{"id":3164,"date":"2014-03-26T02:26:48","date_gmt":"2014-03-26T07:26:48","guid":{"rendered":"http:\/\/www.invespsoft.com\/blog\/?p=3164"},"modified":"2024-05-06T14:39:54","modified_gmt":"2024-05-06T14:39:54","slug":"multiple-call-to-actions-increased-conversions-by-20","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/multiple-call-to-actions-increased-conversions-by-20\/","title":{"rendered":"Multiple Call to Actions Increased Conversions by 20%"},"content":{"rendered":"Reading Time: <\/span> 3<\/span> minutes<\/span><\/span>

Editor note:<\/strong> If you are looking to get more information on the design of call to action buttons<\/a>, we highly recommend reading our complete guide to effective CTA buttons<\/a>.<\/p>\n

Website owners are often surprised by how giving visitors easy to locate options, and often repeating a \u201cCall to Actions\u201d multiple times on a page, can lead to significant increases in conversions<\/a>.<\/p>\n

The Problem<\/strong><\/p>\n

Our customer, Fulcrum Gallery, a company that specializes in selling of art pieces online, was facing major conversion issues. Our analytics assessment pointed to several areas, which we can focus on: the homepage, product pages, checkout process, etc. The conversion optimization team noticed that the website suffered from a high checkout abandonment rate. Analytics showed that the cart page had high exit and bounce rates as well. The team identified the cart page as one of the initial pages to work on.<\/p>\n

Conversion Framework Analysis<\/strong><\/p>\n

Let\u2019s go through the test.<\/p>\n

This is what the original cart looked like prior to making any change to it:<\/p>\n

\"fulcrum<\/a><\/p>\n

The initial Conversion Framework assessment pointed out multiple issues on this page.<\/p>\n

FUDs (Fear, uncertainty, and doubt) is one of the main elements we evaluate during a Conversion Framework assessment of any page. The FUDs element is broken down into over 70 sub elements that we analyze on any given page. FUDs vary from one page to the next based on the type of page. The FUDs visitors face on the main homepage are different than those on the cart page. On the main homepage, a visitor is wondering if they landed on the right website or if the website has what they are looking for. On a cart page, the visitor is wondering if she is making the right purchase decision or if her items are going to arrive on time. One of the sub- elements of FUDs is \u201cwebpage element clarity and balance.\u201d With element clarity and balance, the most important elements of a webpage should be highlighted and they must designed and placed in a way to draw visitor\u2019s attention. When evaluating the \u201cwebpage element clarity and balance\u201d on Fulcrum\u2019s original cart design, we noticed that the \u201cContinue to Checkout\u201d button, which is the most important element on the page, is not placed in a way to draw a visitors\u2019 attention.<\/p>\n

The \u201cContinue to Checkout\u201d button was placed along a gray bar, which takes away from the visual draw of that element. The \u201cContinue to Checkout\u201d hadalso the same size and look as the \u201cContinue Shopping\u201d button. Finally, the \u201ccheckout with Amazon\u201d button was placed next to the \u201cContinue to Checkout\u201d button had a better visual appeal. The \u201ccheckout with Amazon\u201d button color stood out very clearly on the page.<\/p>\n

Hypothesis<\/strong><\/p>\n

Prior to changing the size and the look of the \u201cContinue to Checkout\u201d button, we decided to simply place the button above the cart, thus drawing customers\u2019 attention to it. The hypothesis was: Adding a second \u201cContinue to Checkout\u201d button on top of the cart will increase conversion rates<\/a>.<\/p>\n

Is it possible for two CTAs on the same page, which essentially have the same function, to increase conversion?<\/p>\n

Here is the new design of the cart page:<\/p>\n

\"fulcrum-gallery-after\"<\/a><\/p>\n

The Results\u00a0\u00a0\u00a0<\/strong><\/p>\n

The results were quite exciting. Our customer saw a 20% increase in conversions from this simple change.<\/p>\n

Conversion Optimization Insights from the test<\/strong><\/p>\n

Why did adding an additional \u201cContinue to Checkout\u201d button increase conversions?Introducing a top \u201ccall to action<\/a>\u201d did a few things:<\/p>\n

    \n
  1. The top call to action is highlighted and appears as an important element on the page.<\/li>\n
  2. The top CTA<\/a> draws customers\u2019 attention to both \u201cContinue to Checkout\u201d buttons since it is a top element and the eye is accustomed to the look and feel of it.<\/li>\n
  3. For customers with multiple items in their cart, they don\u2019t have to scroll down to start the checkout process since the \u201cContinue to Checkout\u201d button is now located on the top as well.<\/li>\n<\/ol>\n

    Lesson learned:<\/b> if you want your visitors to take a course of action, place the corresponding CTA in an obvious and clear manner for them to find it.<\/p>\n

    This particular customer\u2019s cart went through many changes. Follow the Invesp blog (@invesp<\/a>) to learn more about conversion increases through optimization and testing on Pii.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Reading Time: <\/span> 3<\/span> minutes<\/span><\/span>Editor note: If you are looking to get more information on the design of call to action buttons, we highly recommend reading our complete guide to effective CTA buttons. Website owners are often surprised by how giving visitors easy to locate options, and often repeating a \u201cCall to Actions\u201d multiple times on a page, can […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[317],"tags":[85,318,43,112,69,319],"class_list":["post-3164","post","type-post","status-publish","format-standard","hentry","category-case-study","tag-beginner","tag-case-study-2","tag-cro","tag-conversion-rate-optimization","tag-ecommerce","tag-pii-software"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/3164","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=3164"}],"version-history":[{"count":2,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/3164\/revisions"}],"predecessor-version":[{"id":98311,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/3164\/revisions\/98311"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=3164"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=3164"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=3164"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}