Marketing Team
July 2015

In internet marketing, conversion optimization,
or conversion rate optimization (CRO) is the
method of creating an experience for a website
or landing page visitor with the goal of
increasing the percentage of visitors
that convert into customers. It is also commonly
referred to as CRO.

Conversion
Rate =
Converted Visitors
Total Visitors

• Relevance
• Clarity
• Urgency
• Reduce Anxiety

• Easy to
Navigate.
• Easily
communicate
the value in
relevant text
and images.
• Include a clear
call to action.

Examples of
Urgency
used by
amazon.
Get it by
tomorrow.

• Anxiety
Factors
include
Quality,
Price, &
Security.
• Reduce
Anxiety by
increasing
credibility.

• A/B testing (sometimes called split testing) is
comparing two versions of a web page to see which
one performs better. You compare two web pages
by showing the two variants (let's call them A
and B) to similar visitors at the same time. The one
that gives a better conversion rate, wins!
• Multivariate testing is similar to A/B testing, but
tests more than two different versions at the same
time.

• Email
• Advertising
• Web
• Offline/Direct Mail

 Metrics and KPIs
Establish benchmark metrics: what are you trying to
beat?
• Average time on site/page
• Click-through rates: A ratio showing how often people
who see your ad end up clicking it.
• Form conversion (email signups, etc.)
• Cost to acquire: The cost associated in convincing a
customer to buy a product/service
• Cost per lead: CPL defines how much revenue a
publisher receives when he creates a lead for an
advertiser.

What would you rather have? 10,000 visitors/
month with a 1% conversion (100 new leads) or
5,000 visitors per month with a 10% conversion
(500 new leads)?
I don't know about you but I would take the
less traffic and higher conversions. And there
are added benefits as well. It will cost less and
you will have a much higher ROI.
There is no point driving in traffic to a website
if you are not converting.

 Key method is to test different colors for your
call to action buttons.
 The color of the button should contrast well with
the rest of your website design but believe it or
not, the color of your buttons can make a big
difference in enticing a visitor to click on it or
not.
 Our suggestion would be to start with one color
and then change it up a few months later and see
which one yields higher results.

 The text on the call to action button should do
more than just directing a visitor. For instance,
tell the visitor what to expect after clicking the
button rather than just saying ‘submit,’ or ‘sign-
up.’
 A website was able to increase its conversion rate
by 31% by telling customers to ‘Create Account &
Get Started’ instead of just ‘Create Account.’
 You have minimal space for text in the button, so
get creative!

 A long standing theory has been that you need to
place your call-to-action (CTA) “above the fold”
of your website.
(“Above the fold” is the portion of a website that
is visible in a browser window when the web
page first loads on a screen.)
 Make the CTA immediately noticeable and (in
theory) pick up quick fire clicks, removing the
risk that the user will not miss it before scrolling
down the page.

 Displaying your phone number in a visible
location on your website like in the header of
your home page is a good conversion
optimization practice.
 Everyone loves the idea of doing everything by
email, but phone numbers convey a sense of
security and permanence. It’s a way for
customers to contact a person directly if
something goes wrong, which in turn makes
them more confident to make a purchase.

 Use videos to capture customer testimonials or to
showcase new products on the lot.
 The popularity of sites like YouTube shows that
people enjoy watching videos more than reading.
Use this information to your advantage by
incorporating simple, yet effective videos.
 Videos just need to be clear, audible and help in
converting more leads to customers.

 People tend to turn to technology to answer their
questions, such as Google, Since we can control how
Google can help with website conversions, it is very
important to understand what people are typing so
you can incorporate that content on your website.
 This will help in increasing your traffic, which then
increases your search engine rankings and eventually
leading to an increase in conversions because you are
giving online visitors what they are asking for.

 Conversion rate optimization is easier when you
are bringing the right people to your site. The first
step towards bringing the right people is targeting
the right keywords.
 To avoid this, make sure you are using proper
keywords within your content that will help Google
and other search engines to index.

 People take their privacy very seriously. If you are
asking customers to share their contact
information or other private details, they want to
know and make sure it won’t be used for anything
else other than what you have promised.
 This is the reason why you need to test multiple
ways to build trust because there is no guarantee
of what will actually work.

 If you have a large site with a lot of pages or a
large product inventory, a smart search feature can
help visitors find what they are looking for.

 Most users are not going to automatically trust
your website. You have to create trust. Adding
testimonials is probably one of the easiest and
most effective ways to improve your website.
 Testimonials show users what other happy
customer have to say about you.

 Try reading the text in the box given below. Which block of text
is easier to read — the one on the left, or the one on the right?
 Incorporating small text on a web page is so unpleasant that it
alone may cause a user to click off, especially if the user is older
or is visually impaired.
 Avoid small fonts for body text and navigation on your website.

 Similar to font size, the spacing between each line
of text can have a big impact on how easy your
content is to read. Learn to use letter and word
spacing, text alignment, and line height in the right
way.
 Long paragraphs are visually frightening and
discourage reading. A good method will be to limit
paragraphs to five lines or fewer.

 Creating high quality content should be on the top
of your list because that is the only thing that you
can do to hook viewers and please Google at the
same time.

 Everyone knows that social media has become the
wave of the future (and if you didn’t know that, you
may want to get yourself out under that rock).
 There have been many studies conducted, all
showing different methods but all coming to the
same conclusion - consumers are using social
media. People are using social media for all
different kinds of things, keeping in touch, reading
business reviews, product comparisons and more.

 Responsive design refers to a website that has
been designed to be viewed across multiple devices
and adapts to each size screen.
 With the growing significance of mobile,
businesses are expressing a lot more interest in
their mobile sites.

 A good way to retain customers and to keep your
dealership top of mind is through some type of
loyalty program.
 You can reward customers with points in exchange
for reviews, purchases, ratings or other actions that
can help contribute to your website

 Try to place the forms in your website above the
fold where it is easily visible to everyone. It has
been reported that the best converting spot lies in
the upper right hand corner of the page, as people
tend to look over there first. The rule of thumb is
to make the form visible at first glance without
scrolling.

 Do not use the word ‘submit’ when you want
someone to submit a form. Studies show that
“click here” and “go” buttons score nearly 30%
and 25% better, respectively.
 Always try to understand about what action the
form is asking from your visitor. Try including
a little note below the button that states what
will happen next.

 Allow your customers to verify that they are
making the right purchase by providing a
comparison of products to give your customers
more information.
 According to a study conducted by McAfee,
37% of customers leave their shopping cart
because they wanted to comparison shop.

 Sometimes people do not want to share their
personal details. Making every field required in
your form may result in a decrease in your
conversion rate. Better to keep it optional and
let it be the user’s choice.

 Displaying the number of social media friends
and followers you have on your website can
also help in conversions.
 Just like testimonials, this gives website visitors
additional proof that your dealership is
trustworthy.

 These days, almost every site you go to has
some type of chat or support feature.
 Many people like this feature in case they do
come across a question they want to ask you
but don’t feel like picking up the phone.

Thank you