Autoplay Revisited

“Turning autoplay on always improves conversions.”

That’s what the gurus say.

And then one day working with one of my clients, we did something stupid.

We tested the idea.

And what do you know?

In our case, we discovered turning autoplay on suppressed conversions!

The tactic of turning autoplay on as a way to boost conversions has been around just as long as the infamous Belcher button.

It was a quick way to bump conversions.

Basically what it means is when a visitor hits the video sales letter page, the VSL AUTOMATICALLY starts playing.

Common knowledge says turning autoplay on improves engagement and conversions because the visitor is forced to watch the video.

They don’t have to click “play”.

Logically, it makes sense.

Except when you test it and then you find out differently.

In light of my client’s experiment, we have a new, perhaps different theory.

Our theory is that when autoplay is turned off, visitors are not shocked by the audio suddenly starting. It’s not disruptive.

The ones interested click “play” because they want to watch the VSL of their own volition.

It isn’t being forced on them.

They watch because THEY WANT TO WATCH and this improves engagement, and ultimately conversions.

44% engagement was a shocker to me. Which is why I wrote this email.

The non-autoplay conversions are more than double autoplay.

Now, am I advocating you turn autoplay off?

NO.

I am advocating you TEST IT yourself.

The hardest part about this business is that we don’t know how high is high.

We start where we start, and then we try to figure out how to improve.

We struggling trying to discover out what’s suppressing conversions.

The thing that absolutely kills you though is MAKING ASSUMPTIONS.

This is why it’s so important to keep an open mind and test–even those very things you have a particular affection towards.

In other words, sometimes it may be necessary to kill your babies.

So try the experiment yourself and let me know what happens, ok?

I’d love to see if this is a sea change in overall behavior of visitors.

Nil Obstat (“Let nothing stand in your way”)

–Matt

P.S. FYI: There’s another thing you’ll notice about the charts.

The smooth versus rough disengagement over time.

By the way, where you see that first big drop off in engagement?

That’s the first call to action. People are clicking through to the order form. 🙂

They’re watching because they want to watch–and more of them are buying. Almost double.

Sometimes, you really have to study these charts to glean the insights.

Good luck with yours and if you need help, just reach out. – Matt

Sometimes, one word can make all the difference [Conversion Tip]

My team and I are INCESSANT OPTIMIZERS.

We kinda have to be. Not much choice.

Not only do our partners and clients demand it, so do our ‘better halves’.

Gotta keep the cash flowing. 🙂

Anyway…

We tripped across this little gem last week. Caught us by surprise.

One of our partners has a optin page in the personal development market.

I’d show you the full page, but at present, it’s getting a healthy 71% conversion. On cold Facebook traffic.

It’s been doing pretty well for over a year, but we’re not ones to rest on our laurels.

We’re always testing, trying something. Even if it’s stupid.

Right now, we’re down to the finer points.

And here’s what we tripped over. It gave us this meaningful boost:

Yep, this one change gave us a meaningful 6.82% increase. Not too shabby.

But wait till you see what we changed.

On the optin page, the original bullet was this:

  • Simple ways to find your true purpose which leads to financial abundance and true freedom

It sounded rather clunky with the two “true”s in there. So we took one out:

  • Simple ways to find your true purpose which leads to financial abundance and freedom

Yeah, all we did was take out the word “true.” Out of an optin page that has 500+ words on it.

Now do we think there’s anything magical going on here?

Maybe.

While we think the copy reads smoother,  we think the uptick has more to do with the word “financial”.

If you’re in the personal development market, which is more important to you?

True freedom?

Or financial freedom?

We think the visitor wants financial freedom more.

The way it reads currently is we’re offering simple ways that lead to financial abundance as well as financial freedom.

What’s your take? Go ahead and leave a comment below.

 

Case Study: Dominating The Health Market With… Cookbooks?

Attention health and fitness marketers:

What if you had a simple go-to strategy to generate quality traffic and then monetize that traffic over and over and over again?

