To a large extent, every business or website wants to have the best conversion as much as possible. This could be increased purchases, downloads, social sharing, email subscriptions, blog registration, etc., made by visitors.
If conversion is not happening as expected then it would be logical and necessary to affect changes in the existing marketing strategy.
Content or design changes should be considered for improved conversion. A/B testing or Split testing can be applied to analyze and implement changes in these areas to help improve conversion rate for most businesses.
Changing content to increase conversion
Some marketers believe that perfecting content brings about increment in conversion rate. In this view, it is believed that creating the perfect message will inspire target audience to respond better to the call-to-action.
The perfect message provides detailed solution to the problem of the visitor. Hence, in every piece of content like blog post, video, email, infographic, or podcast, etc., the message should identify and solve the needs of the target audience. Thus, a valuable content – created in any format – is required for increased conversion.
Changing design to increase conversion
The design of a website has to do with the style and elements that affects user experience. This includes background design, color, graphics, buttons, typography, and navigation links, etc. Many online marketers or bloggers believe that changes in design or style readily affects conversion rate. A strong design has shown to be critical in high-performing landing pages.
Changing both content and design for increased conversion
A valuable content that meets the needs of the target audience is important for increased conversion. A strong design that makes for easy user experience is also necessary for improved conversion. However, a strategy that will combine both can be adopted for better conversion rate optimization.
Of course, with good A/B testing or Split-testing the perfect changes can be affected. A 100 Conversion Optimization Case Studies published by Kissmetrics reveals how different businesses have increased conversion by applying changes to content, design elements or both. You would be surprised how a company like AMD have increased conversion rate of up to 3600% in social sharing by virtue of the changes implemented in design elements.
So, if you have been improving conversion in your site or in your clients’ website, what changes do you think would be necessary for better conversion? It is changes in content, design, or both?