Conversion Rate Optimisation for Beginners – Part 2

You’ve read Conversion Rate Optimisation for Beginners Part 1 and you’re keen to learn more.

Good for you! We’re glad you’ve come back for more! And for those of you who didn’t get around to reading Part 1 of this blog series, you can do so by clicking here.

Just to recap, you would have learnt about some central themes and commonly used jargon in the conversion optimisation world such as:

  • Killer Landing Pages,
  • Website Design,
  • Call-to-Actions (CTAs); and
  • Credibility Indicators

You’re starting to get a better understanding of how all of these things together play an integral role in not just attracting a visitor to your website and improving their journey, but helping them take those important next steps and turning them into qualified leads and customers!

So here are some more tips to help you increase your conversion optimisation.

User Experience Interface

This involves how your user interacts with your design. In addition, this also means understanding what the user’s state is when they get to your website, what their previous experiences have been, how your website has been designed to engage them and in what context they are visiting your website. By understanding this, you will not only be able to create a web page that will appeal to them, but you help to design a web page that will encourage them to take the steps you want them to take. For example, by repeating your call to action on a particular page will incite a different emotional response compared with if you just displayed it once.

Usability Testing

When revising your website to take into consideration these conversion principles, it’s extremely important to test its’ usability. Like other products and services on the market, usability testing provides you with an understanding how likely your target market will ‘use’ the product or service. So if you revise your web pages, you will need to evaluate how a user will interact with the new version. You can do this by taking advantage of the Google Analytics data to provide an understanding of traffic numbers and bounce rates. You can also use heat maps which will give you a visual representation in colour of what pages or items on a page is viewed more or less of.

A/B Testing

Another way to determine whether changes to your website will enhance conversion optimisation is to use A/B testing. A/B testing ensures that you receive quality data that will either support or disprove a particular idea. This is also known in marketing circles as randomised controlled experiments. Essentially the purpose is to test the two versions of the web page. So you will conduct an experiment with one web page being the “controlled” version or “Version A” if you like and the other version of the web page as the “variation” or “Version B”. You can put to test anything on a web page such as the colour of a particular button or even which type of call to action button works better. By conducting A/B testing you’ll be able to identify what will engage your web page visitors best.

Mobile Optimisation

With the prediction that the internet will be primarily accessed through a mobile, outweighing laptop and PC usage, it is little surprise that increasing numbers of businesses are creating “mobile sites” to engage their users. Given that mobiles are hand held devices with a screen as large as your palm, it is important that you optimise your mobile site so that it is simple, straightforward, uncomplicated and clear. The checkout process should be uncomplicated and considering drop out is also key. This means testing which hand held mobile devices have a higher dropout rate trying to improve this.

So we hope that this series has helped to shed some light on conversion optimisation and helped you to understand why conversion optimisation is essential if you want to take your business to that next level!