Increasing Conversions Through Site Optimization

See examples of the top drivers of success for conversion on your web and mobile sites.

TOP 5 DRIVERS OF SUCCESS

• Page Copy – refine with industry keywords and don’t use too much text.
• Important Links – use button links instead of text links.
• Sign Up Form – don’t feature on key pages; place only on contact page.
• Downloadable Item – reward customers for visiting the website with a free download.
• Personalization – ensure content is personalized based on behavior analytics.

WEBSITE DRIVERS OF SUCCESS

• Page Elements
  • Page Copy – refine with industry keywords and don’t use too much text.
  • Headlines – utilize headlines and sub-headlines to explain the value prop.
  • Imagery – use multivariate testing to determine most impactful images.
  • Home Page Hero Image – ensure the chosen image reflects what customers expect of the company.
• Navigation Elements
  • Important Links – use button links instead of text links.
  • Buttons – use multivariate testing on button location, label, size, and color.
• CTAs (calls to action)
  • Sign Up Form Location – don’t feature of highlight on key pages; place only on contact page.
  • Steps/Pages in Conversion Process – reduce where possible.
• Social Media In-Page
  • Social Sharing Icons – use multivariate testing to determine best location.
  • Social Pressure – use around calls to actions, i.e. “N of your friends have downloaded this ebook.”
• Free to the Customer
  • Downloadable Item – reward customers for visiting the site with free downloads.
  • Offers or Promotions – provide customers with a reason to stay on the website and buy something.
• Credibility Indicators
  • Customer Ratings or Reviews – utilize testimonials to provide product validation.
  • Third-party Security or Quality Seals – display on bottom of page if available.
• Technical
  • Personalization – ensure content is personalized based on behavior analytics.
  • Load Speed – ensure key pages are light with code to reduce lag.
  • Landing Page Intent – ensure clicks after landing page leads to relevant content.

MOBILE DRIVERS OF SUCCESS

• Mobile Optimized/Responsive Website – ensure key content, functionality, tools work on mobile devices.
• Location-Based Marketing – provide state-specific or regional content.
• Videos – include fast-loading videos in addition to text and static images.
• Social Sharing Icons – make it easy to share mobile content on “always connected” social networks.
• Mobile App – provide option to download an offline mobile app with a function useful for everyday use.