It’s not about making your buttons green, blue or red. It’s not about keeping the copy as short as possible. It’s not about having everything above the page fold.
It’s not about the latest ‘one weird tip to improve conversion’.
It’s about Context.
It’s easy to get caught up in case studies reading how ‘X colour was more effective‘ or ‘We improved form conversion by reducing the amount of inputs‘. In reality, the essential thing is context. One website may have found a colour more effective for conversion because it was constrast to their website colour theme. Likewise, the site that found form conversion went up when they reduced input fields, but at the cost of qualified leads.
Most importantly, it ultimately shouldn’t be about aesthetic context. Pretty colours and big CTA’s will only go so far if your copy is poor. It needs to be about understanding the intent of your typical users. You should be considering and answering questions like ‘What are our users trying to accomplish, and why?’ ‘Is our funnel clear for our users? Are they getting lost?‘ It needs to be about determining your users unique intents, desires and predisposed doubts, and adjusting accordingly.
3 Real Cases of Improving Conversion Based on Context:
What’s Going to Happen with my Private Details?
Ever worked in an industry that suffers from stigma? People need confidence and conviction in a brand before handing over their personal details. If they have any concerns about you, they’ll be unlikely to convert.
For one of our clients in the professional finances industry, we determined that users were particularly concerned about the privacy of their details. We trialed drastic and subtle changes to copy, design and layout with negligible differences.