Conversion Optimization

Overview

Is the process of improving a website’s (or web page’s ability to convince visitors to complete a goal. The process involves an understanding of web design basics, human psychology, and statistics.


Understanding the Decision Process

Before optimizing a web page it is very important to step into the shoes of the customer. Understanding what you are selling as customer can help you answer questions that users will have coming to your page. Below are the main questions that you will be responsible for answering when users have come to your page.

  • Am I in the right place?
  • Can I trust this website/company?
  • Do I want to work with/buy from this company?
  • What do I do now?

In addition, knowing the decision process of a consumer is beneficial when creating a landing page.


Strategy Process

Analyze & Identify

Finding out what page needs to be optimized shouldn’t be a guessing game. A page should be identified through research and analyzing data.

Google Analytics is free program that provides you with vauable information about your website like:

  • See where visitors are entering and exiting your website during a goal process
  • See what path leads to most goals completed

I suggest visiting Google’s Conversion University to learn more about Google Analytics.

To identify a page in need of optimizing, I suggest looking at pages that have the most impact on overall revenue.

For example, a good place to start with is a page with a lot of qualified traffic and low conversions rates, where a high margin product is being sold. After you identified a page being figuring out what is wrong with the page. This can be done in several ways:

  • Use Crazy Egg to see what visitors are clicking on that page. It could be visitors are clicking on things that are not links to gather more information.
  • Speak to clients to find out what questions they had when they were on the page
  • Ask coworkers and friends to visit the page and tell you whether something is missing or could be improved.

Hypothesis

Begin by thinking of ways to improve the page. For example, if your data is telling you visitors are abandoning your website when they are filling out the contact form, then how do you fix it?

  • Is it too long?
  • Are you asking for information that is to personal?
  • Do visitors trust you to give their information?

Contact-Us

Testing

Create a wire frame of the page that you believe will out perform the existing page. After the page is coded, up on the website under a unique URL, and checked for errors, it is time to test the page.  A free and powerful tool I recommend using for A/B testing is Google Website Optimizer.

Review & Repeat

Allow enough time to pass so you can collect significant data to determine which page performed better. Instead of saying “Page A had higher conversion” determine why. “Page A had higher conversions because the form was shorter and asked for only relevant information.”

Also, see if what you learned from the test can be applied to other pages of the website.

Finally, after your test in completed the next step is to test again. The information you learned from testing will help you gather other test ideas to run.

Never stop testing because conversion optimization is a process that can help turn your traffic into sales and improve your conversion rate.


Conversion Optimization Resources

Conversion Rate Experts
SEOMoz
Search Engine Land

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