Getting visitors to your website does not guarantee success that you crave. To make these visitors buy what you are selling or getting them to register or fill out your forms is another thing. This important aspect of your website should not be overlooked.
**** gives you a total overview of the art of landing page optimization with examples. You will get briefed about what works and what does not with steps you can take to better your skills. In this curriculum both video as well as book modules would be used.
INTRODUCTION TO CONVERSION OPTIMIZATION
This is an introductory overview in which you will get fairly acquainted with the common “always be testing” culture. Short training videos from Google on Website Optimizer is also included for testing which would enable you to run critical tests improving optimization many folds.
HOW TO DEVELOP AN OPTIMIZATION FRAMEWORK
**** gives you information regarding how to calculate sales potential in your existing traffic. Additionally, tips on discerning visitor intent, prioritizing marketing efforts are also discussed. After this session your qualified visitors would be the most satisfied of the lot.
What you will learn:
- Calculating your traffic’s sales potential.
- Identifying intent of a visitor using keywords.
- Disqualifying certain visitors for saving time
- Find out the true potential of A/B testing.
- Conversion against persuasion.
FOUR PERSONAS IN UNDERSTANDING YOUR CUSTOMERS
There are many different types of customers coming to your site and *** gives you information regarding how to identify competitive, spontaneous, methodical and humanistic users. The section also deals with information regarding how to keep these users on your website and make them buy your product. Creating personas to build narratives and then using these narratives to convert your visitors into customers are also taught here.
What you will learn:
- Basic four personas and their customer behavior.
- Modeling customer behavior.
- Associating pictures with your customer personas.
- Mapping out the structure of your website to fit personas.
- Narrating a story that sells
TESTING CYCLE
Irrespective of the size your website, it should be continuously tested, refined and modified to increase conversion rates. This is a video session in which, **** tells you how to apply testing cycle even without resources required for testing every aspect.
What you will learn:
- Potential changes to your website that needs to be prioritized
- Importance of conversion rate and why it is essential to the success of testing process.
- Three main factors you should consider before initializing the testing phase.
- Properly setting up your test.
- Chronological order of testing
REASON WHY LANDING PAGES WORK
Testing is all about understanding your customer’s motivation and issues that make a customer convert. Changes to your website should be drastic and more than changing a theme or location of some items. *** teaches you the best possible way to understand testing and ways to increase its impact and better your conversion rates.
What you will learn:
- Understanding what motivates and influences customers
- Basic three different types of action pages .
- Nine variables that you should include in your landing page and five dimensions to rate them
- Grabbing and engaging your customers attention
- 30 important optimization factors subdivided into 4 main categories.
IMPORTANCE OF CREDIBILITY
Enhancing credibility of your website is essential for improving conversion rates. *** explains this aspect and gives you insight on how to build lasting and fruitful relationships with your customers.
What you will learn:
- Why trust is elusive on the Internet.
- Reasons as to why a customer leaves a particular retailer.
- Increasing confidence levels using contact information
- Caution when using stock photography.
- Creating the best in class ‘about us’ page to establish trust with your customers.
MAINTAINING SCENT
“Scent” can be best described as trail your visitors follow when they are coming into your website. This trail can be marked using consistent design and messaging which builds, invites and guides customers through your website and all aspects of it. *** explains with examples how and when a scent is working. Real life success stories are also explained here to keep your scent alive which would lead visitors to conversion.
What you will learn:
- Biggest opportunities to improve your conversion rates.
- Importance of design in maintaining scent as copy and content.
- Measuring strength of your scent using good metrics.
- Dependence of keywords on low conversion rates.
- Effectively inserting keywords into a landing page.
ATTENTION INTEREST DECISION ACTION SATISFACTION (AIDAS)
Getting a sale is not enough anymore. To sustain sales and getting maximum results you have to make sure that your customer is totally satisfied with the purchase. In this session, *** teaches you how to speak attractively to a customer and beguile them with the offer at hand. After this session, your sales and customer satisfaction levels would improve.
What you will learn:
- Ensuring satisfaction of each stage associated with AIDAS.
- Little things that you need to pay attention to improve conversion rates .
- Importance of “add to cart” button placement above the fold.
- Coupon codes and problems they cause with conversion.
- Significance of return policy and why it should be prominently featured in the checkout process.
OPTIMIZING WEB COPY
*** discusses a ten step process for improving copy on your website. Tips for copyrighting are also discussed here. Since copy is the most persuasive of all elements within a web page, this aspect is given priority here. Formatting text for readability, conveying good first impressions and knowing when less becomes more is also discussed.
What you will learn:
- Improving your copy using 10 steps
- Importance of headlines in conversion.
- Mindset of visitors and how the first mental image of your website affects them.
- Effective means of persuasion on the web-WORDS.
- Changing adjectives to verbs to increase your persuasive copy.
VOICE OF YOUR CUSTOMER
Customer reviews and testimonials are invaluable as far as your website is concerned. Even though some companies do offer them, they are not effectively utilized for improving scope of satisfaction. **** briefs you on how to use customer reviews to their best effect. Important tips on placing reviews/ testimonials and how to find a good testimonial are given here.
What you will learn:
- How to make your customers talk about your product.
- Three basic starters for word of mouth stories.
- Effectively using word of mouth reviews.
- Correctly implementing customer reviews on your website.
- Helping visitors find what they are looking for
CONVERSION OPTIMIZATION TOOLBOX
You need to have some tools at your disposal for keeping your site primed for conversion. In this module, **** shares some of this personal tools and tips and tricks on using them effectively. Whether it be testing speed of your website or knowing if space on your website is effectively utilized or finding out if your content is customer-intended, these tools are all that you need.
What you will learn:
- Basic optimization tools
- Tools essential for testing site load time.
- Tools required for image optimization for enhancing load time.
- *** and his personal “Battleship Grid”.
- Tools required for quick and effective usability testing.