November 14th, 2010 // 10:30 pm @ Taki Tsaklanos
The central thesis of the article is that you better first work on conversion optimization, before going too hard with traffic building.
The conversion optimization tips & tricks in the article (summarized):
- search marketing > calculate the conversion on keywords, drop the ones that are not profitable and refocus efforts on the ones that are converting
- copy > the wording needs to be phrased in a way that eliminates potential concerns from (potential) customers
- funnel > make sure that there are no extra or unnecessary steps, otherwise said “make sure your customers have the most direct route possible to actually complete their purchase.”
- video > some content can better be offered in a non-textual way
- buttons > be aware of the size, shape and color of buttons
- don’t rush > make sure that, prior to the decision, enough steps are offered so that users don’t feel pushed
- remove buttons or functionalities that get visitors to remove their shopping basket or form completion
These were mostly smaller changes. In the article, KISS metrics suggests to also test with structural changes, mostly totally different (landing) pages. On a site like abtests.com, you’ll find some results of testing different pages. Quite remarkable, but nothing new actually.