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Back To Basics: Website Conversion & Landing Page Guide ANYONE Can Use

Back To Basics: Website Conversion & Landing Page Guide ANYONE Can Use

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Your Step by Step Guide to making the most of your Detailed methodology for testing our offers, their landing pages and making sure you are optimizing every dollar
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Your Step by Step Guide to making the most of your Detailed methodology for testing our offers, their landing pages and making sure you are optimizing every dollar

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Published by: Lori R Taylor on Mar 14, 2011
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Lori R Taylor
Rev Media Marketing, llc

Back to the basics: What is a conversion rate?

Your basic conversion rate is equal to the total number of visitors your site receives during a specific time period divided by the total number of conversions for that same time period. So, if you receive 100,000 visitors in one month and you get 1000 orders in that month, then your conversion rate is = 1000/100,000 = 1%

Image Credit: http://WebSEO.com

A/B Testing: A/B tests allow you to test two versions (or more) of the

page against each other to see which one works best. If you are testing 3 different versions of a page, then you are conducting an A/B/C test and so on. A/B tests are especially useful because they allow you to test major design decisions by placing two or three completely different designs against each other to find out which one resonates best with your visitors. Of course, the downside is you can’t pinpoint the elements that persuaded more visitors to convert.

Image Credit: http://Webgeekly.com

Multivariate tests (MVT) allow you to test multiple elements of a page

at the same time. So you are able to test different headlines, different images, or different colors on a single page. You can always think of A/B tests as a simplified version of multivariate tests. The beauty of multivariate tests is the agility it provides with testing multiple elements and distinguishing which combination of elements persuaded users to convert.

Image Credit: http://WebsiteOptimization.com

Steps to designing your first A/B and multivariate test
We determine the testing scenario:

What are the business goals?

What is the best strategy to test that goal?

What page(s) are you going to test?

Image Credit: http://www.TheOutsourcingCompany.com

2. Are you going to conduct an A/B or Multivariate test? In most cases: A/B tests are a little easier to conduct, require less time and are used to test major design decisions. A/B tests may be a better options when there are fewer visitors to the tested page. Multivariate tests can be more complex, will test many variations of a page and will take longer to conclude. Multivariate tests are the better option when you are getting enough traffic to the tested page.

3. How many visitors does the test page receive and what is its conversion rate? This will impact how long it will take to run the test. The more visitors, the faster the test will be. The less conversions (conversions meaning the goal you have set for the visitors to complete at the end of the test: conversion page can vary depending on the goal you want to achieve), the longer the test will take.

4. What elements do you think will impact visitors converting? Images, the copy, the offer, the headline, the layout, Call to action buttons.

Image Credit: http://InternetMarketingInc.com

5. Guidelines to setup the test for specific pages:

If your checkout abandonment rate is more than 60% then start with the checkout process

• If your website abandonment rate more than 70%, then consider website navigation and categorization • If your home page bounce rate is more than 50% then consider starting with the main home page • If your conversion rate is less than 40%, then there is room for improvements. • Review the analytics. What pages have high bounce rates? Identify a few changes to them and see if you can fix the problem.

6. What are we looking for?

Home page conversion: When a visitor is on the main home page of the site and they do not leave your website, the main home page did its job and kept the visitor on the site

• Home Page Before

• Home Page After

Image(s) Credit: http://Proimpact7.com

Product page conversion: When a visitor to your product page clicks on an “add to cart button,” then a product page conversion takes place.

Image Credit: http://Elliance.com

Micro Vs. Macro conversion: Home page conversions, catalog pages conversions, and product page conversions are considered micros conversions. Micro conversion can take place at every page of your site. Macro conversions usually take place when a visitor places an order with your website.

o Micro Vs. Macro testing: Not every test should have the

order confirmation as the goal. If you’re testing a site wide change such as new navigation, a new header or a new tag line, you should consider using the cart page as the conversion page. If you’re testing the first step of the checkout process, then consider setting the 2nd page of the checkout as your conversion page.

o Run the same test twice with different conversion

pages: Running the same test scenario with different

conversion pages can be very telling. You might be surprised that a combination that works well for a micro conversion performs poorly for a macro conversion.

