Focus On Conversion Optimization, Not Just More Traffic

I often hear this statement from clients, "I need more traffic so I can generate more revenue".

Stop Thinking That Traffic = Revenue

Everyone wants to make more money but most businesses go about it in the wrong way. They put all of their efforts into more PPC, SEO, article writing, etc. They think that the more traffic they generate, the more revenue they will make. This can be a slippery slope because, often, the money they put into these efforts does not bring back a substantial ROI (return on investment) and sometimes returns a negative ROI.

Focus On Your Conversion Rate

The dirty little secret is that one service could instantly and dramatically increase their revenue. That service is Conversion Optimization.

Imagine what would happen in your business if you suddenly converted double the amount of visitors into paying customers. You could hire new employees, expand your business, increase your salary and more!

What Is Conversion Optimization?

Conversion Optimization is, simply, improving parts of your website and business to increase the overall conversion rate for existing traffic. That means not having to pay additional money to generate more traffic.

There are hundreds of ways to improve conversion rates and I am going to lay out a few below.

• Optimize Your Landing Page (above the fold)

  • Create a powerful headline
  • Create 2-4 powerful points
  • Easy to understand explanation of your product/service
  • Create a strong call-to-action

• Increase Site Credibility

  • Capture reviews from a trusted and reputable third party source
  • Post these reviews on your website so visitors have proof that your product works

• Sales Funnel

  • Create a separate landing page for different customers and product types

• Shopping Cart Improvements

  • Gather information about your shopping cart abandonment
  • Simplify the shopping cart design to avoid confusion
  • Split test copy for a decrease in abandonment
  • Trim your checkout process to as few steps as possible
    • Don't ask for too much information
    • Include additional questions after the purchase is completed

• Grab Attention with Pop-Ups and Pop-Unders

  • #1 rule: don't harass your visitors
  • Create a strong call to action (discount, time sensitive, etc)

• Implement an Upselling System

  • Offer additional products to the customer before or after the sale
    • This will increase your transaction value

• Split Test Your Pricing

  • Research possible price points for your product or service
  • Test the prices with a split test
    • Most businesses set their prices arbitrarily

• Split Test Everything

  • Company tagline
  • Headline
  • Introductory text
  • Offer
  • Guarantee
  • Navigation
  • Testimonials
  • Call-to-action
  • Site layout
  • Return policy
  • Color scheme

• Implement a Followup Marketing, Email Campaign

  • Reach out to your customers consistently
  • Setup an email newsletter (once a month)