BradPace.com

I had the opportunity to hear Bryan Eisenburg speak on web site conversion. It just so happens that I am currently reading his book “Call to action”. Paul gave me the book about a week ago and I am about half way through with it. It is taking forever because every page is packed with great info. I have highlighted it and have been writing notes on almost every page. Anyway, it was a great opportunity to attend his presentation. He is one of those guys that you can tell really knows his stuff.

Here are my notes and thoughts on improving your web site conversion rate. Eisenberg promotes the idea of “persuasive architecture”. That means you need to architect your site in such a way that it persuades users (he hates the word user) to go down the paths they need to convert. To do this you must take into account the different types of visitors you have on your site. Then have a way to persuade each user down a path tailored to their specific needs.

There are 4 types of personalities to take into consideration
1. Competitives
2. Methodicals
3. Humanistics
4. Spontaneus

Define each personality and how they will relate to your product. Define each as a profile. Then decide which action (or actions) you need them to take to get to a conversion. Then come up with specific information that each profile needs to feel confident in their decision. The persuasive architecture is centered around the idea of helping as many users as possible feel confident and conformable becoming your customer.

There are 7 formulas for success in having a great conversion rate:

1. Product images tell a story. Make sure you have the right images that connect with your users.
2. Test headlines and hyperlinks. Small things can make a big difference. For example test fractions against percentages (50% off or ½ off). Test asking questions. Also test self focused messaging against customer focused messaging (You can _____ or We will _________).
3. Test various call to actions. Get them to click by telling them what they get. Instead of “learn more” use “Help me choose” or “download now” for example. Also use shading on your buttons (he says it helps)!
4. Point of action assurances. Make sure your visitors know they are on the right path. Make them feel good all along the way.
5. Make it obvious and expected. As you look at your pages, ask yourself if it is clear to your visitors what they should do.
6. Don’t make them wait. Site latency can kill your site conversion rate. Check out the yahoo firefox plugin Yslow that tells you what the problems are with your site. http://developer.yahoo.com/yslow/
7. Does your site stink? You need to leave a relevant “scent” on your site. These are the hints that you place on your pages to lead users down the path they need to go. A scent is made up messages that convey motivation, persuasion and value. Keep them on the path using one of these techniques.

Much more to come on conversion rates. I will be running some A/B and multivariant tests on my site and will blog the results.