21 proven ways to increase your website conversion rate
Post on 20-Aug-2015
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• Keith Hagen• Co-Founder• Developer to Online Business• Big Corporate Background
• The Company• WEBSITES ONLY• Continuous Improvement Programs• 26 Active Clients• 6 FTE• Denver, CO
1. Get Insights
• Get Close to the Customer.• How do you do that? You don’t care.• What you should care about is…
1. Quality of Insights2. Actionable Insights3. Time to Insights
Best Tools to Gain Insights
#1. User Testing#2. Website Analytics#3. Sales Person Interviews/Focus Groups#4. Site Polls (not Surveys)#5. Heat Maps
7. Display Your Content, Simple.
• Before you optimize content, do cross browser testing to make sure people can see it
• Great resource: http://crossbrowsertesting.com/
8. Load Pages Quickly
• Even tiny lifts in page load times impact conversion– Amazon sales fell by 1%
for every 100 millisecond increase
• Great resource: http://www.webpagetest.org/compare
9. Form Usability
• Users are most likely to abandon completing the form on the 1st address field.
• 47% of users leave Zip Code field empty before submitting.
10. Start With ‘Entry’ Pages Start with Bounce Rate of top 3 entry pages.
Need to answer 3 questions in 3 seconds:1. Who are you?2. What do you do?3. What does it mean
to me?
11. Watch the fold, but don’t be afraid of it.
15% Bounce Rate & the majority of clicks are belowthe fold.
12. Use Hindsight As A Super Power
Quantitative– Analytics– Heat-maps– CRMs
Qualitative– User Testing– Surveys– Screen Recordings
13 – 16. Avoid common pitfalls
Pogo sticking
Roach motels
Linkitus
Windows a plenty
Visitors don’t know where the links lead; they click around to find what they need
Visitors get lost with too many separate windows
Visitors get frustrated with dead end pages with no way to go back (PDFs)
Visitors can’t find what they need; they return to the home page to try again
17. State Changes Need To Be Noticed.
If you use a bag, make sure people know the product has been added. 30%
RPV LIFT
19. Don’t Send Users Offsite
• Try hiding Coupon Fields.
• Avoid Using “Coupon” language at all.
25% RPV LIFT
20. If you have to Slide, do it right.
• Promo 1st.• Orient 2nd.• Reinforce and
Handle 3rd.• 4 Max
46%LIFT
79%NEW
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