By Lauren Kade
Sep 23, 2011
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This is part 2 of my coverage of the webinar, “From Click-Through-Rate to Conversion Rate: Conversion Tactics for SEO & SEM.” If you missed my blog post on part one, you can find it here. The speaker for the second portion of this webinar is Tim Ash, CEO of SiteTuners.
Don’t hide what you want the user to do. Tim likes to give the page the “Mother-in-Law Test:” if your mother-in-law couldn’t find your action on the page, then you have a problem.
The need and value must outweigh the hassle and cost for the user (not you). For example, don’t have a super long form. What is the bare minimum of what you need? Do you really need the mailing address? In the example Tim used, they decreased the form length on a client page (and nothing else), and the conversion rate jumped by 17%!
Users don’t like to get bogged down with a lot of text (many users won’t actually read your page).
Wherever the user came from, they had an expectation of what they were going to find on the page. The number 1 driver of conversions is matching the visitor’s intent.
First impressions count in everything, especially in SEM! Your aim is to create trust in a matter of seconds. Put trust symbols above the fold (i.e. – don’t make the user scroll all the way down to the bottom of the page to see them). In the example that Tim used, they added media brand logos of where the product had been seen, and saw a 40% increase in conversions.
To watch the webinar in it’s entirety, you can view it on Optify’s website. Have a comment? Leave one below!