Conversion Optimization “ In Internet marketing, conversion optimization, or conversion rate optimization is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. It is also commonly referred to as CRO.”
Jakob's Law of the Web User Experience: http://www.useit.com/alertbox/20000723.html Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know. Keep in mind - Users are highly goal-driven on the Web. Your Job: Make it easy for them to reach their goal.
Follow This Narrative <ul><li>Establish Benefit and Value
Establish Trust Write Simply Avoid Clichés and Jargon Avoid Hyperbole State Facts & Use Numbers Check Grammar and Spelling Use Active and Consistent Voice Don't Hide Anything - State the Obvious Third Party Approval (BBB, Awards, Testimonials, Professional Assocs) Publish Reviews - even critical ones; engage in discussion (Blog, SM)
Experiment early and often . </li></ul>From Dan Siroker, Director of Analytics for the Obama campaign Founder http://www.optimizely.com Original Optimized Improvement Sign-Ups 8.26% 11.6% 40.6% 7,120,000 ~10,000,000 2,880,000 Volunteers 288,000 more Contributions $60 M
TEST! There are UNEXPECTED results. Do you know what they are? Ask the right questions! Example: VS.
TEST! There are UNEXPECTED results. Do you know what they are? Ask the right questions! Example: VS. "Buy Now" increased conversions "Add to Cart" increased average order values because shoppers didn't feel pressured to make a commitment.
TEST! Test Yourself What works for you may not work for others. Don't Confuse Tactics with Strategy What you are trying to achieve may not be their goal.
Thank You Charlie Kalech Director, J-Town Productions Ltd. www.j-town.co.il [email_address] @CharlieKalech For More Resources Fan Us on Facebook http://facebook.com/jtownproductions For More Events and Seminars Join Jerusalem Web Professionals (JWP) Facebook Group