How to increase website conversion? Google version.

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This article will discuss the Conversion Rate Optimization methodology. We will analyze what recommendations Google gives aimed at increasing the conversion of mobile versions of sites and landing pages.

The Conversion Rate Optimization methodology usefulness of self employed database includes 3 blocks:

Impressions.
Interaction.
Actions.
First impression
The user's attention is a very important moment. After all, according to Google research, 80% of attention is given to information on the first screen. If it is not interesting, the visitor will simply leave. To do this, place important elements here:

Call to action (CTA).
Value proposition.
Visual images.
Call to action (CTA) . This is your introduction to the user. To motivate them to scroll further, you don’t necessarily have to use the usual “Buy” button. You can choose any option: “view”, “compare”, “find”, etc.

An offer that brings value to the client . It should be simple and clear. This could be information about a specific product, a special offer, a unique selling proposition. In general, something that will keep the visitor on the site.

Visual images . The brain scans images faster than text information, so add as many visual elements as possible to create an emotional connection with the potential client. These can be real photos of the product, images of its use, as well as icon illustrations. Memorable images will be associated with your brand in the future.

Actions . The central part of the gadget display is much easier and more convenient to work with. As the size of the device screens has increased, the way to hold them has also changed, but the center of the screen has always been and remains the most used area.


Placement of elements . If your call to action is in the center, make the button smaller and less bright. If the CTA is at the top or bottom, make it larger and brighter so it’s easier to reach on a mobile device.

Google recommends dividing all functions on the site by degree of importance:

Primary - the most important, should be in the central part of the screen.
Secondary ones are less important and can be added to the menu.
Tertiary ones are best hidden behind icons.
How to do a simple usability test of a website? Look at it through the eyes of the user: what information does he perceive, is the next action clear and what does the page offer, how easy is it to work with the elements. If testing has revealed any problems, they need to be fixed immediately to avoid losing customers.

Value Proposition
It should be short, clear, understandable. It is good if the site visitor immediately understands what you offer him. You should give a clear answer why they should buy the product from you and not from competitors.

For B2B, the value proposition should be more detailed than for B2C. In any case, you should have a title, subtitle, and boosters. You can use your company's motto or slogan as a catchy title. The subtitle should clearly reveal the essence of your offer. And boosters serve to build trust and work out possible objections from users.

Test different versions of the value proposition: change the headings, add lists and icons, decrease/increase the text. In this example, the online store designed its offer as a question "Why buy from us" and added icons of advantages. After that, the bounce rate decreased to 50%.


Call to action
The button should not be bright, but contractual to the main screen: this way it will be clearly visible. Write a clear and understandable call to action on the CTA button. And do not forget to test different options to track user conversion.

Here is an example of testing the same call to action for different sites. The "Get" button increased conversion in one case, and on the contrary, decreased the rate in the other. The thing is that on the first site the call meant a benefit for the client, and on the second it demonstrated the process.


Images
Juicy, high-quality pictures on the first screen will help build emotional contact with the visitor and reinforce your appeals. And let the model's eyes in the photo be directed at the product, not the screen. This way, the user's gaze will automatically switch to the product or your offer.