IS THERE A QUICK FIX?
What are the easiest ways to improve the conversion rates on my sites? Dervla B, Ontario, Canada JM: I wish there was a simple answer. Unfortunately there is not a definitive area you should focus on. My advice is to take a step back and evaluate your website from the eyes of a brand-new user who has no idea about you, your products or history. From here you should honestly assess which area you think is the weakest on your site. If your site looks great but the copy is unappealing and fails to emotionally engage users, with poor call-to-action areas, then focus on that. If on the other hand you get lots of traffic, your copy is great but the site looks dated, is badly laid out or could focus on your KPIs better, then focus on implementing design changes. Regardless, you should always A/B test. Everything from the copy of a title should be tested and evaluated to see which converts best. By doing this you’ll learn more about your audience, what language, images and information appeals to them and be able to better target that. Optimizely ( optimizely.com) is a fantastic A/B testing tool that lets you do everything from changing titles and monitoring results to offering completely different layouts to different users.