Sometimes the best way to understand how to think about improving web conversion is to walk through an evaluation of an actual landing page. Today I’d like to walk you through my approach to landing page web conversion and evaluate the website www.heyviv.com, this site sells vintage 1950’s clothing to two different groups, costumers (for example student plays, Halloween, etc.) and vintage clothing collectors. Check out the site for yourself if you are in one of these two groups, the quality and authenticity of the products are top notch.

Before evaluating any landing page it’s important to understand the upstream traffic of where visitors are coming from, how the landing page is being used. What I mean by upstream is the click right before the visitor gets to your landing page, where did they come from? What are the primary the traffic sources for your page?

This landing page is being used in a few different ways:
1. As a page within the flow of the website from a “Costume Help” link
2. As a landing page from a Google AdWords search ad
3. As a page sent from email correspondence with existing and prospective customers answering questions to people who are doing a 1950’s style show or play.

By understanding where traffic is coming from we can get a better idea of what the visitors needs and motivations might be in order to see the page through their eyes.

In each case the visitor is coming from a different place upstream and has different expectations, motivations and needs. So for each point upstream the intent is different for each user type.

The expectation from the Costume Help link – needs a bit more hand holding and perhaps they don’t know where to start or what they need.

The expectation from the search ad – is to browse 1950’s Grease costumes. They may know what they want since they are searching for a specific keyword and have an immediate need for a costume for a play that is next week.

The expectation from the email visitor – might be for more clarity on specific details of the garments, but each email may be a different case depending on the email content and context.

Each of those expectations have to be dealt with, either on the page or as 3 separate pages.
It’s easier to deal with them on separate pages because you can really focus on a single goal for the page and really target to your traffic and optimize or improve your sales and web conversions. My first recommendation is to create 3 pages to deal with each traffic source.

So let’s take a look at the page with these 3 types of users in mind. Depending on which channel a visitor is coming from upstream (search, email or help link) remember, the motivation and intent of the user will be different for each upstream point.

For this post we’ll only be examining one upstream point for the sake of simplicity and the highest impact on web conversion for HeyViv, which is the user type with the highest likelihood to buy, so let’s take a look at the AdWords search traffic, starting with the ad.
Below is the AdWords copy that is driving the most visitors to this landing page.

1950s Costumes & Vintage
Outfits for plays, parties & events
All sizes, quick ship, discounts
www.HeyViv.com

1950s Costumes & Vintage
Outfits for plays, parties & events
All sizes, quick ship, discounts
www.HeyViv.com

The landing page for these ads needs to address costumers who are looking for 1950’s outfits for a production, dance, event or play. They are there to shop because they need something and usually fast.

These visitors need more reassurance about outfits for specific plays, maybe full outfits for different characters in the play. In general there are too many options that get the visitor off track. The page needs to be designed to help this visitor group buy.

The first way this page can go about accomplishing that is by reinforcing the key points used in the ads like the words “1950s” “Outfits for plays” etc. by reusing those keywords prominently as headlines and sub headlines on the landing page your letting the visitor know the page they are on has what they are looking for. This subtle form of reassurance provides verbal ques to the visitor to help orientate them. Once a visitor clicks their anxiety level goes up. It’s like they have just been dropped off on an alien planet. Your landing page design needs to relieve this anxiety as immediately as possible so as to keep them from bouncing.

Once their anxiety level has calmed down a bit, knowing they are in the right place for what they need is the perfect time to present a strong value proposition and answer why they should buy from you over all the other options they have. This further reduces they disorientation and anxiety however you’re not done yet.

Next, you need to address some of their buying concerns upfront. Remember all you’ve done so far if you followed the advice so far is slightly reduce their anxiety level; you haven’t begun to sell to them yet. At this point they need to know you have the 1950’s clothing they need, is it right for what they need it for and how much does it cost. Currently the landing page does not list any prices, forcing the visitor to pogo-stick back and forth from this page to the product detail page and vise versa. By forcing them to click back and forth you’re not making it easy for them to buy.