Site wide testing

o Your tag line can make a difference. A good tag line that

communicates your value proposition will have an impact on your conversion rate. Test different tag lines to see which resonates best with your customers. A word about tag lines: think of something unique about your business. Rarely does customer service or lower price make for a good headline.

o The navigation. Too many ecommerce stores fail to pay

attention to navigation. Even worse, too many commerce stores let their technical teams and engineers decide on the site


o Testimonials: Never underestimate the power of a strong,

credible testimonial, but be sure they are concise and on point. Testimonials are easy to figure out when it comes to B2B sites. They are more challenging when it comes to B2C ecommerce stores.

o Test placement of testimonials: Main home page, checkout

process, maybe even a fan club section on your site.

o More elements to build credibility. Establish your

credibility and build trust by using positive media coverage, industry certifications, awards, BBB memberships and standards compliances – anything that a customer would recognize as being characteristic of a reliable organization.

Image Credit: http://Elliance.com

o Test the location of the authority & trust seals
o Test if authority seals help your site in the first place:

Contrary to the common wisdom that authority seals will help you increase your conversion rates, we had cases were introducing these seals reduced the conversion rate! Moral of the story? Find what works for your site.

Image Credit: http://Collegewebeditor.com

Main home page testing: What is the conversion goal? A welldesigned home page will convince visitors to stay on the site.

o The main image: Many ecommerce stores use a large image

on their main homepage. This is very valuable real estate on your website, so pay close attention to your main homepage analytics data. What’s your bounce rate for the page? Does this image support your value proposition? How many people are

scrolling down to the links?

o Getting too creative with main page image can

backfire: If you have to explain how this image relates to your products or offering, then there is a good chance many of your visitors are not able to connect with that image. The image could be very clever, but that doesn’t mean that your users are going to use the same analysis to figure how image and company are related. Users land on the site and expect to see something in particular, if they are surprised by an “unrelated” image (in their mind), they will click out. You have a few seconds to convince users that they landed on the right page.

o What image works best? No matter how much you love your

image, testing will show you that many visitors tend to ignore this image and the messaging you use in it.

o Your headline: Do not just place an image on the main page

without any messaging or headline. Take the winning image from your test above and try different headlines with it and see what works and what does not. When creating these headlines, consider the following:

Create headlines that appeal to the aggressive personality types: these visitors are asking: What can you do for me? Why should I choose you over your competitors?

Create headlines that appeal to the spontaneous personality types: These visitors are asking: I know what I am looking for, how can I place my order quickly?

Create headlines that appeal to the caring personality types: these visitors are asking: who else ordered from your site? How good was your service?

o Do lists will resonate with your visitors & if so what


o Test the placement of lists on the site. Should they be

located in the middle section of the main home age, left or right navigation? When testing with any of these lists, examine the impact on including an item on these lists and the increase in sales that item reports.

Copy. Little attention many times is paid to copy. It an important element to consider testing, because besides the copy’s impact on your search engine ranking, some of your visitors will actually take the time to scroll through the main page and read every word of the copy.

o Install some heatmap software and notice how many of your

visitors are actually scrolling all the way down.

o Create visitor focused copy and place it in the middle of page.

o Test the main page with copy vs. the main page without copy and see if there is any impact on your conversion rate.

Navigation Before you change the navigation, examine how minor tweaks can impact your conversions o The way navigation is grouped on the site will impact conversion. Test to see if different navigation grouping will impact your conversion o Even easier is to test the labels use in navigation. Your navigation may be excellent but visitors using different words to describe category. A usability test can do wonders to gauge wording users are familiar with.

• Category pages
o Product display Category pages are designed as funnel pages.

They funnel traffic to product pages. When was the last time you clicked on “add to cart” from a category page? You will most

likely navigate to the product page, read product reviews and then maybe add a product to your cart.

o Testing scenarios:

 Test those add to cart button in the category pages.

How many products should you display on a product page? Examine your analytics, are most visitors navigating to the 2nd and 3rd page of a category page? Consider displaying more products on the 1st page!

Filtration options. What features are most important to your visitors? How do they shop for a particular product?

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