home> articles > form confirmation

Proven ways to improve conversions By Todd Follansbee Aug. 17, 2007
(Note, this first appeared in a slightly different form in the eVisionsem.com Blog)

I did some work with a firm (optimost) who does multi variable regression analysis of web page components.What this means is that they use a sophisticated mathematical model to compare a wide variety of “treatments” or aspects of a web page.They use this to test a number of elements at one time for example: several headers, logos, text options, buttons whatever.

The advantage they offer is that their model allows them to test these options quicker and with far fewer page views. The downside is that you still need a lot of traffic to have an effective test, likely more than you have. It can be expensive as well.

I distilled their recent findings down to the following list. I realize that some are very vague however we can deduce the relative importance of the “issue” even though we aren't getting specific examples. I can show you the successful components after the test, but I doubt I can get what it looked like “before”. Since a number are vague, I encourage you ask your questions and I will respond at no charge.
I believe these findings are good and they concur with what I see out there. We can surely help you implement them if you wish.

If you do this on your own, please get some metrics before you make any changes so you can quantify how much you improve (or regress).

Key Findings from the Success Stories results.

* Stating how quickly the form takes to fill out (e.g., 2 minutes) increased response (obviously this would be done on the call to action page not the form itself unless of course the form was many pages. In the case of multi page forms progress indicators are essential).
* There were notable differences in behavior between UK and US audiences
* Adding a Money Back Guarantee to the order area increased conversions
* Animated buttons improved response
* Changing the appearance of the Search button increased the number of visitors who added items to their shopping cart
* Changes to the offer presentation had impacts on conversion rates. (Kind of obvious but the point is to build and test a variety of offers. Small changes can have big impact - boy am I tired of repeating that but it is true)
* It is important to increase the prominence of rational decision factors (ask about the relative components of the product information set and how to develop them. it is worth an article in itself and I haven't written in yet).
* It is important to clarify user expectations. (This should be in bold.)
* Changes to peripheral elements did not yield significant results. (I included this because it is important to be reminded about focusing on the important things first).
* Something as simple as a change of color can make a big difference. (Do some color research, check for colorblindness issues, avoid garish)
* Relying on intuition could lose you money (unless you have a great deal of experience testing users but even good consultants don't hesitate to test their assumptions)
* Simplifying the conversion funnel by combining the first step form with the landing page increased conversions
* Changing the main photo on the page (Big Issue, read about the role of graphics and eye path learning, another article I will be doing soon, but feel free to ask in the meantime).
* Altering the wording on the submit button
* Changes to the graphics and text can significantly increase response
* Adding “please” to the email field instructions
* Changing “assurance” text to a VeriSign logo

Email or post your questions.

As always we are here to help!

Again, welcome and thanks, we do invite your input anytime .

This article is free for reprint however you choose as long as you request permission, provide a link to this site and acknowledge ownership. If you need more information or wish to discuss any aspect of this policy or the article please feel free to email me. - Thanks, Todd

© 2006 WMR West Tisbury, MA and Norwalk, Ct USA | services | facilities | testimonials |resources | site map | about us | contact us | home