Website Optimization - Goal: Improve Conversions

With the current economy it is important to refocus your marketing strategies to make the most of your marketing dollars. In search marketing it is important to make the most of the traffic you are targeting. In efforts to increase your sales without increasing your spending budget, it is essential to convert a higher percentage of visitors to your website. Directly, this can be done in paid search marketing by turning the same number of clicks into customers.

Create two different landing pages and test the conversion rate using Google Analytics and Google Adwords. Set up two ad copies that are exactly the same except for the landing page url. Run these two ads against each other for a few days to see which landing page has the highest conversion rate. Often, small tweaks have a big impact on converting visitors into customers.

A few suggestions to test when trying to optimize your conversion rate:

Change your promotional message: try creating a few variation of the promotion, instead of saying 10% off try saying $10 off $100 purchase or $5 off $50 purchase.

Change the number of options your visitor sees: Create a new set of navigation for your landing page, proving fewer options for the visitor to click elsewhere and more to the path you want.

Cut the Clutter: Try testing fewer words, fewer input boxes and fewer distractions

Modify the call-to-action button: Consider changing the look and feel of the call-to-action button, even consider changing the location. Does the call-to-action button work best on the left hand side compared to the right hand side, before or after the text?

Experiment: Try new things to see what works best for your site. You will never know unless you try.