Because that’s EXACTLY what I want to share with you today–from one of the most popular health websites on the Internet.

As I write this, according to Alexa, this site is the 38,134 most visited website in the world.
paleohack2Translation? They get untold amounts of  traffic each day.

(Yes, I do see the chart and it does look like they’ve slacked off a bit for the holidays. But you’d have to admit, you and I would KILL for an Alexa rank of #38,000, wouldn’t we?)

That stated, being “king of the hill” traffic-wise
DOESN’T necessarily equal big money.

After all, you have to know WHAT TO DO with all that traffic.

So how does this popular health site generate its revenue? And what are their “under-the-hood strategies” you can apply to your own online health and fitness business?

In this special Conversion Gods report, you’ll discover:

  • The high volume super strategy that helps this health-site-that-cannot-be-named sell hundreds of mini-reports each day…
  • The subtle copywriting techniques that cause customers to snatch up simple PDFs like they are going out of style…
  • PLUS: the covert marketing plan that has enabled Paleo Hacks to amass a gargantuan list of buyers–at a time when many health businesses are struggling to entice new customers

You’ll get it all right here on this page.

How do I know
their secrets?

It’s not because I’ve studied them. Although I DO study what they do.

It’s because I’ve lived it. My team and I are the copywriters behind this popular health site’s mega-launches. (Can you tell we can’t mention them by name?)

We understand the weight loss, diet, alternative health, and supplement markets intimately.

“So why are you sharing your
secrets, Matt?” you may ask

Fair question.

Well, I can tell you it’s not to publicly gloat and beat our chests like other copywriters do. Our work (when you realize we wrote it) speaks for itself.

Nor do we need to prove how smart or sophisticated we are, how many marketing books we’ve read, or how many copywriting courses we’ve taken.

Again, when you’ve got the goods? None of that stuff matters.

What does matter however, is sincerely and without remuneration, helping your fellow marketer, your fellow copywriter.

Giving back, in other words.

And that’s exactly what I’m doing here.

Giving back. Paying it forward.

So enjoy. What you’re about to read are THE REAL SECRETS behind their strategy for monetizing traffic.

Once the lightbulb goes on, it should change your marketing/copywriting life.

The Lean, Mean
Marketing Machine…

Underneath a simple, stylish blog design, high quality content and thousands of eyeballs hitting the site each day is a lean, muscular marketing machine.

The strategy is simple:

Every single day, this ultra-popular health site
emails its readers and
makes them an offer.

Now, most people are too scared to sell something EVERY SINGLE DAY.

They fear they’ll annoy their list… they worry about being too pushy or salesy… they sweat bullets a subscriber may — gasp! — unsubscribe.

As a matter of fact, if you can offer great products that complement their interests? If you can deliver premium offers that people LOVE? The entire marketing process becomes a joy–TO THEM. And your product is seen as a blessing rather than a money grab.

This high-traffic health blog understands this. And they also know a day not selling is a day leaving untold amounts of money on the table.

Plus, there’s ONE THING they do better than most:

They Know Their Market

I know, I know. Your eyes just rolled, didn’t they?

How many times have we, as marketers, been told we must know our market?

However, just knowing your site’s demographics or how many visitors are looking at your sales pages or reading your emails just isn’t enough.

Believe me, it’s not enough to get the monetization job done.

To really get the highest conversions… to transform browsers into buyers… we must understand what makes them tick… what challenges they face… what keeps them wide awake at night.

Let’s take a look at one of our most successful campaigns to see how we zeroed in and nailed the target market.

What does this health site mainly sell? Cookbooks.

Regular old cookbooks.

Incredible, isn’t it? Despite the internet containing thousands of FREE diet recipes, people are all too happy to hand over money for a collection. Why? One word…

Convenience

Rather than wade through recipe after recipe online, you can get them all together in one shiny, new PDF.

Of course, this is where the sales copy needs to work its magic.

How to make people pay
for FREE stuff…

Ok, now for the good stuff. The intel you’ve been waiting for.

