Follow these best practices to make your initiatives more attractive to visitors:

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A/B testing is a systematic, scientific method of increasing conversion rates, so you can rely on proven data of what works, rather than just relying on your gut. For example, it might be a given that comparing your product to competitors on your landing page is not a good idea. After all, wouldn’t you just be promoting the competition and diverting attention away from your product? If you run an A/B test, you’ll get a definitive answer. Test two versions of the landing page where one version mentions the competition and the other doesn’t. Who knows, maybe seeing the products side-by-side will be more compelling to the customer? As noted in this study , a comparison mindset is more likely to increase purchase intent. But if you don’t run A/B tests, you’ll never know for sure!

If you want to continually improve your CVR, you need to be running A/B tests continuously. Test all the key elements of your web pages, such as CTAs, copy, headlines, images, white space, colors, and anything else that might impact conversions.

5. Take advantage of social validation
Long before the age of social media, it was well known that people tend to change their behavior due to social conformity. Solomon Asch ’s famous research in the 1950s confirmed this, and decades later Alex Laskey revealed similar results when he discovered that when people don’t know how to behave in a given situation, they copy others.

Experiments like these demonstrate the effectiveness of “social proof” and why it’s a key strategy for increasing online conversion rates. When people see that others have enjoyed or benefited from a product or service, they’re much more likely to pay attention and convert. Adding customer reviews, testimonials, and other forms of social validation to a landing page or product page persuades visitors to take the same action others have done, leading to better conversion rates.

There are many ways to use social validation to increase conversions:

Customer reviews, testimonials and star ratings on product pages.
Expert endorsement or recommendations from industry leaders or influential individuals.
Industry accreditations and badges demonstrate authority and reliability.
User-generated content, such as social media posts, videos of people using the product, etc.
Recommendations from friends and family, such as referral programs or sharing on social networks.
For example, The Wellness Company offers social proof for all of its supplements and health products, with a star rating amalgamated at the top of the product page, and full customer reviews and ratings at the bottom of the page:


6. Offer incentives
One of the best ways to drive conversions is to offer incentives to potential customers. purchasing directors email database Think of exclusive offers that they can't resist.

There are two types of incentives to increase conversions:

Monetary incentives such as instant instant discounts, free shipping, or a free trial. Use exit intent tactics to trigger a pop-up offering an instant discount when a visitor is about to leave your page without converting.
Non-monetary incentives are also often very effective, such as access to exclusive content or products.
The incentive you offer should be of great value to your target audience. An incentive won't work if the target market isn't interested in it. Clearly explain to website visitors the value proposition that explains why it's the best deal.


Use urgency and scarcity tactics to increase conversion rates (e.g., “Limited time,” “Few left”).
Clearly describe the benefits of the incentive and what makes it unique.
Monetary incentives that provide instant value work best, such as free shipping.
Clearly tell the visitor what action they need to take to earn the incentive (e.g., “Enter promo code,” “Buy today to unlock discount”).
The Wellness Company does it again with a clear and effective incentive for its virtual medical consultation service. As soon as you enter the page, you can see that premium members get free virtual sessions, while club members get a discount compared to non-club members. The incentive to become a premium member is very high.