If you have recently launched a business website, increasing conversions and generating more traffic should be at the top of your list. You need to have targeted traffic, and addressing those three areas in that exact order is what you need to do. Website usability is easier and generally faster than conversions. However, your conversions and testing will be for naught if your usability is low, or bad. Website usability usually keeps people on your website a long time. So if you can get website usability above average, your testing and optimization attempts will go well. The overall process, when done in order, can create excellent results.
People abandoning their shopping carts has been a huge issue since shopping carts were conceptualized. Luckily, many persistent businesses have decreased this metric in a variety of ways. The first thing you can do is use a bunch of testing methods that will help you make some highly educated guesses. There is some important data and testing results that you can find with your research. So then apply this same methodology and testing to your checkout processes. It is also possible to run your own surveys either via your own website or through a survey centric service. The only thing you actually need is to ask if the person has ever actually clicked away from a purchase. Then, of course you need to ask why they did it, but this is not always so scientific. Probably the best strategy is to combine the two and optimize them as best as you are able. Perhaps you have heard of the A/B split testing method but haven’t tried to use it yet. If this sounds familiar, you’re falling down on the job and you aren’t going to have the conversion rates that you should. This sort of test is incredibly simple to implement on pretty much any web page you want. Split testing doesn’t have a lot of power but the results it offers can be quite powerful. You’ll get your precious data a lot faster when you have more traffic coming in every day. As far as what should be tested, that is up to you, but there are just about always guidelines that must be found and followed. This method is best if you’re on a limited budget but you do need respectable traffic numbers so you can get results faster.
Have you done optimization testing before? If you have not, you might wonder where to start with this process. Usually, the best place to start is with general guidelines that have been tested over the years. Testing on a large scale, in a bold way, is something that many experts advocate. If you start with A/B split testing, you can only do one thing at a time. Headlines are where you should start. These are very important to work with. Smaller details for initial testing is something you should avoid according to many. Avoid the obscure that few may see or that won’t really have much impact on conversion rates. Using a new header with different color schemes can actually be a great way to test.
You need to understand a few things about human nature before you can improve site conversions. You can master the topic of human nature in regard to marketing, but it will take some time to do this. It’s not difficult to find this information. There is a lot of it out there. Knowing why people do certain things when they read your copy is what you need to discover.
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