Optimising your Website for conversions is becoming increasingly important. This presentation is an introduction to conversion rate optimisation with some examples.points and examples.
13. What Affects Conversion?
• Usability • Persuasion
– Website Design – Visitor Motivation
– Page Structure – Understanding Objections
– Forms & Funnels – Social Proof & Authority
Research
Web Analytics User Tracking Surveys
14. What Can you Improve
• Headline
• Call To Action
• Buttons
• Images
• Compelling Offer
• Guarantee
• Testimonials
15.
16. What Can you Improve
Objection vs Counter Objection
Objection Counter-objection
• Don’t trust your company
• Don’t believe in product
• Don’t understand
• Too risky
39. Features vs Benefits
• 1280x800 HD display with polarising filter and anti-glare technology for rich colour and
deep contrast from any viewing angle
• Exclusive Dolby audio and dual-driver stereo speakers for immersive, virtual surround
sound
• World's first tablet with dual antenna, dual-band Wi-Fi for ultra-fast downloads and HD
streaming
• High performance 1.2 Ghz dual-core processor with Imagination PowerVR 3D graphics
core for fast and fluid performance
• Thin, light and portable. Beautifully simple, with no set-up required and no software to
install
• One-month free trial of LOVEFiLM Instant video streaming for unlimited access to
thousands of movies and TV series.
• Ultra-fast web browsing and e-mail over built-in Wi-Fi, with integrated support for
Facebook, Twitter, Gmail, and more, as well as Exchange calendar, contacts, and email
• Available in 16 GB or 32 GB, plus free unlimited cloud storage for all your Amazon
content
• All the extras, including a front facing HD camera for free Skype-to-skype calls plus an
HDMI port for viewing your content on your TV or other devices
Hinweis der Redaktion
Objectionvs Counter ObjectionThe other option is to actually try and focus on the customer and understand what their objections are to the your product, your service and your sales pitch. Then work on counter objections to these. Because what’s happening is that that you start making it more like a face to face conversation. When one of your sales guys is sitting across from a prospect their reading his bidy language, he knows the questions that are goingt o get asked. And he has all the answers ready. If you don’t know what your customer is thinking on your Website and you don’t have the answers then you’re going to fail.Difference Between Face to Face + Online ZNK MiddleOne of the biggest differences between selling online and selling face to face is that you get to see and hear the customers objections when you’re face to face and you can respond immediately. This is the reason that you need to have the answers to all your customers concerns. Before they go off and find them elsewhere.
Version B increased completed trial submissions by 38%.This test won a Gold Ribbon in WhichTestWon’s 2012 Online Testing Awards. AwayFind conducted this test with help from Marketing Genius (See Agency Profile) using Visual Website Optimizer (See Testing Tech Profile).The winning version of this test changed the two-line headline into a one-line headline plus a sub-head and changed several words in the body copy to focus on the features of the product. This test is fabulous for people who have a lot of information to get across and should inspire you to break up a long headline with a short punchy headline and longer sub-head text.The judges liked this test because it is a reminder that if you have a lot of information to get across in a headline, perhaps you should try breaking it up into two pieces: headline & sub head. On a side note, they thought that this is a really nice layout for a landing page. The judges would like to see AwayFind test bullets against the paragraph body copy in their next test.
Version B got an 11% lift in paid purchases. This test won a Silver Ribbon in WhichTestWon’s 2010 Testing Awards in the Product Page Test category.Fifty-Five (see agency profile) conducted this A/B test for Milonga Music using Google Website Optimizer (see tech profile).This test is a good example of why ecommerce marketers should not assume “standard” product page layout is going to give them the most possible sales. Among the many differences between the two versions, the version that feels “calmer” in general won. It has smaller gold review stars, and no cross-sales, among other things.
This email A/B test was run by Proimpact7using their proprietary testing technology, on behalf of a client who asked we not reveal their brand name.The test was sent opt-in list of over 100,000, randomly split 50/50, on the same day at the same time. Both versions shared identical subject lines, 10% off offers, and landing pages. However, the message copy-style (and of course images) was radically different – the Rich HTML version’s ‘advertising’ style vs the text-only version’s ‘letter’ approach.A decade ago, when HTML vs text email tests were more frequent, HTML generally won. These days, so many recipients view emails with images disabled by default, that perhaps text-only is ready for a renaissance. Also, these days, we’re inundated with so much advertising, that a black and white letter stands out.
