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.
Tools
You have to have a quick loading site. MUST LOAD IN UNDER 2 SECONDS!!! Pagespeed, loads.in, websiteoptimization.com (look at 56k download speed)