By: Benji Rabhan
Introduction to Holistic Conversion Rate Optimization (HCRO):
In the pursuit of effective website optimization, Benji Rabhan argues for a shift from a single-page focus to a holistic approach. Holistic Conversion Rate Optimization (HCRO) considers the interdependencies of various components within the web ecosystem, emphasizing that changes to one part can impact others. Rabhan’s model, based on deliberate measurement, guides a structured process of Change, Test, Assess, and Consolidate.
Rabhan explores the concept of “the fold” in web design, where the visible area before scrolling is crucial. While some argue for everything above the fold, Rabhan suggests a nuanced approach, recognizing that user behavior varies. The emphasis is on understanding visitors’ expectations, credibility, and relevance in the blink of an eye.
Relevance and Design:
The relevance of a web page is explored in relation to its design. Rabhan challenges the common emphasis on aesthetics, asserting that design should prioritize meeting visitors’ subconscious checkpoints: relevance, credibility, and perceived value. He advises a critical evaluation of a page’s appeal to the target audience.
Color, Contrast, and the Eye-Blur Test:
The psychological impact of colors and contrast on user interaction is highlighted. Rabhan introduces the Eye-Blur Test, a quick method to evaluate a page’s visual weight, emphasizing the subconscious influence of color and contrast on user perception.
A Call (or two) to Action:
The optimization of calls to action (CTAs) is discussed, emphasizing the importance of placing CTAs strategically both above and below the fold. Rabhan suggests tailoring CTAs to different types of users based on their likely behavior, recognizing that some users prefer detailed information below the fold.
Copy? What’s in it for me?:
The significance of copywriting in conversion rate optimization is explored. Rabhan underscores the importance of customer-centric copy, focusing on what users stand to gain. Aligning copy with users’ desires and employing the “Get” principle enhances the effectiveness of messaging.
The Get Principle:
Rabhan introduces the “Get” principle, emphasizing that people are motivated by what they can receive. He advises framing messages around what users will “get” rather than what they need to “give,” as it aligns with users’ desires for information, products, services, or self-esteem.
Make me an offer I can’t refuse!:
The article concludes with Rabhan’s eight keys to crafting an enticing offer. Key considerations include aligning offers with users’ true desires, using persuasive headlines, providing proof for claims, focusing on benefits, incorporating multiple calls to action, offering bonuses, ensuring ease of use, and utilizing numbers for tangibility.
Rabhan’s HCRO model encourages a comprehensive and strategic approach to website optimization, considering the broader ecosystem and user psychology. By emphasizing measurement, relevance, and user-centric design, businesses can enhance their conversion rates systematically.