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Have you heard of Conversion Rate Optimization before?

No? According to Wikipedia: Conversion rate optimization is the science and art of creating an experience for a website visitor with the goal of converting the visitor into a customer. It is the process of increasing the percentage of website visitors converting it to your customers.

Why is it Important?

 PPC campaigns are becoming more expensive day by day due to increase in competition and because increasing bids for keyword is not possible for most of the online advertisers. This is the time to focus on Conversion Rate Optimization. But before jumping to the tips, let me share some of the advantages you would get by Conversion Rate Optimization.
Overall Spend of Your PPC Campaign would reduce and ROI of your campaign would increase.

It would improve the Quality of your landing pages making life of your visitors easier and Search engines happy.
Your Customer acquisition cost would reduce.

You don’t have to increase bids for your keywords, because good landing pages mean high Quality Score and low bid for a keyword.

And, Did I mention High Conversion Rate? You can bid on high competitive keywords with more confidence because your landing pages have more power to sell than your competitors.

As you know; the great benefits especially the MONEY which you can earn easily by doing some work on improving the conversion rate of your website now, I am going to cover some of the tips (should I say the changes to make on website) which can help you to improve the conversion rate of your website.

 Do a detailed analysis of your website. Ask your family members, colleagues, current customers or even you can hire persons online and ask them to review your website. Make them to try processes like buying a product or sign up for a form and ask what they liked or disliked about your website. How easy it was for them to finish the process and if you found out some problems which are common in all reviews, then try to solve them.

Don’t fill your landing page with content which is not so useful and important for customers. Your customers want to know what makes you different from your competitors and why they should buy from you. Make sure you know the intentions of your visitors when they visit your page and content on your page can answer the questions which are in the mind of your visitors. For e.g. – If you are asking for personal information from your visitor, your page should contain a link to your company policies on personal information about their clients

 Fill your landing pages with Social proofs and testimonials from your old clients. Adding logos of credible sources like BBC or images of awards your product had won is also a very effective way to build credibility. Adding reassurance logos as shown in image is also a good way to build some credibility.

Improve usability of your website by overhauling your website architecture and its navigational structure. Make the process which you want your visitor to complete as easy as possible. Avoid the use of elements like Flash, Pop-ups etc which increase the loading time of your website can irritate your users. Make sure your website is compatible and works well in all major browsers.

 Make your own Test Scenario and design your own A/B or Multivariate tests. A/B testing (Split Testing) is simple and great if you are looking to test single element on your Website Whereas, Multivariate testing helps you to test multiple elements of the page at the same time. Google Website Optimizer is a great free tool to do multivariate testing but you are looking for more accurate results you can go with paid tools like SiteTuners and Omniture.

Theoretically, you can test every single thing on your website. But testing random things just for the sake of testing does not make any sense. There are no rules on what to test first, but start with the pages which you feel more important for you. Test them, make changes on the basis of the results and then iterate the process.

Roger Smith is a freelance writer and mainly writes on Conversion Rate Optimization, Landing Pages, Web 2.0, SEO and affiliate marketing.

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