One Word Or Even One Letter Can Boost Conversion Rates By Over 400%!
By Eric Graham
Recently I was reviewing
the keyword specific conversion rate data of a consulting client of
mine. I have been working with this client for a few months now, helping
her improve the sales conversion rate of her website and we have had
very good results, taking average conversion rates at her site from
below 1% to just over 4.3%.
(Your sales conversion
rate is simply the number of unique visitors your site receives vs.
the number of sales you make. If you have 3 sales for every 100 visits
your conversion rate is 3%.)
Now, one of the
keys to improving conversion rates is to continually test and measure
every detail of your website, marketing and traffic. While reviewing
the data from one of her Google Adwords campaigns I stumbled across
a few hard to explain results that perfectly illustrate the very large
effect small differences can have on conversion rates.
The keyword “piano
lessons” had a conversion rate over the last 30 days of 5.09%.
The keyword “piano lesson” had a conversion rate of only
1.64%. Both of these keywords had the exact same Adwords title and description,
the same average position in the search results and the exact same landing
page on my clients website. The only variable is one letter in the keyword…
an “s”. Lesson vs. Lessons. That’s it! Yet the plural
version of the keyword (piano lessons) out sold the singular version
(piano lesson) by over 300%!
Another key phrase
that had an even larger variation was “how to play the piano”
vs. “how to play a piano”. Common sense would say that these
two phrases would convert almost identically… Wrong.
Again, with identical
titles, descriptions and landing pages, “How to play the piano”
converted at 5.92%, while “How to play a piano” only converted
at 1.42%. That is a whopping 417% difference between “a”
and fluctuations in the conversion rates of individual keywords or landing
pages are common. However, the data on both of these keyword pairs was
measured over a full 30 days and several thousand clicks for each keyword.
I don’t have any easy answers why adding an “s” to
a key phrase or changing an “a” to “the” caused
such a difference in conversion rates.
Sure, you can guess
at it and draw a few conclusions such as “plural keywords convert
better than singular keywords” or “using ‘the’
in a key phrase is more specific and targeted than using ‘a’”.
However, these conclusions are just guesses. The only real conclusion
you can draw from this case study is that you have to test EVERYTHING!
If one word or one
letter can have that big of an impact in an Adwords campaign, then a
similar change in your main headline or guarantee can have an equally
here is to test, test, test. What should you test?
- Test headlines.
- Test guarantees.
- Test bonuses.
- Test colors.
- Test sub-headlines.
- Test your copy.
- Test different
- Test layouts.
- Test autoresponder
- Test your USP
(Unique Selling Proposition.)
- Test ads.
- Test keywords.
- Test policies.
- Test images and
- Test deadlines.
- Test navigation.
- Test your checkout
- Test font sizes.
- Test payment
- Test EVERYTHING!
Now, when you are
testing a change, only test one item at a time. This part is critical.
Testing only one change will help keep your results as accurate as possible.
If you change 4 items at once and see a 1% boost in conversion rate,
it is possible 3 items are helping and 1 is hurting, so your conversion
rate boost would have been greater with just the 3 changes.
line is this…
About the Author
If you really want to take your website’s sales conversion rate
to the next level, you must absolutely commit to a focused and long-term
campaign of testing and optimizing every aspect of your site. You never
know when a small change is going to give you huge results!
Want to improve your conversion rates? Eric Graham is the CEO of several
successful online companies. A top authority on eCommerce & Internet
Marketing, he's an in-demand speaker & consultant. Visit www.web-site-evaluations.com
today for an in-depth evaluation to boost YOUR websites conversion rate!
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