Once product and price have been addressed on a newly redesigned landing page, the page still has even more work to do to make more sales. At this point your visitor has decided not to leave, at least not to leave just yet. You’ve gotten past the first 3 seconds, so it’s time to continue to reduce their anxiety and reassure them that buying form you is safe. You’re page design’s next step is to continue down the selling path by addressing concerns like – shipping policy, return policy, etc. Remember the visitor hasn’t decided they want to buy yet. Your design needs to accomplish all of these things on the landing page itself so as not to lead them off the buying path.

The key to increasing web conversions on your landing page is to put the visitors goals at the center of your design and help them buy from you. When you approach web conversion from the point of view of your visitors buying process you can clearly see what needs your visitors require and in what order you must satisfy them in order to increase your online conversion rate.

When it comes to persuasion, human nature is very predictable. There are certain conditions in which we all react similarly. When the right conditions are presented to us and the right persuasive buttons are pushed they act as automatic compliance mechanisms that, once set in motion are very difficult to resist, this is just the way our brains are wired.

In the classic book on persuasion, Influence: The Physiology of Persuasion, Dr. Cialdini, who is regarded as the world’s highest authority on persuasion and influence, masterfully examines six principles of persuasion that are universal across all cultures and circumstances. Among the six principals are the principle of scarcity and the principle of commitment.

Both of these persuasion principles as well as others can translate online in the form of persuasive design and conversion rate optimization. Let’s examine how Totsy.com expertly applies the principal of scarcity and at the same time solves the problem of choice as discussed in a previous post.

Totsy is an Ecommerce website that adds a level of exclusivity through private selling and requires you to create an account before you ever see a single product for sale, creating a form of exclusive access for savvy moms.

Exclusive access alone is in itself a form of persuasion, by wrapping membership around the language of exclusivity on the home page. The button copy used to become a member fully supports the exclusivity of the site. Rather than simply saying, “Join” the button, says “Request Membership” which is congruent with the private access they promise for brand specific sales of up to 70 percent off.

Once a Totsy member the principle of scarcity is in full effect. Totsy features products on it’s site for a limited time, up to three days and typically at 40 – 70 percent off.

You can only buy 3 items – and preview upcoming items for the next 9 days. The limited choice of only 3 items is actually a good thing and encourages members to become repeat visitors, creating a behavior pattern in their customers to remain in a constant bargain buying mode.

The perceived scarcity that is created by limiting sales to a specific time with a countdown clock generates more demand and taps into the limiting factor of scarcity for every item.

The time for the sale is very prominent on the detail page and throughout the browsing visit. What is more interesting is the use of the principal of consistency. The persuasion principal of consistency states that if people publicly take even a small stand towards something, they are more likely to honor that commitment. Totsy capitalizes on this principal masterfully by adding a timer to the shopping cart. After you have added a product to your cart an Attention message warns you that your cart will be emptied in 9 minutes if you don’t check out or resume activity on the site. This creates a form of persuasive pressure for the buyer. They have committed to adding an item to their cart and now the pressure to remain consistent with their action of adding an item to the cart begins to build over the next nine minutes.

The factor that has the most impact on weather a visitor to your website buys or bounces is their individual level of motivation. Everyone has their own individual motivations for finding their way to your landing page or website and there can be literally millions of different levels and types of motivation that get some one to click and buy. For a refresher read the post on the 21 reasons why people buy. An understanding of your visitors motivation is vital to improving your conversion rates, which is why I recommend starting with your customer by creating user persona documents before you begin to design or write any copy. Understanding the exact motivation or combination of motivations from your visitors’ perspective is where the mouse meets the click. But selling online is more complex than just matching motivations; we’re not really all a bunch of pavlovian dogs although we’re not far off. Different people prefer to buy in different ways and the key to better conversion rates is not a heavy-handed persuasion fist, it’s a combination of tools of which persuasiveness is only one.

The problem with most websites is that they start and stop with only one way to communicate to everyone. A mass media broadcast strategy in a one to one Internet world. That works on TV and in print but not on the Internet. On a website you can literally tap into the exact way your visitor prefers to buy rather than forcing everyone to buy the same way.

