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