This link has been bookmarked by 394 people . It was first bookmarked on 11 Dec 2006, by Peter.
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Usability tests – these can be carried out on pretty much anyone you can get your hands on. They are gold dust, literally*.
* not literally.
If we could have just one testing tool, it would be usability testing. Web analytics tells you what visitors are doing, but usability testing tells you why. No other tool provides so many headslapping “I can’t believe I didn’t think of that” moments.
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Here’s a clever one: In your refer-a-friend program, allow the customer to send a personalized note to their friend.
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Most eyetracking is carried out using custom hardware, so you need to get a company to do it for you. However, there’s a startup called GazeHawk that utilizes normal webcams to provide budget-priced eyetracking.
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“Poor-man’s eyetracking” – About 5 seconds into each usability test, ask the person what they have looked at so far. They usually find it easy to tell you.
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on, and how far they scroll down your pages
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Customer surveys – Your customers know why they ordered. And why they nearly didn’t. Ask them about it. There are loads of survey services available. SurveyMonkey is the market leader.
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Co-opetition – short for “cooperative competition”, this is a technique by which you sell your competitors’ products from your website (usually via an affiliate program). Co-opetition can teach you a lot about your competitors’ conversion rates. And if your visitors prefer your competitors’ products, this is an easy way to find out!
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34. Headlines are extremely important. If your visitor doesn’t like the headline, they won’t read any further. A simple-yet-effective approach is to express your main message in a headline that:
i. is worded in terms of benefit to the customer, not in terms of product features,
ii. suggests that the person will get the results with ease,
iii. is believable (by containing some kind of proof), and
iv. is specific.
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Ethan GardnerSplit testing software provides a powerful technique for increasing your website’s conversion rate (that’s its ability to turn visitors into customers). It is used by many of the web’s most powerful companies, including Amazon and Google.
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05 Dec 10
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benefits
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a goodrefer-a-friend program placed on the order confirmation page can bevery effective
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goodrefer-a-friend program placed on the order confirmation page can bevery effective
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refer-a-friend program placed on the order confirmation page can be very effective. (
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For example, a goodrefer-a-friend program placed on the order confirmation page can be very effective.
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refer-a-friend program placed on the order confirmation page can be very effective
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refer-a-friend program placed on the order confirmation page can be very effective.
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refer-a-friend program placed on the order confirmation page can be very effective
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refer-a-friend program placed on the order confirmation page can be very effective
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benefits
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benefits,
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Add testimonials from the media. If you don’t have any, try giving them free stuff in exchange for reviews and feedback.
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Develop a systematic way for collecting testimonials. Train your sales staff to request a testimonial whenever they receive a compliment. Email your customers asking for testimonials.
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Test different “calls to action”.
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Try making the “call to action” button nice and visible. Large brightly-colored buttons often convert better – they seem to draw the reader’s attention
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Make the right stuff “pop”.
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Put all the best stuff “above the fold”. A surprising number of your visitors will not scroll at all, so it’s best to make sure that the most important content is placed “above the fold”.
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- images of the successful outcome of the product
- images of the successful outcome of the product
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Put captions under your images
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Fill your body copy with benefits
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Test different font sizes
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Test different font colors.
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start of your order form on the product page itself.
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There’s a service called OnSite Videos, which can be useful. You submit a script to them, then choose one of their actors to read it out. They then send you some code to add to your website, which displays the finished video, which hovers at the bottom of the browser.
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Don’t ask for too much information, which can be tiresome and off-putting for the customer. Do you really need their fax number before they place an order? Even if it loses you a small fraction of their orders? (…which it will do).
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Having thumbnail photos of the products in your cart can increase the likelihood of them completing the order
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Under the email field, say something like “We hate spam as much as you do” – and consider including the HackerSafe logo
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- Under the “Order Now” button, remind them of your guarantee and returns policy.
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Use Ajax or DHTML to hide away the bits of forms that aren’t needed.
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Do you have an “enter your coupon” field on your shopping cart? Test whether this is turning people away. (People often resent ordering when they see that others are getting a better deal).
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Test a different version of your About Us page that shows you as real likable people, not some cold faceless corporation.
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Immediately after the customer has ordered – or agreed to anything – they are in a particularly agreeable mood (seasoned sales people refer to this phenomenon as the “yes set” or “yes ladder”). Take advantage of this by making additional offers to them…
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5. Live Chat – few tools tell you anything about your “non-customers” – that is, the visitors who arrived at your site then left for whatever reason. You rarely get feedback from these people. They are unlikely to phone up, but they might just be persuaded to use a Live Chat feature.
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i. is worded in terms of benefit to the customer, not in terms of product features,
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What you say is more important than how you say it. You’ll get the biggest improvements by changing the core message of your headline, rather than just tweaking the wording.
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36. If you don’t know how to describe your product’s features in terms of benefits, carry out this exercise: imagine the customer is looking at your headline and asking “Why should I care about that?” The way you would answer their question is likely to be worded in terms of a benefit.
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Adapt headlines from publications such as Cosmopolitan magazine, Reader’s Digest or MSN.com
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Test different offers.
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try changing what you sell
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Many of the visitors who leave without ordering will do so because you don’t offer the product or service that they are looking for. The answer is often to start selling what they are looking for, or at least become an affiliate for it.
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Add testimonials from happy customers. In general, a video testimonial is better than a testimonial with an image, which is better than a testimonial with just a name, which is better than an anonymous testimonial.
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Test different “calls to action”. The call to action is what you want them to do next. It is often written on the ‘proceed’ button. Test direct ones such as “Buy Now And Get 10% Off” as well as indirect ones such as “Learn More”.
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Hand-drawn annotation always gets attention. (This is higher-risk, and depends on the image you want to portray.)
