Conversion rate optimization is the procedure of growing the percentage of website visitors that take a desired action (convert). This is accomplished through a series of significant improvements over time, as Moz describes. It starts by measuring existing conversions. If your web page has 10,000 visitors per month, and 100 of them convert (make a purchase, send an email, fill out a contact form, make a phone call, etc.) that equates to a 1% conversion rate. Then a test is developed (called split testing or A/B testing) where a new and improved version of a web page is developed to compete with the existing page. Then the two versions of the web page are tested and compete with each other to determine a winner.
Who takes the test? Your website visitors; the people that count the most. Each of the two web page versions is displayed to website visitors in an equal but random amount, and once enough tests are completed (called statistical validity), a winner is chosen. This process continues indefinitely in an effort to continually increase conversion rates over time. This continual improvement process delivers not only increased sales but powerful insights into your customer’s behavior.
There are hundreds of ways to connect with customers online, but online success can be boiled down to two things:
There are two basic ways to get found online: paid and organic traffic. That is why we also specialize in search engine optimization and paid ads. After all, you can’t convert a stranger into a customer unless they found you first, right? SEO and paid traffic are the first part of online success.
The second part of succeeding online is converting the people that find you into customers. When they end up on your website, they’re going to read the information there. As they read and review your website, they’re going to have questions such as:
They may ask themselves many other questions. The way your website’s information is presented will cause them to form conclusions about your business. It’s these conclusions that will largely
dictate how many of them convert. Optimizing your site to convert more potential customers into actual customers can make a big difference in your business’ success. This is why you need conversion rate optimization services.
This problem is extremely common. Most websites make the critical mistake of being a company website instead of a customer website. What conclusions are your website visitors making about your company?
If your website is all about your company and not your customers, it’s working against you instead of for you and hurting your conversions. This is why you need conversion rate optimization services.
We’ll help you set up conversion tracking so you’ll know how many of your website visitors are converting. This is a fundamental part of our conversion rate optimization services.
The offer’s purpose is objective is quite simple, to present the website visitor with something they can do that will benefit them. But be careful, you can’t just offer something they can get at many other places. It’s absolutely critical that your offer be something valuable and unique. If you fail to offer something unique, there is a high likelihood they will ignore your offer and continue to shop around for something that is more interesting.
The call to action can be a button or a form. It’s important to have benefit centric wording on your call to action that doesn’t command them to do something, but instead persuades them to do it.
The picture or image used should compliment the value proposition. Hero shots are excellent choices, but sometimes a simple picture of a person from the company, or even a customer making eye contact with the website visitor is perfect.
The hard part is you have to do all of this with as few words as possible. Why? Because they just found you on the internet. They know little or nothing about you and they don’t want to read a book to get to know you. It’s critical to be as brief as possible. Too many words, and your value proposition will be ignored.
Once you have your list of questions, objections, and problems, you prioritize them and create several sections on your website that are designed to address each of them with short sentences and bullet points. Including helpful images and hero shots throughout the sections is also very useful. You want your language to be sparse and broken up with plenty of bullet points and numbered lists. This allows the user to easily review the information on your page.
The end goal of the layout of your web page should be to get the visitor saying “yes” in their head. These are called “yes signals” or “micro yeses”. The more yes signals that you can get them to think, the better. It is generally considered that you need 5 to 20 yes signals on your page to get them to take action. That’s why it’s so important to address their problems, the solutions you offer, and answer questions dealing with objections.
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