Strategies for conversion optimization.

People often ask me about ways to improve the bounce-rate and ultimately conversion rate on their website and I came across the following list of things most everyone should at least consider. Each one of these can be a deep discussion but in particular I think its important to pay attention to things people will "see" before they "read".

What are some top strategies for conversion optimization?

 

Answer Wiki

 

Summary: Don't try to create a frankenstein website that leverages all of the recommendations below. You should consider this a tool box of techniques to test on your site and figure out the practical and impractical usage of these techniques as it relates to your product and customers, and how these techniques fit into your overall product and design vision. There is alot of great software (best I've seen is Spring Metrics) out there that allows you to quickly and easily test most of the main ponints below...

A summary of the main points explained below:
 

• Use buttons instead of text links
• Test button location and language
• Test button size, color and contrast
• Focus on page speed since latency kills conversion rate
• Utilize headlines and subheadlines to explain the value prop
• Don't use too much text. Be clear and concise
• Color may dictate intent so think about the color of your design
• Images can aid conversions or detract from them. Test images wisely
• Testimonials can provide product validation and drive conversions
• Product videos can be effective when used in the right business vertical
• Pair referrer intent with landing page context (eg dynamic landing pages)
• Simplify signup forms by automating or removing as many fields as possible
• Use social pressure around calls to action e.g. "'N' of your friends are also using this product"
• Test email subject lines, sender address, and time of day/day of week for optimizing open rates
• Consider plain text emails over html emails because they may convert better (but test to find out!)
• Use Facebook ads for direct acquisition but make sure you land users on a custom Facebook tab since conversions on FB are 2x - 3x on FB versus a landing page off of FB
• FB ads can be optimized by doing image rotation + creative rotation every couple of days, testing in multiple countries since the US is 5x more expensive than most countries, and by isolating demographic segments that convert well
• Simplify your click to conversion pipeline with FB ads (same goes for any ad platform really)
• Use Dynamic Keyword Insertion to improve Adwords CTRs and bring down your costs by improve Quality Score
• Use dynamic landing pages as a destination url for your Adwords ads
• Test the placement of social sharing buttons on your site to optimize for share conversion rates since referrers to your site from social media properties may have a 2x or 3x higher conversion rate to signup since they are "warm" referrers
• Use tweet analytics and automation tools to figure the "ideal anatomy of a tweet" in terms of when to send a tweet, how long the tweet should be, and what sort of tweet information your followers find most interesting
• Optimize your SEO meta data for organic CTR and conversion rate to signup  by using calls to action in the meta data
• If you have fewer than 20,000 keywords in an Adwords campaign, make 1 ad group per keyword. That ensures that you have 100% match between the title of the ad group and the 1 keyword in the ad group. That can virtually ensure a Quality Score of 4/10 to 6/10 on almost all keywords in your campaign. It's a quick win for establishing much better Quality Scores from the start

Most importantly: Test, Optimize, Rinse, Repeat...

WWLD (What would Lincoln do?)

"During the US Civil War, hatred became entrenched between the North and South. In one instance, President Abraham Lincoln was criticized for speaking of benevolent treatment for the Southern rebels. The critic reminded Lincoln that there was a war going on, the Confederates were the enemy, and they should be destroyed. But Lincoln wisely responded, “I destroy my enemies when I make them my friends.”

Lincoln’s comment is insightful. In many ways it reflects Jesus’ teaching in the Sermon on the Mount: “I say to you, love your enemies, bless those who curse you, do good to those who hate you, and pray for those who spitefully use you and persecute you, that you may be sons of your Father in heaven” (Matt. 5:44-45).

We will encounter difficult people in our lives—some on whom we will need to set limits. But to give in to the temptation to undermine or hurt them in any way is not God’s way. Instead, we should pray for them, show consideration, look out for their best interests, and emphasize the positive. This may result in changing an enemy into a friend.

Not everyone will respond positively to us, but we can pray and plan for a more harmonious relationship. What difficult person can you start befriending?"

http://odb.org/2012/07/26/changing-enemies-into-friends/ 

A shame

The Golden State Is Made of Lead ... and so are many others.

Great read re: state of managed economies

Tim Cavanaugh from the March 2011 issue

“We’ve been living in Fantasyland,” incoming California Gov. Jerry Brown announced in a December forum on the state’s dire budget situation. “It is much worse than I thought. I’m shocked.”

My friend Andrew died today.

Andrew Ragan, seen here with his two son Briggs and Quinn, went to be with the Lord today after an epic 5+ year battle with ALS. We all hoped and prayed for a miracle and I was constantly amazed by the outpouring of love and support from family and friends. Andrew will be missed but his legacy will remain alive for generations to come. Article in local Paper Andrew was a good friend, great husband and wonderful father. Keep Kelli and her boys in your prayers. 

5 Keys to successful "Christian Walk"

Just wanted to share a message I heard on Jan 1 2012 from my friend Ray Lightcap titled the Five (5) ways to a successful Christina walk (life). These five (5) were based on the first nine (9) verses in Joshua which are below in blue; fascinating read. It is remarkable how clear and specific (and applicable) this message God had for Joshua is for us today.  Here they are:

1. Accept what God has given us; His blessing. (v2)

2. Realize the superiority of our (your) position (v5)

3. Sense the power and presence of God (v8)

4. Exercise our strength; act in the best interests of each other. "Strong is not hard" (v6)

5. Follow God's word - read the scripture daily. (v8)

Joshua Chapter #1 v 1-9 (NIV)

¹ After the death of Moses the servant of the LORD, the LORD said to Joshua son of Nun, Moses’ aide:² “Moses my servant is dead. Now then, you and all these people, get ready to cross the Jordan River into the land I am about to give to them—to the Israelites. ³ I will give you every place where you set your foot, as I promised Moses. ⁴ Your territory will extend from the desert to Lebanon, and from the great river, the Euphrates—all the Hittite country—to the Mediterranean Sea in the west. ⁵ No one will be able to stand against you all the days of your life. As I was with Moses, so I will be with you; I will never leave you nor forsake you. ⁶ Be strong and courageous, because you will lead these people to inherit the land I swore to their ancestors to give them.

 ⁷ “Be strong and very courageous. Be careful to obey all the law my servant Moses gave you; do not turn from it to the right or to the left, that you may be successful wherever you go. ⁸ Keep this Book of the Law always on your lips; meditate on it day and night, so that you may be careful to do everything written in it. Then you will be prosperous and successful. ⁹ Have I not commanded you? Be strong and courageous. Do not be afraid; do not be discouraged, for the LORD your God will be with you wherever you go.”

Read the rest.