How to fix a site that ’s los­ing con­ver­sions

net magazine - - FEED -

A client ap­proaches you with a prob­lem: they’re los­ing con­ver­sions. We asked the @net­mag Twit­ter fol­low­ers what their ac­tion plan would be to root out the cause, and what they’d do to im­prove things.

First look

To start, ap­praise the sit­u­a­tion and look for a few key things: Here’s @ neil_berry’s check­list: “Is their site op­ti­mised for mo­bile? Are they ask­ing for too much info on signup? Is your CTA ob­vi­ous? And are there too many choices to pick?”

Dig deeper

“Look at their Google An­a­lyt­ics and work back­wards,” says @ anow­landafez. “Has any­thing changed on the users’ jour­ney to con­ver­sion?” @ GoToNe­bula would also head straight for the an­a­lyt­ics. “If peo­ple pogo it’s ei­ther the con­tent or a site er­ror,” he says. He also ad­vises: “Check the key­words are rel­e­vant or you are an­noy­ing peo­ple.”

Ask the users

@ heymil­tonj points out that it might be help­ful to make con­tact with some ac­tual users, as they may tell you things you can’t see in your an­a­lyt­ics. “Check the In­spect­let or @ hot­jar ses­sions, iden­tify cus­tomers that you can reach out and ask di­rectly.”

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