Increasing Conversion: Tips, Tricks, & Tools

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Increasing Conversion: Tips, Tricks, & Tools

  1. 1. Conversion AnalysisTips, Tricks, & Tools to Increase Website Conversion 7/18/12 Quincy Herrold
  2. 2. Billboards.
  3. 3. What is the goal? • Increase conversion rate
  4. 4. Why do you need to do it? 1. All sites have a conversion problem. 2. Paid (and organic) traffic is going to continue to get more competitive. 3. Testing software is highly available these days (some are even free).
  5. 5. Usability. • You aren’t listening to your visitors • Your site’s page takes too long to load • Your site does not follow standard Web conventions
  6. 6. Design. • You’ve buried important information • Your home page is ALL over the place • Your site just doesn’t look professional
  7. 7. Copy.• You’re not offering a call to action (CTA)• Your messages aren’t clear• You don’t repeat vital points often enough
  8. 8. Trust. • Visitors have no idea how to contact you • You’re asking for too much information • You have no evidence to support your claims
  9. 9. Usability Testing • Feedback Army
  10. 10. Clickmapping• Crazy Egg 1. Heatmap 2. Scrollmap 3. Confetti 4. Overlay
  11. 11. Heatmap Tool
  12. 12. Scrollmap Tool
  13. 13. Confetti Tool
  14. 14. Overlay Tool
  15. 15. Google Website Optimizer = Content Experiments• June 1 – Content Experiments introduced• August 1 – Google Website Optimizer will be gone
  16. 16. Content Experiments- Where is it?
  17. 17. Content Experiments Test… – Headlines/headers – Images/icons – Text – Calls to action (CTA) – Page layout
  18. 18. One Key Change• Before – A/B – Multivariate• Now – A/B/C/D/E
  19. 19. Results
  20. 20. Don’t worry about…• Not knowing which test sample will win.• Temporarily lowering your conversion rate.• The test taking time.
  21. 21. Take Away• Always be testing
  22. 22. Questions? Resources http://websiteoptimizer.blogspot.com/ http://www.conversion-rate-experts.com/cro-tips/ http://blog.kissmetrics.com/loading-time/ http://www.insidecrm.com/features/50-ways-discourage- conversion-040808/

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