CONVERSION OPTIMIZATION

THE PROCESS

FUNNY PICTURES INCLUDED!

By Ernesto Schmidt-Mumm | webwaffle.com | @ernsm

CONVERSION OPTIMIZATION

“In internet marketing, conversion optimization, or conversion rate optimization (CRO) 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”

Fuente: http://en.wikipedia.org/wiki/Conversion_optimization

“Conversion optimization is the process of maximizing the percentage of Web site visitors who complete a desired action (conversion rate).”

Fuente: http://homebusiness.about.com/od/homebusinessglossar1/g/conversionDef.htm

“Here we go with some genuine definitions from the web….”

WHAT DO WE WANT??

OPTIMIZE TO INCREASE THE DESIRED ACTION!

THERE ARE TWO SITUATIONSWHERE CONVERSION OPTIMIZATION CAN BE APPLIED

TYPE #1

Websites

GENERIC TRAFFIC NOT TARGETED TRAFFIC

Traffic isn’t controlled via a campaign and can come from search engines like Google

NO CONTROLLED MESSAGE THRU A PROCESS

As the traffic is not campaign driven you don’t have a controlled message from the start to the end of a buying process

TYPE #2

Campaigns

CONTROLLED PROCESS

Advertising

Landing page

In campaigns you define a target group and create a solid on the audience optimized campaign in order to get best conversion results possible.

Target Group

THE PROCESS

I tried to find a funny picture, this is what I found

PROCESS

Planning / Goals

Implementation

Testing

Control

Either way conversion optimization is a continues process to optimize progressively.

PLANING / GOALS

All right, all right I kind of got caught in the web cat phenomena. I admit it!

TARGET GROUP Profile?Think about the characteristics of your target group. Likes and dislikes, trends, demographics etc. All these can influence your campaign and optimization as well.

Pain Points?When they come to your website or landing page what are their pain points. What problem they want to get solved?

Objections and QuestionsAre there any objections to use your product? What are the most frequent question of your prospects? Try to answer them.

PLAN YOUR LANDING PAGE

Fuente: http://www.formstack.com/the-anatomy-of-a-perfect-landing-page

Think about the content modules as you can see in the image. Headline, desired action, content, images and video, etc.. All should be planned towards improving your conversion rate.

GOALS

You need goals for your campaign or website

• Leads (Sign-up, newsletter, registration)

• Desired actions like buttons

• Views -> (Videos)

• Etc.

Without clear defined actions on the website or landing page, there can’t be conversion optimization!

OBJECTIVE HAS TO SUPPORT THE COMPANY'S GOALS

The conversion objectives obviously have to lead into companies goals likesales, revenue, profit, etc.. and need to be measured.

I like!!!!

OPTIMIZING

Optimizing the right way!

OPTIMIZING

The key question is; “How to optimize in order to increase the chance of the desired action by your visitors?”

Factors:

• Goal / CTA

• Consistency

• Targeting

• Design

• Content

• Testing

CONSISTENCY

For campaigns it’s important to maintain a consistency thru your whole process in terms of message, design and desired action by your visitors.

DESIGN EXAMPLES

http://unbounce.com/landing-page-design/designing-for-conversion-8-visual-design-techniques-to-focus-attention-on-your-landing-pages/

I recommend this link to have an idea how you can make use of differentdesign styles in order to improve your conversions.

By the way which design style do you think is used in this situation? Please answer in the comments.

TESTING / CONTROLLNG

To optimize and increase conversions of your campaign or website you need to test and that's why conversion optimization is a continuously process in order to find out what works better.

Thanks god I work in Online Marketing!

THINGS YOU CAN TEST ON A LANDING PAGE

- Text, all kind of text like title, sub title, content.

- Images

- CTA ( Call to action) or Buttons

- Colors

- Different Page versions

- Forms

Best form of testing and to find out what works best is thru a/b testing.

GREAT ONLINE TESTING TOOLS

Optimzely.com – On the fly a/b testing without extensive programming skills needed.

unbounce.com – Is a great tools to start a landing page from the scratch easily by drag and drop.

http://unbounce.com/

https://www.optimizely.com/

CTA

CTAs are the most important element on a page or landing page of a campaign if you want the visitor to perform a certain action. It is the element which tells you what to do on a web page and triggers the conversion.

SOME CTA DESIGN SAMPLES

Find here examples of signup up forms:http://unmatchedstyle.com/news/sign-up-form-design-best-practices-design-review.php

Find here examples about buttons:http://www.hongkiat.com/blog/call-to-action-buttons-guidelines-best-practices-and-examples/

Tip! Have your CTA always above fold!

TARGETING

You can increase conversion by improving your targeting methods in the different platforms like, google, bing or facebook for your online campaign

Adwords has great ways to improve targeting by time,Location, device, language, interest or topic.

Bing has similar options like adwords but the functions forEach advertisement platform works different

The social network provides limited targeting option and are based on location, demographics and interest.

CONTENT - VIDEO

Zappos.com reports a 6% to 30% increases in sales for products with video. (ReelSEO, December 2009)

CONTENT - IMAGES

The right use of images can increase conversion rates as well. Look at this post on visual website optimizer. http://visualwebsiteoptimizer.com/split-testing-blog/human-landing-page-increase-conversion-rate/

ADDITIONAL CONTENT

Authentic customer reviews increase credibility

Known seals improve comfort in terms ofsecurity and privacy policy

Provide easy social sharing options and statisticscan improve conversion. Read also -> Link

CONTROLLING

Testing and Controlling is essential in conversion optimization.

After you get significant statistics from your a/b testing you need to control the results and implement the better version so you can continue with your next test and so on.

Optimize and control toward the company’s goal thru a/b testing.

By Ernesto Schmidt-Mumm

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