There are 3 major components to the cookbook sales page puzzle:

1) The Story

2) Romance (yes, really!)

3) Killer emails

Let’s get started…

Component #1:
Stories Sell Cookbooks

While it may seem counter-intuitive for a cookbook, you ABSOLUTELY need some kind, any kind of a compelling story to suck people in emotionally. Yes–even when selling a mere cookbook!

It’s simply not enough to list recipes and expect people to buy–no matter how delicious sounding the meals.

First, figure out the thoughts, emotions, the conversation they are having in their own heads… and then meet them there.

What I like to do is hone in on a particular pain point for my prospects and build a story around that.

I’m always thinking…

What is our prospect going through right now?
Why would they even consider buying a cookbook?

  • For instance, with a launch called ‘Paleo Snacks’ (that at last count, sold upwards of 25,000 copies) we focused on the common complaint of walking into a store and having little to choose from except overpriced protein bars.

  • Paleo Breakfast Recipes addresses the morning MISERY of eating the same damn breakfast each day…
  • And for the 100,000+ Paleo Eats cookbooks that were sold, I was fortunate enough to create copy around a Cordon Bleu-trained chef.

The big takeaway here?

Pick a pain point based upon your knowledge of your market and exploit and expand on it with a story.

Trust me, when you pick the right pain point, the story pretty much writes itself.

Now I know copywriters are fond of talking about stories. But not the way *I* do stories.

The difference is night and day.

These stories are designed to speak to an individual prospect’s PRIMAL urges and desires. The things they sense deep within themselves.

Cookbooks are PERFECT for this. Because everyone understands the need for food at a primal, psychological level.

You can’t help it. The moment you see an image of a tasty meal you’d like to have, a deep psychological trigger is flipped. Even your mouth starts watering.

For instance, take a gander at this story that opened the Bone Broth Cookbook:

It’s been a long, rewarding day…

Your ancient ancestral tribe of hunter-gatherers have just finished a long overdue, fruitful hunt.

Everyone in the tribe is hungry and excited. As you look on, they’re harvesting every part of the dead animal.

Mouth-watering muscle and organ meats are taken first. Even things that can’t be eaten are scavenged to make clothing, weapons and tools later on.

Everything is precious. Nothing is wasted.

But what about the parts of the animal too tough to chew? What about those that don’t work so well for shelter, weapons or clothing?

What about the bones, hooves, knuckles and so on?

What do they do with those?

Short answer? They burn them.

That’s right.

Early ancestors would insert fired rocks into the empty carcasses of hunted animals. They discovered the heat would break down tough animal bones, creating a strangely-satisfying elixir.

Initially, they’d sip the simmering brew from hollowed-out tortoise shells.

It gave them strength, it gave them stamina, it kept them strong and vital and healthy–even in the most challenging of environments…

Notice we’re not intellectualizing here. We’re not taking them on some long winded, Luke Skywalker hero’s journey either.

No. We’re getting to the point. We’re tapping into primal archetypes and desires they can’t deny. In this case, being hungry and in want of a meal that nutritiously satisfies. Using stories EVERYONE in the market appreciates as the communication device.

Did I plan on this going in? The answer is ABSOLUTELY.

And you should as well.

With every cookbook, there is always a hook… a story that’s so compelling, it DEMANDS your attention.

Next…

Component #2:
Romancing the recipes

Merely having great recipe names inside the cookbook is not enough for massive success. (Although it helps A LOT.)

You want the reader salivating at the thought of your cookbook’s recipes.

That’s why we spend the time fine tuning the descriptions of the recipes…

… the delectable taste, the vivid color, the rejuvenating health benefits…  

… teasing the reader as if we have a hot meal waiting for them on the other side of the buy button.

Let me give you an off-the-wall example. It does the job better than I ever could.

It’s a pretty funny (if you’re a copywriter) comedy skit from Conan, called:

The Tea Copywriter Cage Match

With cookbooks, select a few of THE BEST, most delicious looking and sounding recipes and then romance the heck out of them.

