The document discusses strategies for maximizing website conversion rates, emphasizing the importance of understanding consumer behavior and implementing best practices. It highlights the significance of testing different elements like design and calls to action to enhance user engagement and increase revenue. Ultimately, the key is to hypothesize, test, and adapt based on results to optimize conversions effectively.

1. Website Conversion How to maximise your website!

2. What is conversion? Getting a website visitor to complete a certain task All companies have a definition of success Different for a Retailer, Blog, News Site etc Soft Conversions

3. Why do we care about conversion? $$ Increase Conversion rate from 2% -> 4% = 100% increase in conversion 100% increase in conversion = 100% increase in revenue. Its much easier to double your business by doubling your conversion rate than by doubling your traffic.

4. Why don’t people convert? Only “researching” Don’t trust you Don’t need your product/service Don’t understand you All objections haven’t been overcome Too much risk They got bored They liked your competitor

5. Conversion Willing and Able = Persuasion and Usability

6. Willing and Able Persuasion Convincing people Understanding consumer behaviour Generating demand

7. “ Persuasion Architecture” Conceptualised from the customer perspective There is no average user Personas Competitive Spontaneous Humanistic Methodical

8. Willing and Able Usability Sign Up Forms Making it easy to use

9. Best Practices Obvious call to action Reduce the clutter Write compelling copy Be credible Meet expectations

12. Now that we have learnt the best practices we are finished right?

13. Wrong!

14. Optimising Conversion! No two businesses are the same Its impossible to guess what is going to work for your customers testing is king.. you hypothesise but then test.. You will ALWAYS be surprised Don’t let it hurt your ego when you get it wrong

15. Testing Types of Testing A/B Testing Multivariate What do we test? Design, Headlines, Buttons, Colours etc

16. Test Everything

17. Examples

18. 1. Free Trial 2. Sign-up for a free trial 3. BUY NOW!!!!!!! 4. See Plans and Pricing

19. 200% Increase in Conversions!

24. Improvement of 40.6% over the control, An additional 2.8M email address on avg donating $21 each

25. Lots more on: whichtestwon.com

26. Conversion Summary Willing and Able Every visitor to your website is an opportunity. Use best practices to create the control Question assumptions Hypothesise and Test Listen to the results!

27. Thanks. Simon N. Reynolds @ simonnreynolds simonreynolds. com.au