Increasing Conversion: Tips, Tricks, & Tools
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Increasing Conversion: Tips, Tricks, & Tools

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Increasing Conversion: Tips, Tricks, & Tools Increasing Conversion: Tips, Tricks, & Tools Presentation Transcript

  • Conversion AnalysisTips, Tricks, & Tools to Increase Website Conversion 7/18/12 Quincy Herrold
  • Billboards.
  • What is the goal? • Increase conversion rate
  • 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).
  • 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
  • Design. • You’ve buried important information • Your home page is ALL over the place • Your site just doesn’t look professional
  • Copy.• You’re not offering a call to action (CTA)• Your messages aren’t clear• You don’t repeat vital points often enough
  • Trust. • Visitors have no idea how to contact you • You’re asking for too much information • You have no evidence to support your claims
  • Usability Testing • Feedback Army
  • Clickmapping• Crazy Egg 1. Heatmap 2. Scrollmap 3. Confetti 4. Overlay
  • Heatmap Tool
  • Scrollmap Tool
  • Confetti Tool
  • Overlay Tool
  • Google Website Optimizer = Content Experiments• June 1 – Content Experiments introduced• August 1 – Google Website Optimizer will be gone
  • Content Experiments- Where is it?
  • Content Experiments Test… – Headlines/headers – Images/icons – Text – Calls to action (CTA) – Page layout
  • One Key Change• Before – A/B – Multivariate• Now – A/B/C/D/E
  • Results
  • Don’t worry about…• Not knowing which test sample will win.• Temporarily lowering your conversion rate.• The test taking time.
  • Take Away• Always be testing
  • 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/