A top goal of any website is to increase the % of customers who complete the purchase or lead generation process on the site. Seo4anyone follows the best practices provided by Marketing Experiments. Their real world research projects on top internet retailers provide an invaluable resource for our development team. More information on Marketing Experiments can be found here: http://www.marketingexperiments.com/about-the-labs.html.
When people visit a Web page, they have two or three questions in mind. The first one is: Where am I at? The second one is: What can I do here? And the third one is: Why should I do it? If you can answer each of these questions, they will convert from visitors to buyers.
To truly understand how to increase the conversion ratio of any page, you must understand what makes a page more or less likely to convert. The following formula clearly describes the individual elements related to conversion:
Wherein:
“C” = Probability of conversion.
“m” = Motivation of user (when).
“v” = Clarity of the value proposition.
“i” = Incentive to take action.
“f” = Friction elements of process.
“a” = Anxiety about entering information.
The essence of a strong value proposition lies in its ability to answer this crucial question:
“If I’m your ideal customer, why should I buy from you instead of a competitor?”
Key Point: Clarity of Value Proposition (v) is the most important internal factor in the Conversion Sequence.
Your value proposition is critical to conversion because it’s your expression of the primary reason your ideal prospect should buy from you. The clarity of the value proposition is the most important element you can control. Even small but significant changes to this area can yield major increases
The three guiding principles in the MarketingExperiments’ Optimization Sequence are:
The example below shows alleviating anxiety by using seals and a bulleted list to address visitor concerns such as quality of service, customer support availability, money-back guarantees, and security.
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Twitter in Plain English
The information in this example answers those three crucial questions in order, reducing much of the friction a prospect might encounter. In addition, the service seals, customer support information, money-back guarantee, and credible testimonials (first and last name of purchaser) mitigate the concerns prospects might have.
Some additional examples of best practices for conversion are:
One of the most overlooked activities on a website is conversion testing. Most webmasters and designers get too comfortable with their current designs, buttons, fonts, and lead generation forms that they don’t take the time to find out how the actual users of the website feel about them.
Website conversion and usability testing allows the website to offer up multiple versions (recipes) of the same page, and statistically see which version leads to things like:
For more information on basic A/B testing, watch this video:
http://www.google.com/websiteoptimizer/tour.html
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