Visualize The Transaction

Visualize The Transaction

Conversion rate as defined in Web Analytics 2.0 is the outcomes divides by unique visitors( or visits)expressed as a percentage. Outcomes are customarily the submission of an order on your e-commerce website (Kaushik,2010). Although outcomes may be in the form of customer acquisition for a sales team and/or marketing campaign. For example, inviting a customer to create an account with your company or sign up for a newsletter mailing list. Or directing a customer to a landing page created for an advertisement or call to action.

The question of the day is how to capitalize on the consumer's experience once they have visited your webpage or landing page to complete the action you have requested from them?

Digitalmarketer.com offers some great insight on increasing your landing page conversion rate and I would like to share those with you today. On Episode 41: 9 Ways to Increase Landing Page Conversion Rate, The Director of Marketing, Justin Rondeau, with Digital Marketer shares his advice on 9 ways to optimize conversion rate of your landing page:

1.     Optimize page load speed. It is ideal to shoot for sub 2-second load speeds. Justin Rondeau shared that 57% of viewers will abandon the page if it takes 3 or more seconds to load. Google Analytics is referenced as a useful tool in determining your page load speed.

2.     Be sure that your Advertisement, call to action and landing page are congruent. Congruency element of  “no surprises” include:

• The projected promise or benefits of the product or service are clearly reflected on the page in which you are sending traffic.
• Repeat the design across all platforms. A similar copy of data format, color, and visuals.

3.   Page Layout presents a visual hierarchy to the consumer. Appropriately guides them from Point A to Point B.  To determine how customers are interacting throughout the page, administer an eye tracking or click tracking test. These tools may be acquired by Hot Jar https://www.hotjar.com or Crazy Eff  https://www.crazyegg.com/.

4 . Personalize Content of page. What message are the consumers receiving? You may suggest creating 3 different web pages to receive the targeted traffic of whom you may have sent a targeted advertisement. How did they receive the invite to visit the landing page? Provides an opportunity to “personally” welcome them back.

5.     Have a clear, singular Call To Action

6.     The depiction of the intended offer is clear. Visual of the product will aid in assuring the customer they are in the right place.

7.     List the benefits of the product. Be sure to illustrate how the features and benefits of the product or service.

8.     Trust Indication. Build testimonials or reviews on the page. Keep in mind, this you attempt to break the anonymity of the web experience. Help build an affiliation with your product.

9.     Content: Value Ratio. Provide content about your product or service that is going to justify the purchase. Place content about the perceived value of your product or service.

           

Nature Air, a traveling website for tourism along the Pacific and Caribbean coasts identified areas of their website that needed improvement as web sales were decreasing. With usability testing and online surveys, they identified areas of improvement in regard to their main homepage navigation, content, and call to action. Once improvements were made in these key areas, the overall conversion was increased substantially by 591% and on the 17 flight destination pages.

To view the case study, please visit http://www.blastam.com/assets/pdf/blast-natureair-casestudy.pdf

References

Digital Marketer. (Producer) (2016, April 19). Episode 41: 9 Ways to Increase Landing Page Conversion Rate [Audio Podcast] Retrieved from https://www.digitalmarketer.com/landing-page-conversion-rate/

Kaushik, A. (2010). Web analytics 2.0: The art of online accountability & science of customer centricity. Indianapolis, IN: Wiley Publishing, Inc

Ruffolo, Bob. 2016, December 27. 12 Amazing Conversion Rate Optimization Case Studies. Impact. Retreived from https://www.impactbnd.com/blog/conversion-rate-optimization-case-studies