This document provides an overview of website conversion optimization and best practices for improving conversion rates. It discusses establishing value and trust, clear calls to action, testing variations, and asking the right questions about unexpected results from testing. The key goals of conversion optimization are mentioned as increasing leads, sales, subscriptions, and other desired actions by making it easy for users to achieve their goals on a website.

1. Website Conversion Optimization: Getting Results MEGACOMM Kfar Maccabiah, Israel February 20, 2011

3. SEO

4. Blog

6. Email

7. Social Media

8. CRO

9. 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.”

12. E-Commerce

13. What Are Your Goals? What Is Your Strategy? Long-Tail or Bestselling Blockbuster?

16. Sales

17. Subscriptions

19. Downloads

20. Click-Throughs

21. Registration

22. 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.

25. Establish Trust

26. Call To Action (CTA)

27. Establish Benefit and Value

28. 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)

29. Establish Trust

30. Call To Action (CTA) Make It Easy – Make It Clickable Blue Hypertext is Good That Look Clickable Are Better

32. Use Contrasting Colors

33. Ask Minimal Information

34. Clear Imperative Text

35. Be Concise

36. Sans Serif Font

37. Prominent Position

38. Size Matters

40. Tell users what to expect

41. Reassure users it is easy. Lower the risk.

42. Put It All Together

44. Question assumptions .

45. Experiment early and often . 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

48. TEST! There are UNEXPECTED results. Do you know what they are? Ask the right questions! Example: VS.

49. 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.

50. 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.

51. 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