The concluding part in a series of articles taken from a4uexpo London session, 60 tips in 60 minutes: Social, Search & Conversion. In this piece there’s five of A4u’s top tools from Director at Conversion Factory, Stephen Pavlovich’s, presentation on conversion.
Google Analytics will only tell you so much about your site’s conversion performance. Eventually you’ll need to discover any issues straight from the horse’s mouth. There’s no better way to find out what’s going wrong than by asking those actually using your service.
So take a little break from the Google Analytics numbers game and create your own soft data streams. Use SurveyMonkey to ask the consumer why he or she chose not to purchase from your site. What could you do to improve the overall customer experience?
Once you’ve gathered enough data from your user base, you’ll be able to analyse a broad range of insights. You can then decide on some improvements to your website that could help in pushing the consumer towards making a purchase.
Conversion is very much in tandem with consumer purchasing. As purchasing behaviours change, so too do the strategies used to persuade those same people to part with their hard earned income. It’s for this reason that you should be recording ideas through all walks of life.
You can use Evernote to create your own conversion swipe file, but what’s a swipe file? It’s a way of collecting tried, tested or proven conversion techniques you’ve implemented in the past. It helps you to keep track of what works and what doesn’t. Use Evernote to capture everything.
You can get inspiration through all walks of life, it doesn’t have to be just while you browse the web. The good thing about Evernote is it’s mobile friendly and you’ll be able to jot down an idea whether you’re on the train or cooking dinner.
Perfect for any industry involved in web building. Appotate lets you add annotations to live websites. The beta has only been live since the beginning of October, which means it’s not yet a fully fledged product.
The collaborative tool lets you quickly highlight changes that need to be made to a website or project currently under development. Appotate's great for reviewing and signing off new wireframes. You can assign tasks through the web application too, making it a simple one-stop shop for managing conversion workflow.
Appotate may still be in beta, but it’s free to use without obligations or limits of any sort. However, there’s no mention of whether this will still be the case once the service emerges from its period of beta testing.
Google Tag Manager
Google’s entrance into the tag sector has caused a stir, especially with some of the players that have an already established market presence. Jon Baron recently penned an article on A4u about TagMan’s view.
However you look at it, Google has made the process of editing a site’s tags a lot easier. It’s no longer the sole domain of the IT department or webmaster. Google Tag Manager has made it simple for almost anybody to that information.
Tags are a great way to increase conversion. You just need to make sure you use keywords, include a business name, beware of punctuation, match tags to page content, incorporate a call to action and finally, ensure you write for customers, spiders and bots.
Conversion Rate Experts used split testing to great effect when it managed to haul Top CashBack into the Sunday Times’s Fast Track 100. It’s a great way to compare different conversion strategies in a live environment to see how they perform.
Visual Website Optimizer doesn’t only let you run a/b tests, it can also provide some really useful heat map data. The service comes at a cost, though. Small businesses are charged $49 a month and large agencies can expect to pay $249.
The large agency pricing package comes with some additional functionality. It’s possible to have multiple accounts, sub logins and the number of visitors that can be tested on per month is 90 000 more than the small business offering.