A step by step, epic guide to learning conversion rate optimization.
So, What is Conversion Rate Optimization?
At the heart of conversion rate optimization is the notion of removing barriers to conversion. These are the forces stopping your site from converting visitors into sales.
Barriers to conversion can include usability errors, weak persuasive techniques and often, page relevancy issues.
By learning about your customer’s objections – “barriers to conversion” you’re addressing the real reasons why people don’t convert.
Why doesn’t guesswork, work?
Changing the colour of your buttons will have no effect if people find your website lacking in credibility. Targeting the root cause with security logos and social proof (for example, reviews, accreditations, and association) is a much better solution.
Step 1 – Set up Funnels
Setup your funnels and analyse the points where your users enter, until the point they exit. Try to identify the “missing links” or barriers to conversion.
Step 2 – Analytics
Find out what’s actually happening when people land on your site, analyse what they do, what keywords they discovered you for and where they land.
Step 3 - Barriers
To identify barriers to conversion, you’ve got to build up a profile of people’s objections and opinions.
When it comes to using these tools we’ve found that all you really need is one question. Allow users to really express themselves by asking them an open-ended question.
Step 4 – Go Offline
If we know our target then the objective becomes easier. Study your website and understand your customers.
Step 5 – Prospect for Missing Links
It’s all about wheeling and dealing, discovering those hidden gems within your company and using them to grow sales.
If you don’t sell yourself and mention all of your achievements, they won’t easily learn about you. The same rule applies for websites.
Step 6 – Strengthen Average Order Value (AOV)
There are so many ways to strengthen your AOV.
Not all competition is competition, strategic partnerships can be a great way to grow and gain maximum exposure especially for start-ups.
Step 7 – Wireframe the Solutions
As soon as you’ve got a plan, list and prioritise the main conversion killers and derive solutions on how to fix it and increase conversion.
Step 8 - Testing
Don’t test too many things, instead create a clear structured hypothesis.
Step 9 - Review
Review your test, analyse the analytics, click density and form analytics and compare it to the original page, check the difference.
Step 10 – Rinse & Repeat
Repeat the process and keep building successful tests.
Follow this methodology and it will be extremely hard not to increase your site conversion.