Top Tips for Conversion Optimization

Stamats Integrated Marketing Conference
Online Marketing:Top Tips for Conversion Optimization
Kati Davis

Conversion is a desired action a user can take when they come to your website
Indicates how often your visitors felt compelled to give you some information in return for something of value you offer

Important:

• relationship building
• helps you get the most from your budget
• helps eliminate internal debates - site visitors decide what works
• 85% of traditional students use the web as their main or only source of information
  

Conversion examples:

• request program packet
• schedule a visit - key
• sign up for information session
• transcript evaluation
  
• determine scholarship award
• subscribe to newletter or other feed
• apply

Goal is to optimize your pages so fewer bail from your site before performing a desired action. Constant tweaking and testing of landing pages will see an average 40% lift in conversions

Essential elements affecting landing pages:

Friction- any kind of problem reduces conversions
Incentives - special offers
Visitor motivation - if they really want to do the action, they will
Value proposition - how quickly the page conveys value increases convrsions


Conversion optimization tips

• create targeted landing page for each purpose with one call to action - don't send them to the home page
• identify top entry and most visited pages - why do visitors value them
• keep pages simple - remove nav from landing pages; use white space
  
• use keyword(s) on the page - increases relevance to user. increases google quality score - could reduce your cpc
  
• strategic use of photos provides clarity, trust
• don't ask unnecessary questions
• make forms seem physically shorter - heck, make them shorter.
• clearly state what user is getting for filling out form/taking action
• be clear which fields are required
• test forms for usability
• make the thank you page work for you - add additional compelling content. 40% people who make one conversion on your site are willing to make another one
• be graphically appealing (i.e., what does 'submit' mean?)
• send followup confirmation email (confirms email address)
• find other ways to connect - online chat on the page, online-only 800 number
• tell them how you'll use infor they're giving you, i.e., not selling it
• allow opt-ins to newsletters or contact from admissions rep (rather than automatic sending or contact)
• focus on effective copy - 'you and your' not 'we, us, our'; bullet points, avoid jargon
• state most important ideas at beginning and end of page
• track everything - assign a source code to leads
• test everything
• look at examples outside higher ed

tools:
Google Website Optimizer
Free online survey services (Survey Monkey, Google Apps has one too)