The Definitive Guide to Website Conversion Optimization

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website conversion optimization

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If you’re looking for tips on website conversion optimization, you’re in the right place. Here, we’ll be discussing 5 strategies for improving the conversion rates on your website.

First, imagine for a second your name is Satya Nadella.

Because if that was your name, you would be the CEO of Bing.

What would it be like to run his show?

website conversion optimizationThe Bing market share does appear to be going up, but meanwhile Google has already become a search engine monopoly.

Assuredly, your getting billions of dollars of revenue.

But you’re not measured by how much the company is already getting.  You’re measured by how much more the company can get.

Bill Gates and the team are expecting you to take the company up even further.

You take a look at the pie charts that show the Bing market share in comparison to Google, and you’re horrified.  Your slice is so small, they don’t even write your name on the slice, your name is written outside of the pie.

You have to get more people to buy from Bing, but how do you do it?

Everyone already knows Google, and the rumor is widespread that Bing is a “lost cause”.  Google is a monster with all of the revenue their dishing in, in comparison to your Bing.

What do you do?

You know you need more conversions, so you decide to work on conversion rate optimization.  You hear that there are specialists on website conversion optimization and you decide to follow the advice of the leading conversion optimisation specialists, but what do they do?  And, how can you be sure they can help you?

website conversion optimizationDefinition of Conversion Rate Optimisation

Here are two definitions of conversion rate optimization:

In internet marketing, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO. (Source: Wikipedia)

and Moz defined conversion rate optimization as…

Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals. (Source: Moz)

What is a Conversion?

Let’s back up even further to discuss what it means to have a conversion.

So, remember, you’re the CEO of Bing: a subset of Microsoft.  You have droves of people who purchase Microsoft products.  All of the people who purchase Microsoft products are conversions for Microsoft.  Then, when they are choosing to do business (searches, advertising, etc.) with Google, those are conversions for Google.

A conversion is usually a reference to a sale, however, some people track conversions to their email list, or conversions to their social media following as well.  Generally speaking, a conversion is the self-election of the customer into a sale or into an action you want them to take.

As the “CEO of Bing”, you know you need to increase the conversions: both from the cold market, but also from the Microsoft products into Bing users.  The equation for calculating conversion rate is…

Number of Visitors Completing Your Goal

________________________________ = Conversion rate X 100 = Conversion Percentage

Total Number of Visitors

You define a conversion because it’s the action you want the user to take, however, most people define a conversion as a sale.

website conversion optimizationWhat does it mean to increase your Conversion Rate?

So now you know the percentage.  You may have calculated how many people buy Microsoft and how many of them use Bing for search and counted that conversion percentage.  You also could count how many small business owners using Bing for search are using it for advertising, and written down that conversion rate.

So, now you get conversion rate, but…

What does it Mean to Increase the Conversion Rate?

Now, if you decide you want to increase sales for Bing, there is a laundry list of things you could do:

  • Hire people and do more content marketing
  • Pay for aggressive television ad placement
  • Try to improve your SEO
  • or, Buy Google Adwords (LOLOLOL!)

Honestly, THOSE ARE ALL HORRIBLE OPTIONS!

According to Microsoft’s 2016 annual report, there were 1.2 Billion Microsoft customers–that’s 1/7th of the world!  Naturally, if Bing was able to convert 50% of those users into Bing users, they would have 500 million+ search engine users.  500 million people would only have to spend $2 for Bing to have another 1 billion dollars in revenue!

In essence, the greatest trick of conversion rate optimization is not adding new customers, buying new leads, growing with new employees, etc.  Conversion rate optimization is making better use of what you already have: improving workflows and efficiency.

website conversion optimizationIdeas that would fall more into conversion rate optimization would be:

  • Improving the customer registration, so more people would be recommended to use Bing
  • Offering business advertising discounts for business wholesale computer orders
  • or, even customizing the workflow of the website, so more people feel comfortable navigating the advertising platform.

That said, let’s discuss 5 website conversion optimization strategies you can use in your business.

1. Get in the Head of Your Customer

In an interview with three genius marketers, Brendon Burchard, and Dean Grandiozi, they discussed strategies that contributed to their combined output of more than $2 billion in sales.  One major thing they repeated was the importance of getting into your customer’s mind.  You want to know their demographics, but more importantly, their psychographics, concerns, and objections.

Imagine….there are millions of people who see your product or service.  What if you could read each of their minds to find out their objections, why they’re not purchasing your product, what would tip the scale so they would buy your product, and so on.

While humans don’t have a computer screen mind, where we can simply read their forehead to know their thoughts, we do have the ability to be great listeners and observers.  The practice of active listening and attempting to understand before speaking can greatly increase conversions because its more likely you’ll get to know the objections and have the chance at resolving them.

website conversion optimization2. Perform A/B Testing

Have you ever intentionally treated one person different than another to see how they would respond?  Well, if you haven’t, I’m telling you that you should.  When you do it for marketing purposes, call it “A/B testing”.

I’m not telling you to practice evil segregation or something, but you need to know the potential of your work: whether it would convert better with variations.  Whether it’s a Pinterest graphic, a headline, a book cover, or a new service, stay in the mode of experimentation.