Whatever you do, don’t hold back.

That said, you could do everything right on-page, but there’s one thing you need to ensure your success.

Before they even get to the sales page, you need
to put them into the right frame of mind…

I call it warming them up.

And there’s no better way to do that than with:

Component #3:
The Killer Emails

Now, Paleo Hacks is typical of a health info-business in this space by leveraging affiliates to suck in untold amounts of traffic.

Nothing new here. EXCEPT…

Cleverly, they give affiliates the lion’s share of the sale knowing this will make them promote HARD.

That way, this superior health blog gets a ton of new customers with very little effort.

And what really gets affiliates pumped, along with a high-converting sales page, are CREATIVES (such as email swipes) that resonate with their lists, priming the pump for the sale.

With the Paleo Breakfast campaign, we did just that with an email subject line that landed like a nuclear bomb. it said simply:

Subject: “Bacon and eggs, AGAIN?”

Amazing as it may seem, the sale is made right there in that headline.

Why?

The problem of being restricted at breakfast time is so great and so common for Paleo lifestylers that this single line immediately resonated.

They thought: “You know how I feel!”

And we really do.

And from that point on, it’s really a case of making sure you don’t screw up the sale.

Here’s the rest of the email:

I can remember when I first committed to Paleo.

My energy was bursting. Fat was flying off. My health was returning with a vengeance.

For breakfast?  Sizzling strips of bacon and eggs–sunny side up.

Who knew bacon and eggs would be the catalyst of my Paleo transformation?

Every day, I’d wake up, and look forward to the sound, the smell, the taste.

Until one day… I didn’t.

I had to admit to myself, I was sick of them. Not just bored or fed up of the taste, but truly SICK of them.

Now I was in a quandary. What to eat. What to do?

Going back to previously unhealthy options was out of the question. It’d been months since I had an English muffin, a donut or bowl of cereal.

And skipping breakfast altogether was simply not an option.

Scouring the Internet for a tasty and satisfying Paleo breakfast ideas proved frustrating and time consuming.

And then suddenly I discovered these recipes from Paleohacks…

Paleohacks Paleo Breakfast Recipes

Hmmmmmm, delicious. Recipe after recipe, everything I tried, tasted sooo good.

Now I finally had what I craved… Variety.

The best part?

These Paleo-friendly breakfast meals can all be made within 10 short minutes! Just as fast as whipping up bacon and eggs.

In the process, my health exploded.

Whoever said it is right. Breakfast *IS* the most important meal in a Paleo day. And double that, especially when you’re following these kick-butt recipes.

=> Paleohacks Paleo Breakfast Recipes

Let’s wrap this up…

I have to tell you, it’s kinda weird being one of the top cookbook copywriters on the face of planet.

First time I wrote for a cookbook, I admit I had my doubts.

Then after 500,000+ cookbooks sold,
I’m thinking it can’t be this simple, can it?

That’s why I decided to write this blog. I mean, who knew so much much money could be made with things that are readily available for free via Google?

But that’s exactly my mindset going in, writing a cookbook promo.

Look at it this way: I’m competing against FREE STUFF.

I simply have to do a better job. Each and every word has to count.

And that’s probably my biggest tip I can give you…

Put some muscle
into your copy

Work on it U.I.S.–Until It Sings.

Combined with the marketing strategies I’ve shared with you, I have no doubt of your ultimate success.

Good luck.

Matt and the Conversion Gods team.

P.S. If you have a project or you’d like me to review some copy of yours, feel free to reach out.

Paleohacks, as well as other long term client/partners keep us pretty busy, but we’ll make the time for you: matt@conversiongods.com

One surefire way to get consistent 4%+ conversions out of the gate

“Matt, you are a copywriting genius and you are really generous with your advice. So thank you in advance.

Question: I have a standard formatted sales letter. So my goal is to improve % of conversion. Right now it’s a measly 1%.

