Imagine being an owner of an offline retail store. You get 1000 visitors to your store daily. But only 40 of those thousand visitors interact with your store staff. Most visitors leave within the first few seconds without uttering a word. They leave no traces. You would not be able to reach out to them again, only a tiny percentage of them may pay a second visit.
Can you imagine running such an offline store?
That’s a 4% Conversion Rate, considered above average in an online world. Web Visitors have a tiny attention span, most websites are lousy with poor content, and 4% is the industry norm.
So, you want to make tons of money from your website. Having a website as a source of independence or a passive income is great. You can choose your schedule, and no one is telling you what to do.
Internet entrepreneur is a million-dollar dream. So many people start a website or app in the quest to set up an online money-making machine. While in reality, only a tiny percentage of web businesses ever make money.
As an internet entrepreneur, you start with an idea. A website or app is just one of the things you need to have to run a business. Your expertise in the design and development is limited.
When it comes to web presence and end up in the following scenarios
Conversion is “A visitor taking an expected action that is measurable and has value for your business.” It could be filling up a form, sharing information, taking a quiz, calling your business, or making a purchase.
Based on their impact, the conversion can be divided into two categories – Macro and Micro Conversion.
Examples of Macro conversions are making a purchase, sending a request for quotation, calling your business, booking a table, placing an order, subscribing to a service, etc.
A micro conversion is signing up for a newsletter, creating a free account, adding products to cart, etc.
When you drive traffic to your website, you expect visitors to take a specific action. Conversion rate is your website visitors taking a particular action divided by the total number of unique visitors.
Conversion optimization starts with understanding your visitor the information they are looking for and how to make it available to in a single click. It’s a systematic way of increasing the percentage of visitors who take your desired action, i.e., signing up for the newsletter, purchasing a service, placing an order.
Conversion optimization is an unfair advantage you have over your competitor –
To start with conversion optimization you need to do a comprehensive audit which would reveal the following
At the end of the audit exercise, you should have clear goals for the optimization.
Your online business is a big moving machine, almost everything is candidate for optimization, you need to choose a right asset or you are setting yourself up for a failure. Start with small wins to induce confidence in your team. I have a detailed blog to help you understand what assets you can optimize and the strategy you should opt to get maximum output.
Once you uncover likely friction points on your website by analyzing the behavioral and analytical data, it’s time for action.
You may want to improve website copy, call to action button, headlines, core message etc. Often marketers fall for intuition when comes to what works best. Rather than just relying on your feelings, you should opt for a split testing or AB testing some of the core elements of your conversion funnel.
For a detailed AB Test process, refer to this awesome guide by Hubspot
Poorly written copy confuses the visitors. If they can’t understand the written words, they will not buy. Purpose of your copy should be to communicate and persuade the visitors to buy rather than sounding intelligent. Start using tools like Grammarly or Hemingway app to write clear, error free English.
Use this guide to understand how to write a great website copy.
Using the tools listed above including screen recording, eye tracking and other similar tools you can discover a lot of usability issues on the website. Create a swipe file of page designs and understand why it works (Don’t just copy blindly). You can use wireframing tools to create work in process designs and take user feedback before getting it through code.
To check usability, validate your web page against following factors
|Useful||Does it address your visitor’s needs? Does it answer the questions your visitor have?|
|Learnable||Is there a learning cycle in using your website? Can you visitor use it without extra information or help?|
|Memorable||What’s unique and memorable on your webpage? How will your visitor remember you while evaluating your competitors?|
|Effective||Can user actually accomplish their tasks on your site? Like making a purchase, contacting you, etc?|
|Efficient||Can a visitor use your site without spending a lot of mental energy?|
|Desirable||Do people want it?|
|Delightful||Does your visitor feel excited about your products and services?|
Web users are conditioned to scan, they don’t read. They are looking for buzzwords matching to their needs before they become interested in your offering.
Most websites falter with value proposition. Check the value proposition your website has and how its clear communicated on your website. Your sales copy may be suffering from the unclear brand waffles or curse of knowledge. Try to create a simpler version of rather complex brand communication.
Web users are skeptical by nature. Create a sense of professionalism by using a clean typography, white space and professional imagery.
|Tool type||Why you need it||Access it|
|Analytics tools||Basic Analytical and behavioral data of your website||Google Analytics, Google search Console|
|SEO tools||Helps you identify your top pages, traffic sources and most linked pages||Moz Pro, Ahrefs, MajesticSEO, Semrush, Alexa|
|Survey||Interact with your visitor and find out what they really need||Survey Monkey, Google’s free customer Survey tool|
|Usability Tools||Discover common usability issues in your website/App||Usertesting.com, Inspeclet,|
|AB Testing||AB and multivariate testing helps you figure out the winning message, design, call to action or other elements of your webpage/App||Optimizely, Google Optimize, Unbounce.|
|Screen recording||Want to see how user interacts with your web page. See their cursor moving with screen recording tools||Yandex|
Step by Step guide from VMO is helpful if you want to understand the page level optimization. It explain steps and experiments you can take according to type of page you are optimizing.
Another gem of a guide from Brian Dean. If you want to understand how to create a high converting landing page, this guide is helpful for you.
Though, it’s a gated content, the conversion planner is has a decent content on conversion audit, split testing and creating a hypothesis.
The unbounce pillar page for conversion optimization is evergreen, since its their niche, they keep adding good content on E-commerce optimization, website pop-ups and other industry specific conversion content.