Conversion is about engaging and converting your one-time visitors into regular users. In every marketing and e-commerce site, you would have noticed that users are given subscription offers, such as “Sign up and avail 10% discount voucher”. It is a very common marketing tactic to involve and engage the visitors to increase the traffic to a website. But what if most of the visitors, don’t visit your website regularly, or are not subscribing to your website. Then you need to have a look at conversion optimization. As poor optimization can cost you heavily as well said by DonaldKnuth that
[bctt tweet=”Premature optimization is the root of all evil.”]
To cure a problem, we need to know about its origin first.
Step 1: Identify the Area of Problem
The four important tools that can tell you about the traffic flow to your website are
With Google Analytics, National Geographic’s homepage got improved engagement by 33% and click-throughs by 21% for content promotions.
In Google Analytics, Mixpanels and Kissmetrics, the statics related to visitors flow can be observed in a single infographic. It basically tells you about the flow of visitors and understands the bottlenecks and problematic areas related to the webpages. For instance, the funnel flow chart related to the visitors flow has been shown.
Source: Kissmetrics Funnel
You can observe that the most of the visitors don’t sign up and rarely upgraded. This indicates that there is a great room for improvement in “Sign Up” page and how to motivate users to upgrade their accounts.
Step 2: Explore before you refine
In the online “Presidential Campaign of Barack Obama”, the statistical analysis of the traffic flow, confirmed that the sign up ratio was quite low. Therefore, they did experimentation with the Sign Up page. With just little change in media and button, the sign up rate was improved by 40 percentage altogether. Surprisingly, people preferred ‘Learn more’ button and image of Obama with his family.
So the idea is to come up with different versions and styles for your website. Know the preference of your visitors before refining it. Don’t guess, learn it from the experiences of your visitors. Make real impact on your revenue, via backing up your ideas and tests with user feedback and data. This is done through the A/B testing, where half of the users are subjected to one version (A) and other version (B) to the remaining users. The relative performance is observed and the better version is selected. For example, in the figure below, the second version dramatically increased the engagement by 600% as compared to the first version. The second version was more user friendly, as it has categorized the information and made user related information radically available.
Once you are done with exploration of layouts, now you can easily refine it. Pin point the key areas to address. Try ‘Heat Mapping’ tools , its plugin is also available in the WordPress. It will let you observe, how user clicks on your website. Once hot’s spot regions are diagnosed, you can further refine these areas or can generate high activity at the region desired.
Step 3: Less is more. Reduce Choices
[bctt tweet=”Simplicity is the ultimate sophistication”]
Most of the times simpler layouts are more liked and users are used to visit them more frequently. Make it easy for user to get the main concept. Don’t confuse the user with so many choices. Less content is more valuable than more content. For instance, two versions of SeeClickFix were compared and it was found that the simplified version of landing page increased the engagement by 8 percentage.
Users don’t have time and lose interest to fill lengthy forms or read large paragraphs. So its important to minimize the available options for users. A case study of ‘One Kings Lane’, showed that by just removing two text fields in sign up form, the sign ups were increased by 8.4%.
Step 5: Words Matter. Focus on your Call-to-action
A call-to-action can be any attempt to make the audience to take a specific action to a blog post. For instance, rate the post, download as pdf, etc. Always try to ask the audience to learn more, watch another video, read related articles, buy another item or take any specific action. Because it’s a reputed strategy to get high conversion rates. But the words used for call-to-action, should be concise, convincing and persuasive otherwise the user will ignore your call. For instance, with the little change of “Watch Episode” to “Full Episode”, 10% increase in clicks was witnessed.
In the fund raising campaign of Clinton Bush Haiti Fund, the mere change in the Submit button to more action driven label ‘Support Haiti’ resulted in enhancement of donations by 15.75%.
STEP 6: Fail Fast
Run A/B testing for more than a week but not more than 2 months. Rather than taking time span of months and years with experimentation and statistical analysis, you should conclude the results and apply relevant actions fast. For instance, IGN, retaliated within few hours after failing the experimentation with the relocation of videos button within navigation bar. That resulted in 92.3% reduction in video clicks.
Step 7: Start Today
You can avail free services available at Google Analytics, i.e., content experiments. Gain user feedback in the context of moment and page through users surveys (Qualaroo). Know the high activity regions on your webpage through heat mapping tool (Crazyegg). Apply A/B testing to know the user’s preference (Optimizely.com).
Conversion optimization should be backed by the client’s data and preferences. Identify the problem area, explore the possible solutions, apply statistical testing to select best and then refine. Make it fast, the testing should not take more than 2 months, if failed revert back as soon as possible.