The key to tapping into this power is the humble little link. But before we get into that let’s first take a look at how to help different types of visitors buy. No matter what you sell online or who your potential buyers are, it all goes back to the human brain. Every human brain is wired the same way and therefore we all process information the same way. When in a buying or browsing mode, no matter what our individual motivations may be, we all fundamentally process information three basic ways. Visually, auditorally and kinesthetically. These are the different modalities of learning and processing information before we decide to buy.

Every individual usually prefers one of these modalities over the other. The visual modality person learns best by seeing. The visual cortex of the brain is larger than all of the other sensory cortexes of the brain put together. The auditorial modality person learns best by hearing. The kinesthetic modality person learns best by doing.

So how does this tie back into selling online, optimizing your conversion rate and the humble little link you ask? Well, remember that each modality is connected with the processing of information and processing of information is directly tied to how we choose and make purchases.

Visitors on your website move through the online space, from one page to another page by following text, images and links. Each modality is an indicator of how that particular person prefers to buy. Quite literally each modality is attracted to a mirror of itself. The visual person is attracted not only to images but to words that resonate with the visual. For example words like see, and look. The auditory person is more attracted to words that key in on the auditory senses like hear, listen. And the kinesthetic person is drawn to tactile words like feel.

These different modalities are keys to how each person prefers to be sold to. Remember websites don’t’ sell, they help people buy and if you can tap into how different types of people prefer to buy you can sell more online.

So let’s tie this back to the link now that you know what motivates the different types of modalities and what each prefers. You can apply this to increase your conversion rate by weaving in the different key trigger words for all three modality types into your sales copy and linking each to a different buying path, that is a different page and flow that is specifically designed to sell to that particular modality.

Because the prospects that visit your site don’t all fall into only one specific modality type you’ll need to apply your linking strategy to all three. By tapping into how each visitor’s brain is wired and allowing them to flow through your website at their own pace and through a path that they create for themselves through the links you’ve provided you’re helping them buy from you.

When improving website conversion rates through testing and optimization, understanding the why is critical. The why is at the top level of insight that we as designers and marketers need to continuously strive to get to. True insight from any testing and optimization comes from an understanding of what specific variable in your test made the difference. What was it that caused the lift in conversion rate, or the dip? Was it the headline, the button, the product image? What was it that you can point to and bring to your boss and say – Here. This did that and the impact was this in real money to the bottom line.

Knowing the why in any conversion rate optimization test for both positive gains and decreases means we can then begin to get closer to predictability. We can make changes in the future to generate consistent results. This is the holy grail of conversion rate optimization, but it is not always what we should be striving for. Often times when it comes to testing and improving conversion rates, businesses do not have the luxury of time.

Sometimes a business needs results and they need them fast. In such a situation it may be less important to know exactly which particular test variable contributed to the impact of improvement and it may be more important to just simply increase results. This is not the dogma of the scientific method but from a business perspective it makes sense.

Sometimes the business need outweighs the needs of science. We’re not living in a lab with white coats and precise measurement tools. We’re building e-commerce sites and living in the trenches of online conversion rates. To get closer to understanding the why we need to conduct systematic tests, changing only one element at a time or conduct very strict multivariate tests, which require a considerable amount of traffic in order to be statistically valid and a disciplined thought process.

For such a situation, where traffic in terms of visits is not all that high to conduct anything other than an A/B test. The business pain is high and results are required fast. Or upper management buy-in to the idea of conversion rate optimization or testing is low and you need a quick win. It’s OK to enter the world of testing and improvement without solving for the why. In such a situation you’re strictly solving for improvement. Your conversion rate optimization philosophy needs to shift in order to focus on the biggest gains possible. The best chance of reaching those big double, and triple digit improvements is to approach your testing in a radically different way. Changing one element at a time will beyond a shadow of a doubt tell you if that particular element improved your goal or not but you’ll most likely experience minor gains at best, in the range of a few percentage points. Taking a different approach however can lift your conversion rates in the triple digit range and beyond. To get the 100+% improvements your test page needs to be drastically different from your control page. Think of your test variable in this case as your entire page rather than simply 2 versions of the headline. There is a time and place in your testing plan to get more granular and bring it back to understanding the why but in the situation described previously your best chance for wind improvements is going to be found in wildly different test pages.

