Scale Your Business With Web Analytics, Usability & Conversion - Part 2 | Christine Maisel | Skillshare

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Scale Your Business With Web Analytics, Usability & Conversion - Part 2

teacher avatar Christine Maisel, Designer, SEO & Founder of Portable Entrepreneur

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

46 Lessons (2h 51m)
    • 1. Conversion Rate Optimization Introduction

    • 2. What does your conversion funnel look like

    • 3. Real conversion funnel examples

    • 4. How to prioritize your SEO & CRO efforts

    • 5. What does keyword research have to do with conversion optimization

    • 6. The Importance of Search snippets

    • 7. Why search traffic doesn't result in customers

    • 8. Conversion Trends: Understanding Specific Webpage Elements Introduction'

    • 9. Web forms That Lead to Conversions

    • 10. Buttons & Call to actions That Attract Clicks

    • 11. Page Length Video DONE

    • 12. Call Tracking and Lead Generation Conversion DONE

    • 13. Pricing pages designed to convert

    • 14. How your website speed could be effecting business

    • 15. To use FAQs or not to use

    • 16. How to personalize your website to the visitor

    • 17. Using schema to get more clicks from less traffic

    • 18. Section Intro: Ecommerce Conversion

    • 19. Reviewing the e-commerce process

    • 20. Important product page elements that help sell

    • 21. Important product page elements that help sell - continued

    • 22. Understanding shopping cart abandonment and checkout pages

    • 23. A review of a top e-commerce site

    • 24. Conversion Research: Getting Feedback From Site Visitors

    • 25. Customer, Web & Exit Surveys

    • 26. Site walkthroughs, screen resolutions, browsers & devices

    • 27. How to use live chat to improve conversions

    • 28. User testing to get inside the mind of the site visitors

    • 29. What you can learn about conversion from your site's search box

    • 30. Gray scale webpage testing

    • 31. Section Intro: Conversion Testing & Evaluation

    • 32. What should your conversion rate be

    • 33. When conversions are up & then they go down

    • 34. How the offline can affect the online

    • 35. Different types of conversion tests

    • 36. Section Intro: Psychology, Usability & Conversion

    • 37. How people view websites

    • 38. Persuasion Techniques That Work

    • 39. Fogg Behavior Model & Driving the Behavior We Want

    • 40. Section Intro: Selling Conversion Rate Optimization Services

    • 41. The types of conversion services you can offer

    • 42. How to manage client expectations for success

    • 43. What do to for clients that have no existing data

    • 44. The conversion rate optimization workflow process

    • 45. Pricing your services

    • 46. Your Next steps

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About This Class

This course is a continuation of Scale Your Business With Web Analytics, Usability & Conversion Part 1. Part 1 should be taking prior to this part 2 course for the maximum benefit.

This part of the course focuses on conversion rate optimization. Inside we'll cover:

  • How to set-up a conversion funnel to convert more site visitors
  • How to prioritize SEO and CRO efforts
  • Why your search traffic may not be converting
  • How to optimize specific elements of a webpage
  • Conversion optimization for e-commerce sites
  • How to get feedback directly from site visitors
  • Conversion rate optimization testing
  • How to use psychology to convert more site visitors
  • and several other topics

If you'd like to provide web analytics, web design or conversion rate optimization services - this course is a must. We'll cover:

  • The web analytics and conversion optimization services you can offer to clients
  • How to manage your clients to keep them happy
  • The workflow process you can follow
  • How to price your services

It's all here! I'm also very active inside the course and I encourage you to ask questions and participate as you go through the course. I am happy to help you as you learn to implement your own strategy and see your conversions increase. 

If you're ready to improve your online business or help others improve theirs, this is a course that will help you do exactly that. You will have a much different outlook on how you approach creating a site and making strategic changes to improve it. 

Let's start scaling your business. Join me now.

Meet Your Teacher

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Christine Maisel

Designer, SEO & Founder of Portable Entrepreneur


Christine is the founder of the Portable Entrepreneur where she directly helps web design and SEO startups through education, coaching and services. 

Christine has been a web designer for nearly 15 years - 10 of which she has been self-employed. Her work has taken her from working for some start-up dot com companies in the early 2000's to working as a contractor for the Office of the Under Secretary of Defense to her own home office.

In her time, she has built 100's of websites and blogs primarily on WordPress and Joomla. Christine has also provided training to individuals and businesses to help them manage their websites on their own with no knowledge of web coding.

