Stating the Obvious: Things You Should Test for Conversion Optimization

A lot of things have been said about conversion rate optimization. However, when it comes to businesses' desire to increase conversation rates, there's no such thing as too much tips and everyone is always all-ears to an SEO company who is willing to share its trade secrets on how to transform web traffic to something more productive.

As mentioned above, this is already stating the obvious, but sometimes, it is the things under their noses that most people fail to see.

Take a Peek at Your Competitors' Backyard

Forget about what your teacher told you when you were in grade school. Go ahead and copy what your "classmates" are doing. The term "best practices" flies out of every marketer's mouth every so often and this is what you are exactly emulating.

However, this does not mean that you should produce a carbon copy of their strategies and tactics. Take what they are currently doing and test them among your site visitors. To increase your conversion, throw out those that did not work and copy the things that were effective. Then add an extra step. The good techniques you got from your competitors, do them better.

Utilize Web Analytics to Categorize Your Test Audience

Different strokes for different folks - this old adage should not be undermined by an SEO company when conducting conversion optimization testing. It is not uncommon for many businesses or websites to have the same approach, the same sales funnel, the same landing page for different audiences. But internet users are different from one another and to increase conversion rates, one should be able to identify common denominators and characteristics and use these to segment audiences accordingly. Luckily, you can now use analytics data (and many of them are free) to help you organize your grouping.

Listen to those Who are in the Line of Fire

Whether they admit it or not, sitting on the director's chair or the captain seat barking orders around is the dream of many marketers. However, don't forget that the richest of insights can be derived from the frontline. It is best practice for every business and SEO company to listen to the people who actually interface with your site visitors, customers or clients. For example:

• If you have a sales force, you can ask them how they explain the functionality of your site which might be too complex for the not too savvy, but equally important prospect.

• If you have a phone-based customer service team, a lot of irate customers have certainly informed them what's making their lives difficult.

The tips stated above are definitely not products or rocket science. However, their simplicity makes them easily ignorable. To increase conversion rates, you have to be a master of the two ends of the marketing spectrum - from the simplest to the most sophisticated.

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Balancing Your PPC and Conversion Optimization Budget

Money makes the world go round - this is true in traditional marketing and it still holds true in pay-per-click. Every PPC marketing company knows that the amount of money you or your organization is willing to spend is directly proportional to the level of success of your advertising campaign.

However, as important as how much you have to spend is the question of how you spend the budget you have. A lot of businesses pay a lot of attention to the quantity and quality of clicks they are getting from their PPC campaigns. However, conversion optimization services, mores specifically improving your landing page, should also get significant amount of financial attention.

Here's a reality check: your ad campaign is your $10 tree and your landing page is your $100 hole. There are many businesses that are willing to shell out significant amount of money to get clicks, but very few are willing to put out capital to revamp a landing page to make the most out of the traffic.

Good Design Has a Price Tag

A lot of internet marketers view design aesthetics as something trivial, something that should be given minimal thought. What not many know is that there's something more than meets the eye and indeed, how a landing page look is a big determinant to the success of conversion optimization services.

More than a collection of pantones, font and font sizes, resolution and other aesthetical elements, the visual appeal of your landing page/s forms a crucial part of user experience and engagement which is one of the guiding principles of every professional PPC marketing company. Aside from the actual design, you should also invest in testing your landing page design before making it live.

Go Fast or Go Slow?

The answer to this question really depend on which stage of a business or marketing lifecycle you are in and also to the type of industry you belong in. If you belong to a trade that requires a lot of consumer trust and a really stellar reputation such as finance and insurance, you might want to invest in conversion optimization services that will build your authority such as white papers or consumer testimonials. On the other hand, if you are a well-established brand in your own right or sells fast moving or in-demand goods, you might want to do something more aggressive.

Again, it depends on your business' circumstances and everything should be incorporated in your landing page.

Making Your Target Feel that You Understand

When people search for something, it means that they are lacking that something, and to a certain extent, they are suffering. Times like this, everyone is looking for empathy.

The same emotional dynamic is happening online and if done properly, a PPC marketing company can harness the profitable powers of empathy. Now, this is very tricky when applied to digital marketing versus face-to-face communications as there are many nuances that you don't physically "see." You can invest in a survey to unearth which emphatic signals in your landing page your visitors respond well to.

Conversion optimization services should go hand-in-hand with a PPC campaign or your ad initiatives are really unproductive. Factor this in when budgeting and make sure you dedicate enough financial resources to enhancing your landing page.

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