Conversion Rate Optimisation
“How to Plug Leaks and Squeeze More Profit from Your Website Without it Breaking the Bank”
Conversion Rate Optimization Testing and Analytics is the internet marketing secret weapon that allows you to unlock more sales and response from the same volume of traffic your site is already getting.
This means you don’t need to pay for any additional SEO, Pay Per Click or Social Media to put extra money in your bank account. You simply make more money from the visitors you’re already getting.
And best of all when you do combine getting more people to your website and converting more of them into paying customers, the results will explode your sales and profits.
What is a Conversion?
A conversion is the result of someone taking the specific action you want on your website or landing page. This doesn’t just have to be making a purchase online it can be getting them to give you their email address so you can build a relationship with them before they buy from you.
The amount of people that take that action is your conversion rate and it is expressed as a percentage of the total visitors to your site.
The UK average conversion rate for an e-commerce store is around 3%. So in other words, for every 100 visitors a website receives, 3 make a purchase.
Conversions can be:
- A Purchase
- Downloading a Product, Information or E-book
- An Opt-in to Your Email List or Newsletter
- Registering for Further Information
- Referring a Friend
- Calling or Emailing You
- Click to Chat
What is Conversion Rate Optimisation?
Going back to my earlier example if you were to improve your conversion rate from 3% to 3.74% which might only seem small but it’s actually a 24.6% improvement. So if your website currently brings in £100,000 a year that’s an extra £24,600 in sales for very little effort.
Complicated testing is usually expensive and requires you to take a huge leap of faith that it will pay off. It doesn’t have to cost a fortune, in fact it pays for itself.
We can start off by testing a few simple principals or ‘golden rules’ of direct marketing and conversion rate optimisation to your web design, layout, wording and sales process. This may be all it takes to make a whopping impact on your conversion. These changes are often inexpensive to do yourself or we can do it for you.
Once you see the results that our talent for conversion optimisation bring you, you might decide you want to get into some proper split testing to squeeze even more profit from your website.
This usually involves testing some simple changes to your website like tweaking a headline, or adjusting the size, position, colour and shape of your add to cart button. We can even test a completely new colour scheme or layout and if you want to go the whole hog, different prices and offers.
How Does Conversion Rate Optimisation Work?
There are 3 types of testing, linear, split and multivariate.
For many small websites, linear testing may be good enough, it’s simple but painfully slow because it only allows you to test one change at a time. If you have to wait a week to get enough visitor data to select a winner then it will take you forever to see any positive results.
But for anyone who wants to really get leverage on testing as a way of improving sales and performance, split & multivariate testing are far more powerful testing methodologies.
The way split testing works is that you get to test two or more versions of the same web page simultaneously. One visitor sees version A of your website and another visitor sees version B. A clever ‘script’ decides which version of the page each visitor sees.
Let’s say your enquiry form is quite complex and has 9 boxes where visitors have to type in things like name, email address, postal address, telephone number, and the size and colour of the item they’re enquiring about.
You could decide to use split testing to test the effect of reducing the form down to just 3 boxes – name, email and a ‘details of enquiry’ box.
After you have had enough people come to your website to make a sensible decision, our testing software announces the winning version (the one that makes you more money) and we set that as the permanent change.
What this means is that rather than only testing a single version of a page over 7 days or more, you can load multiple
versions of the same page in your split test script and test them ALL at the same time.
After we’ve finished that test we can then go off and find something else to test or try to improve on the last test even more. Here’s the thing, lots of small and sometimes tiny improvements compound into a big difference to your bank account.
Multivariate is the most powerful method of testing. it lets you test multiple elements against one another at the same time, the maths of this makes my head hurt but our clever software does all the donkey work.
So, unlike split-testing you can test 4 headlines, 7 product images and 5 different prices… all at the same time.
It’s hard to explain the magic, and here’s the thing, our software does not need to be installed on your website, you just need a simple tracking code added, similar to the one Google Analytics uses to track your performance. This means that there’s no expensive technology for you to invest in.
It’s similar to split testing, but whereas split testing is displaying different web pages, multivariate testing shows
the same page, but dynamically swaps different versions of each element (like the headline).
Multivariate testing is testing on steroids!
And another thing we can even track and record the phone calls generated by your website just in case you get all your business over the phone. We can even track which AdWords advert version and keyword they responded to.
There’s no limit to what you can test. Testing is a powerfully effective way of testing and improving your site
performance with the same level of traffic.
At the very least, start running some basic linear tests for yourself which doesn’t require any software and start to ramp up the results you get from your site. But if you really want to leverage the power of testing we can do the clever stuff for you.
Because although there may be no such thing as a ‘perfect’ website, it will help your business if you’re constantly
striving to create one!
Why Choose Wizard of Web for Your Conversion Rate Optimisation Project?
The difference that makes the difference when it comes to conversion rate optimization is knowing what to test.
Anyone can test so called ‘best practice’ elements of conversion or change the colour of your ‘add to cart’ button but this often only produces small incremental improvements and will only get you so far. And then what do you do once you’ve exhausted the short list of best practice elements?
Here’s the thing, understanding and overcoming your prospect’s objections will give you a far better idea of what you need to re-word, redesign, change or most importantly address head on. Once you know why your prospects aren’t buying or taking the action you want them to, you can make the changes you need to and experience massive improvements in your conversion rate.
So how do you get inside the head of your prospect when they’re not standing there in front of you mumbling comments like ‘that’s more expensive than I thought’ or ‘why can’t I find what I am looking for?’
Luckily there’s software and survey tools that allow you to ask your prospects what they think. If you analyse the feedback you get, you’ll have a much better clue as to what their objections are and what you need to address that will have the biggest impact on your conversion.
Moreover if you combine this with good old fashioned direct response marketing principles that have been tested and proven time and time again you can create game changing results.
Ready to Get Started?
If you’ve read this far, I’m guessing this has pushed a button for you somewhere and you’ve realised just how much money you’re probably leaving on the table.
Have you been worrying too much about getting more traffic and not focusing on extracting more profit from all those people that come to your website everyday already? So why not shoot me a quick email, we’ll have a look at your website and we’ll see where it leads us?
The chances are we’ll increase your conversions and lower your cost per enquiry. But until you pick up the phone or email me, you’ll never know, will you?
By the way, you can stop any time and there are no contracts – though nobody who has used us for a few months has ever stopped. The results speak for themselves.
You can email me right now or call the number at the top of the screen.
