There is a lot to be said about conversion rate optimization: from optimizing copy and design to testing out different types of forms, buttons and images – the possibilities are endless!

If you are feeling lost in the vast number of guides and lists with CRO tips around, just refer to what the top websites worldwide are doing! Because they have clearly nailed a strategy that works and gets them a steady flow of customers!

To get you going, we’ve gathered 10 conversion rate optimization best practices based on what some of the most successful websites are doing:

#1. Amazon

Conversion centric design enables & convinces the user to take the desired action Click to tweet

Amazon’s website has remained a number one destination for online shoppers and it is not just mere coincidence. It focuses on the user through a simple, intuitive navigation and website layout and provides all the necessary product information. It also uses an unparalleled recommendation system, offers plenty of security and trust signals, and social proof in a clear, uncomplicated manner.

Amazon’s features and design elements cater to its user’s needs and wants, but at the same time convince them to take action.

CRO best practice Amazon uses conversion centric design

#2. Paypal

Your landing page should address the audience’s main pain point
Click to tweet

Paypal welcomes its visitors with a landing page copy that addresses the main issue faced when using various payment gateways: security and reimbursement if something goes wrong!

This way, its target audience is reassured and compelled to view the rest of the landing page information, helping increase conversions.

CRO best practice: Paypal example

#3. Alibaba

Use a striking color for your main Call-To-Action
Click to tweet

The color of your CTAs should stand out from the rest of the page and grab the user’s attention instantly. A simple color switch in a CTA can increase conversions more than you would imagine!

CRO best practice: Alibaba uses a CTA color that stands out

#4. Target

Showcase offers and discounts on your homepage to encourage conversions
Click to tweet

An attractive offer or discount is a powerful incentive for your user to take action – aka to convert!
In one example by VWO, a website managed to increase conversions by 121% simply by adding a discount!

Target CRO best practice: use offers and discounts

#5. Shutterstock

Make your search bar prominent with helpful cues to improve the customer’s experience
Tweet: Make your search bar prominent with helpful cues to improve customer experience via @exitbeeClick to tweet

People who use a website’s site search feature are more likely to convert – sometimes up to 6x times higher, as they indicate a higher purchase intent than those who don’t. Moreover, site search converters tend to spend more than the average customer – so make it work like a charm!

Shutterstock uses a prominent search bar which is a CRO best practice

#6. Skype

Using a video on your landing page can increase your conversion rate
Tweet: Using a video on your landing page can increase your conversion rate via @exitbeeClick to tweet

A short video (not more than a couple of minutes ideally) that showcases your USP, explains how your product works, its benefits and main features is much more visually stimulating than simple text and images/graphics!

For example, a company replaced image with video and a achieved a 12.62% increase in conversions.

Skype CRO best practice use video on landing pages

#7. Salesforce

Include customer success stories to build trust and boost conversions
Tweet: Include customer success stories to build trust and boost conversions via @exitbeeClick to tweet

Testimonials or customer “success stories” are one of the best social proofs for credibility that you can add to your website. Potential customers are more likely to trust another person like them than your marketing babble!

Make sure you use an authority or highly trustworthy figures for your testimonials and display them prominently to make an impact.

salesforce uses customer testmonials to increase conversions

#8. A-Weber

Your Call-To-Action button text should be specific and tell users what to expect after they click

Tweet: Your Call-To-Action button text should be specific & tell users what to expect after they click via @exitbeeClick to tweet

The choice of wording on your CTA is critical and ultimately defines whether a user will convert or not. A simple change in the copy used can lead to a major increase in conversions – so make sure you test it!

CTA button text should tell users what to expect Aweber example

#9.T-Mobile

Creating a sense of urgency increases conversions
Tweet: Creating a sense of urgency increases conversions via @exitbeeClick to tweet

When users are faced with a time-restricted offer, they are more likely to grab the opportunity and act upon it, rather than lose it.

Creating a sense of urgency is a technique widely employed by ecommerce websites. Think of how airline websites display how many users are looking at the same flight as you, or how many seats are left.

T-mobile CRO best practice example: create a sense of urgency

#10. Asos

Ecommerce is all about optimizing your checkout process to perfection

Tweet: Ecommerce is all about optimizing your checkout process to perfection via @exitbeeClick to tweet

An optimized checkout process should be uncomplicated, not too long, offer adequate security and trust signals and enable users to make changes to their cart items.

Asos is one of those online retailers that has managed to perfect their checkout over the years. For example, few years back it managed to increase conversions by 50% by adding a guest checkout option.

asos optimizes the checkout process - cro best practice example

#11. Your turn!

Which top website do you think uses a clever CRO technique others should take notice of?


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Victoria Stamati

Digital Marketer at Exit Bee. Loves helping websites create great campaigns to get more conversions and re-engage abandoning visitors. Keen film buff and cheese appreciator.

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