Internet Marketing Strategy

20 Tips to Conversion Optimization – Gary Przyklenk at Search Engine Strategies Toronto

I had the pleasure of moderating a panel on conversion optimization with Gary Przyklenk (I have no idea how to say his last name) and Jason Wells.  I’ll write another post with the highlights from Jason’s presentation later, but here are the 20 tips that Gary shared.
As an overview, conversion optimization is about optimizing the path that someone takes to completing an action online.  Many companies that come to Boot Camp Digital for training are looking to get more traffic to their websites, but typically their websites have no clear calls to action, and ultimately don’t guide someone through the path to purchase.

20 Tips for Conversion Optimization

  1. Use the right tool for your business.  Consider your needs and the amount of time that you have to spend, as well as your organization when choosing optimization tools.
  2. Optimize acquisition channels first.  Your top entry pages should be optimized first along with any paid landing pages.
  3. Scrutinize Lift vs. Shift.  Optimization efforts usually only account for the specific page that is being optimized, not the entire optimization of the site.  You may see a shift vs. an increase.
  4. Feel the Pain. Put yourself in the shoes of your customer and consider how easy or difficult your site processes and flows are for the customer.
  5. Analyze Your Competition.
  6. Engage Test Groups – Try running mini focus groups or free online focus groups: fivesecondtest.com or usabilla.com
  7. Recommend products and services. Upsell by looking at historical preferences or anticipated reorders.
  8. Improve Self-help. Better documentation, video tutorials, FAQs, public service messaging, comprehensive downloads, etc.
  9. Obsess over search like Google Engineers Do.  Internal search (or how people can search your website) is very important – as people tell you what they are looking for you have a great opportunity to convert them.
  10. Be careful with promotions. Too many promotions can train customers to wait for a sale price or hold off.  A promotion should be time constrained to create a sense of urgency.
  11. Live Up to The Hype. Testimonials and processional affiliations can help your conversion rates.
  12. Be Trustworthy. Use cues to establish trust – privacy policy, contact us page (with #), physical address and a map location, service level agreements, trust marks, security certificates.
  13. Content is king.
  14. Integrate web analytics capabilities. To segment your traffic and learn more about your audience and give them a customized experience.
  15. Optimization helps SEO. A better user experience helps with your SEO.
  16. LeverageCRM data. Consider optimizing based on data you already have about your customer.
  17. Apply monetary value to optimizations.  You should be able to tie actual $$ to optimization efforts.
  18. Make optimization a routine.  Plan ahead based on business goals
  19. Build a culture of optimization.
  20. Take everyone along for the ride.

About Gary

Garry Przyklenk is an expert in lead generation, search engine marketing, web analytics, and social media marketing. He has successfully championed creative marketing campaigns and executed on actionable insights in several vertical markets including media, insurance, technology, and telecommunications. As Manager of Analytics Implementation at TD Bank Financial Group, Przyklenk leads a successful group of web analytics implementation professionals that create online measurement solutions that yield actionable insights for key business stakeholders. He also runs a successful online marketing blog and web analytics blog.

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