Conversion optimisation is both an art and a science as we’ve said before. You have to trust your gut instinct, but you have to interpret the data and make the right strategic decisions. Conversion optimisation requires you to develop a hypothesis and use A/B split tests to scientifically prove your theory. Today’s blog looks at the top 5 tips for optimising the conversion performance of your website. Don’t worry, although this sounds incredibly dull, evaluating the performance of your split tests can become quite compulsive. If you get this right it means your business will generate more high quality sales leads and enquiries. Let’s do this!
1. Gather Feedback From Your Technical Support Team
In order to create a killer conversion optimisation strategy you have to understand your customers. It helps if you understand their customers too. There is nobody who is closer to your customers than your frontline customer support staff. Support staff spend each day responding to emails and phone calls, learning about your customer, their customers and their businesses. Ask your support team to create priority list of the pages on the site that are performing. The purpose of this is to provide conceptual ammo for your test hypothesis.
2. Gather Feedback From Your Customers
This is about understanding your conversion point. You need to work out what works and what doesn’t. Much like the first tip, this involves communicating with the right people – this time your customers. You can use surveys and real-time chat to communicate directly with your customers and get a gut feel for what’s working on your site. There may be friction at the point of conversion and your customers are well placed to articulate these potential banana skins. You can use a live chat facility to ask customers ‘Did you find what you were looking for today?’. This provides invaluable qualitative feedback for your test hypothesis.
3. Develop Your Hypothesis
Your hypothesis represents what you are actually going to test. It explores the reasons why the test is happening and what you’d like to achieve as a result. Your hypothesis should be written in the form of a statement. Something like “The contact form is too lengthy, there are too many fields and customers are failing to convert because the value proposition is not clear – people don’t understand what they’re going to get. The contact form must be stripped back with a clear value proposition in terms of what the customer actually gets when they submit an enquiry”. You’ll notice this identifies both the problem and a proposed solution.
4. Perform Valid A/B Testing
Performing valid A/B split tests ensures you consider your ideas properly. If your tests are not valid, you’ll end up coming to the wrong conclusions. This can lead to further complications at a later date. Here’s the worst case scenario. You have a fantastic hypothesis for your split test. You run the test according to your hypothesis and you experience a massive uplift in conversions via your website. You continue to run the test as before and conversions start to drop off. You then initiate a change and conversions fail to lift again. You cannot make the right decisions and perform a valid split test because you don’t know why you were successful in the first place. In order to minimise the chance of this happening, you must follow specific criteria. Firstly make sure you’ve had 100 unique visits at least on each page your testing. Run your test for at least a week, ideally two and don’t stop the test until it’s statistically valid.
5. Optimise Your Landing Pages
In China, websites tend to look completely different. Culturally speaking, Chinese web browsers like lots of information. It’s considered an act of generosity to display lots of information via your home page. Conversely, western web browsing habits are different. You’ll experience more conversions with less on your page. Your landing pages should be succinct, simple and and utilise the right elements. You should have a powerful and descriptive headline. This should be supported by a strong sub-heading. Add three bullet points for clarity outlining the benefits of your product (people seem to like things in three’s). Finally you should develop a robust CTA (call to action) and an urgency statements. Something like “Build your dream today, before your competitors beat you to it” – though you can probably do better than that! Go forth and convert!