conversion optimization megacomm 2011 presentation
TRANSCRIPT
Website Conversion Optimization:
Getting Results
MEGACOMMKfar Maccabiah, Israel
February 20, 2011
Your Internet Presence is an Investment
Where Are You Investing?
Where Do You Receive the Highest ROI?
Website
SEO
Blog
PPC
Affiliates
Social Media
CRO
Conversion Optimization
“In Internet marketing, conversion optimization, or conversion rate optimization is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. It is also commonlyreferred to as CRO.”
General Overview & Guidelines
Practical Tactics & Best Practices
Landing Pages
Sales Pages
E-Mail Blasts
E-Commerce
What Are Your Goals?
What Is Your Strategy?
Long-Tail or Bestselling Blockbuster?
What Is Your Most Desired Action?
Leads
Sales
Subscriptions
Logins
Traffic
Downloads
Click-Throughs
Registration
Jakob's Law of the Web User Experience:
http://www.useit.com/alertbox/20000723.html
Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.
Keep in mind - Users are highly goal-driven on the Web.
Your Job: Make it easy for them to reach their goal.
Follow This Narrative
Establish Benefit and Value
Establish Trust
Call To Action (CTA)
Establish Benefit and Value
Establish Trust
Write Simply
Avoid Clichés and Jargon
Avoid Hyperbole
State Facts & Use Numbers
Check Grammar and Spelling
Use Active and Consistent Voice
Don't Hide Anything - State the Obvious
Third Party Approval (BBB, Awards, Testimonials, Professional Assocs)
Publish Reviews - even critical ones; engage in discussion (Blog, SM)
Establish Trust
Call To Action (CTA)
Make It Easy – Make It Clickable
Blue Hypertext is Good
That Look Clickable Are Better
Call To Action (CTA)
Use White Space
Use Contrasting Colors
Ask Minimal Information
Clear Imperative Text
Be Concise
Sans Serif Font
Prominent Position
Size Matters
Call To Action (CTA)Messaging
Urgency
Tell users what to expect
Reassure users it is easy. Lower the risk.
Put It All Together
TEST! Every visitor to your website is an opportunity.
Question assumptions.
Experiment early and often.
From Dan Siroker, Director of Analytics for the Obama campaignFounder http://www.optimizely.com
Original Optimized Improvement
Sign-Ups 8.26% 11.6% 40.6%
7,120,000 ~10,000,000 2,880,000
Volunteers 288,000 more
Contributions $60 M
TEST! Google Website Optimizer http://www.google.com/websiteoptimizer/tutorials.html Optimizely http://www.optimizely.com
Heatmap Services Attention Wizard http://attentionwizard.com Feng-GUI http://feng-gui.com
All-In-One Clicktale http://www.clicktale.com
TEST!
There are UNEXPECTED results.Do you know what they are?
Ask the right questions!Example:
VS.
TEST!
There are UNEXPECTED results.Do you know what they are?
Ask the right questions!Example:
VS.
"Buy Now" increased conversions"Add to Cart" increased average order values because shoppers didn't feel pressured to make a commitment.
TEST!
Test Yourself What works for you may not work for others.
Don't Confuse Tactics with StrategyWhat you are trying to achieve may not be their goal.
Thank You
Charlie Kalech Director, J-Town Productions Ltd.
www.j-town.co.il
@CharlieKalech
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