Matt, how can I best determine where visitors are abandoning the page?” Jeff

My Answer:

Good question, Jeff.  And thanks for the gratuitous compliments.  You know how to get the best out of me, that’s for sure.  Keep ’em coming. 😉

And cheer up!  There’s hope.

I’ve got a surefire, cheap way for you to boost those conversions.  Turning serious prospects into buyers.

Now, most copywriters will tell you to
split test your way to success.
I have a different approach IN THE BEGINNING…

Normally, my pages convert decently right out of the gate.  That’s just experience at work.

However, on a new offer, I want to get it so that I convert just an EXTRA 1 or 2 per hundred (1-2%) in the beginning. Just so the Client can easily justify running cold traffic.

That means with the process I’m about to share with you, I’m converting at about 4%.

Now, most marketers would sacrifice a body part for those kinds of conversion numbers.

First of all, I want to understand how a prospect is consuming my sales letter. What are they doing once they get there?

To do that, I use a service like http://hotjar.com or http://mousestats.com.heatmap sample

These are services that allow me to record the moment-to-moment mouse activity of a visitor and play it back later. Compared to the value, these services are cheap. Even free to sign-up.

I know lots of marketers use http://CrazyEgg.com. But at best, all we can get out of CrazyEgg is a colorful consolidated “scrollmap” for my way of doing things.

(Please understand, I’m not slamming CrazyEgg in the least. CrazyEgg is ABSOLUTELY GREAT for what it does. In fact, the owner, Neil Patel’s a Client. You should be using it as well. I just have different intentions at this preliminary stage of “dialing things in.”)

Ok, now let me share with you how I work with tools like this…

Playback Preferred:

First, I don’t look at heatmaps. Yeah, they’re pretty in a DMT ayahuasca sort of way… yeah, they evoke an “Oh my, that’s interesting!” response from me, but I think they’re deceiving in terms of divining insights into a visitor’s reptilian brain, when it comes to consumption of a standard sales letter.

What I do, (caution: it can be time consuming,) is playback very fast (4X or 400%) individual sessions of a visitor. Especially the longest ones.

I’m a bit of a voyeur. I like to watch. 😉

I want the mouse behavior of the longer, converting playback sessions “etched” into my brain.

The implication is the longer ones are people who spend more time are more serious prospects, right?

At least, that’s my assumption. And it seems to hold (except when prospects switch tabs and leave the page active for hours.)

How Far Are They Scrolling?:

The second thing I spend my time looking is how far down they’re consuming the page.

Farther is better, obviously. If I’m not holding them, I blame the subheads first. Then the design. (For instance, I’ll add charts or graphs.)  Then I’ll rework the body copy.

If they pause and spend a lot of time on a certain part, I make note of that in a spreadsheet. It’s probably important.

Where Do They Abandon?:

The third thing I pay attention is how/where they end.

If they exit let’s say at the price, the implication is the price may be a turn-off.

I create a detailed excel spreadsheet about this kind of stuff to be acted upon later.

How to Dial It In:

When you analyze a lot of visitor sessions over time (“a lot” being more than 25 long ones), you start to develop a true appreciation for a serious prospect’s consumption of your sales letter.

If you’re like me, it’ll piss you off at first.

Because you’ll see lots and lots of serious people, but only a few are buying. This will inspire you, for sure. Because you’re sooo close. You just gotta convert one or two per hundred visitors more.

The good news is you start to see what serious people care about (i.e. spend time on) AND what they don’t care about.

Work on converting those serious people.

There are a couple of different strategies I use:

  1. Amplify and smooth out what people are paying attention to. The easiest way is to make it clearer, or create more of an emotional impact.
  2. If they’re not paying attention to something they should be, change the design.
  3. Always, always, always look for improvement in your headline and subheads.
  4. Knee jerk go-to strategy: have multiple calls-to-action.

The shorter playbacks imply visitors immediately see it’s not a fit and bounce. I don’t worry about those at all.

The goal is to get more people to spend more time interacting with the page. Initially focus on those on the one yard line and getting them into the end zone.