If you’d like to further discuss conversion optimization testing philosophy please contact me, (bobby @ creativethirst dot com) I’d be more than happy to chat.

For years Internet marketers have spent time on search engine optimization (SEO) which focuses on driving more free traffic to your website by improving the likelihood of people finding your website through an unpaid search result. In the early days of the web and even to some degree today, the mentality has been once you have web traffic the rest would take care of itself. Unfortunately this is not even close to being true. Very few marketers have spent any where near the time and devotion on conversion rate optimization (CRO) as they have on SEO, although the number of smart marketers concentrating on conversion is growing more and more.

Traffic is only one component of success, getting people to your site is necessary but if 98% (based on an average ecommerce conversion rate of 2%) of those people are just getting there and not buying or signing up or completing whatever your conversion goal you have for your website, you’re leaving money on the table. Money that could be yours, by improving your website conversion rate.

Conversion rate optimization is the process of scientifically changing elements of your website in an attempt to make your website more effective. These elements can include but are not limited to web pages, landing pages, images, words and processes used on your site, or simply taking away what does not work. Conversion rate optimization is powerful because it increases your website conversion rate without increasing the number of visitors to your site. By increasing total conversions you should increase overall revenue, depending on the specific definition of what your business considers a conversion. For example an ecommerce website would consider a conversion a sale, a lead generation website might consider a conversion as some one who has filled out a request for information form or downloaded a white paper, etc.

The practice of conversion rate optimization has evolved out of two main schools of thought. One school is focused on jumping straight into testing various elements and pages of your website to discover the best version that will increase conversion rates. The second school of thought is focused on first understanding your visitors thought process and then moving onto the testing phase.

Neither school of thought is better or worse than the other. Each has a place depending on the needs of the business. However, they both come down to scientifically testing and letting your customers choose what works best. There is no room for ego driven decisions when it comes to conversion optimization, it always comes down to your customers and consistently rigorously testing, over and over again. Any test is better than not testing at all.

For more information on how to optimize your website for higher conversion rates, please contact bobby @ creativethirst dot com.

Why should someone buy from you? That is one of the top three vital questions every website needs to answer within the first five seconds of a visitors arrival on your site.

According to Ellen Langer Harvard social psychologist it is a well-known principle of human behavior that when people ask someone to do us a favor we will be more successful if we give them a reason rather than just simply ask. In fact Langer conducted a study in which the conversion rate was a whopping 94% in favor of providing reasons. 94% of people in the study complied with the favor asked compared to 60% when no reason why was given for the same favor.

The persuasion principle of providing reasons why applies to improving your online conversion rates as well. From the perspective of a product that is being sold online. It is not enough to simply list the benefits and features of the product and hope your visitor clicks the buy button. You have to give reasons why your prospect should buy.

So how do you do this online?

The answer that just about every single marketing book out there gives in answer to that question is that you have to develop a strong USP.

USP stands for Unique Selling Proposition, which means you should promote a benefit of your product that identifies you as being different from all your competitors. USP is what makes your product different.

But just being different is not enough anymore in a world of so many products to persuade visitors to buy. Consumers have infinite choices and options to choose from online and even more websites that sell that same product.

We all want to be different, but the problem with simply developing a strong USP is that it’s not in-line with the buyer. A USP is focused on you, your product or your website. USPs are seller driven. As the name implies, they boast the selling of your product. They push the sales message and shove the reasons why your product is different down the wallets of your prospects. Providing reasons why is a common persuasion tactic, and as the study reveals it does have a positive impact on conversion rates which is why so many marketing gurus raise the USP flag and tout the importance of developing one. But there is something even stronger and more powerful than a USP. The VP sometimes referred to as the UVP or the Unique Value Proposition.