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A single-column layout allows you more control over the order in which your visitors view your site. When a visitor sees your page, make sure the things they see first are the things you want them to see. This is one of the reasons for the effectiveness of those long pages in the style of single-column long sales letters; because they have more control over the order in which the visitor views the page.
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If you’re confident your visitors are on the most relevant page for their needs, consider removing the navigation bar (or at least moving it somewhere less prominent). In such cases, navigation bars can be a distraction.
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Remove any distracting links
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Use a nice large font for your headline.
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Make the first letter of your body copy a large “drop caps” letter. Drop caps letters are effective in “bridging the gap” between the headline and the body copy.
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For the same reason, consider having your introductory paragraph in a slightly more prominent font size or appearance.
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- images of the product
- images of the product being used , maybe by a “role model” character
Test different images. The following tend to be most effective:
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Test giving your visitors the option to “zoom-in” to see a larger image of the product.
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Put captions under your images and test them. For some weird reason, people almost always read the captions under images.
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Call-outs (that is, text pointing to particular parts of the picture) tend to be effective.
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Test Violators, which are attention-getting shapes such as starbursts, ovals and banners.
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If your page is long and requires scrolling, consider having your call to action button repeated several times on the page. …
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Many websites find they get higher conversion rates if their page is set out in the form of a sales letter with a personable one-to-one style of writing. Despite what your feelings might be about such websites, in some markets they often work.
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There is a long debate about how much copy to include. In general, write as much as it takes to communicate all of your “sales message”, and to overcome all the likely objections. You are aiming to condense as many persuasive arguments and relevant information into as little text as possible. This will usually require more words than most websites currently use.
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Include all the information that a customer could possibly require in order to make a purchase. Note that it doesn’t all need to be on the main product page.
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Make sure you address all the common objections that your customers bring up. As preparation for this, you might find it useful to compile a chart of objections and counter-objections, then rank them in order of importance.
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Near the end of the body copy, consider having a series of bullet points (or better still, ticks) that summarize the major benefits.
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Rewrite your article for people who skim read. Use sub-heads (that is, headlines dispersed throughout, like where we wrote “Body Copy” above) and bold to make sure the right things “pop”.
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Consider putting the start of your order form on the product page itself.
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Audio can be very effective
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Video can be effective too
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Repeat your offer and main benefits on the first page of your shopping cart or order form. Some customers click on the Buy Now button just to see what the price and shipping cost will be, so you don’t want to miss out on this chance of persuading them.
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Having thumbnail photos of the products in your cart can increase the likelihood of them completing the order
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- Under the email field, say something like “We hate spam as much as you do” – and consider including the HackerSafe logo.
Whenever you’re asking for information, that’s the time to provide timely reassurance as to why you need it. For example,
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- Under an email newsletter opt-in box, have a link to your privacy policy.
- Under the “Order Now” button, remind them of your guarantee and returns policy.
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Show additional ways to order – for example, by phone or by fax. Each customer has a way that they prefer to order. Sometimes the presence of the phone number itself can increase reassurance, even if the people don’t actually phone you.
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Test a different version of your About Us page that shows you as real likable people, not some cold faceless corporation.
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Make everything clickable. Visitors click on everything, pictures in particular. And if they are clicking on something, it’s because they expect something to happen.
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dapt headlines from publications such as Cosmopolitan magazine, Reader’s Digest or MSN.com, who use formulaic headlines that have been proven to work again and again
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Lifetime Customer Value
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heike rwebsite optimizer einrichten testen
website optimizer optimizer optimization einrichten a_b test test anlegen mvt
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James Franckexcellent list of tips, pros & cons of GWO (Google Website Optimizer), various testing alternatives, etc.
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- your company’s tagline, your headline, your introductory text, your offer, your guarantee, your picture, your readability, your usability, your navigation, your call to action, your products, your pricing, your offers, your premium, your testimonials, your “call to action”, your site layout, your returns policy, etc…
And to increase your homepage’s conversion rate by 25%, you would just have to make a 2.5% improvement to ten of the following things:
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“Poor-man’s eyetracking” – About 5 seconds into each usability test, ask the person what they have looked at so far. They usually find it easy to tell you.
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06 Mar 10
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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ustomers.
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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d them by 30%? It’s the only way you’ll learn what matters to your customers.
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Start to think of your business as a constantly-shifting experiment. Don’t just test your favorite ideas. Carry out tests “just to see what happens”. For example, what would happen if you lowered your prices by 30%? Or increased them by 30%? It’s the only way you’ll learn what matters to your customers
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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Locate (or become) your company’s best salesperson. Your website is your electronic salesperson
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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Stop having debates with your colleagues about who likes what. If in doubt, test. Your mantra should be “let the customers decide”. Like a pair of oversized underpants, you’ll find it strangely liberating.
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on
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rvice
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at allows you to see the parts of your page that your visitors click on.
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Crazy Egg is a service that allows you to see the parts of your page that your visitors click on.
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16 Feb 10
Sunny Sullivan108 ways to double conversion rates. CRO Conversion Rate Optimization for the DIY SEO.
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Tom DaccordGoogle Website Optimizer 101 – a quick-start guide to conversion rate optimization
—includes a list of 108 ways to improve your website’s profitsgoogle seo search searchengine conversion tutorial optimizer
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Oriol Mercadéy massively increasing your conversion rate (that’s your website’s ability to turn visitors into customers).
Listen, here’s what’s happening in search marketing right now: Many companigoogle seo conversion website marketing tutorial design web delicious
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Website Design UKGoogle Website Optimizer 101 – a quick-start guide to conversion rate optimization.
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ouelletjont’s called
google seo conversion marketing tutorial website web design sba_cro sba_education
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