Done this way, you’ll glean all sorts of insights. Rather than playing “pin the tail on the donkey” with A/B split tests where you’re just “trying stuff.” If you’re buying traffic, that can get expensive. This way is cheap, comparatively.

So give my way a shot and let me know, ok? Good luck and if you need help, just reach out at matt@conversiongods.com.

P.S. Bonus: The cool thing is after doing dozens of sales letters, YOU BEGIN TO DEVELOP A SIXTH SENSE about how people consume sales letters. If you’re a copywriter you’ll look like a psychic to Clients.

P.P.S. If you have a decently converting sales letter and want to optimize it further, you’ll probably be amazed and excited to learn I offer this process as a service.  I call it Conversion Therapy.  It’s cheaper than a rewrite. If you need help, just reach out at matt@conversiongods.com and ask for Conversion Therapy.

4 Tips For Boosting Conversions With Images

Warning: I’m a copywriter. I make no claims of being a graphics designer or a photographer.

However, over the years, I’ve seen the dramatic effect the right images can have on conversions.

These are 4 tips I’ve personally tested, boost conversions fast…

Tip #1: Include People in Your Images

Most marketers know real-life images pull better than stock images, but here’s a tip which give conversions a pretty nice bump.

Whenever you’re going to use an images, ALWAYS ALWAYS ALWAYS have real people in them.

I learned this 5 years ago, when I was writing a piece on computers. The photographer went out and took really good photos of the computers at the company we were featuring.

Detailed. Clear. Well-positioned. Very professional.

But the truth of the matter was they sucked.

Boring. Empty. Something was missing.

I had him go back and reshoot, having people at their desks actually USING the computers.

Night and day difference in the outcome. The images totally complemented the piece I was writing.

dinner1 dinner2

Which dinner table would you rather sit at?

(Note: You can use this tip for cover art on info products.)

If you notice, the fashion industry has figured this out.

The companies who really have big budgets always use models. As opposed to just showing their line of clothes. Sure, it costs more, but it’s worth it.

Photographing people actually wearing the clothes convert better.

Tip #2: Add Provocative Captions

Now let’s squeeze a little more conversion juice out of each image, shall we?

Let’s add captions, little pieces of copy inserted somewhere into the image.

Images WITH CAPTIONS have been proven to convert better than images without (depending upon the copy, obviously.)

mower

Captions, bubbles, can be anywhere. Just make sure the copy is easy to read.

Tip #3: One Particular Caption Gets the Reader to Suck Themselves into an Image

Now, those are a couple good tips you should be using at every opportunity.

This next one, while it converts like crazy, needs some TLV.

But this next tip will have your website visitor sucking themselves into an image even more.

But be careful: This one tip has boosted conversion by over 100%.

Let me give you an example.

Let’s say you were promoting Justin Bieber tickets for winning a contest.

bieber

Just pull a participant out of the audience, circle them and have an arrow pointing to them, saying…

“This could be YOU!”

bieber2

Can you appreciate how this causes the reader to project themselves inside the photo?

You can do this for seminars, for weight loss “before and after” pictures, any place where someone is getting the benefit of your product or service and obviously enjoying it.

Summary

Next time you have pictures you want to include in your promotion, think about all the ways you can embellish them for optimum effect.

With the right tweaks, they really can enhance conversions.

6 Conversion Optimization Tools Every Optimizer should use

Conversion Optimization ToolsNo matter what it is you set out to do, it’s always useful to obtain the best possible set of tools you can put your hands on. This statement is especially true in online endeavors where cool, new solutions can be found every day for old and new problems. That is why we at Conversioner make a principle out of always trying out new conversion optimization tools.

For your convenience we’ve rounded up a short list with six of our recent favorites tools. We’ve categorized each tool according to its marketing and day-to-day value. Let us know if you’ve found that other tools in a category perform better, have additional cool features or if you think there are other important categories we left out.

