How to improve your conversion rate of your website to ensure it acts as a revenue generator. Improving Conversions

Transcription

1 How to improve your conversion rate of your website to ensure it acts as a revenue generator

2 Agenda Taking stock: situation analysis Conversion improvement techniques Testing techniques

3 Situation Analysis

4 Goals

5 Setting Up Goals

6 Goal Funnels

7 Goal Data

8 Site Search

9 Get Customer Feedback

10 Optimizing Pages For Conversion Credibility: Professional, quick, USP Ease of use: Navigation, responsiveness Memorable: Trigger words Benefit-oriented Calls to action Content placement Images

11 Headlines The gateway to your visitors reading more Sell benefits, not features Believable and specific Easy to achieve Message is more important than wording

12 Example Headline Test MarketingExperiments.com Headline Impact Current headline -5.68% Dental Plans for $8.33 a month. Acceptance Guaranteed Over 55,000 Dental Care Providers. Acceptance Guaranteed Dental Care Coverage. Best Price Guaranteed Low Cost Dental Care for the Uninsured Best Price Dental Care Without Insurance 72.76% 26.41% % % -5.11%

13 Call To Action And Benefits Use clear details and instructions Do not be afraid of being too obvious Be specific Room for 7 passengers rather than room for multiple passengers Combine the call to action with benefits Buy now to end kitchen smells Click here to start losing weight Register now for your free report

14 Copywriting: Persuasion Reciprocation: Free stuff Asking afterwards shown to be more effective Consistency: Yes questions Social Proof: Testimonials, client lists, reviews, seals of approval (e.g. ISIS) Liking: Persona-based copy Authority: Qualifications, publications Scarcity: Limited time or quantity

15 Persuasion Tactics In Use

16 Persuasion Tactics In Use

17 Persuasion Tactics In Use

18 Persuasion Tactics In Use

19 Copywriting Tips Make important words stand out Highlight, bold, italics, hand-drawn annotation Longer link text has been shown to convert better than shorter links

20 Highlighting Example

21 Navigation

22 Improving Subscriptions Actively selling the benefits of registration can increase uptake to 10-12% Incentivising registration can improve this up to 50% Reducing the steps from 4 to 3 increased registration by 10% for William Hill

23 Signup Form Example

24 Thank You Pages Incentivise sign-ups to your mailing list Please add me to your mailing list or Please send me money saving coupons? Contact forms Tell users by whom, when and how they will be contacted, with a phone number E-commerce Surveys, registration, buy more Refer-a-friend

25 Images Large brightly-coloured buttons often convert better Most effective images: The product; product in use; successful outcome; happy customers with the product Test captions under images Violators often work well

26 Button Example

27 Page Layout Single column means more control over the order it is viewed in Users look to the top-left first and follow an F shape, so put your most important content in the F 76.5% of clicks are made above the fold Remove unnecessary links Avoid false bottoms in scrolling pages

28 Single Column Layout

29 Google Website Optimiser

30 Google Website Optimiser

31 A/B Split Test

32 Split Test Code

33 Multivariate Testing

34 Original Page

35 Multivariate Sections

36 Variations

37 Variations

38 Launch The Experiment

39 Mid-Experiment Reports

40 End Of Experiment Reports

41 End Of Experiment Reports

42 Conversion isn t just geeky stuff A new lead loses its effectiveness by six times for every hour that passes. Once you get their details, get in touch Learn to execute rapidly, for example creating quick content for a particular situation Establish trust: awards, testimonials, security images Consistent voice, message, scent First impressions count UGC: User Generated Content

43 How to improve your conversion rate of your website to ensure it acts as a revenue generator