You are fascinated from success stories of entrepreneurs and want to start your own business one day. You don’t have enough funds to start a large-scale business, so you decided to go with a small business. After establishing your small business, you planned to get a dedicated website for it.
You get the website designed from the best web design agency. Slowly but surely, you start to attract more visitors to your website. Your website traffic graph shows an upward trend every month. Unfortunately for you, the story ends there because a negligible chunk of your website visitors ends up buying your product, subscribing to your service or becoming your customer.
Despite generating tons of traffic on your small business website, you are struggling to convert those visitors into paying customers. This reflect badly on your profits as it will present a sorry picture about your business. You tried everything to fix the conversion problem, but nothing seems to work. Does all that seems familiar? If yes, then you are at the right place.
In this article, you will learn about five unorthodox conversion tricks that can deliver the results you have been looking for.
1. Re Arrange Your Funnel
Whether you visit a small business website or visit the website of an E-commerce website, you will be amazed to see that they both follows a similar pattern. You land on their website, search for the product you want to purchase, add product to the cart, enter your address, select your payment method and press the “Place Order” button.
Nexway, which provides E-commerce and marketplace solutions thinks that this formula does not work anymore. Yes, you read that right. They turn the whole process upside down and made innovative changes. Nexway increased their conversion rate by 17% just by reversing the payment and address fields in the checkout process. They made few minor changes here and there and managed to get a significant bump in conversion rate.
2. Take the Indirect Route
Internet is filled to the brim with articles telling you to use specific and direct call to actions on your website. Even conversion experts also back these claims and thinks that it is the only way to boost your website conversions. However, HR GO plc, which is a job placement firm proved them wrong. They found that sending urgent messages to website visitors put them off and subject them to stress. Instead, they used directional text such as “Read More” and managed to increase their conversions by whopping 153%. They also made other changes, but all these changes was made to follow an indirect route instead of the direct route that all other websites follow.
3. Pay Attention to Search Bar
Imagine landing on an E-commerce website to buy a product but can not find the search bar anywhere. How would you feel? Dejected. What you will do? You will abandon the website and purchase the same product from any other E-commerce website. Imagine being the owner of the E-commerce website user abandoned. You have not only lost a customer, but that customer will also share their bad experience with their friends and family.
Sometimes, all you need is to take small steps such as highlighting the search bar. For example, one tobacco company outlined the search bar with dark thick borders to bring that into limelight. This move paid off and customer interaction increased substantially. Most customers visit an E-commerce website with a clear intent of buying a product. They don’t want to be browsing through categories to reach the product. They want a search bar which they can use to find the product they need and make a purchase.
4. Expand Your Color Range
Most web designers will stick to the tried and tested color palette when creating website. They will tell you to do the same to make your website look professionals. Creative web design agency experiments with unique colors. That is exactly what ABUV media did. ABUV Media creates content rich websites that help people make the informed decisions about the future. They ran a test hypothesis on their form that connect users to universities.
They used the power of AI to figure out which colors works best on forms. Did you know which color performed best? Hot pink. Yes, hot pink might be a designer’s nightmare, but it did a wonderful job when it comes to conversions. A hot pink form widget with green text color in the field. ABUV media increased their conversion rates by 45%. Don’t let anything stop you from experimenting with different colors and expand your color palette to get the best results.
5. Break Color Rules
Small changes make biggest impact. We have heard it many times but don’t believe on it because we don’t see its implementation in real life. Here is an example that will convince you. Cosebella’s experimented by changing the color of the buttons from black to pink. Even though, color theory will tell you that black is associated with sophisticated, sleek and premium, which aligns perfectly with their product line.
Contrary to our intuition, the idea of using pink as a button color worked wonders as it outperformed the black color buttons in A/B test the company ran. They used the power of AI and evolutionary algorithms to test all the options simultaneously and came up with the best performing ones.
Although, their testing sample might be limited but it is enough to tell you that experimenting with unique colors might work in your favor. Breaking your color convention and being creative with color choice might appeal to your target audience because it provides a new, fresh look. Never be afraid to try new ideas as it might help you increase your website conversion rate significantly.
Which is the most unusual tactic you have ever used to enhance your website conversions? Feel free to share it with us in the comments section below.