The reason why the UVP is more powerful than a USP is that a value proposition shifts the focus from the seller to the buyer. The value proposition is not about what makes the product unique, it’s not about pushing the message. It’s about pulling the buyer into the process. The process of buying vs. selling.

Your prospect has one main concern, them. Not you. Not your product. Them and only them not what makes your product unique. A Value proposition puts the focus on them. What value will your product provide to help them solve their problem?

Here’s an example
A USP might be – Contains Dual Acting Stain Remover, To Get Tough Stains Out.

That sounds great but it does not add value for the buyer. It speaks about the product alone with a feature that makes it unique, it contains dual acting stain remover. The USP tries to add a benefit statement that qualifies the feature with – To get tough stains out. But this USP still, like all USPs focuses too much on the selling side and not the buyers side.

You need to sell the value not the benefits or features. Lets take a look at how we can save this and make it a more powerful value proposition.

A UVP might be – Remove Tough Stains With Only 1 Wash

Do you see how that shifts the focus to the value the customer will get with the product rather than what makes it different than the other products?

To create value propositions you must start with a few questions.

1. What problem is your prospect trying to solve?
2. Does your value proposition speak directly to the problem?
3. What is the impact to your customer?
4. Does your value proposition show evidence and support in the form of quantitative information?

Photo Credit: by Sir Millard Mulch. Used under Creative Commons License.

http://www.flickr.com/photos/spine/ / CC BY 2.0

Even if people are not fully aware of it, they think about things based on what surrounds them, like a picture in a grand elegant gold frame. Suddenly that picture becomes more elegant and takes on the characteristics of the frame around it. If this works for pictures would it work for other things?

For years advertising agencies have been trying to tap into the mental models of customers by focusing on the old marketing acronym AIDA – Attention, Interest, Desire, Action. There is certainly a time and place for that tried and true formula. Every website needs to capture the attention of qualified visitors, peek their interest and desire and get them to take action and convert to a sale.

However, where agencies and marketers usually fall short is only focusing on creating awareness and framing. Awareness is a necessary part of any marketing strategy and every website needs visitors to be aware of them in order to get traffic. Framing aligns your product or service with a certain feeling or a particular set of attributes, which is also important in the grand scheme of your brand.

Focusing on just awareness (getting more traffic) and framing (look and feel) will only match your offline marketing campaigns which is far too often all any web designer has to work with. The marketing department is so caught up in a command and control environment they often can’t see beyond just matching the offline print and or television campaign online.

Online marketing however is a different beast entirely. Simply harmonizing your website with your print campaign only deals with framing your product in a certain light and is only one of several powerful tools that can be used to get more sales and conversions. In other mediums like print and TV framing is simply all that you can really do effectively. Other mediums are not interactive and can’t take the ball and run with it to further the sale or even close the sale like a website can.

Because marketers just want to match the offline campaign for brand consistency sake, they are missing out on more sales and higher conversion rates. Don’t get me wrong I fully support brand consistency but there is a lot more that a website can do than simply match the message along with the look and feel and add a call to action button. It’s sad that most websites are still thinking like online brochures. Brochure websites are still an epidemic and so many websites are leaving money on the table because they see the web as a magazine or TV ad with a buy button.

Websites need to do what ad agencies and marketing campaigns can’t do to fill the gap. They need to move beyond look and feel and help visitors make decisions to take action. This is the heart of what conversion rate marketing and persuasive web design is all about, help visitors buy.

This is a completely different approach than simply concentrating on just look and feel or framing. Persuasive web design pulls directly from consumer psychology and mental models, which is where framing comes from but it goes much deeper. It’s more than just visual, it’s verbal too, more in lines with an internal dialog with the visitor and your website in the form of links that pull visitors through an optimized path for buying. By combining design with psychological triggers like scarcity, social proof, reciprocity, consistency and more websites can begin to design the buying process not just the colors and look of your website.