Segment your audience into groups.  Send one group one variation of your content and send the other a different variation of the same thing.  Then, evaluate the response: which gets shared more, and which resonates better overall.

You’ll want to do A/B testing with almost everything you do if you want something to really catch on.  Often times, the thing you think will resonate, may not, so you have to test and test.

Marketers aren’t the only ones doing A/B testing. President Obama did lots of A/B testing in the election.  He made 24 variations of his lead generation page to test which would perform best.  The best performer contributed to 2 million additional email addresses of supporters for his campaign.  Can you imagine what could have happened if he had not kept testing, tweaking, and trying to increase his conversion rates?

It works in elections, and it can work for you.  Make observations, and use analytics rather than emotion to make decisions.

For more on A/B Testing best practices from the Obama campaign, check out this video here:

3. Add The 6 Components of Persuasion

Have you ever wondered, “What if I could get more people to say “yes” to me?”.  Well, in business, the more people you can get to say “yes” at a good price, the more money in the bank, right?

In his book, Influence: The Psychology of Persuasion, Robert Cialdini hands over years of research as he talks about the six principles that make people say “yes”: reciprocity, scarcity, authority, consistency, liking, consensus.  Understanding the principles of persuasion and applying them ethically in your sales processes can drastically improve the conversions in your business!

website conversion optimization4. Use Simple Everyday Language

`Let’s say your child makes an art project, an you ask them, “What’s that you made?”.  You expect them to respond in terminology you would understand.  Unfortunately, many product creators don’t keep in mind that their customers are not on the same level technically with them (otherwise they would probably make your product themselves).

Many entrepreneurs are using very sophisticated terminology as if they’re writing a research paper for the Deans to get their PHDs rather than writing in everyday language that would be relevant for most of us.

Take this for example…

The Hazard Avoidance cameras (Hazcams, four per rover) are a body‐mounted, front‐ and rear‐facing set of stereo pairs, each with a 124° square FOV and an angular resolution of 2.1 mrad/pixel. The Descent camera (one per rover), mounted to the lander, has a 45° square FOV and will return images with spatial resolutions of ∼4 m/pixel. All of the engineering cameras utilize broadband visible filters and 1024 × 1024 pixel detectors. (Source: Agu100)

If you use text like that in your sales copy, you should expect to hear crickets because people don’t respond to technical mumbo jumbo.  Remember to keep the sales copy relevant by focusing on how it will improve the life of the customer rather than too much technical specs.

5. Clear Objections

website conversion optimizationOnce you “get into the heads of your customers”, you’ll find reasons why they don’t take action.  Going back to our original storyline, where you were the CEO of Bing, it would be very important to understand why consumers are not taking action with Bing.

 

The reasons can be a laundry list that may look something like this:

  • They received less spam from your competitors
  • The results were more relevant with your competitors
  • Their computers were already loaded with an alternative search engine as the default
  • and on and on…

Once you know the reasons consumers are not choosing your product or service, you can create plans to navigate these objections and create strategies for better positioning in the market.

Final Words on Website Conversion Optimization

The goal of this article was to show you how important website conversion optimization is to companies that are large and small.  If you build a lead conversion system that is very effective and maintain it’s effectiveness, you can be a force to reckon with in the market.

If you liked what you saw here and you’d like to get more in-depth as you work more on website conversion optimization, CLICK HERE AND CREATE YOUR FREE ACCOUNT!  Get two free websites, ten free training lessons, and access to a community of 1 million+ entrepreneurs (many who are making major things happen online!).  CREATE YOUR FREE ACCOUNT NOW!

Now, it’s Your Turn…

Have you worked on website conversion optimization in your business?  If not, what are you waiting for?  What are the major things you did/are doing to improve your conversion rate?  If someone was new to website conversion optimization, what additional tips would you give them?  Leave your comments, questions, and feedback below.

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4 thoughts on “The Definitive Guide to Website Conversion Optimization”

  1. Hi Tiffany,
    Great article on conversion optimization. I am a little over 6 months in on building my website and have been laser focused on creating content and what I refer to as building my tribe. Basically getting more traffic and reaching the right folks that my niche resonates with.
    I need to start focusing soon on the actual affiliate part of my site as well as building an email list campaign. Your article has helped me greatly to think about getting folks to convert to an action. I’ve book marked your page to return to very soon.
    Thanks for the great info!
    Mat A.

    1. Tiffany Domena

      Hello Matt! It’s nice to see you around again.  I’m glad the article was helpful for you, and glad to hear of the progress with your business.  Keep it up!

  2. Hey Tif!

    I always get the feeling people underestimate the power of optimizing your business for conversions especially in the field of internet marketing. The moment you don’t know what to do with the leads you already have trying to get more isn’t going to help.

    Great article. Keep it up!

    greetings,
    Rogier

    1. Tiffany Domena

      I agree Rogier! Trying to get more leads when you don’t have a plan for how to serve them isn’t a good idea. Hahaha. You definitely gave me a laugh when reading that. Thanks.

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