net magazine - - Q&AS -

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 ( op­ti­ 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.

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