Photo Credit: Gold Picture Frame by Goldener Bilderrahmen. used under Creative Commons License.

http://www.flickr.com/photos/eriwst/ / CC BY-SA 2.0

Do you remember what it was that got you to purchase the last item you bought online? It was probably one of only several reasons and you probably weren’t even fully aware of your reasons why. If it’s this difficult to know why you yourself buy, imagine how difficult it is to understand why someone else would buy from you.  You may think you know why someone is buying from your website but are you really sure? There is a process that customers unconsciously go through in their mind before, during and after they purchase. If you understood this process and knew the reasons why people buy from you, it should be easy to sell more right?

Now hold on a second. I can already hear what you’re going to say. People buy from a website because it has the lowest price. Yes price can be a factor in certain purchases, but don’t let price stop you from selling more. You may have bought from a particular website because of price but price probably wasn’t the underling reason you bought that particular product.

“A budget tells us what we can’t afford, but it doesn’t keep us from buying it.”
- William Feather

It’s so easy to shop for the best price online and it’s becoming easier offline too with the mobile web and advanced applications and functionality of some phones. But price is only one factor in a myriad of psychological triggers and functionality of online stores. Just imagine, being able to tap into your potential prospects subconscious mind and seeing those wheels turn. How much would you pay to know exactly what it was that got them to take out their credit card and hit that buy button? And how much more would they buy?

When you really step back and look at the buying process it doesn’t matter what the product is or who your prospect is. Underneath it all we’re just people and it doesn’t matter if we’re buying online or not we’re all subject to the same rules of humanity.

Fundamentally, there are 26 different reasons why people buy:

1.    To make money
2.    To save money
3.    To save time
4.    To avoid effort
5.    To be more comfortable
6.    To achieve greater cleanliness
7.    To be more healthy
8.    To escape physical pain
9.    To gain praise
10.    To be popular
11.    To attract the opposite sex
12.    To conserve possessions
13.    To increase enjoyment
14.    To gratify curiosity
15.    To protect their family
16.    To be in style
17.    To have beautiful possessions
18.    To satisfy appetite
19.    To emulate others
20.     To avoid trouble
21.    To avoid criticism
22.    To be an individual or express their individualism
23.    To protect their reputation
24.    To take advantage of opportunity
25.    To have the feeling of safety
26.    To make work easier

Now that you have a view under the hood of the buying mind, your job is to tap into one or several mental buying triggers, or reasons why people buy, and apply them to sell more. Which of these buying reasons tie to your customers and products? If you’re not sure run a simple online survey and get insight from the only person that really matters, your customer. But don’t stop there, look back at the 26 reasons and ask how you can add some of them to your selling process, you’ll be surprised at how much more you can sell when you do this effectively.

Just remember the key to effectively applying this is to tie it into your selling process holistically. Think of it like a tapestry, where one strand of thread is weaved together to make the whole. The buying reasons that are most appropriate to your customers needs to be weaved throughout your website, not just simply on the product page. Weave buying reasons in your headlines, your calls to action, your images, every element needs to support and tie into the whole. The reasons why people buy may be simple but applying them is part art and science. Remember, a website is a living-breathing thing, keep experimenting and testing to learn what works for your customers.

In the book Made to Stick: Why Some Ideas Survive and Others Die Chip and Dan Heath describe the curse of knowledge. Simply stated when we know too much about a particular thing that knowledge keeps us from seeing what is wrong with it or how to improve it. This is particularly true when it comes to conversion rate optimization. Both marketers and designers are often too close to their websites. From a users perspective, they know exactly how to navigate their own sites and repeatedly take this for granted when in reality there may be uncovered opportunities for conversion improvement with usability testing. From a customers perspective marketers know their products inside and out and often replace the voice of the customer with their own opinion or what they think are the opinions of their customers. In both scenarios we’re too close to the problem and we suffer from the curse of knowledge.

Avoid the curse of knowledge with unbiased outside opinions. Here are three easy and quick solutions that you can implement today to get instant feedback from real unbiased users.

