This document discusses strategies for improving website conversions. It emphasizes testing landing page designs and elements like calls to action to engage visitors. Split testing is recommended to study visitor behavior and identify what prevents leads from converting rather than just testing superficial design factors. Analytics can provide insights into where people get stuck in the buying process but cannot alone determine the best design changes to test.

1. Andy%Halko%
@andyhalko*
Insivia%
@insivia*
WEBSITE
CONVERSION
STOP TURNING VISITORS AWAY

2. THINK SMART.
ACT BOLD.

3. What are conversions?
Conversion Optimization

4. THIS IS YOUR LEAD
FUNNEL ON BAD
MARKETING

5. Lead & Sales Road Map

6. NURTURE
E/Mail*Sign*Up*
Demo*
White*Paper*Download*
Calculator*Results*
Facebook*Follow*
TwiDer*Follow*
Sample*Download*
Survey*
Purchase*
Call*
Contact*Form*
DIRECT

7. First step in higher conversions:!
Targeted Campaigns!

8. Campaigns focused on a specific target
or serve a specific purpose.!
Product*
Landing*Page*
Problem*
Landing*Page*
Industry*
Landing*Page*
Product*
Problem*
Industry*

11. Back*up*the**
campaign*message*
*
One*clear*acIon**
(Call*to*AcIon)*
*
Enough*info*to**
make*a*decision*
Landing Page Conversion Factors

12. Your homepage is NOT a landing page!

13. Your homepage is merely the face of your
website, accessed by people who are looking
for it specifically. !
Your**
HomePage*

14. Marketo

16. Visual*and*message**
confirming*people**
are*in*the*right*place*
*
Design*that*conveys**
confidence*
*
Clear*navigaIon*
*
Clear*acIons*to*take*
Home Page Conversion Factors

17. LANDING*PAGE?*
HOME*PAGE?*

18. LANDING*PAGE?*
HOME*PAGE?*

19. Web*analyIcs*data*is*
NOT*enough*to*construct*
the*best*test*hypotheses*
for*your*site.*
SPLIT%TESTING%
A/B*TesIng**
MulIvariate*TesIng*
BUILD% TEST%

21. VS*
CONTROL% TREATMENT%

22. VS*
CONTROL% TREATMENT%
Mission*criIcal*elements*like*call/to/acIon*buDons*represent*
a*small*change*on*the*page,*however,*they*have*major*impact*
on*the*decisions*of*your*prospects.*

23. VS*

24. VS*
The*color*of*your*CTA*buDon*has*major*impact*on*your*
potenIal*customers’*decisions*–*and*thereby*also*your*
conversion*rate.*

25. People*aren’t*magically*drawn*to*a*buDon*
because*it’s*red,*nor*are*we*automaIcally*pre/
disposed*to*sign*up*just*because*you*added*the*
word*“Free”*in*your*headline.**
*
OpImizaIon,*isn’t*about*seeing*which*tests*are*“beDer”,*but*
rather*about*studying*your*visitor’s*behavior*and*creaIng*
designs*&*copy*to*engage*in*a*dialogue*with*your*visitor’s*inner*
voice.*

26. Reading*PaDerns*and*Use*of*Images*

27. Heat*Mapping*
+*
Human*Psychology*

29. QuesIons*like*“What*color*converts*best”*
are%a%complete%waste%of%Eme.%%%
*
Instead,*find*out:*
*
*
Where*do*most*people*get*stuck**
in*the*buying*process?*
*
What*are*common*traits*among**
our*paying*customers?*
*
What*hesitaIons*do*our*leads*have**
that*prevent*them*from*buying?*

34. “The*vast*majority*of*retailers*reported*
conversion*rates*on*smartphones*were*
around*1%,*while*conversion*rates*for*
tablets*were*2.4%,”*
*
While*visitors*largely*use*tablets*for*what*he*called*“lazy*
internet”—consuming*media*and*content,*as*well*as*browsing
—they*tend*to*prefer*smartphones*primarily*for*
communicaIon,*content*snacking,*and*using*mobile*apps.*

35. ANALYTICS

36. Bounce*Rate*

37. Traffic*Source*

38. Exit*Pages*

39. Click/through* Scroll/through**

40. WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy%Halko%
@andyhalko*
Insivia%
@insivia*
Oh yeah, ask us about our
traffic and conversion audits.