Conversion Optimization MEGAComm 2011 presentation


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An overview of general principles accompanied with concrete tips and best practices for optimizing websites to convert.

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Conversion Optimization MEGAComm 2011 presentation

  1. 1. Website Conversion Optimization: Getting Results MEGACOMM Kfar Maccabiah, Israel February 20, 2011
  2. 2. Your Internet Presence is an Investment Where Are You Investing? Where Do You Receive the Highest ROI? <ul><li>Website
  3. 3. SEO
  4. 4. Blog
  5. 5. PPC </li></ul><ul><li>Affiliates
  6. 6. Email
  7. 7. Social Media
  8. 8. CRO </li></ul>
  9. 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.”
  10. 10. <ul>General Overview & Guidelines Practical Tactics & Best Practices </ul><ul><li>Landing Pages
  11. 11. Sales Pages </li></ul><ul><li>E-Mail Blasts
  12. 12. E-Commerce </li></ul>
  13. 13. What Are Your Goals? What Is Your Strategy? Long-Tail or Bestselling Blockbuster?
  14. 15. What Is Your Most Desired Action? <ul><li>Leads
  15. 16. Sales
  16. 17. Subscriptions
  17. 18. Logins </li></ul><ul><li>Traffic
  18. 19. Downloads
  19. 20. Click-Throughs
  20. 21. Registration </li></ul>
  21. 22. Jakob's Law of the Web User Experience: 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.
  22. 24. Follow This Narrative <ul><li>Establish Benefit and Value
  23. 25. Establish Trust
  24. 26. Call To Action (CTA) </li></ul>
  25. 27. Establish Benefit and Value
  26. 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)
  27. 29. Establish Trust
  28. 30. Call To Action (CTA) Make It Easy – Make It Clickable Blue Hypertext is Good That Look Clickable Are Better
  29. 31. Call To Action (CTA) <ul><li>Use White Space
  30. 32. Use Contrasting Colors
  31. 33. Ask Minimal Information
  32. 34. Clear Imperative Text
  33. 35. Be Concise
  34. 36. Sans Serif Font
  35. 37. Prominent Position
  36. 38. Size Matters </li></ul>
  37. 39. Call To Action (CTA) Messaging <ul><li>Urgency
  38. 40. Tell users what to expect
  39. 41. Reassure users it is easy. Lower the risk. </li></ul>
  40. 42. Put It All Together
  41. 43. TEST! <ul><li>Every visitor to your website is an opportunity . 
  42. 44. Question assumptions .
  43. 45. Experiment early and often . </li></ul>From Dan Siroker, Director of Analytics for the Obama campaign Founder 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
  44. 46. TEST! <ul><li>Google Website Optimizer </li></ul> <ul><li>Optimizely
  45. 47. </li></ul>Heatmap Services <ul><li>Attention Wizard </li></ul> <ul><li>Feng-GUI </li></ul> All-In-One <ul><li>Clicktale </li></ul>
  46. 48. TEST! There are UNEXPECTED results. Do you know what they are? Ask the right questions! Example: VS.
  47. 49. TEST! There are UNEXPECTED results. Do you know what they are? Ask the right questions! Example: VS. &quot;Buy Now&quot; increased conversions &quot;Add to Cart&quot; increased average order values because shoppers didn't feel pressured to make a commitment.
  48. 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.
  49. 51. Thank You Charlie Kalech  Director, J-Town Productions Ltd. [email_address] @CharlieKalech For More Resources Fan Us on Facebook For More Events and Seminars Join Jerusalem Web Professionals (JWP) Facebook Group