How Sales Messaging Affects Conversion Rates

HOW YOUR SALES MESSAGING AFFECTS CONVERSION RATES It is widely known that sales messaging affects conversion rates on e-commerce sites, but what works and what doesn't? Do button colors really impact sales? What can you change about your sales messaging to reach more customers and increase profits? SALES MESSAGING performed a case study to CityCliq find out which headlines were the most effective. The result: n/a ABSTRACT CONCRETE INTELLECTUAL EMOTIONAL "Businesses grow faster online! (original) "Create a webpage for your business" "Get Found Faster!" -20% 0% 20% 40% 60% 80% 100% "Online advertising that works!" Conversion Rate % of Improvement CityCliq.com chose a pure and direct representation of their product, earning them a 90% increase in 90% conversion rate. 30-day free trial on all accounts: Sign-up takes less than 60 seconds. Pick a plan to get started! 30-day free trial on all accounts: Pay as you go. No long term Contracts. No hidden fees. No Surprises Start a Highrise Account Today: Pay as you go. No long term contracts. No hidden fees. No surprises 30-day Free Trial on All Accounts "Supremely useful","Exceeded our expectations" ,"Simply brilliant" ,"Beautiful & elegant" ,"Amazingly intuitive our customers 0% 5% 10% 15% 20% 25% 30% INCREASE IN CR 37Signals used Google's Website Optimizer tool to rotate sales messaging on the home page of their website. The winning message was clean and to the point while playing on their users' sense of time: 37signals . concrete emotional CONVERSION RATES & BUTTONS 12 20- Sign Up: 10 It's Free Download 15 - Try Now - Free Firefox 3 Sign Up! "Free" 10- How well does it really work? Soocial's conversion rate Soocial increased by 4.2% just by adding "It's Free" Using the word "free" Firefox conversion rates increased from 9.74 to 10.07% ADD TO CART BUTTON: ADD TO CART BUTTON: TEXT GRAPHICS Amount of times different Amount of times different button text is used by the top 100 Internet retailers button graphics are used by the top 100 Internet retailers Add to Cart: 58.0% Buy: 2.7% None: 48.2% Combo: 4.5% Add to Bag: 9.8% Buy Now: 1.8% Arrows: 17.9% Unique: 1.8% Add to Shopping Bag: 9.8% Add Item(s) to Cart: 1.8% Cart: 14.3% Add to Basket: 6.3% Other: 4.5% Shopping Bag: 7.1% Add to Shopping Cart: 4.5% Plus Sign: 5.4% Performable had a 21% conversion rate increase when using a red button over a green button Out of I|I top online retailers 15% use red buttons RED VS. GREEN WINNER 7: According to * Performable a good button size is 225px by 45px STEPS TO A HIGH 45 px CONVERTING 225 px ORDER BUTTON I. Make the headline big, red, and bold. 2. Add a dashed red border to draw the eye in. 3. Add a price drop (65% off works well). Adding an arrow to the call to action on a button can increase CR by more than 20% 4. An orange button with navy text has been proven by top online retailers to increase response. 5. Navy text gives the feeling of trust. 6. Add a hyperlink below the button. 7. Credit card symbols establish trust and make the order button stand out. CREATE AN YOUR SESSION Do trust ACCOUNT TO HAS EXPIRED PURCHASE badges RESET EMPTY CART FORM work? Optimeria.com had a 32% increase in conversions by adding a trust badge to the home page of their website. BETTER LEFT UNSAID Sources DESIGNED BY KILLER INFOGRAPHICS http://visualwebsiteoptimizer.com/split-testing-blog/using-ab-split-testing-to-refine-your-startups-positioning-90-increase-in-conversion-rate/ http://37signals.com/svn/posts/1525-writing-decisions-headline-tests-on-the-highrise-signup-page http://visualwebsiteoptimizer.com/split-testing-blog/ab-test-case-study-how-two-magical-words-increased-conversion-rate-by-28/ http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/ http://blog.performable.com/631526233 http://www.conversion-rate-experts.com/conversion-killing-mistakes/ http://www.jonnyhardwick.com/archives/2009/09/06/7-elements-of-a-high-converting-order-button/ http://visualwebsiteoptimizer.com/split-testing-blog/do-trust-badges-on-websites-work-oh-yes-32-increase-in-conversions/ AND CREATED FOR ZIPPYCART.COM Azippycart SALES MESSAGE %17