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PART 3 – Increasing Conversions: How to know you are making progress.

Conversion Tips, How To Get More Customers Tagged , , ,

In the first part of this blog series I ran through HOW to determine what your biggest leaks in the GROWTH HACKING FUNNEL. We then learned about WHAT changes we could make to OPTIMISE each step.

Today, I want to discuss how we should be actually determining and managing changes to ensure that our conversions are improving.

As I previously mentioned, you should follow the GOLDEN RULE and always be plugging the biggest leak in your funnel.

If you are just starting out, or if you are a business that is PRE-PRODUCT MARKET FIT (see here!), there are probably some obviously things you KNOW you can do to your site that will help optimise steps in your funnel.

USABILITY testing is also great during this period because it will quickly highlight easy changes you can implement immediately.

In this scenario, you can also just follow rules of thumb and use your gut instinct (following the advice above!) to QUICKLY and EFFICIENTLY implement changes to your site. SPEED and KNOWING what to change is the key in this scenario. You will easily be able to measure the effect of these changes because your FUNNEL and ANALYTICS should be in place!

Once you reach a certain level however, things become a little less black and white. Growth optimisation then becomes a science and DATA becomes your best friend.

There is a diminishing rate of return. The more we optimise our funnel, the harder it is to continue to improve our conversions. As a result, we need to move to a more SCIENTIFIC approach for determining and managing changes.

We don’t know if the changes we are going to make will increase conversions!

See, the thing is, PEOPLE are WEIRD and UNPREDICTABLE! (In a good way of course ☺)

We now need to start TESTING our HYPOTHESIS to make sure that the changes we are implementing will DEFINITELY increase conversions.

After all, we don’t want to waste resources on something that won’t be BENEFITIAL!

So, how do we do this?

The easiest way is to run what is called an A/B test.

In an A/B test we divide the traffic to a certain page on our website (ideally from one source) into two groups.

We then use one page as a control and create a separate one, implementing the changes we THINK will increase conversions.

One of the groups then gets sent to the ORIGINAL page and the second group to the NEW page and we MEASURE the difference.

Simple right?

This way, we know whether or not the changes we are implementing are actually increasing conversions!

Why do we go to this great length though?

Well, the beauty of it is that we can actually test a number of things at once, for each stage in the funnel, while still knowing what is working and what isn’t!

Furthermore, there are also some great tools out there which allow us to create A/B tests without having to do any coding (or divert development resources!).

Two of the easiest to use are https://www.optimizely.com and www.visualwebsiteoptimizer.com

Both of these tools allow you to CREATE your own A/B tests by simply DRAGGING/EDITING/DROPPING elements on your current page.

You can change text, add/change images all with a few clicks! On top of this, you can also track what GOAL you are trying to measure and easily determine what % of users you want to use in a test!

TIP: Make sure you do some cross-browser testing after creating your tests though as sometimes editing the HTML on your site using these tools can cause some issues….

Great…well here is a real A/B test from the guys at 37signals in action!

Read the full story here: http://tinyurl.com/3wgof54

Please note though, most tests aren’t as clean cut as these!

Well, that’s about it for today. I hope you have learned a little more about HOW you TEST what is actually working on your site and KNOW that your conversions are increasing.

Just remember, DATA never lies! After your funnel starts to become pretty optimised you will need to TEST EVERYTHING!

Happy New Year everyone! Keep those sales coming in 2013!
Adam

What is the first step in improving my conversion rate?

Conversion Tips Tagged , , ,

Hi guys,

We often get asked here at Premium Animations ‘what is the first step I need to take in order to boost my conversion rate?’

Conversion rates are daunting and I know there is so much information out there about it that unless you have a specific action plan of what steps to take, you can feel as though you are drowning.

I know that was how I felt when I was first starting out.

So I thought I would offer some guidance as to the first step you can take to start the ball rolling.

The first step – You need to set up Google Analytics on your website.
This is a simple I know, but sometimes it’s often overlooked.

There is on old saying ‘if you want to manage it, you need to measure it’. So to be able to manage and improve your conversion rate, you need to first measure it.

You always need to figure out where you are, before you can figure out where you need to go (very deep I know ;-)).

So how can I set up google analytics?

It’s pretty easy. It can be done through Google Webmaster Tools.

To get started, simply go to Google Webmaster Tools and select Google Analytics, sign up and then embed the analytics code into the html of your site.

But be sure embed the Google Analytics code into the header of your site as you need to measure each page and how your visitors are interacting with each page.

How do I specifically measure my conversion rate?

This is a bit more tricky and requires setting up a goal in Google Analytics. Once you have signed up and are in Google Analytics, simply select ‘Goals’ on the left hand side and follow the instructions.

When deciding what your goal should be – simply ask yourself ‘what is the last page people see after they have tried to contact me?’ In most cases it would be the ‘thank you for contacting us’ page.

Then once you know the last page people will see, simply embed the ‘goal code’ into that page.

The result of all of this? You now have your first goal set up and can begin to measure:
1. The number of people that are coming to your site; and

2. The number of people that contact you.

And from this we have our conversion rate. For example if 100 people to the site and 2 people contact you, you have a conversion rate of 2%.

So before we can get into benefit driven headlines, A/B testing, iteration of copywriting – let’s start small and simply embed google analytics into your site – so we can begin to measure where we are.

The next step is the most fun and involves figuring out where we need to go (and the best way to get there).

Quote of the week
“There are three ingredients in the good life: learning, earning and yearning.”
– Christopher Morley

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