5 top tips for conversion

26th January 2012, by Sunna Syed

All of our clients have websites. They all do some level of website marketing – be it SEO, pay per click, offline promotions, and so on. This is fantastic, of course, but what our clients really want are conversions. 

When sat in front of clients, we are regularly asked ‘what can we do to get more conversions from our website?’ So, here are my top 5 quick wins: the 5 conversion techniques I always look at first. Get these fixed, then we’re on the right track.

5 tips for successful conversion marketing

1. Segmentation

Who’s your customer? What’s your target market? Where’s your product most used? Something to think about is who you are aiming this at. The companies with the highest rate of online conversion in 12 months were those that looked at over double the number of segments.

2. A/B Testing

Significant improvements can be seen through testing elements such as content, layouts, calls to action, images and even colours. But remember: not all elements give the same level of improvement. Therefore, by looking at the results from a variety of these tests, it’s possible to identify those elements that consistently produce the greatest improvements.

3. Usability Testing

This is a way to see how easy to use something is by testing it with real users. Users are asked to conduct tasks, to see where they encounter problems and experience confusion. If users encounter similar problems, solutions are needed to iron out these issues. We usually find it boils down to a simple design issue.

4. Customer Journey Analysis

A customer journey analysis provides results that allow positive changes to be made to your site. More customers can, therefore, find what they’re looking for and complete the purchase.

5. Web Analytics

This can be in the form of SEO or PPC, and facts and graphs on Google (for example) provide invaluable insights into the behaviour of the customer, including breakdown information such as bounce rates and demographics. In our experience, it’s this that makes up the biggest part of any overall conversion marketing strategy because this will help determine the elements on your site that are working and which need improvement. 

• SEO
• Optimisation / Analytics