Feedbackarmy.com
This is a great site where you can get simple, cheap usability testing for your website. Just come up with 3 to 6 questions and for $10 bucks you can get 10 responses within 2 – 3 hours. No better way to get feedback for as low as the price of lunch.

Fivesecondtest.com
This is exactly what it says, tests in five seconds. They offer two types of tests, memory tests and click tests, and they literally take 3 minutes to set up. There is a premium option but you can run as many free tests as you like.

Memory Test
You see a web page for 5 seconds then you list the 5 things you remember. This is a great way for marketers to see if that call to action is really standing out.

Click Test
You are presented a web page and asked to click on the one thing that stands out the most, then are given a text box to enter what that thing is. You’d be surprised at how often a promotion looks like a banner ad to a visitor.

Five second tests help you identify the most important elements on a page easily, ingeniously and super duper fast.

Usertesting.com
Usertesting.com offers low cost usability testing that lets you watch and hear real people as they are using your website. This is the closest thing to an in person usability test that I’ve seen. For $29 bucks you get a video of the user clicking through your site with their toughts in audio as they browse your site and a written summary.  You can even choose the demographics of the users you want. Including age, gender, income, etc. 5 users only cost $126

These are in no way replacements to a true one on one user test but they are great additions to explore before conducting a more in-depth usability test or a professional conversion rate optimization specialist. Conversion rate optimization and Usability testing are both in-depth robust fields of study and these tools simply scratch the surface but they are a great way to get your feet wet, get some great information you can act on immediately and begin to break the curse of knowledge.

Good conversion rate marketing is like exercising. We go to the gym one day and we feel great while we’re there, we’re just happy we showed up and we’re ready to workout. We pick up the weights and get on that treadmill and we’re rocking. We feel fantastic. We hit the showers and head back home with a sense of accomplishment and mentally commit to exercising two to three times a week. Then the next morning comes and we’re soar then another day passes and another and soon we realize it’s been a week since we’ve been to the gym.

Conversion rate marketing is the same way. We know it’s the right thing to do. If your conversion rate is 3% that means 97% of that hard-earned traffic is wasted. Conversion rate optimization will decrease our cost per acquisition and increase our sales, leads, etc. Our marketing budget will be buff and more efficient. Yet just like consistently exercising, it’s hard work. We start out with the best intentions and commit to improving our conversion rate through continuous testing. Maybe we even get through that first test or two but just like going back to the gym, other things get in the way and we find it’s been months since we’ve done anything. Optimizing your website for improvement takes dedication and work. It’s not just about throwing up ideas to see what works. That will take forever to get results and no business has that much time to commit. Successful conversion rate marketing takes asking tough questions over and over to get to the heart of what to versions to run in an A/B or multivariate test.

One of the things that will boost your conversion rate through the roof is clearly expressing your value proposition. Usually that’s also the hardest one to get right but just like exercising if you keep at it and continue to ask the tough questions over and over again, even after you think you’ve got it, ask again and again. Just like walking or jogging on that treadmill you can’t just do it once and expect to get any long-term benefits from it. Improvement is a constant struggle against our own comfort level, so here are some tough questions for you to start asking and thinking about today and tomorrow and next week and next month and beyond.

1. Why do you think each customer type chooses to buy your product?
2. What problems is your customer trying to solve by purchasing your product?
3. Describe the typical customers current situation before buying your product.
4. Why should a prospect buy from you?
5. Why should a prospect trust you and your solution?

Anything worth perusing takes hard work and the dedication to keep at it consistently over time. It may be difficult at first and there may be many obstacles in your way, including your company culture or the belief that it’s the right thing to do. When you’re ready, start asking yourself and others in your organization the tough questions. You may find yourself at dead ends and people in your group or company may squirm and feel uncomfortable with some of the questions because they don’t know the answers. That’s OK. Remember it’s just like exercising, it get’s easier over time if you keep at it and that’s when you’ll find your company getting better at it as well.

Photo Credit: All Man by luluemon Athletica. used under Creative Commons License.

http://www.flickr.com/photos/lululemonathletica/ / CC BY 2.0