See full profile

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1. Conversion Rate Optimization Introduction: in this section of the course, we're gonna focus on conversion rate optimization. That is how many of your site visitors turn into paying customers or otherwise take the action that you'd like them to on your website. Then we'll look at how to set up a sales funnel to increase your sales. And then we'll talk about how to prioritize your efforts so that you know exactly where to start while also tie in S E o A bit in this section as the two are closely related and will cover a number of valuable tips that will help you improve your conversion rate with search engine traffic. 2. What does your conversion funnel look like: We looked earlier at setting up the sales final on Google analytics, and now it's time to make sure that you know what your own sales funnel looks at. So I want to talk about some important points that you should think about when you were building your your conversion final, your sales funnel. And then I would like to look at some really examples so you can get an idea of how different sites set up their own conversion funnels. So remember the conversion funnel is your sales. This is how your customers are guided through the online sales process. When you understand your own conversion funnel, you can better guide your site visitors through it and then optimize it for higher conversions, which is everything that we're trying to do here. So if you're selling products or services, you have a conversion funnel whether you realize it or not, and may or may not be optimized, depending on how aware of the funnel you are. But even if your goal is simpler, thin signed services or products, you still have a conversion funnel in place because there is a purpose for your website. So here, I want you to set up your own funnel so that you can visualize it, optimize it and then, of course, improve it. Now, typically in a funnel everything that goes in at the tops of your point water into a funnel , all of the water is going to come out through the bottom. Now a conversion funnel is a little bit different because it's more like a funnel that has holes in the sides and hopefully just small ones, so that the water slips out at different points in the funnel as it goes down. In the case of a conversion, funnel the small holes with the water coming on the sides represent the visitors who leave your sight at different points in your funnel. So we looked at the example earlier of the conversion funnel, and this represented different points in the funnel, and you could see how many people left the funnel at different stages. And then you could see which numbers were higher, which numbers were lower and not helps you figure out where you need to spend the most attention. So you notice in this example at the product page level, you have nearly 1700 people who are leaving ones. They land on the product page, so that is huge. You see that at the home page, 77% go on to the shop page from their near 89% for the product page, and then it drops down to just under 58% so that is a big difference. So if you were signed products that your product is $100 if you can get five more percent of people to convert, that is a lot more revenue for the business. So even being able to make smaller changes can really make a huge difference. So this is all about having to build interest for your visitors and make them desire. Make them want your product or service Until you can do that. Users are not going to take action, so you have to build their interests. You have to make them really want your service or product or whatever else it is that you have, so you don't want to just be jumping all around. You do want to give yourself time to test. You can also try a different funnel, so let's say you have one product and it is $97. What about a different price point? What about putting some visitors and into a different funnel, where it's offered for $67 and see what happens to the conversion rate? You may find it with a lower price product. The conversion rate may be higher. You may earn more. Maybe not. You have to test and see what works. Take a look at what is driving people to different parts of the funnel. Where is this traffic coming from? Is it paid advertising? Are you driving through or get it s Seo efforts? Or is it coming from social media? What traffic is bringing the most targeted visitors? Not just any visitor, but which set of visitors is converting the highest. So if you're saying that your paid advertising conversion rate is very low, but social is very high, that's where you want to spend more of your time more of your efforts to scale that and that is going to help you. You also want to check for interest levels in the funnel so you can ask for basic engagement throughout the funny. How many people are engaging with your site? Are they leaving a comment. Are you asking them to leave a comment? Are they put in their acknowledge us to sign up for more information? Are they downloading? Did you ask him to share something that they found in order to download it? So you just want to check your content and check the interest level as you go through. So your job, whether your products, services or someone, is to solve a problem and make visitors desire the solution and you have. And when you can really make them go after the solution, they really want that solution because going to fix the problem, you really have to spend a whole lot less time trying to sell yourself, your service, your product. You may have people who come into the funnel, but don't they don't. They don't go for the offer just yet. They may have to come back to do that. So consider those people. What final are you putting them into if they don't take the offer the first time? So how do you keep them in the funnel and keep them engaged so that you can try again? Maybe it's a tweaked or it's a different offer. Maybe you are retargeting them with ads to entice them to come back and take advantage of what they did it the first time. This could also be that there are objections that you didn't address. So if there's common concerns that maybe some of your visitors would have are you addressing them? They also don't think about your repeat customers. What sales funnel are you putting them into is a lot of work. I'm sure