What is Conversion Rate Optimisation?
Let’s start with the basics.
Conversion rate optimisation is the process of improving your website or product page to turn more visitors into customers.
It’s all about ensuring that the people who land on your page take a specific action.
CRO focuses on enhancing the user experience, removing friction, and ensuring that every element of the page works towards turning visitors into leads or customers.
Different Types Of Conversion
Depending on your products, services, or sector, the type of conversion you’re after could differ a lot.
In the world of B2B fintech marketing, the most common conversion is a page visitor filling out a form to request a chat with your sales team, or possibly a demo.
Here are some other common types:
- Sales conversions: Turning website visitors into paying customers.
- Lead generation: Getting users to fill out forms, request demos, or sign up for newsletters.
- Subscription conversions: Encouraging users to sign up for paid memberships or services.
- App downloads or usage: Motivating users to download and engage with mobile apps.
- Engagement metrics: Boosting actions like video views, social shares, or product clicks
Understanding the main aim of your product page is a crucial starting point for CRO.
Identify what you’re trying to achieve first, and everything flows from there.
Below we’re going to look specifically at improving ‘demos booked’ conversion on a fintech product page.
How to Improve Your Product Page Conversion
Improving your product page conversion rate comes down to refining three core areas: clarity, trust, and engagement.
Let’s break down each one:
Clarity and Value Proposition
If your visitors don’t understand your product quickly, they won’t stick around.
Your value proposition needs to be clear, concise, and front-and-centre. Visitors should instantly know what your product is, who it’s for, and why it matters.
In the fintech space, where complex solutions are common, simplifying your message is key. Avoid unnecessary jargon and focus on how your product solves a specific problem.
Use bold headings and clear subtext to highlight your core benefits. Incorporate visuals like icons or diagrams to reinforce your points without overwhelming the page with text. The easier it is for visitors to ‘get it’, the more likely they are to convert.
Remember, clarity drives confidence. And confident visitors convert.
Trust and Credibility
In fintech, trust is everything.
Buyers need to trust that your product is secure, reliable, and worth their time. Building trust on your product page is crucial. Start by showcasing client logos, case studies, or testimonials from real users. Success stories that highlight how other companies have benefited from your solution can be powerful persuaders.
Another quick win for credibility? Industry certifications and security badges. Clients want reassurance that their data is safe, and these visual markers help cement that trust.
Your page design is also a factor. If the page feels disjointed or poorly designed, visitors may question your product’s reliability.
Engagement and User Experience (UX)
It’s not just your page’s information that’s relevant, but the way it's presented too.
Engagement on your product page is all about how interactive and memorable it feels. The page should load quickly and be easy to navigate, with a clear flow and structure, and any interactive elements (e.g. buttons, forms) should be visually prominent.
The page should also have a primary visual element. One of the best tools for increasing engagement is a fintech explainer video.
Fintech products can be difficult to explain in text alone, whereas a short animation can simplify complex ideas. It helps break down how your product works and showcases its benefits in a way that’s easy to understand.
A fintech animation can also improve information retention—people remember what they see far better than what they read. This makes animations a great asset for educating your audience while keeping them engaged. Making sure your fintech videos are engaging themselves only increases this effect.
Adding a video to your page also helps reduce bounce rates, as visitors are likely to spend more time on that page (Wistia 2024 State of Video Report).
As a little bonus, fintech product videos can be repurposed across different channels, helping you maximise your ROI.
A/B Testing: The CRO Essential
It’s all very well talking about it, but how do you get a sense of what actually works?
A/B testing to the rescue!
A/B testing is one of the most powerful tools in conversion rate optimisation. It involves creating two versions of a webpage each with a different variation of a key element: alternate headlines, different CTAs and layouts, with/without a video.
By splitting your audience between these versions, you can track which one performs better in driving conversions.
This data-driven approach takes the guesswork out of CRO and helps you understand what resonates with your audience.
Over time, small tweaks to elements like button colours, copywriting, or even form lengths can have a huge impact on conversion rates.
Why It Matters: Don’t Waste Hard-Earned Leads
Getting traffic to your product page is only half the battle. If your page isn’t converting, you’re losing out on potential clients.
For fintech marketers, product page conversion directly affects growth. The more efficiently you convert visitors, the better your ROI on customer acquisition.
Think of it this way: every visitor that bounces without converting is a lead you paid for but lost. Effective CRO ensures that those leads aren’t wasted.
We've developed a free tool to help fintechs understand where there page is and isn't performing which you can read more about here.
Reach out to us if you’d like more personalised tips on increasing your product page conversion!