Conversion rate is a measure of the number of potential visitors that fulfill a conversion.
A conversion can be defined in many ways:
- Purchase something
- Subscribed users
- Increase market shar
Make your web site Easier to Use
A well designed website should help the users to convert. Things to look:
- Accessibility: Can all users access the website?
- Browsers: Can the website be accessed by any browser?
- Be bold and specific: "Buy" is better than "Add"
- Usability: Conversion rate can be reduced if the user cannot use the website properly.
Don't waste time of users
Don't waste the user's time asking for things you don't need to know.
- Include address
- Include telephone number
- SSL certificate
Conversion Rate Optimization
Conversion rate optimization is finding out why visitors aren't converting and fixing it.
Stage one: Research and Analysis
1. Become the customer: Buy the product/service. Increasing sales starts with understanding what you're selling.
2. Set up Funnels in Google Analytics
Funnels will show you where you're losing traffic and where the biggest opportunities are.
3. Usability Tests
Do five usability tests.
Don't make them follow order, just assign them simple tasks and monitor them.
Stage two: Solutions
1. Create a list of objections and issues: Create a spreadsheet with issues (can't buy) on one row, and objections (won't buy) on another row.
2. Brainstorm ways to overcome them: Brainstorm ways to solve the issues and objections. Put the possible solutions on second column of the spreadsheet.
3. Prioritize the actions: Tackle the possible solutions to the right order. Start with the quick and bit wins.
Stage three: Development and Testing
1. Develop the variations and take screenshots: Remember to take screenshots to remember your changes.
2. Test with Google Website Optimizer
Stage four: Review and Expand
1. Log the results and screenshots: When the test has finished, log the results and store them with your screenshots of the variations. Starting building a folder on what works and what doesn't.
2. Analyze the results: Big losses are just important as big wins.
3. If you got a win, can it be developed more: Take what worked and see how you can use it more.
Stage five: Repeat
The process works in a cycle.
Research/Analysis -> Solutions > Development/Testing -> Review/Expand -> Research/Analysis.