Mobile, Social, Email, and More: How to Increase Conversions Across All Platforms

Conversion rate optimization (CRO) can have a huge impact on your brand—and your bottom line. It’s a big undertaking that, when done correctly, can touch all platforms.

A converged approach to CRO actually optimizes the optimization process. By tweaking marketing efforts across several impact areas—such as mobile, social, and email—brands can execute a cohesive, multidimensional CRO strategy that moves more customers to take action.

To get you started on your own converged CRO plan, here are some quick tips for increasing conversions on three key platforms.

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Tip #1: Keep it short.

Keeping mobile forms short saves your customers time and effort. Lengthy surveys can take too long to complete, especially on a phone or tablet. Faced with 22 fields (the average survey length), a prospect might decide to abandon your form. So keep it short, and only ask the most critical questions for registration. If your first encounter is positive, you’ll earn the right to ask for more information in future interactions.

Tip #2: Design for various mobile screens.

Make sure your most important content displays in the top few pixels of the page, and whenever possible, reduce your viewers’ need to scroll. Also, make sure your mobile site looks as good on tablets of all sizes as it does on the traditional smartphone screen. Gartner predicts that ultramobiles (tablets, hybrids, and clamshells) will eventually take over as the main driver in the device market.

Tip #3: Create a call-to-action button that stands out on the mobile screen.
Position your CTA at the top of your landing page to deliver maximum views to your form without requiring page visitors to scroll down. And make sure your CTA and all other buttons are big enough to be easily tapped from a mobile device. Also, don’t underestimate the power of using the right color. Colors like red and orange create a sense of urgency and encourage immediate action, while yellow is a good attention-grabber. Green is also a great choice; we all know green means go, which is a good message to send when it comes to CTAs.


Tip #1: Get your schedules in sync.
You make best use of your resources by posting on Twitter and Facebook when your audiences are already there. The Form Conversion Report revealed that the peak time for form submissions is between noon and 3 p.m. To get the most bang for your buck, coordinate social media campaigns to deliver at the time of day recipients are most likely to click submit. You’ll achieve better reach without any additional effort.

Tip #2: Plan promotions around the right platforms.
Facebook is a winner when it comes to giving conversions a boost. Users who promote their forms on Facebook average up to 122% more conversions than those who do not. And to capture even more entries, consider embedding forms on your Facebook page—submission rates can more than double when doing so.

Tip #3: Leverage social media integrations.
The less time it takes people to fill out a form, the more likely they are to complete it. One easy way to optimize forms for faster completions is using Facebook Tab Embed, which allows fans and followers to complete your form without ever leaving Facebook. Another is Social Autofill: One click lets users complete multiple form fields using data from Facebook or Google+. The Form Conversion Report revealed that Formstack customers who use these features convert between 122% and 189% more traffic than those who don’t.


Tip #1: Brand it.

Branding is visible verification of legitimacy that earns trust and gets recipients to open your message. A generic email isn’t just uninteresting; it can appear less trustworthy. Don’t risk your subscribers hitting delete because you’ve taken an aesthetic shortcut. Make sure your customers know they’re getting communications from you, and only you.

Tip #2: Use images effectively.
Visuals should never be used simply to fill up white space on your page. But images can create emotional reactions that lead to conversions. Human beings are especially attracted to photographs of people’s faces because the faces grab attention, build trust, and light up the brain’s emotional receptors.

To leverage this instinct, use images that visually direct the reader to your call to action. For example, select a photo of a smiling model with her eyes pointing toward your CTA copy. Eye-tracking studies have found that site visitors will pick up on this and look where the model is looking!

Tip #3: Craft a clear and concise subject line.

To get recipients to open an email, marketers need to walk a fine line between writing an interesting headline that grabs attention and being clear enough to communicate intention.

When it comes to headlines, “quantity” is as important as “quality,” so here are a couple numbers to keep in mind. First, iPhones allow only 32 characters in a subject line before cutting it off. Second, if your subject line exceeds 50 characters, your email may end up in the dreaded spam folder.


chris lucas formstackChris is the vice president of marketing for Formstack. He is passionate about setting the vision for Formstack’s marketing and sales departments, as well as discovering new ways to drive web traffic and leads. Since starting at Formstack nearly seven years ago, Chris has worked to grow Formstack’s pay-per-click, SEO, public relations and social media efforts. He now focuses his time interweaving smart web marketing with overall product vision to build an ever-growing base. Prior to joining Formstack, Chris marketed to a wide variety of industries including sporting goods, bio/pharmaceutical and high tech marketing.