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The Best Way to increase conversions: 2 conversion specialists have Quite different Thoughts

Summary

How long do you allow poor conversions hamper your earnings? After the needle had not proceeded in my unit sales after the holiday period, and my conversion rate was sinking, I hired a transformation pro from Odesk. (No, I did […]

How long do you allow poor conversions hamper your earnings?

After the needle had not proceeded in my unit sales after the holiday period, and my conversion rate was sinking, I hired a transformation pro from Odesk. (No, I did not have much cash to spend.)

My conversion pro 1, whom I will call Carol, had a selection of improvements that I could make.

  1. Remove the whole horoscope forecast and replace using a teaser paragraph of backup — what inspiration was there differently to subscribe to the monthly newsletter?
  2. Use fresh colors and a simple grid design
  3. Place my phone number in the top right of the home page to give people peace of mind
  4. Maintain the sliders to show Various products and services
  5. Eliminate the vertical menu to simplify navigation
  6. List the”nitty-gritty” data down the bottom in column lists
  7. Place my speeches on the home page
  8. Simplify the order procedure
  9. Split the gift baskets — that feature a Business gift certificate — to two parts so people order the gift certificate, the product I Would like to market, and for a few dollars more, can include the gift baskets

Carol suggested improvement 1 on our very first phone call to find out what could be accomplished. In the six months since I used it in November 2012, my subscriptions have tripled what they were for the six months from May to November 2012. Then again, I obviously attract a whole lot of sign-ups in the end of the year so people can receive their yearly forecast for the next year.

For an assortment of reasons, my site redesign relaunch was delayed until 1 April (yes, quite funny) and then many places failed to operate during the month, together with customers telling me voucher was not working.

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However, if I compare this month’s conversion rate of 0.962% up to now, which appears pretty awful, I know compared to yours, I’m ecstatic. Since it has increased ten-fold within my absolutely abysmal March conversion rate of 0.097% — no, that isn’t a mistake.

Google’s Penguin and Panda upgrades have been pounding my website, cutting my visitors this month to a quarter of what it was in March 2013. So I had the visitors, but not the earnings.

Still, there’s room for improvement. So I consulted a behavioural psychologist who specialises in how visitors behave when they see a web site.

I will call her Bridie. She provided a top-line review that was very detailed with 67 notes and suggestions. She’s about eliminating obstacles to buy which is something I am completely on-board with.

She liked my merchandise introductory copy but thought I could decrease customer anxiety and clarify my luxury positioning even more.
Of the dozens of repairs she suggested, here are her top ten:

  1. I am missing a value proposition on the home page telling people why I can immediately solve their problem for them and clarifying my luxury positoning
  2. The sliders need effort for the visitor to sit and watch but in her view are built for the provider’s benefit. If the majority of your customers are first-time, make it clear what you do with a single banner only
  3. My top bar navigation groups (since changed) weren’t apparently obvious enough ie”International Astrologers” changed to”Meet the astrologers”, and”Astrology Reports was altered to”Get your celebrities done”
  4. My free horoscope prediction offer is beneath the fold. On this page, I want to move the email address area people are hoping to fill out to the top and the arrival date (about which people are most sensitive) down to the bottom, and mention they would find a birthday email if they supply it
  5. I want to eliminate the cross-sell product suggestions from all pages but checkout to remove distraction
  6. I want to add friendly, advice language to the somewhat stark order pages
  7. they have to understand how they can pay with Paypal and credit card icons during the purchase process (some people do not scroll to the bottom of the home page to find out what payment options you provide )
  8. I want to give confidentiality information and privacy assurances during: astrology reports are just one kind of gift that you DO want their birth details for
  9. I want to offer clear verb-oriented instructions in my buttons, ie change Confirm to validate your birth details
  10. Eliminate social networking counters — while I have loads of testimonials, I’m no social networking whiz regrettably so most of my goods have low, or no enjoys, pins etc.. Bridie suggests I need to remove them as they reduce visitor confidence.
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I’ve gone back to Carol with Bridie’s suggestions and will want to see what a difference they make. Watch this space.

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