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

Email

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

charlie@j-town.co.il

@CharlieKalech

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