So you think you’re a web conversion expert? Test your knowledge of this complex area by answering these 10 questions.
Give yourself a point for each yes and tally your score below to find out if you really know your stuff.
1. Do you know your strategy and goals?
Your conversion optimization efforts won’t get you anywhere unless they’re part of an overall strategy.
Before you even start, you should have an idea of who your core audience is and what you want to accomplish, whether that’s:
- getting the attention of your prospects
- building authority
- encouraging people to download a free resource
- capturing an email address
- driving a purchase
- or something else
The goal of CrazyEgg’s blog, for instance, is to drive free trial sign-ups.
Once you know what your goal is, then it’s easy to measure success. If you don’t, then you fail before you start.
See the Chris Goward’s Why Conversion Optimization Strategy Trumps Tactics Every Time for more on this.
2. Are you monitoring high-impact stats?
Want your website to convert? Then you need to understand what’s happening now. Whether you’re using Google Analytics, a Crazy Egg heatmap or a combination of tools, you need to dig deep and understand customer activity.
You want to know who’s visiting your site and what they are looking at, as well as which of your marketing activities are driving them to complete the desired actions.
This is all-essential information if you’re going to successfully optimize existing and new web content. And don’t forget to track engagement on social media too, using the tools built into those sites.
3. Is your website usable?
Usability is all about making it easy for visitors to complete their desired action and/or find the information they need when they’re there. As such, it’s a key aspect of conversion optimization.
Conversion-focused experts will pay attention to the following goals:
- Ensuring that navigation is logical and easy to use, so visitors can find the information they want.
- Making sure landing pages provide the expected information based on the text links and navigation buttons that were clicked on.
- Providing clear, easy-to-understand content on every page.
- Optimizing your content to be accessible by users with impairments.
- Reducing web page load time to reduce abandonment and bounce rate.
If visitors to your site can easily get from the landing page to your goal page, you’re much more likely to close the deal.
4. Is your content optimized for social sharing?
73% of online Americans log onto a social network every day and a high percentage do so worldwide. If your customers love your content, they will want to share it. That’s why it’s essential to get social sharing right.
On CrazyEgg, ‘social sharing widgets’ scroll with the blog.
Not only does this mean creating clickable titles and excerpts but, where relevant, also ensuring your Twitter handle is included. Social sharing is also huge on mobile devices, something we’ll talk about more below.
5. Do you understand SEO?
You may already understand the importance of search engine optimization (SEO), but are you also aware of the recent changes to Google search algorithms?
Forget single keywords and spammy link building. That’s just wrong.
CrazyEgg’s blog categories reflect the company’s SEO strategy—to focus on depth and quality in these topics.
Instead concentrate on optimizing your content for long-tail keyword phrases, semantic search and user intent. All of these will help content convert better in a post-Hummingbird world.
6. Are you optimizing for mobile?
You are probably tired of hearing this, but it’s true. The mobile user base is growing—fast! So if you’re not already optimizing for mobile, you risk losing your audience and incurring search engine penalties (another side effect of Hummingbird).
CrazyEgg’s blog has a mobile-responsive theme that emphasizes content and conversions.
Optimizing for mobile means:
- fast page loads (even faster than on desktop machines)
- navigation that works well on small screens
- integration with mobile device features like GPS to help users find information that’s appropriate for their location
- streamlining interfaces so that it only takes a couple of swipes or taps to complete necessary information
- helping users by pre-populating form fields wherever possible
Wordstream has an excellent guide on mobile optimization to help you get started.
7. Are you providing great content?
Content marketing is no longer just a buzzword—it’s an integral part of a strategic marketing plan. Great content converts well—end of story.
Make sure your content contains actionable information for readers and provides a strong call to action, so your customers know exactly what you want them to do. After all, if you don’t ask, you don’t get.
Use analytics to identify content that’s already doing well, so you can provide related content.
Image credit: Eloqua Corp
And here’s one final tip: Video is hot, so include it in your content marketing mix to really boost conversions.
8. Do you understand the role of design?
Page design makes a big difference to conversions. Things to think about include:
- Looking at what’s above the fold (the top of the page) so that you know what people see when they first visit your site.
- Focusing on how changing the color scheme might change your conversion rate.
- Including trust factors, such as safe shopping badges, client testimonials and customer reviews to assist conversions.
9. Do you know the power of a great landing page?
Landing pages are a great resource to help you measure the success of your conversion optimization efforts. Instead of linking all ads to your home page and expecting visitors to search for relevant content, you can create laser-focused landing pages that relate to those ads.
It’s a good way to grab people’s attention and keep them focused on your ideal conversion path while meeting both your goals and theirs.
Check out Unbounce’s guide to landing page optimization to improve conversions.
10. Are you obsessive about testing?
You have to understand what you’re doing to know how to improve. I mentioned analytics earlier, but another key aspect of understanding conversions is testing—obsessively.
A/B and multivariate testing lets you see how different versions of your content perform so you can always show your best face to customers.
Check out Crazy Egg’s recent post on conversion strategies for help.
So how did you do?
If your score was 3 or less, your the garage band of conversion optimization. (Sorry.) Make time to study up on weak areas to boost your conversion skills.
If your score was 4-7, you’re the conversion rate opening act. You’re doing OK but could still make a few tweaks.
If your score was 8 or more, congratulations! You’re a conversion optimization rockstar! If you’re in this category, share your top conversion tips in the comments below. 🙂
Check out other Crazy Egg articles by Chris Kilbourn.