Sites with low traffic often encounter obstacles when they want to implement actions to improve their conversion rate. A/B testing, in these conditions, can seem like a never-ending puzzle. The low volume of traffic does not allow clear conclusions to be drawn on modifications. In other words, the data collected does not provide enough information to make informed decisions about changes to the site.
Just play with AB Testguide to understand that you need large volumes on a page and a significant increase on a change to validate an AB test.
Faced with these challenges, how can we ensure that we build a site that converts effectively despite low traffic? The answer may well lie in the formula of the MECLABS model. This approach offers a unique perspective for optimizing conversion, even for small volumes. ecommerce seo firm Let’s explore this conversion rate prediction formula together.
The MECLABS formula: a site optimization recommendation tool
The MECLABS Institute, backed by two decades of meticulous research into consumer behavior, has created a patented heuristic conversion formula: C=4M-3V-2I-F-2A.
This formula, the result of rigorous testing by MECLABS, taught at Harvard, Cambridge, Oxford and many others, introduces the fundamental elements that guide an online visitor’s decision in the funnel of a site.
The conversion funnel, often visualized as a series of steps leading to the sale, is actually based on a series of micro-actions. Each step, each interaction with the potential customer, is a micro request to take to the next step. To achieve the final sale, you must accumulate an uninterrupted series of these micro-yes. However, book marketing services just one “no” can call everything into question.
By using the MECLABS formula, we adopt a reverse perspective. Rather than seeing things from the marketer’s point of view, we put ourselves in the customer’s shoes. By questioning each spectrum of the formula, we put ourselves in the consumer’s place, which allows us to quickly identify areas for improvement. It is this ability to put yourself in the customer’s shoes that makes the MECLABS formula such a powerful tool for conversion auditing.
Although the MECLABS formula is presented in mathematical form, it is not exclusively for scientists. In reality, it serves more as a guide or checklist. Even without scientific expertise, one can examine each of the five elements of the formula to identify opportunities for improvement. It thus offers a solid framework, accessible to all, to serve as a basis for a conversion audit. Focus on these five major CRO control points .
User Motivation (M)
Motivation turns out to be the central pillar of the formula, as evidenced by its high coefficient of 4. It stands out as the most predominant decisive factor in the sales process. This motivation is broken down into two essential parts:
Nature of demand: This is the “why” behind the customer’s interest in the product. This is the fundamental reason that pushes a user to consider a purchase or action.
Magnitude of demand: This is the “want”, the intensity of the customer’s desire for the product. The stronger this desire, the higher the probability of conversion.
To maximize conversions, it is imperative to target customers or channels with the highest motivation to purchase.
Clarity of the value proposition (V)
The value proposition is positioned as the backbone of any conversion strategy. It answers a fundamental question: why would a prospect choose your offer rather than that of a competitor? For a value proposition to be powerful, it must integrate four essential elements:
Attractiveness (“I want it”), Exclusivity (“I can’t get it anywhere else”), Credibility (“I believe it/you”), Clarity (“I understand it/you”).
By combining these four elements, the value proposition becomes a powerful tool for convincing prospects to choose your offering over that of the competition.
Call to action (I)
The incentive guides the visitor to the next step. Whether it’s a buy button, an invitation to register or another action, it must be irresistible and relevant to the consumer. Concretely, rather than displaying calls to action, use calls to value. Example, replace the “Test our solution” button with a “Try our solution without obligation” button.
Process friction elements (F)
Friction, symbolized by (f), represents the psychological resistance that a visitor feels towards a specific element of the sales process. It is indicated by a minus sign in the formula, emphasizing its negative effect on conversion. Friction is broken down into two main components:
Length: It can be manifested by the number of fields to fill out in a form or the number of steps between the moment when the desire to purchase is born and the moment when the purchase is actually made. Every extra step or unnecessary field can discourage a potential visitor.
Difficulty : It encompasses obstacles that make the conversion process more complex for the visitor. This may include the nature of a form’s fields, a disruptive visual path, blocks of text that are too long, a page load time that is too slow, or any other element of the page that could hinder or confuse the visitor.
Information entry anxiety (A)
It involves identifying and directly addressing the specific source of the anxiety. We previously mentioned calls to actions, but it can be in calls to action that anxiety arises, when taking action. For example, by modifying the to action channel “Test our solution” by “Try our solution, without commitment”, you eliminate an obstacle which is doubt about commitment.
If the concern arises when completing a form, the insurance or guarantees must be visible there.
Bringing an expert perspective to CRO
The formula is based on the idea that a sales page, that a website must succeed in:
- Create an emotional connection with the reader.
- Provide clear and concise value.
- Highlight the benefits of your offer.
- Use testimonials and social proof.
- Offer a guarantee.
- Call to action.
However, to take full advantage of it and navigate with ease through its different spectrums, the support of a CRO professional proves beneficial. These experts, armed with in-depth knowledge and practical experience, will evaluate each element of the formula and guide you toward wise adjustments. By working with a CRO specialist, you ensure not only a clear understanding of the formula, but also changes that will positively impact your site’s conversion rate. And rest assured, with the right professional at your side, this process will be smooth and rewarding.