1. Conversion Analysis
Tips, Tricks, & Tools to Increase Website Conversion
7/18/12
Quincy Herrold

2. Billboards.

3. What is the goal?
• Increase conversion rate

4. Why do you need to do it?
1. All sites have a conversion problem.
2. Paid (and organic) traffic is going to continue
to get more competitive.
3. Testing software is highly available these days
(some are even free).

5. Usability.
• You aren’t listening to your visitors
• Your site’s page takes too long to load
• Your site does not follow standard Web
conventions

6. Design.
• You’ve buried important information
• Your home page is ALL over the place
• Your site just doesn’t look professional

7. Copy.
• You’re not offering a call to action (CTA)
• Your messages aren’t clear
• You don’t repeat vital points often enough

8. Trust.
• Visitors have no idea how to contact you
• You’re asking for too much information
• You have no evidence to support your claims

9. Usability Testing
• Feedback Army

10. Clickmapping
• Crazy Egg
1. Heatmap
2. Scrollmap
3. Confetti
4. Overlay

11. Heatmap Tool

12. Scrollmap Tool

13. Confetti Tool

14. Overlay Tool

15. Google Website Optimizer =
Content Experiments
• June 1
– Content Experiments introduced
• August 1
– Google Website Optimizer will be gone

16. Content Experiments- Where is it?

17. Content Experiments
Test…
– Headlines/headers
– Images/icons
– Text
– Calls to action (CTA)
– Page layout

18. One Key Change
• Before
– A/B
– Multivariate
• Now
– A/B/C/D/E

19. Results

20. Don’t worry about…
• Not knowing which test sample will win.
• Temporarily lowering your conversion rate.
• The test taking time.

21. Take Away
• Always be testing

22. Questions?
Resources
http://websiteoptimizer.blogspot.com/
http://www.conversion-rate-experts.com/cro-tips/
http://blog.kissmetrics.com/loading-time/
http://www.insidecrm.com/features/50-ways-discourage-
conversion-040808/