 

Category 1: User Behavior Analysis

If you are going to attempt any kind of conversion rate optimization you’re going to need to use at least one tool from this category. These tools allow you to get quantitative and qualitative data and insights in a practical and visual way. Most tools will provide heatmaps capabilities including click, mouse movement and scroll heatmaps and some will let you view actual session recordings from your site. These tools will serve you in your initial analysis, understanding how users interact with your site, and in later steps when you implement changes and want to measure the effect.

6 Conversion Optimization Tools Every Optimizer Should Use

The Conversion Optimization Guide to User Intent

User intent is a major factor in search engine optimization and conversion optimization. Most of the talk about customer intent, however, is focused on SEO not CRO.

The fact is, however, CRO and SEO converge so closely in this area, it’s impossible to separate the two.

I want to take a fresh look at user intent, but provide more focus on the conversion optimization side of the issue.

Here’s my thesis: User intent is the starting point for successful conversion optimization. If you fail in addressing customer intent, you fail in conversion optimization. If you succeed in addressing customer intent, then you succeed in conversion optimization. That’s the simple reality, and there’s no way around it.

What is user intent?

User intent describes what a user is looking for when they conduct a search query. This goes beyond the superficial idea of “keywords.” Keywords are just that — words, and they are nearly passé in the age of semantic search and highly developed algorithms.

The customer’s intent is what those keywords or queries are really driving at.

There are three main types of intent:

  • Navigational – The user is trying to get to a certain site.
  • Informational – The user is looking for information.
  • Transactional – The user is prepared to buy or to perform some other specific online activity.

The basic idea is that everyone who performs an Internet search has a specificintent. They want something. The content that appears in the search results should meet their intent.

The Conversion Optimization Guide to User Intent

5 Untapped Growth-Hacks To Increase Conversion Rates

As most of you know by now, the actual amounts of traffic mean nothing if it simply won’t convert.

Getting traffic is just the starting point – we need that traffic to go through our desired funnel and complete that conversion goal. Surprisingly enough, many gifted marketers aren’t always in that state of mind.

Here’s my take on the topic, with conclusions taken directly from the last couple of projects where I helped startups with increasing conversion rates.

1. Magnify your branded traffic. Usually the highest conversion rates come from brand searches, so that’s the first low-hanging fruit you should go after. Search your company’s brand and find out if you’re in the results where you should be.

If not, you might need to review your branded SEO and/or consider purchasing paid adverting carrying your brand name. Then, think of social networks or profiles that you have yet to dominate, such as Pinterest, Tumblr or even About.me.

5 Untapped Growth-Hacks To Increase Conversion Rates

Beyond A/B Testing: Using Customer Journey Analysis to Increase Conversion Rates

Compared to A/B and multivariate tests, customer journey analysis is the new kid on the conversion rate optimization (CRO) block. The power of customer journey analysis is that it looks beyond an individual landing page, headline, or call-to-action. Instead, it takes into consideration the entire conversion path —  from website visit to purchase.

In this article, we’ll walk through how to decode visitor behavior and use site search to improve the customer journey. So, if you’ve already got the basics of CRO figured out, get ready to take your optimization efforts to the next level.

Understanding pre-purchase behavior

There are three primary conversion paths that customers follow pre-purchase:

  1. Use filters and categories to find a specific product
  2. Search for a specific product
  3. Browse categories until they find a product to investigate and buy

When you think about it, this isn’t really much different from the experience one would have at a brick-and-mortar store. Imagine that you drop by a convenience store to purchase toothpaste. Likely, the first thing you’ll do is scan the signage to find the location where it would be (filter and categories). If that doesn’t work, you’ll ask a store associate (search). Or, if you walk into the store not knowing what you’re after, you’ll casually browse the store.

While asking the store associate is a clear buying signal offline, most online stores don’t treat this signal the same. This is a mistake. Site search indicates that customers are on a high-intent journey, but just how high-intent? Take a look at the data below:

Beyond A/B Testing: Using Customer Journey Analysis to Increase Conversion Rates

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