Conversion Rate Optimization

SEOgadget has recently posted on conversion rate optimization (CRO) to increase leads. They have developed a methodology to help you beat the struggles and difficulties when trying to get customers to convert to valuable leads. The CRO methodology that they have implemented to help conversion is very simple: identify, target the core barriers and test the changes.

Check out their full guide to conversion rate optimization:

A CRO infographic by, read the full guide on SEOmoz

Conversion rate optimization is removing the barriers to conversion. You need to identify the weak points of your site’s conversion funnel and build on your sites strengths. The way that SEOgadget puts it is that CRO is a scientific process of diagnosis, hypothesis, and testing. You will need to research the barriers to conversion. Why are people not converting? Learn about your …your site may have usability issues, weak calls to action and persuasive techniques or irrelevant page content. Learn about your users…what are you users looking for? Are you giving them what they want?

This isn’t a guessing game….do not guess as to why people aren’t converting. You have the tools to figure out why people aren’t converting and what you can do to change it.

The first thing you need to do is to set up funnels. Analyze where your users are entering and exiting your site. Identify where they are abandoning your site and where you can improve. Here are some great tools to create funnel conversions: Google Analytics, Omniture and Kissmetrics.

Also research your analytics. You can analyze what people are actually doing and what is happening on the site. You can see what keywords they are searching for and what pages they go to. Of course google analytics is an amazing tool but there are also tools that you can use for testing including ClickTale, CrazyEgg, Ethnio, Usertesting and Whatusersdo. These programs will show you exactly where people are clicking on your page and go in-depth as to how many clicks, when they click, what they search, etc. My favorite tool is CrazyEgg!

The next step is to identify the barriers that users may have. Give them the option to ask open ended questions and get the information they need on the spot. Some good survey tools are Kissinsights, Kampyle and Pop-Survey. Good instant help tools are: Olark and LivePerson. Try and limit the information you require them to give. People are very hesitant on giving personal information like their name or phone numbers. They want answers and information, so give it to them. The only thing that may be a good requirement is an email address. This way you can follow up with the user and it can improve response rates which increate conversion rates.

Try and test your site. Pretend you are a user yourself. See if your contact form is working, secret shop your sales staff, call you customer service number, test your employees. There may be simple issues that you are missing.

Sell your site to your audience. Give your users reasons why they should want to contact you. Get reviews to your site, list accomplishments, achievements, awards, community service, and testimonials. Let them know why you stand out and why you are “better” than your competitors.

Once you have diagnosed your errors and barriers, set a plan of action of how you are going to improve your site. After you have made improvements on and off of your site, being testing and repeat the entire process. SEOgadget says to review your test, analyze the analytics, and compare it to what you had before. Most likely you will have better results and more conversions!

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