“Is 2010 the year of conversion rate optimization?”
2010 is indeed the year for website optimization. Exciting things are happening. First we have the first ever conversion conference happening in May. Now there are more resources for marketers than ever, including Google analytics and similar programs. The library of books that are now available emphasizing the importance of conversion is steadily growing. These include Avinash Kaushik, Tim Ash, and Brad Geddes are some of the best.
Still we have to remember that website optimization is at the top of the conversion stack. First you have truly know your visitor. You have to create a content platform to answer questions. You have to identify the best media strategies and channels to reach your target audience. And most importantly, you have to have the content your customers want. And then you’re ready for optimization.
“What advice do you give marketers who are just getting started with conversion optimization?”
First, consider a content conversion strategy. Educate your customer about different aspect of your product and see what that can do for conversion.
Then look at what I call the “Bad boys of Conversion.” These are the experts that know how to phrase, emphasize, and structure their copy to really draw in visitors. They realize the value of imaginative copy. Study the tricks and tools that they use and apply them yourself.
Take a look at your confirmation pages and notification emails. Each of these are opportunities to get customers back to the site to finalize the purchase or to make another purchase.
“What are the biggest opportunities for conversion optimization that marketers aren’t taking enough advantage of yet?”
Marketers need to remember to test all their communication efforts to see if they are actually effective. Whether its serial testing or split testing.
Celebrate if your favorite page fails a test. Be like the The Cheerios Guy who runs around telling everyone he lowered his cholesteral. Let people know you increased your conversion rate. Be competitive and always try to improve your results.
And finally, don’t depend on IT. Set up a lab on the side utilizing the wealth of free or inexpensive tools available where you can do some basic tests.
Once you’ve proven the usefulness of these preliminary tests, it’ll be amazing how IT’s schedule for bigger testing projects seems to magically open up.
“What are the top 3 reasons optimization programs fail?”
1) Resources to champion and implement the program. You need someone to really focus on optimization.
2) The program doesn’t have momentum. You need to learn from each test, to understand why you got the results you did, and then draw conclusions regarding the next test that needs to be run. And then actually conduct these new tests, and DON”T WAIT to do it. You’ll lose momentum. In other words, use your data to take action.
3) Really emphasize making analytics and conversion as part of company culture.
Brian Massey is the Founder and Conversion Scientist at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.