Increasing Conversion: Tips, Tricks, & Tools

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

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Transcript of Increasing Conversion: Tips, Tricks, & Tools

Page 1: Increasing Conversion: Tips, Tricks, & Tools

Conversion Analysis

7/18/12

Quincy Herrold

Tips, Tricks, & Tools to Increase Website Conversion

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Billboards.

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What is the goal?• Increase conversion rate

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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).

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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

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Design.

• You’ve buried important information

• Your home page is ALL over the place

• Your site just doesn’t look professional

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Copy.

• You’re not offering a call to action (CTA)

• Your messages aren’t clear

• You don’t repeat vital points often enough

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Trust.

• Visitors have no idea how to contact you

• You’re asking for too much information

• You have no evidence to support your claims

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Usability Testing• Feedback Army

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Clickmapping• Crazy Egg

1. Heatmap

2. Scrollmap

3. Confetti

4. Overlay

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Heatmap Tool

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Scrollmap Tool

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Confetti Tool

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Overlay Tool

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Google Website Optimizer = Content Experiments

• June 1– Content Experiments introduced

• August 1– Google Website Optimizer will be gone

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Content Experiments- Where is it?

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Content Experiments

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

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One Key Change• Before

– A/B– Multivariate

• Now– A/B/C/D/E

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Results

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Don’t worry about…• Not knowing which test sample will win.

• Temporarily lowering your conversion rate.

• The test taking time.

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Take Away• Always be testing

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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