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Conversion rate optimization will ensure the profitability of your search engine optimization efforts.
With so much data available to internet marketers, it is easy to get distracted – you can track traffic, page views, and time on page. The ultimate success of your SEO campaign will be determined by the amount of revenue generated.
Conversion rate optimization is the best way to improve the return on investment of your search optimization spending. The success of your search engine campaigns can be dramatically improved by even a small increase, like a half or a one percentage point conversion rate improvement.
These are the five factors that improve conversion rate optimization. This post will continue by exploring how changes to five websites dramatically improved their conversion rates and how these five factors were employed to drive revenue and sales.
Aquasoft needed to improve the number of sales generates by their product sales page. In an interview with Visual Web Optimizer, the company said it wanted to create “clearer design,” “trust building wording describing our shopping process,” and “Adding an explicit guarantee that people can download the software lifelong.”
The company explicitly mentioned three of the five conversion rate optimization success factors. We can also see the company’s value proposition is clearly expressed in the graphic at the top of the page and that by outlining the immediacy of access to the software, they understand customer intent.
According to the company:
“Our concrete test shows that a clear modern design improve sales. Especially in the sales process trust building is very important.”
The Conversion Rate Experts provide a careful breakdown of how they improved Crazy Egg’s conversion rate. Their case study states they were focused on understanding two things: “Gaining a deep understanding of what makes buyers buy,” and “Determining what makes some qualified visitors not buy.” They clear get the importance of understanding consumer behaviour.
Their landing page also ensure relevancy by clearly expressing the company’s value proposition in a clear header at the top of the page; they establish trust by showing major brands that use Crazy Egg, and the engage users by providing text, images, and video.
The importance of using video is mentioned in the five factors of success, but this case study really drives this point home. Unbounce published a case study of Vidyard’s homepage that compared conversion rates with and without video.
When Vidyard compared their conversion rate with and without video, they found three things:
The case study points to the importance of having a professional quality video that explains the product. It’s important to note that video helps with the other conversion rate optimization success factors: it makes it easier to understand the value proposition, it builds trust by making you look more professional and credible, and it focuses users on one thing and removes distractions.
KoolDocs.com is a telemedicine company and has a very targeted search engine optimization strategy based around specific list of keywords. While 95 percent of their total traffic came from their targeted keywords, they struggled to get those visitors to convert over into prospects or clients.
PitStop Media redesigned their landing page to adhere to the five elements of outlined above:
From the image of their landing page, you can also see their site builds trust by pointing to third party security badges, a money back guarantee, and by offering testimonials.
LKQ is a Fortune 1000 company that recycles auto parts. Their first ecommerce venture was based on eBay’s content management system, but they were not having a lot of luck. Conversion IQ made several adjustments, many of which were focused on improving customer experience and matching customer expectations.
The changes adhere to the five conversion rate optimization success factors:
These changes were successful and the proof of their success comes through a conversion rate that improved by 129 percent.
Offer relevant information, show your value, build trust, understand your customers’ behaviours, and avoid distraction to improve your conversion rate optimization and ensure your search engine optimization efforts achieve maximum success.