Testing for conversions

Having a tracking and reporting tool installed to your website is a very important factor for conversion based websites and your SEO strategy. Make sure you have a tracking code on your site to track visitors and their behavior on your site. For example the bounce rate tells you how many people are coming to your website and leaving within 5 seconds this way you are able to identify which web pages are turning away the most visitors and which are making most conversions.

With today’s internet marketing technology you can run tests on different pages of your website and let your visitors decide the best version of that page. A – B testing serves the user 2 different versions of a particular page on a random basis. This way instead of just going with a gut feeling you will actually have the statistics from your users to prove usability.

The first step is to think of 2 variations of your page. The current one as the first and the second you can make a few small changes to the page. Maybe try changing photos or making links into buttons using large calls to action. Using tools like the Google website optimizer you can test your changes by randomly showing different visitors different versions of your site. These tools will then report back to you about the conversions and goals reached by each design. From these reports you can decide which design had the most valuable conversions dependant on the goals you set for your pages. These can be sales, links clicked, forms filled, etc.

Many think that there might be too many aspects of the website to change so why test at all? This is true there are many different components to each and every website but you can just start with your current most prevalent call to action on your page. Try changing simple links to buttons with calls to action. Try cleaning up the page to not be text heavy and insert some great images relevant to your business.
• Have a friend take a look! If you have a friend that doesn’t know your business very well have them take a look at your website. Give them 10 seconds to look and then ask them what you think the site is about?

• Give, Give, Give! Tell the user why they should stay on your website. Tell them the benefits of being your website: to look younger, to be healthier, to save money.

• Make your website relevant! Make sure that all of your client see your website as relevant starting with the content and pictures on the site! Make them personal and relevant to your website and your brand.

• Users love to shop and that is why they are on your website don’t make them search. Make it easy for the user to find what they want and make it even easier for the to convert. If you are basing your conversions on sales make the “buy Now” prominent if your conversations are tracked by sign ups make sure to have a quick and easy form on every page!

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