Conversion Optimisation: Know What Works to Convert Your Lea …
Hello everyone, this is Mara Roberts and in today’s episode, we are going to be looking at conversion optimisation to create a website that actually converts to paying customers. So many of my clients have tried things like Facebook advertising and Google AdWords and they come to me a little bit confused because it doesn’t quite work out the way they wanted it to.
You may have tried something like a Facebook ad or Google AdWords campaign and seen that you are paying for quite a few clicks but those clicks aren’t actually converting into paying customers and that can be quite a frustrating scenario for the business owner with a tight marketing budget.
Conversion optimisation is important because the problem may not actually lie with Facebook advertising or Google AdWords but it may actually be your website, and your website may not actually be an effective tool to convert visitors into either email subscribers or paying customers.
How Does Conversion Optimisation Help You?
Conversion optimisation helps you to optimise the rate that people convert into your email list or become paying customers. So the first thing to do when looking at conversion optimisation is to make sure that your website is focused on getting people to take action and this can be done through the content on your page and including ample opportunities for people to say “Yes, I read this content and Yes, I’m interested. Okay, let me contact you or let me sign up or let me get a free download or let me buy low-cost products.” And, that means that on every page there should be a point where people can click a button to do this to take that action whether it be within the content or a contact form on the sidebar or an opt-in offer into a blog post.
The next thing to do is to test and measure every single page on your website because every single page is another opportunity to convert into a customer. And, so how do we do this, how do you business owners test and measure websites.
What Will We Do First?
The first thing to do is to A/B split test on every single page on the website. An A/B split test is basically a that has two versions. So, you may be testing, for example, the button colour and if that makes a change in how many people click the button.
An A/B split test basically will serve version one (1) of your webpage to half of your audience and version two (2) of your webpage to the other half of your audience and your test will tell you which page is most effective.
Business owners really should put into place a system for testing and measuring everything. Often people will put a webpage up and then they will see that it is not working so they will change it and have no record or history on the change that they’ve done or what works or it doesn’t work.
I recommend right from the get-go to have a testing system in place where before you make any changes you test the assumptions, you test your opt-in offer, test your button colours, test the placement of the button colours, and different forms of content like videos versus images versus info-graphics.
The next thing to do is to look at something called “Heatmap” and this is basically a map of where people are clicking most on your website and this will really help you to choose exactly where to put your call to action buttons. And many of us make assumptions about how people use a website and the heatmap will tell you where people are clicking and where their focus is at.
What Other Tools Can Help?
Another really nifty tool that you can use for conversion optimisation is visitor mouse recordings which basically records the session when people visit your website – it works an assumption that people actually point the mouse where their focus is at and so as you often see on this mouse recordings, people reading through website and they scroll the mouse through the content as a read through it.
Mouse recordings will also answer questions like on how they navigate your site what they’re clicking on and the sort of information they are really looking and what they want from your website.
These are very nifty tools that you can implement to your website to start testing how people using your website and from that data, you can improve conversions. The average businesses owner may be asking: “Well how can I implement this into my business, I am not really a technical person?”
There are plenty of books and resources on conversion optimisation and I encourage you to get reading, look up books on Amazon and do some reading on the different resources that are available to you. It does not have to be an expensive exercise for you to learn in this area. And if you have any questions, you can always contact me and I’ll happily have a look at your website for you.
I encourage you to get started on your conversion optimisations today. Start testing every single piece of content that you put out there and don’t make assumptions about how people are using your website. If you want the tip sheets and a heat map example, please download it on the blog, and I’ll happily give that to you as a free resource below.
Thanks for listening.