You can drive all of the online traffic in the world to your site, but without continuous improvements in your conversion rate, you are simply wasting your time, money, and effort.
Even the smallest changes to your website can have a dramatic change on how your business performs. By understanding what to look for and how to implement these changes, you can quickly formulate a plan to convert more traffic into sales.
Conversion rate optimization capitalizes on traffic you already have. This means you aren’t spending more money getting visitors to your site, just doing a better job of converting them once they get there.
Over the next few days, I will be providing you some of the most highly coveted conversion rate tips to help you ensure that your business is raking in the dough.
Testing is an Ongoing Process
There is no end to the amount of testing that can be done for your business. Sure, you may have completed a number of split tests that have allowed you to uncover a potent formula for increasing revenue and customer satisfaction, but that doesn’t mean that you should stop there.
There are literally countless aspects of your business that can be improved over time. Minute changes in the dynamic of your market can drastically influence how your business converts traffic to sales.
Something that may work now, may begin to dwindle later down the line and vice versa; something that doesn’t work now may actually be the key to your success a few months from now.
The best approach in tackling conversion optimization is to make a commitment for the long term.
Even websites such as Amazon, which has been around for almost 20 years and grossed a whopping $74.45 billion in 2013, continually make changes to their platform. Amazon has made major changes to their layout almost yearly for several years straight.
With a business that large, where even the smallest mistake could cost them millions, you better believe that they test prior to making any changes to their site.
So think about it this way, a company that brought in $74.45 billion last year is still finding ways to improve, then there’s a good chance that you will also.
Let’s take a look at yet another popular website, Facebook. Though Facebook has only been around for half the amount of time that Amazon has, they have amassed 1.23 billion active users every month.
Below is a graph that shows the annual revenue that Facebook has gained over the past few years.
Notice the sharp increase from 2011 to now? In only in only 3 years, they’ve more than doubled their revenue. That’s an amazing feat for a company that already had over 500 million active users in 2011.
So how did this massive increase in revenue occur?
Obviously, growing traffic played a significant role, but Facebook also introduced a TON of new changes to their platform in 2012.
- Display ads
- New games
- Sponsored stories
- Sponsored search results
- Facebook exchange
- Promoted Posts
- Suggested posts
And many more changes have brought about a hefty amount of new revenue for Facebook. None of this would have been remotely possible unless they tested to see what works the best.
No matter how much testing you’ve already done, there is always room for improvement for your Business.
Test Based on Data Not Assumptions
Believe it or not, this is a major folly that many marketers succumb to. Often times, marketers become so passionate about their business that they make changes based on emotion instead of what the data shows.
The data never lies. The data is based on what your consumers want and not just what YOU want. Basing a test on your gut feelings is the equivalent of guessing.
Here’s an example. For one of my newer sites, I began using the Disqus commenting system. I added it because I felt that it was cleaner than the traditional wordpress comment section. Plus, it blocked ALL of the spam that often times flood a site.
This decision was made purely on my own perception of what I believed my followers would want, and for all intents and purposes, it worked fairly well…at first.
In one of my posts, I asked my audience what they thought of Disqus and the response was astounding. For that particular post, I received a TON of comments, but every comment was a new complaint aimed at Disqus.
Apparently, in my own vain world, in an effort to provide a cleaner commenting platform for my followers that also blocked all potential spam, I failed to realize that it also makes commenting more difficult as there are often more steps involved, which discouraged many from leaving comments at all.
Needless to say, I went back to the traditional wordpress comments.
Instead of jumping right in and installing Disqus, I should have first asked my audience what they looked for in a commenting system. Based on their response, I could then decide what commenting platform would suit their needs instead of testing one that was doomed to fail from the start.
If you don’t base your tests on the data you’ve gathered, you’ll typically run tests that end up failing.
Words are Powerful
Mark Twain once wrote’
“The difference between the right word and the almost right word is the difference between lightning and a lightning bug.”
There is a distinct reason why copywriters typically charge a higher fee for their services than regular content writers; they understand the importance of every word in a sales letter.
Words have the power to elicit certain feelings that cause readers to buy.
One case study that was performed by Robert Grossman, found that changing a single word in his headline increased conversions by over 30%.
Another case study performed by Michael Aagaard over at Content Verve, found that changing the wording on one of their buttons, increased conversions by 213.16%
Where most people tend to get lazy and add a generic call to action to their buttons, Michael made his text a bit more relevant to his readers, and it paid off quite well.
It’s unbelievable how the basic wording of a website that so many of us take for granted, can play such a significant role in how our business actually performs.
If you haven’t begun already, begin learning the ins and outs of copywriting or hire someone that already has the knowledge.
The majority of your tests will likely be on the wording of your text. Everything from headlines, to your call to action, to the explanation of your product and it’s benefits should all be tested to find what converts best for your audience.
Keep your eyes peeled over the next few days as I reveal the most powerful conversion rate secrets. Also feel free to leave