By Bryan Eisenberg, SES Advisory Board and NYTimes Bestselling Author, bryaneisenberg.com
I will be updating this page and editing it throughout the week. (slides)
How Not to Improve Your Conversion Rates
- Don’t do slice & dice optimization – don’t try too many variables at once
one of the most important things to test is marketing message or unique value proposition
Every single keyword you’re targeting, either by SEO or SEM, needs its own landing page. The conversion rate goes up exponentially. You need to create dedicated landing pages for every channel. Use form analytics if use Omniture to see how users are interacting with forms.
Call tracking needs to track what keywords are generating calls. 43% of all conversions happen over the phone.
You have to have a quick loading site. MUST LOAD IN UNDER 2 SECONDS!!! Pagespeed, loads.in, websiteoptimization.com (look at 56k download speed)
For every 1 second in page load you are costing yourself 7% of your conversions.
Put all images and downloads in a separate list.
Speed up your tags. Tagman. Siteapps.
Use video for products. Video boosts conversion rate by 9%. Treepodia.
User testing for PPC. usertesting.com
Test colors using graybit.com it converts a site to grayscale
Wirify.com creates a wireframe of your page. Wire framing tools – balsamIQ, mockflow
Fend-GUI.com quick eye tracking tool. Creates a heat map. Decide on the top three things you want the user to see and create a design using the heat map.
Landing page tools – Bo.lt speeds up your landing page, allows you to make design changes and run as an A/B test or as the permanent landing page.
Get premise – WordPress plugin that lets your create a lot of custom landing pages. Getpremise.com
5 second test – people will go to your age and see what they saw in the first 5 seconds.
Free behavioral targeting – btbuckets.com
optimize prices by user origin with runa.com
Optimizely, google optimizer
Don’t put form fields side by side. They give the perception that the form is harder to fill out.
If you see an offer in an ad, the same offer should appear on the landing page. The average conversion improvement range for this is 5% to 20% , sometimes as high as 100%. Badging – put badges like new, free, discount, as seen on tv, customer favorite, best deal, etc. conversion improvement of up to 55%.
If you want a higher quality score on your SEM, try using the exact same copy on your landing page as in your ad.
Adding tax free messaging can improve conversion up to 12%.
email acquisition – by focusing on your subscription form, you can improve your acquisitions as high as 1000% . Also, put a link next to the subscribe with a sample email.
Adwords performance grader can help with your PPC. 90% of conversion is lost on the click on a PPC ad.
Never write an ad your landing page can’t cash! Use tag crowd on your page to see if your ad matches your landing page. BoostCTR writes ad copy and you only pay if they improve conversion per ad impression. Free contest coupon: BryanSES