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Best examples of a winning CRO strategy

Of late, conversion rate optimization (CRO) has gained a lot of attention. In fact, CRO is a hot topic in the Digital Marketing domain. There’s no doubt that CRO is an excellent addition (also, IMPORTANT!) to your Digital Marketing strategy. However, the fact that CRO includes a host of different elements, including homepage, landing page(s), blogs, pricing page, page layout, CTA, headlines, and a ton of other components makes it a tricky business. 

This is precisely why there could be more than just one reason why your marketing campaigns are suffering. Even the tiniest little detail or component of CRO can become a significant roadblock in for potential leads, if not correctly optimized. However, it isn’t impossible to identify these roadblocks – all you need to do is know where to look. 

In this post, we’ll show you how to create a solid CRO strategy by taking cues from the game-changers in the field. We’ve compiled a list of the best CRO techniques or successful CRO examples.  

Five Successful CRO Examples To Inspire You!

1. Basekit’s pricing page redesign

As we mentioned earlier, CRO incorporates numerous tiny elements. So, even small changes and tweaks go a long way to boost your CRO efforts. When Basekit found that their pricing page was underperforming, they decided to redesign it. Here’s how their old pricing page looked like:

As you can see, the design was pretty basic, not very eye-catching. Now, let’s look at the revamped design:

Although the changes are minor, the new design feels more prominent, neat, and spaced out. The addition of color to highlight the prices and the “Try Now” is what makes the new design more appealing and easy to follow. This minor change in the pricing page design helped Basekit to increase their conversion rate by 25%

The trick is to keep the designs simple and neat. 

2. Basecamp’s inclusion of human images

It’s a known fact that humans can better relate to brands and their products/services if they see a human face associated with them. A human face, whether familiar or unfamiliar, adds to your brand’s credibility and makes people trust you. This is why brands consistently try to bring in human faces (celebrities and influencers) to represent and endorse their products. 

Basecamp (formerly 37Signals) did the same thing to boost their landing page conversions. Although they tried a handful of proven marketing tactics, the most fruitful of them was the inclusion of a woman’s smiling face on the landing page. The addition of a woman’s smiling face made the landing page look more inviting and appealing, as a result of which their conversions rose to a whopping 102.5%. Thus, include human elements wherever possible (but don’t overdo it). 

3. When Nature Air merely changed their CTA location

This might sound surprising to many, but where you put your CTA on the landing page is crucial for your CTA to take off. Nature Air wasn’t exactly happy with the conversion rates of their landing pages. So, they conducted comprehensive research and performed A/B tests on every landing page. They then decided to shift the CTA to a more prominent space on a landing page (the control page). Here what the control page initially looked like:

And here’s the snap of a test page with the CTA residing on a more prominent space:

Here is one of the test pages where the CTA is in a leading position on the page.

This minor addition helped the conversion rate from 2.78% to 19%, meaning a 591% spike (yes, you heard that right!). This proves that when you have an attractive offer that can grab your target audience’s attention, make sure to place it in an optimal location on your landing page (above the fold is usually the best place). 

4. When HubSpot changed the colour of their CTA button.

Colours speak to us. Differences evoke a variety of emotions and responses within us. For instance, earthy tones and pastel colours make us feel calm and tranquil, whereas bright colours like red, green, and yellow evoke an energizing feeling within. So, it’s no surprise if we tell you the colour of your CTA button matters a lot. HubSpot (formerly Performable) decided to test the CTA button on their homepage. They did it with green and red colours, which brought a 21% spike in the conversion rate.

This is another example of how a slight change can make a significant difference in your site’s conversions. 

Note: Red color is excellent for CTA buttons, links, and any other element you wish to highlight on your landing pages.

5. Intuit’s inclusion of live chat changed the game.

Chatbots and live chats are the modern approaches to empowering both brands and customers. These nifty tools guarantee 24×7 support to customers, thereby fostering customer-brand interaction and enhancing customer satisfaction quotient. 

Just like many other brands out there, Intuit also incorporated a live chat on various areas on their website to provide optimal customer support. The result – in every area where Intuit added a live chat, there was a rise in conversions. While their conversion rate was up by 20%, their average order value increased by 43%. 

The most notable live chat inclusion was on their product comparison page – it increased their sales by a staggering 211%!

6. When Kaya improved its generic form copy to boost sales.

You’ve probably heard of Kaya Skin Clinic. It is a beauty clinic that has long been catering to the beauty needs in the Indian market. So, Kaya aspired to increase its appointment bookings and boost sales directly from the website. The company knew that to accomplish these goals, it would have to analyze the landing pages to understand their performance. After conducting a thorough analysis, Kaya decided to replace its generic form copy with a new one. This is how the earlier version of Kaya’s control page looked like:

And here’s how the new test copy looked like:

What did Kaya do? 

It merely changed the form copy that offered a more generic consultation to one that offered “expert opinion” on beauty matters. This helped improve Kaya’s conversion rate by 137.5% and boosted sales by 22%.

7. Flying Scot gained success by reducing form questions.

For those of you who don’t know, Flying Scot is an airport parking service provider in Edinburgh, Scotland. Their experiment for improving conversions is interesting and fruitful. With an aim to increase the conversion rate, Flying Scot conducted extensive website research only to find out that their forms contained too many questions. This was the major obstacle in their conversion funnel. 

Initially, the details page looked like this:

And here’s the enhanced version of the same page:

As you can see, the number of questions is significantly less in the new details page which resulted in a 45.45% growth in the number of visitors climbing up the funnel. Also, the form conversions increased by 35%. 

The key is to ask only relevant questions so as to not confuse and overwhelm your visitors.

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These are only a handful of successful CRO examples that show how little and minor tweaks in your CRO elements can bring forth a tremendous improvement in your conversions. So, you don’t always need to think big – sometimes big results come from the slightest of changes!

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