you know too loud and find new traffic new visitors to sell to. So if you already have customers, they should be going into a new fund. Now, what are you working on? Selling them? Of course, you are providing value along the way. You're building that trust, your building, your brand with them and they're gonna be happy to be a repeat customer. But they should always be in a funnel. So now that we have these points in mind, I want to look at a couple of real examples. So let's do that now. 3. Real conversion funnel examples: when it comes toe online conversions. Amazon is huge. They are one of the top converting sites because they know how to do it and do it well. They know what stands out to their visitors. They test, they improve and their sales really speak to that. There's a lot of things that they do right. First of all, when you go to their home page, you can immediately start searching for a product in the search box. Go the different departments, and if you are longed in, you'll notice that right away they have a lot of recent products that you've looked at relevant or related products that you may be interested in and there, honestly, right there for you to continue browsing now on their actual individual product pages. They do a lot of things really well here, too. So, for example, you can see which one of their products are best seller. So people like social proof and they do that really well on one of those is with this bestseller label. Now you also see here they have the reviews that are listed and then behind number of reviews, so this really helps people determine which is gonna be best for them and help them make the decision. You also see that they have the prime label for people who are included in their prime program. They want to be able to purchase prime eligible products, so here they don't have to click through. All of the important information is right there. On top of that, they can see that they get free shipping. They can see that it's eligible for prime, and they can find out when they're gonna get it. There's nothing more frustrating than going to an e commerce site and having to put in half of your information and add the product the card, just to find out when you might get it to determine It's too expensive and it will take too long here. They have completely eliminated all those objections. Now, if you go into a particular product again, they have the reviews, the number one bestseller status. They have answered questions. You can go in here back from other people who own it, and they also have a one click orders. If you want an expedited check out process, you can click for that, too. They also have other things such as subscribe and save program. So it's automatically just going to generate sales and send people the products that they're asking for without them having to go in and reorder. So it's like a recurring order as part of that program. Some of the programs, like for food, for example. Now they have same day delivery next day delivery, and it's just all about convenient. With Amazon. They make everything fast. They make everything easy, and they make it easy to make a decision. They have all that social proof and all the objections listed right there without having to go in to the order page. Now another one that does conversions really well is base camp. They are a project management software, and they always have their sign inform here right at the top. There, home page is always very simple. They make it known worth with other people struggling. Keep everything on the same page. That is the problem. So many people have. So that draws in the visitor right there. They show you here that you can sign up for free. They show you. Last week, over 9000 companies got started and then give you the opportunity to get started right here that easy. So that really is going to convert well for them. So basically, their sales funnel is sending that traffic to the home page of them. From the home page, they get a free trial offer with no payment required. It's very low risk. They're very transparent about what they do. It's very easy on their website to see how their software actually works. What's actually included. Videos, text It's all broken up very nicely, and you notice that the form stays on the side no matter where you are on the home page, so there's a lot of upfront value right there. Now Group On is another one. Their sales are based on their email list, and, of course, our email lists is segmented by the user's location. But they have a very simple yet high value selling proposition, and that is, of course, getting huge discounts for food for entertainment, travel and so on. And when they first got started, they required that you enter your email in order to see the deals, and they also require that now. But when a user clicks around, if they're trying to get rid of that email sign up box. They can't. You'll notice now. They place a small link at the bottom here where the visitor can get rid of that box and go in and explore deals. But it hasn't always been like that, but people are enticed to put in their email because they want those deals. They want the big deal so they're willing to give up their email address. So their sales funnel is to drive traffic to the home page from the home page to have visitors insert their email address and then from there to go in and purchase the deal. Now, if someone doesn't purchase it deal. They now have their email address, and they can continue to send those visitors deals consistently so they can start purchasing now. Help Scout converts it very well as well. They help you provide customer support to your customers, and they provide tools to do that. And so again, they're driving traffic to their home page as well as they have a very good content marketing and strategy. They have very high end, very valuable information that they give away, and everything is all quality. They have e books that they give away. They have relevant topics that they talk about that bring in new traffic as well, and a lot of their content. You don't have to put in your email address. You can download E books for free without having to put in any information on this really just helps build Brand awareness helps create that loyalty. Build that trust them brings in a lot of visitors for them, and here it's very simple, says