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The latest trends and best practices to improve on-line conversion and get the greatest return on investment
Red Eye- Mark Patron CEO
Why is conversion so important?
Google does most efficient job of generating leads and driving traffic what do you do to maximize this traffic?
Average conversion rates on good day are between 2-3% which is poor
Money on search marketing in most cases could much more well spent by increasing conversions
Conversion Stats:
-39% of businesses not satisfied with conversion rate
-70% of businesses report an improvement in last 12 months on conversion rates
Techniques which have proved highly valuable:
Ab split testing
Customer journey analysis
User test
Cart abandonment analysis
Segmentation
There are over 20 different techniques to improve conversions
The first step to increase conversions is: Testing
Companies who are happy with there conversion rate test 4 times as much as a business dissatisfied with their conversion rate.
Testing is the best investment you can make- things change over time so continue testing
Test the big things- be brave test the buying process : You can do this by asking for less data, or shortening the buying process
Brainstorm and priorities possible tests- with 7-8 people then prioritize them
Don’t test to many things at the same time you may miss key things
Use control where campaign value is high, otherwise use a champion challenger test
Ensure you have valid sample size 40 people minimum
Test one thing at a time
Importance of testing pry-maid: 1.targeting, 2.segmentation, 3.offer, 4.timing and 5.creative
It is more cost effective to find out what bottle necks are in the way of conversion first rather than testing by adding more call to actions. Once the bottle necks are removed the results will flood in
Identify KPI – analyze inappropriate traffic which is basically those which bounce of site straight away
Test using compelling and effective call to actions
Align sales funnel- keyword terms, ads, landing page, call to action with the same message tip: (if they click cheap, don’t tell them about quality on landing page)
More segmentation mean more conversions
Conversion in many business is hindered by a lack of ownership- 40% of companies have no one responsible for website conversion rates these companies will not see major changes in conversions anytime soon
Tacticks;
Align keywords and landing pages
Segmentation
Behavioural analysis
Funnel abandonment
This is a continual process there’s more than one issue and it can always be improved
Case studies:
Always use email to increase conversion: (retention is key) Repeat visitors 8 times more likely to buy
With email you can get prospects to buy at a later date when you reach them with the right email at the right time
The more disengaged a customer is you will need to send them an email less frequently, However for the lowest engaged customers put heavy offer in subject line.
A behavioral based email can improve open rates by up to 50%
Looking at a customer journey will show you where and what pages you will need to re-construct
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Links
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Originally published on the Contextured PPC Management Blog
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