Increasing Conversion: Tips, Tricks, & Tools
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Transcript of Increasing Conversion: Tips, Tricks, & Tools
Conversion Analysis
7/18/12
Quincy Herrold
Tips, Tricks, & Tools to Increase Website Conversion
Billboards.
What is the goal?• Increase conversion rate
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).
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
Design.
• You’ve buried important information
• Your home page is ALL over the place
• Your site just doesn’t look professional
Copy.
• You’re not offering a call to action (CTA)
• Your messages aren’t clear
• You don’t repeat vital points often enough
Trust.
• Visitors have no idea how to contact you
• You’re asking for too much information
• You have no evidence to support your claims
Usability Testing• Feedback Army
Clickmapping• Crazy Egg
1. Heatmap
2. Scrollmap
3. Confetti
4. Overlay
Heatmap Tool
Scrollmap Tool
Confetti Tool
Overlay Tool
Google Website Optimizer = Content Experiments
• June 1– Content Experiments introduced
• August 1– Google Website Optimizer will be gone
Content Experiments- Where is it?
Content Experiments
Test…– Headlines/headers– Images/icons– Text– Calls to action (CTA)– Page layout
One Key Change• Before
– A/B– Multivariate
• Now– A/B/C/D/E
Results
Don’t worry about…• Not knowing which test sample will win.
• Temporarily lowering your conversion rate.
• The test taking time.
Take Away• Always be testing
Questions?
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/
Resources