04.10.2010
Conversion Optimization
Ever since I started working on conversion optimization last January 2010, I knew I found my new love. An increase of 20% in conversions after 2 months of optimizing message to landing page to registration flow, is a great figure to present to your boss.
For those who are not familiar yet with conversion optimization or conversion rate optimization (CRO), I would recommend reading one of my conversion superheroes, Bryan Eisenberg’s Blog.
An essential element of CRO is the landing page. It’s the customers’ entry point into your business and it’s your marketing pitch for them to purchase, register or whatever conversion you would like them to do.
I have been examining and evaluating landing pages for my clients’ projects and I have found that landing page holy grail at SEOMoz.Org. It’s neat, complete, and functional.
I would have written a top 10 strategy post for landing page structure but I think this demonstration will point out the important elements in landing page optimization.
Don’t take my word for it, let me who show you 7 reasons why SEOMoz has the perfect landing page:
1. Value Proposition (Enough Said!) – According to Bryan Eisenberg, there is one secret of top converting websites that is so simple, so obvious, yet so many people forget to use – Value Proposition. Tell your customers why they should buy your products, why they should choose you instead of your competitors.
What makes you stand out? What makes you better than the competitors? Answer that and deliver that message in a few seconds!For SEOMoz, there’s nothing simpler than “Get Started with SEOMoz Pro, risk free, now.” Apart from the brand that they have, they also give you that money back guarantee. Sweet! Right? read more
14.06.2010
Conversion Optimization
A few days ago, one of our business development managers emailed me to ask about other ideas to market one of our newly launched products. We’ve been working on this product for a month now including the process flow which customers will go through until the final conversion – registration.
We’re currently running SEM and email marketing campaigns to drive short term traffic to the site. Here’s the catch after 2-3 weeks of analytics data I’ve found out that we were only converting at around 4-5% out of more than 5 thousand visits from a single email campaign.
We can see there’s a huge drop in traffic in the middle of our registration process which needs to be addressed.
Although our BDM has insisted that we should look for other channels to drive even more traffic to the site, I say let’s fix our funnel conversion first and try to capture what we already have rather than chasing more prospects and waste the leads at the end of the funnel.
Photo Credit
Let me share six simple strategies for small businesses to optimize their conversion funnels:
1. Analyze Your Data Carefully – A common mistake is to act on a premature data. What is considered premature data will depend on the campaigns that you are running. For example, analyzing PPC campaigns with a 3-day data is not as reliable as comparing to 2-3 week figures.
Tip: Do not, and I repeat, DO NOT forget to establish your funnels on GA before launching any online marketing campaigns. Do your diligence of tagging your URL’s for Analytics to keep track of the performance of your campaigns. You’ve heard this before, but let me repeat: you cannot improve what you can’t measure. read more
31.05.2010
Conversion Optimization
Lately we have been tasked to increase conversions (registration leads) in one of our project websites. While conversion rate optimization (CRO) is still a new skill for me, I love working towards achieving meaningful goal conversions.
One of the major phases for CRO is the landing page optimization.
Although I’m not a designer myself, part of my work is to come up with landing page sketches / ideas for the project. And it is always great to have powerful tools at your disposal.
Let me give you a rundown of my favorite tools that I’ve used in landing page design / wireframing:
- Unbounce – Unbounce.Com may be the best landing page solutions out there. They offer you optimization solutions in 4 major steps:
- Build a landing page
- Publish It
- Drive Traffic
- Test & Optimize
It seems that the guys behind Unbounce.Com have done their homework in identifying the right solutions for landing page optimization requirements. They’re main objective is for you to launch landing pages without the IT guys.
What I like: WYSIWYG Landing Page Editor and Landing Page Templates. If you’re still new with landing page optimization, the templates at Unbounce.Com can give you a jumpstart. These templates have been formulated to come up with ready-made best practice templates including: simple lead generation templates, pre-launch lead generation template, and business consultant lead generation templates.
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