The SES in London is in full swing and SEO experts from around the world are strutting their stuff and sharing invaluable amounts of knowledge that promise to boost the state of the entire industry. Brian Eisenberg yesterday did an interesting talk on website conversion and our very own CEO blogged on www.stateofsearch.com about this informative presentation. Louis’ blog boasts 21 steps on how to improve website conversion. I’ve summarized the most important tips from these two experienced gentlemen, right here, for your own reading pleasure:

Here are a few top tips to ensure that your site achieves maximum ROI:

1. Effectively communicate your UNIQUE value to the client

    Research shows that users take 7-8 seconds to analyze the landing page on your website. Ensure that EVERY landing page on your site effectively communicates your brand, your UNIQUE selling points and establishes instant creditability. Carry this brand identity throughout your site to ensure that your visitors do not lose faith at any stage of the checkout process, resulting in an increase in website conversion.

    2. Make persuasive offers, even if only small in stature

      Overstock.com managed to double their website conversion rate by simply adding the persuasive offer of “Free delivery” to their site. Despite the fact that delivery on average only costs about $3, this offer installed a massive sense of “bargain” in their customer’s minds. Ensure that this “special offer” is promoted on EVERY page of the checkout process, especially on your final checkout page.

      3. Reach out to multiple personas

        Yes, identifying your target audience is extremely important, however, DO NOT forget about the rest of your visitors. Draw up a list of ALL possible personas that could end up at your site, and ensure that each and every page of your site has the look, feel and most importantly – tools that appeal to every type of user. Some people use search functions, some use images, some prefer to use categories to filter their way to the correct product – ensure that your site addresses all these types of visitors throughout and you will experience website conversion.

        4. Create a social atmosphere amongst your users

          Every website claims to be the cheapest, the fastest and the best in their industry. Users simply do not believe what you have to say. Create a social environment on your site where users can interact with one another and communicate. The implementation of comments, reviews and testimonials is a great way to instill a sense of security in your visitors. Figleaves managed to improve website conversion by a massive 35% by implementing user reviews.

          5. Make website forms quick, easy and engaging

            Customers do not like things that slow down their checkout process. Step 1 of any form is to thank people for using your website BEFORE they have actually filled out their checkout or contact form. This goes a long way in making the customer feel welcomed and appreciated. Ensure that forms aren’t massively long or complicated to complete. If necessary, capture the most important details before checkout and then allow the user to fill in the remainder of their information some time after checkout. This is a great tactic in improving website conversion. Do your best to get users to register to your site, the checkout page is a great place to do this as one form can be used for multiple purposes.

            6. Instill a sense of security

              Users are hesitant to give you personal and financial information. Do whatever you have to do to reassure the user that your site is safe and secure and that their data will not be accessible to anyone else.

              7. Focus on user experience

                Websites are all about user experience. Do not design a website for your own convenience, but rather for that of the user. Make sure everything is quick and easy and the checkout process is a natural process for the user. Stick to web conventions as this is what users are used to. If you don’t know what the predominant web conventions are then hire somebody who can assist you with this, somebody who specializes in website conversion.

                8. Never stop testing and adapting

                  Never assume that you have achieved the perfect website. Unless you have millions of users per month and your conversion rate is 100%, then there is room for improvement. Constantly communicate with your customers, constantly test your site, adapt to new trends and remember to cash in on selling seasons.

                  There you have it. A long presentation and a 21 point blog post from Louis summarized into 8 steps. If you focus on the above, you can be guaranteed to experience a noticeable increase in your website conversion. Check out the video below to see the interview that was done with Brian Eisenberg immediately after his presentation at SES.

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