123 Reg logo Blog

The Web Owner’s Blueprint (Turn Visitors Into Customers)

By 123 Reg - March 26, 2014

So, you’ve created your website, got traffic coming in droves through AdWords and you’re building fantastic relationships with prospects through your powerful email marketing campaign.

The next step is to take your website and optimize it.  This means maximizing the number of prospects who become customers and how you achieve that is through testing.  Imagine you are looking at a page on your website that might help convince a prospect to become a customer: The question in your mind should be “What can I do increase the conversions from this single page?”.  How you go about doing this is by asking yourself another question, “What happens if I change…?”

The notion of change is really centred on testing new ideas.  And the ‘to-do list’ of testing is only limited by your imagination:  Here’s just a few to start you thinking.

  1. Test using video/audio
  2. Test live chat
  3. Test using live presenters to walk the customer through the sales funnel
  4. Test rearranging the order of the elements on the page
  5. Test writing a specific landing page on your website based around a high-use keyword
  6. Test improving the sales copy
  7. Test long copy vs short copy
  8. Split-test two sales pages to determine which is better
  9. Test a new headline on a key page
  10. Test different calls to action
  11. Test using photos, illustrations, graphics
  12. Test different fonts, colours and sizes
  13. Test using different colours and phrasing on the action buttons
  14. Test using testimonials
  15. Test prices (putting them on the page or not or changing them)
  16. Test a sign-up form to your email marketing
  17. Split-test two emails to determine which is better
  18. Test upsells at the point of sale
  19. Split-test two adverts to determine which is better
  20. Test personalised URLs

And those ideas are just focusing on one page of your website, imagine what else you can test!

Image courtesy of Stuart Miles - FreeDigitalPhotos.net

Image courtesy of Stuart Miles – FreeDigitalPhotos.net

What’s really exciting is that every time you test something and it yields an increase in conversions you are effectively giving yourself a pay rise and that makes this one of the most rewarding activities of owning a website.

Next week, how to build lasting traffic to your website.

Jed Wylie is the author of Make Your Website Sell and works for Morgan Wylie a web design and digital marketing agency in the Midlands. Follow Jed on Twitter.