Conversion Rate TipsTOP 10 CONVERSION RATE OPTIMISATION TIPS

Do your research There are a lot of good ways to analyse your website. Google Analytics can offer a lot of detailed data about where you’re losing potential customers. Crazy Egg is another service that can show you detailed information about your site’s hotspots, including elements that customers click on that aren’t links. Taking the time to understand what these services are telling you about your site is very important.

Experience your website as a customer

There are two things you should ask yourself when looking at your site from a customers point of view:•Is this easy?•Would I recommend this site to a friend?

If the answer is no, you’ve probably found one of the big issues in your conversion rate. This can help you target what needs improvement.

Test the important things The copy on your site: Is it the right length? Does it have a good call to action?

The placement of elements: Is your button visible? Is there too much going on for people to see how to make a purchase?

The purchase process: Is there too many steps in your process? Would a potential customer be intimidated by big forms?

The pricing: Is your service overpriced or underpriced for the target audience?

Think about the money Remember that your real goal is money, not statistics. A higher conversion rate doesn’t always mean more money, a 8% conversion rate on a £20 product may earn you more money than a 12% conversion rate on a £10 product.

Skip unnecessary information Obviously, you will need to gather some information from a customer. However a lot of forms ask for information that isn’t necessary. Make a list of information that you absolutely need to make a sale. However you can ask for additional information on a form, just don’t make it an essential field on the form.

Improve your copy Any text on your site needs to be easy to read and have a clear point. It needs to help explain to a potential customer why they want to spend their money on what you have to offer. Good copy isn’t universal, though. Every audience will need a different type of content, so be sure your content is targeted.

Don’t rely on text The copy on your site is very important, however it isn’t the only element of your site, take into consideration:

•Design

•Images

•Multimedia

All of these elements give customers an idea of what your about. Don’t be afraid to ask testers and existing customers what they don’t like about your site.

Don’t rush changes Your website traffic will vary from day to day, for example if you sell services to other businesses it is unlikely that they will be on your website at the weekend. Having low traffic in the holidays is not unusual. You should also check out special offers on competitors websites. You don’t want to make changes due to a temporary drop in conversion rates.

Change the routes to conversion The way a visitor gets to the conversion page can make all the difference. For some websites, having multiple ways to get to a sign up page can be a good thing, while other businesses will find that it can have a negative impact on their conversion rate. Every business is different and so are their customers. It can be worth trying out the best practice methods on this and other aspects, but if they aren’t working, try something different.

Don’t stop testing There is always room for improvement! You should always keep an eye on what is and isn’t working on your site. A website that was perfect a few months ago might not be anymore, it may not work on mobile devices, or on new browsers. By always testing your websites performance you will be able to continue your businesses growth.