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Increase Campaign Conversions

Your conversion rate is the percentage of prospective customers who are willing to take the action you're hoping they will take. For instance, a converted customer may be one who fills out a form, purchases something from your ecommerce store, or calls your company. A good frame of mind to be in when it comes to conversion rates - is that no matter how good they are, they always have the opportunity to get better. Improving your conversion rates - no matter how small the change may be - can lead to a huge improvement in your profits.

The impact of a good conversion rate is one of the reasons why so many marketers are turning towards conversion optimization techniques. However, it's important to recognize that conversion rate optimization takes quite a lot of time, and there are numerous industries, agencies and occupations devoted to this process alone. So how are you supposed to access results when you need improvements quick? The following steps may not turn your business around over night, but they could give you the campaign conversion increase you're looking for in the shortest possible amount of time.

Never Stop A/B Testing

They may seem like a lot of hard work, but split-testing campaigns can give you the biggest gains in your conversions. Through A/B testing, a website owner uses two alternate versions of the same piece of content, such as a landing page, ad creative, or even website headline. You give the first version (A) to one set of visitors, and the second (B) to another, then compare the results from each selection to see which gives the best conversions.

A/B testing is perhaps the most reliable way to discover which words, images, and concepts have the best chance of converting your customer, and since a quality test can take some time to run, you should always be testing something. Here are just some valuable tests to consider:

  • The call to action
  • The headline text
  • The call to action placement
  • The image size
  • The font style or color
  • The content density of the page

Go Above the Fold

If you're looking for ways to improve conversions, one idea may be to place your call to action (CTA) where people are more likely to view it instantly - above the fold. The portion of your page which is "above the fold" is the area that can be visible as soon as visitor lands on that page - without any need for scrolling. Using the above the fold method doesn't mean that CTAs below the fold need eliminating, however. If you have some valuable content to offer, then it may be worth putting another call to action at the bottom of the page too.

Make Sure Forms are Short

If the primary goal of your website is to have customers fill out a form to be included in your mailing list, subscribe to your blog, or even contact you for more information about your services, make sure that the form you use is as short as simple as possible. Website users quickly feel uncomfortable when they're asked for a significant amount of personal information, and the longer your form is, the more they will rethink their choice to get involved with whatever you have to offer.

Work On Your Headline

The Titles of your pages and posts are some of the most important text you have to offer. The idea of a headline should be to draw as many potential visitors in as possible, and provide them with information on what the page is about, without being too descriptive. Sometimes, the simplest way to make your headline more effective is to ensure that it is as obvious as possible. For instance, you can try these three following techniques:

  • Make Your Headline Bigger - If your headline can stand to be bigger without looking ridiculous on the page, try expanding it slightly. Sometimes, a bigger headline is enough to attract more attention.
  • Make Your Headline Shorter - If you're using more than twenty words, you're going to lose some people, the point of a headline is to have an instant impact, so make it as short and sweet as possible.
  • Make Your Headline Clear - Your Headline shouldn't always be witty or clever, instead you might benefit from using plain, clear language that anyone can understand. Using clarity will reduce your chances of dealing with confused visitors.


The goal of conversion optimization on your website should be to increase the benefits you receive as much as possible, without wasting unnecessary time and resources. Even though improving conversions can be a huge task, there are a few simple tactics, such as the ones outlined above, that can be quick, simple, and effective.

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