This is a few tips and NOT the considered process used by Conversion Detectives. The fastest route to growth is converting more of the visitors you have.
In this post:
- Panel data
- User experience
- Knowing your customers (feedback loops)
- Reducing friction
- Using your learning elsewhere
Conversion Optimisation Misconceptions
The biggest misconception in conversion optimisation it is only works for large companies with thousands of visitors a day.
The second is changing a button colour is a ‘magic bullet’ and will see an uplift in sales.
A Conversion Example
- Your website receives 500 visitors per month and converts at 2%.
- That’s just 10 enquiries or sales.
If you wanted to prove that a small change increased conversion from 2% to 2.2%, you could be waiting years for enough data.
How to Start Conversion Optimisation
If your website is not getting enough traffic to make valid decisions (ideally you need 1,000 conversions pm for A/B tests to have any accuracy) then explore panel data (select 5 – 8 people to review your website, and record them doing set tasks).
User Experience
Have a look at Google Analytics for clues, such as time on page. GA tells you what but not the why so employ tools like Hotjar to review videos of visitors on website. Check they scroll down the page, check if they click where there are no links.
Walk in your customer’s shoes ie do what you expect of them? Many website owners never think to test for themselves.
You can also gain clues from enquiry forms for help or customer care and your customer care staff. Check the search terms and the pages visited in Google Search Console.
Knowing Your Customers (feedback loops)
The first, if you have customer support, is to regularly gather from them what customers are troubled by. Add feedback popups to visitors leaving the website quickly (you will get lots of rubbish, but you might find a gem). Survey existing customers and ask them ‘What almost stopped you from buying or signing up (incentivise the survey)?’The goal is not to test button colours.
Reducing Friction
For instance, how many fields do you need for a visitor to signup to an email newsletter? Is the important info’ below the fold (ie they have to scroll far down the page)?
Is there micro copy over the button stating an advantage eg 15% saving on a subscription. Is the button a contrasting colour?
Conversion win example:
• A UK business improved conversion rates from around 8-9% to over 20% through a programme of usability improvements, trust indicators and clearer calls to action.
Using your learning elsewhere
Keywords can be discovered and added to ads and content created. Questions by customers are added to an ever expanding FAQ (which LLMs look for).
Plus, knowing your customers and giving them MORE than they expect leads to loyalty and word-of-mouth.
[image credit: Alok Sharma, unsplsh.com]
About Conversion Detectives
Conversion Detectives is a full-service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
Services
Digital Marketing Strategy | Creative Content Marketing | Email Marketing |
Lead Generation | Content Strategy | Social Media Marketing |
Video Marketing | SEO (Basics) | SEM | Shopify Marketing |
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