Simple Changes That Boost Conversions and Sales: Lessons from Optimizely and Sprout Social
When it comes to increasing conversions and driving sales, small changes can make a massive impact. Two compelling examples from Optimizely and Sprout Social reveal how tweaking copy and rethinking your social media strategy can lead to significant results.
Case Study 1: Optimizely’s Navigation Bar Copy Test
Optimizely decided to test a simple but widely used Call-to-Action (CTA) on their navigation bar—a feature nearly every website relies on. Here’s what they did:
- Old CTA: “Why Use Us”
- New CTA: “How It Works”
The Results
This small adjustment had a huge impact:
- 47.7% More Clicks: The new term was more engaging, driving significantly higher user interaction.
- Double the Page Visits: Visitors spent more time exploring the site, gaining a deeper understanding of Optimizely’s offering.
- 8% More Website Conversions: Ultimately, these changes led to more visitors completing desired actions, such as signing up or purchasing.
Why It Worked
The phrase “How It Works” is action-oriented and directly addresses curiosity. In contrast, “Why Use Us” can feel sales-driven or generic. This test proves the power of clear, user-focused language in driving engagement and conversions.
Takeaway: If your navigation bar includes CTAs like “Why Use Us” or “Why Us,” it’s time to make the switch and watch your conversions rise.
Case Study 2: Sprout Social’s Social Media Sales Strategy
Social media isn’t just for awareness—it’s a powerful tool for driving sales. Sprout Social uncovered an easy trick to increase social media sales by 4x.
The Findings
- When a product is advertised once on social media, only 15.1% of consumers make a purchase.
- After being advertised 2-4 times, sales increase by a staggering +60.7%.
Why It Works
Repeated exposure builds trust and familiarity. However, to avoid alienating followers, it’s essential to:
- Showcase the product from different perspectives (e.g., benefits, use cases, testimonials).
- Keep the content engaging and creative to maintain interest without feeling repetitive.
Takeaway: Instead of a one-and-done approach, create 2-4 distinct, engaging posts for the same product to boost sales significantly—without annoying your audience.
Key Lessons for Marketers
- Optimize Your CTAs: Simple language changes, like swapping “Why Us” for “How It Works,” can drastically improve engagement and conversions.
- Leverage Repetition on Social Media: Increase sales by presenting your product multiple times, ensuring the message stays fresh and engaging.
- Test Everything: Whether it’s a navigation bar copy or a social media strategy, consistent testing is key to unlocking growth.
P.S. Start Testing Today!
From small copy tweaks to creative social media campaigns, these simple adjustments can drive big results. What’s stopping you from experimenting with your CTAs or social media strategy right now?
Sources:
- Neil Patel, neilpatel.com
- quicksprout.com