You designed your website as well as you could, and it looks great. But still, business isn’t coming in like it should. What else can you do before you start pulling out your hair?

Maybe it’s time to take another look at conversion rate optimization (CRO). Let’s analyze some conversion rate optimization tips that have taken these nine companies’ sales to the next level.

#1. CloudSponge—a refreshed website design

Your web design expresses your content in a presentable manner. But it should also grab your visitors’ attention and draw them in.

CloudSponge’s outdated website design:


What the company did:

CloudSponge spruced up the design of its website. The new design is refreshing, meaningful, and makes navigation easy.


The difference between the before and after is dramatic. The first design is boring and unappealing. The second is much more inviting.

The result:

This sent conversions up by 33 percent.

The reason:

CloudSponge’s new website lets visitors view a demo and also gives them reasons to try out the company’s offerings.

Lesson learned:

Once you update the design of your website, you’ll automatically see a conversion bump.

#2. L’Axelle—action-oriented headlines

L’Axelle’s original homepage encouraged people to click on its “add to cart” button.


The homepage’s original headline was oriented toward comfort and the product was sold on the basis of people feeling relieved and relaxed.

What the company did:

L’Axelle A/B tested a more action-oriented headline.


The result:

This earned the page a 38.3 percent conversion rate, 93 percent better than the original.

The reason:

The word “end” assures relief for customers and ensures them that they won’t get sweat marks ever again.

#3. 37signals—a real person on its homepage

An earlier version of the 37signals website was cluttered.


What the company did:

People don’t buy from companies—they buy from people. 37signals followed this philosophy in its redesign of its Highrise product page. It tested a version with a customer against a the original one with its white background.


The result:

Adding a picture of a person increased Highrise signups by 102.5 percent.

The reason:

The background with the person stands out from most pages on the Internet. It develops trust between the customer and the company.

Lesson learned:

Humanizing your website lets your visitors and potential customers know that they’ll be dealing with real people.

#4. Nature Air—prominent CTA

Nature Air, an airline company, originally had 17 landing pages. It performed a single A/B test on each of its landing pages, but its control didn’t place its CTA (call-to-action) prominently.


What the company did:

It placed its CTAs in content areas. Now its CTAs are easy to find.


The result:

The landing pages’ conversion went from 2.78 percent to about 19 percent, meaning its conversion went up 591 percent.

Lesson learned:

No matter how compelling your offering might be, if you don’t make it easy for visitors to click on something, they’ll never even have a chance. Your CTA should be prominent and part of the content area.

#5 Intuit—proactive chat

Intuit is an American software company that found an innovative way to boost CRO.

What the company did:

Intuit added a proactive chat on its “checks and supplies” product page. More importantly, it featured the chat on its lead generation page.


The result:

Adding chat to the checkout process increased the average order value by 43 percent. This creative idea escalated Intuit’s sales by a whopping 211 percent.

The reason:

Introducing proactive chat where the visitor can see the chat box can improve conversions if placed in areas of a website where visitors have questions.

Lesson learned:

Adding chat helps to build a more interactive website that customers can interact and communicate with.

#6 Express Watches—a focus on authenticity

The biggest fear of customers is worrying that they might end up buying fake products.

Express Watches, a UK based online seller of Seiko watches, anticipated its customers’ fear of buying counterfeit watches.

What the company did:

Express Watches A/B tested whether customers care more about price or authenticity.

First, it tested the importance of prominently displaying price.


Then, it tested the importance of stressing authenticity.


The result:

The second version catapulted sales 107 percent.

The reason:

These days, there are a lot of counterfeit products on the market. It’s difficult for companies to separate themselves from this phenomenon.

Lesson learned:

Assuring authenticity helps prove your integrity. This can be applied to all industries. Placing a “certified partner” badge on your sales pages increases sales.

#7 AMD—better social media buttons

AMD, a worldwide semiconductor company, wanted its customers to share more of its info amongst themselves.

What the company did:

AMD tested six variations with different icons and placement on its “Support & Drivers” page.


AMD used shareThis for social sharing and found that the left position chicklet version with the dynamic adjustment of the browser window size is the best place strategy for social buttons.

The result:

Its social sharing increases by 3,600 percent over the original.

Lesson learned:

Many websites place share buttons on the left, but only you can A/B test to see what works best for you.

#8 Veeam Software—one-word change

Sometimes a website offers everything a customer needs, but something still holds customers back.

Veeam Software asked visitors who visited their product page what other information they’d like to see. Visitors replied that they wanted to see pricing.

But there was a catch. Veeam couldn’t do that because it sells its software through partners and its prices vary.

What the company did:

Veeam put up a “request a quote” link that led to a sales inquiry form. The goal was to increase the CTR (click-through rate) to the sales inquiry page.

It tested two different messages. One was “request a quote,” and the other was “request pricing.”

The result:

Changing just a word increased its CTR by 161.66 percent.

The reason:

Veeam surveyed its users and learned their objections. This helped the company experiment with tactics to drive its conversion rate higher.

#9 Meebox—discounts

Meebox is a Denmark-based web hosting and cloud hosting company. Its original website had no discount options.


What the company did:

It ran a test on its pricing page. It provided discounts of 20 percent and 40 percent for its highest plan. These discounts applied only if customers locked in for a two-year period.

The result:

Meebox saw a 121.56 percent increase in revenue, a 46.24 percent increase in average order value, and a 51.85 percent increase in conversions.

The reason:

Today’s customers want the best products at economical prices that fit their budgets. Discounts attract customers who are perhaps so pleased by getting a good deal that they often order more than they intended.

Lesson learned:

When you offer discounts to potential customers, try to make them work for your company, too.

Even a small change to your website can boost your CRO, so make changes that suit best your business.

Inbound Marketing Tips