How To Build A Website Experience That'll 10x Your Conversions: 5 Tweaks To Make

Editor's Notes

• #22: We need to make the user feel safe and comfortable to go ahead and convert in a website. One of the effective ways to achieve this is by customizing the experience.
• #23: I want to start this topic with the basics about the conversion funnel, in this slide you can see an example of a website flow. Here in grey you can see the path that we expect the visitors to go through, they’d start in the Home Page, move to the Product Page, contact and then Submit the info via the form. That’s the path we all hope the users would take while using our website. But then, the purple bars are showing what really happens: As you can see, we lose the traffic during the journey. And what we really want to do is reducing this funnel leaks and bring more people as we can to the last step, which is filling up your form or even buying from you. We need to understand the reasons for this process to happens, and for that reason, the tweak #2 is CUSTOMIZE THE EXPERIENCE.
• #24: We want to make the users feel confident to move forward down the funnel we saw on the previous slide. If your prospect visits your website and you find in the clients list companies that are from the same industry, same business sizes or somehow relate to their own business… that you’ll make that prospect feel more confident that he/she is in the right place and enquiring about the right product. That’s why web personalization is one of the tips for you.
• #31: If you’re not currently A/B testing anything, you’re missing the chance to improve your results. This is the last item here, but probably the #1 point to consider while thing about CRO.
• #34: Our objective here was driving traffic to our DEMOS, we want people to experience a bit of what Marketo can do… With the change of colors, CTAs, buttons, With all those changes, we’ve got this result. – 800%+ Traffic to the Demos.
• #35: I’d like to close the testing topic by sharing with you the steps I usually use to structure the tests I do. The step 01 is the analysis of the data… what’s the data telling you about the users behavior in your website? Which parts of your website needs more attention and fixing? Second step is about creating the hypothesis, based on step one, what and how do you believe you can fix it. Defining the test is the third and very important step, what are you going to test. For example, if your users are not converting in a landing page, your test could be changing the CTA, reducing the number of form fields, etc. To execute the A/B test you’ll need a testing tool… There are a number of options out there, including VWO, Optimizely and also Marketo that can A/B test your landing pages. You’ll need to run the test for a while until you have a conclusive winner, and the volume of traffic to the page will influence on the speed of the test results. Learning: The last but probably the most important part of the test, here is when you learn what works better, implement it as a permanent solution to your website and document the results for future references.
• #41: Imagine yourself landing in a website that is confusing and difficult to fully understand what that business/product can do to help you. You probably won’t convert. And sometimes the products are way too complex and we need some help to explain the scenarios to the visitors. Some of those techniques can increase the conversion rate to a whole different level.