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04.10.2010 Conversion Optimization No Comments

Why SEOMoz has the Perfect Landing Page

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:

SEOMoz Landing Page First Fold

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 2 Comments

Six Funnel Conversion Optimization Tips for SMB’s

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.

Looking at the Funnel Conversion 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