where a button shows up on the page can also have a big impact on whether or not it gets clicked. If you have a product page that has as its goal the purchase of that product, placing the “Add to Cart” or “Buy Now” button right next to an area that a user’s attention will be on can be helpful. For example, if you have a dropdown list of product options, a user looking to see what colors are available would be more likely to click on a button that is near the dropdown list they’re perusing. Additionally, you can try multiple (even identical) buttons on the same page. If you’re trying to get a lead from your website, try placing a “Send us your Info” button on the top of the page. Then place your sales copy or any other content intended to get that lead, and then place the same “Send us your Info” button below it. In addition to testing whether or not you get more leads, you can also test which button provided those leads! Conversion marketing is indeed a powerful tool, and the name of the game is consistent and thoughtful testing. We hope these conversion marketing tips have been helpful to you, and help you find the winning combination of variables on your website!
conversion marketing help with Google Website OptimizerThere are a number of methods for setting up and implementing conversion marketing tests, and one tool that makes this process a bit easier is the Google Website Optimizer. As a Google Website Optimizer Authorized Consultant, WebShare can help you set up, configure, implement, and interpret the results of your conversion marketing tests. We can also help you to decide which variables to test given the specific goals of your website.