This document provides tips and tools for increasing website conversion rates. It recommends testing usability, design, copy, and trust factors that could impact conversions. Specific tools recommended for analyzing user behavior and testing changes include Feedback Army, Crazy Egg's clickmapping tools, and Google Website Optimizer/Content Experiments for A/B and multivariate testing of headlines, images, text, calls to action, and page layouts. The key takeaway is that websites should always be testing to improve conversions.

1. Conversion Analysis
Tips, Tricks, & Tools to Increase Website Conversion
7/18/12
Quincy Herrold

2. Billboards.

3. What is the goal?
• Increase conversion rate

4. Why do you need to do it?
1. All sites have a conversion problem.
2. Paid (and organic) traffic is going to continue
to get more competitive.
3. Testing software is highly available these days
(some are even free).

5. Usability.
• You aren’t listening to your visitors
• Your site’s page takes too long to load
• Your site does not follow standard Web
conventions

6. Design.
• You’ve buried important information
• Your home page is ALL over the place
• Your site just doesn’t look professional

7. Copy.
• You’re not offering a call to action (CTA)
• Your messages aren’t clear
• You don’t repeat vital points often enough

8. Trust.
• Visitors have no idea how to contact you
• You’re asking for too much information
• You have no evidence to support your claims

9. Usability Testing
• Feedback Army

10. Clickmapping
• Crazy Egg
1. Heatmap
2. Scrollmap
3. Confetti
4. Overlay

11. Heatmap Tool

12. Scrollmap Tool

13. Confetti Tool

14. Overlay Tool

15. Google Website Optimizer =
Content Experiments
• June 1
– Content Experiments introduced
• August 1
– Google Website Optimizer will be gone

16. Content Experiments- Where is it?

17. Content Experiments
Test…
– Headlines/headers
– Images/icons
– Text
– Calls to action (CTA)
– Page layout

18. One Key Change
• Before
– A/B
– Multivariate
• Now
– A/B/C/D/E

19. Results

20. Don’t worry about…
• Not knowing which test sample will win.
• Temporarily lowering your conversion rate.
• The test taking time.

21. Take Away
• Always be testing

22. Questions?
Resources
http://websiteoptimizer.blogspot.com/
http://www.conversion-rate-experts.com/cro-tips/
http://blog.kissmetrics.com/loading-time/
http://www.insidecrm.com/features/50-ways-discourage-
conversion-040808/