CRO and Your Privacy Policy

The foundation of successful conversion rate optimisation is creating a site that is trustworthy and relevant to visitors. While testing is important, many people agonise over whether they should have a red banner or a green one; whether blue font converts more effectively than black. These are details and, for the most part, aesthetics. First, you must have the basics firmly in hand. One of these is creating and publishing a privacy policy.

Why is this important? After all, how many privacy policies have you actually read? It’s not compelling reading – but there are compelling reasons to have one. It creates that sense of security and trust in your site. Here are some tips for creating and strategically using privacy policies:

• Address the users’ concerns with specific information: what pieces of information do you collect, and how do you collect it (Cookies? Forms? Email signups?)
• Disclose how you use the information you do gather. You might, for instance, share information with third parties. Why do you do this? Why is it necessary, and how does it benefit the customer?
• Include contact information, including phone and email.
• Explain how you protect the consumers’ information. Do you encrypt data? Do you limit access to data? What security programs/features do you have in place?
• Find a template online and read through several privacy policies online. You’ll have the formula you need to write the policy, and you then simply fill in your business or site’s specific information.
• Post your privacy policy on your website. If you have forms, create a link to the policy. This can increase submission rates, so it is worth doing a link.

The privacy policy is possibly one of the most crucial aspects of a website; even if a visitor does not read it, they still want it to be there!