Website Conversion Optimization: how to guide | RazorSocial

How website conversion optimization can dramatically increase conversion rates

How website conversion optimization can dramatically increase conversion rates (portret)When visitors come to your website from social media channels, how many of them buy your product or service or sign up to your newsletter?

Would you like to double these conversion rates?

The first thing you need to realize about website conversion optimization is that if you don’t have alot of traffic then you may not have a conversion problem you have a traffic problem.

When you have sufficient traffic to your website you can then think more about conversion and with a bit of work you could increase your conversion by 100% or more.

Before we delve into the tools there is some terminology you need to be familiar with.

  • A/B Testing (also known as split testing)- This is where you have 2 different pages and send a percentage of traffic to one page and a percentage of traffic to another page (eg. 50/50).  The pages are generally a lot different.
  • Multivariate testing – This is where you are just changing elements of the same page.  For example, try just changing the heading on a page.
  • Landing page – This is a page on your website that a visitor goes to.  For example, they click on an advertisement and you bring them to a page that is specific to the advertisement.
  • Call to action (CTA) – An action you want your website visitor to take.  For example, having a button saying ‘subscribe now’.

If you’ve got low traffic to a site and you want to see some conversion improvement you should probably do some A/B testing. If you’ve got higher traffic and you’re getting reasonable conversion you could do multi-variate testing to increase conversion.

We recently caught up with Rich Page who is an expert in website conversion optimization.  He even wrote a book about it!

 

Rich Page
A book worth getting!

 

Rich recommends that you should have at least 1,000 unique visitors a day to your site to run a multi-variate test (often known as MVT). Of course we couldn’t resist asking Rich about the tools that he recommends.

Rich talked about how useful some of the tools were and that a lot of people are inclined to make changes to their website without testing the changes.  You might put in the changes to improve your conversion but the result might be different!

Rich recommended the following:

  • Visual Website Optimizer
  • Unbounce
  • Mouseflow
  • Usertesting.com
  • Re-vu.com

Here is some additional details on each of these tools.

Visual Website Optimizer

Visual Website Optimizer is a tool for performing A/B and multivariate testing.  It’s very easy to use and without any programming skill at all you can create tests and have them up and running in minutes.

To use this tool you install a piece of code on your website.  You then go to the Visual Website Optimizer website and specify the page you want to test.  When the page is loaded you can click on any element of the page and start updating it.  It’s that easy.

For example, on the screen below if I click on the subscribe text I can replace this text with other text and then run A/B testing to see what results I get.

 

visual website optimizer
Just click on the text and add a different version

 

As well as split testing and multi-variate testing you can also do behavioral and Geo targeting which is quite neat.  For example, you could display different pages to people coming from different countries or a different page depending on what site they came from.

Imagine you are running an advertising campaign in Europe.  When European visitors arrive to your site you could automatically display Euro prices and have a European phone number for enquiries.  Normally do this type of optimization requires development skill but not when you use the Visual Website Optimizer.

 Unbounce

Unbounce  is a landing page tool that allows you to build a landing page on your website without any coding experience.  You can have a page up and running in minutes and then easily create A/B testing showing different pages to your visitors.

Landing pages are extremely important to improve conversion.  Most of us know they are important but we don’t have time to set them up.  With Unbounce you’re up and running in very little time.

Here are examples of when you would use them:

a). Advertising campaigns – If you are running an ad never bring people to a home page.  You need to set up a landing page that is specific to the ad in question to help with conversion.

b). Guest Post – If you do a guest post on a website why not link people to a landing page which is directly related to the guest post.

Here is an example of the design tool you use with Unbounce to create a landing page.

 

Unbounce
Very easy to use designer tool

 

If you don’t want to build your landing page from scratch you can use one of their templates that have worked really well before.  Sometimes you don’t have to re-invent the wheel!

 

Mouseflow

Mouseflow is a tracking tool that monitors and records your visitor actions on your website.

Wouldn’t it be nice to know where your visitors are clicking on all the time, what are the popular areas of your website and how your visitor navigates through the site?

Here is an example of a heat map generated by the tool.  The heat map shows up areas on the page which are clicked the most or users navigate to.  If you know the popular areas this could be places where you focus your calls to action on.

 

mouseflow heatmap
A heatmap which builds up information on where your visitors are clicking

 

 Usertesting.com

This is a service more than a tool but a useful one.   With Usertesting.com you pay for a group of people to perform tasks on your website and then you get a recording of this.  As they browse through your website they talk about what they see, what issues they have and what they think your website is about etc.  You are then given a recording of this.

You can specify that they use a desktop or a mobile device.

This type of testing is also really essential.  We get so used to looking at our own websites after a while we can’t see the issues.

Revu

Revu is a product reviews and ratings software.  If you are selling software or services through your site and can encourage your customers to leave positive reviews this can significantly help with your conversion rates.

It is build as a WordPress plugin so you can easily add the functionality on to your WordPress blog.

 

Additional Tips from Rich

  • You need at least 1,000 unique visitors a day to do proper multivariate testing (MVT).  Less than this use A/B testing.
  • For A/B testing you don’t need a huge amount of traffic.  It’s more about statistical significance so for a website with modest traffic you should have the test up and running for at least 10 days.
  •  A conversion influence test is a great use for a multi-variate test – this is where you find which elements of your pages most contribute to conversion, and then do follow up A/B testing on the most high-impact modules. To do this, simply create one alternative version for many page elements you want to test, for example, create an alternate test version for 7 things on your page (a 7X2 test setup). This works well because you don’t waste time creating and running a complicated MVT that tests many different versions of many page elements at once (like a 7X5 test for example). To put it simply, the more combinations of variations your testing tool needs to show, the much longer it will take to find a statistically significant test result.
  • Popups, slide in’s, footer optin boxes all have their value but conversion is more linked to what you offer rather than where the offer appears.  If you’re not providing a really good incentive you’re not going to get the conversion. Rich recommends a free ebook or email course to increase conversion. He also recommends to mention the value of the eBook!

Here’s an example of what Neil Patel does on his Quicksprout site.  You can see that there is a value indicated on the free course!

 

Neil Patel Quick Sprout
Neil provides a free course to get subscribers. A monetary value is put on the course which helps.

 

  •  If you are running any ads make sure to direct people to a landing page and do A/B testing on the landing page!
  • Why have the same website for everyone when you can have different versions targeting different groups.   Have a look at Visual Website Optimizer which allows us to do this.  For first time visitors you could show different information than returning visitors.
  • Use web analytics data and visitor feedback to determine key pages/elements that need fixing.

Rich recently released a very useful resource, a conversion rate optimization toolbox.  I highly recommend that you download it to get more ideas or reach out to Rich (rich@rich-page.com or@richpage).

Summary

It’s great to generate traffic to your website but what’s the point if it’s not converting.  Also if it is converting why spend all your time looking at new traffic when you can optimize conversion on existing traffic.

We spend far too much of our time focussing on the traffic and not enough time on conversion.  Rich has outlined some tools and ideas.

So what are your tips for conversion?  Will you use any of the tools listed above?

We would love to hear from you.

 

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