exactly what they do and that you can get started for free. So they've completely removing the distractions on the home page on their inner pages. So they're looking for people to either go from their home page or a sub page where people have found their content and then to a free trial sign up. Now they also have a lot of social proof, so you can see here they list out how many businesses that they work with, where the businesses are located. You can see the different companies that they've worked with this well, so this builds some initial proof. So they go. They have testimonials, they show real people, and this really, really helps them in their conversion process. They also have content that I've seen on their side about how they compare to some of the bigger companies, and this really helps. They don't talk negatively about these other big companies, but they say what them themselves do really well and why they're different than those big companies. So that is a huge objection, especially for smaller companies. So if you yourself are running up against bigger companies, this is definitely something you want to spend time thinking about. What you can provide this in. The bigger companies do not. So in terms of thinking about your own funnel, it is going to be unique. You can always use others for inspiration, but do stick to your own business. Goals always be looking at what other companies do that works well for them, but they make sure to match everything that you're doing to your own specific goals because you're not going to share the same goals as these other companies. So all the steps in your conversion funnel really need connect. They need to make sense and flow together, and as a visitor goes through your sales funnel, don't be afraid to use social proof it is so powerful. So using how many customers you have or who you partner with or what customers you've worked with before, anything that could build social proof, testimonials and so on. Use that to continue building that trust out the sables funnel. No, the shorter and simpler your sales funnel, the easier is going to be to convert. So this really again depends on your business types. Some are gonna be longer. Some are going to be shorter, but don't put in any steps that don't need to be there. And if you are offering products where you're offering a service and you're able to offer a free trial, do they make that known? Make it as low risk as possible. Build up your emails. Anything that you can do to continue reminding visitors who you are, and putting them back into the funnel is very important. And if you can do any retargeting ads and keep visitors engaged to help the convert, all of those things can really help you increase your conversion rate. So keep these things in mind as you are developing your own conversion funnel 4. How to prioritize your SEO & CRO efforts: When it comes to search engine optimization and conversion rate optimization, it could be hard to figure out where to start. So learning how to prioritize your S CEO in your CR oh efforts is very helpful. Now. Every business has its own goals and priorities. You have to discover what yours are. But if you're just getting started, I want to go through some guidelines that can help you figure out wary to get started. The first thing you need to know is you need to get to know your visitors. Who are they? What are their problems? What are their pain points? What are their goals? And when you better know your visitors better answer those questions, you're going to be able to better provide that information and be able to go through this entire process. Ah, lot easier. So that is definitely where you'd like to start. Next. You need to know your marketing plan. You need to know what it is that you want to achieve. Do you want more email subscribers? Do you want more people purchasing your product? What is it that you want to achieve? So that way you can design your marketing plan around that, and you can better again focus. You're ASIO and C R o efforts around that plan we had looked earlier on at KP. I share key performance indicators, so if you haven't already, you need to take the time to figure out which ones are going to the most important to your business and which ones you should be tracking. And if you haven't already, you need to set those up and then make a plan of how you can write early, review those and analyze the results that are coming in that is going to help your c R O efforts. And we had looked at a conversion rate funnel as well, and you likely have multiple steps in your funnel. So for each of those steps, it is good to take the time to figure out your conversion rate goals for each step. So that way, if you are not quite converting enough people along each step, you can figure out how you can increase that conversion at at that specific step, because I could really make a huge impact in your conversion rate and then, lastly, you want to test. You always want to be testing. We're going to get into testing in a bit, and you'll be able to see some options and tools that you can use. But you always want to test everything. Testing your copy. Testing your buttons, testing your form, testing the lay out of your sight Everything you should be testing, and based on the information, you'll be able to improve it. Now, as you have gone through this cycle and you're revisiting it, I like to use what are called quick wins, and this is what you can do to find places that are going to result in the biggest return if you improve them, so those are good places to start. If you're not sure what, so looking at your product or service sales, So a few ideas for this are credence. Sales for your product or service. People love to see sales be able to get a deal time sensitive offer. Offer them a limited 33 day only sale, for example, or anything else that you can do to encourage them or incentivize them to take action now because whenever there's that incentive that pushed to help them make the decision to take the action now rather than later. That, of course, is going to increase your conversion. So if you're having trouble prioritizing, revisit this list to see where you can get started, and then also look for some quick wins that you can use a swell. 5. What does keyword research have to do with conversion optimization: you probably already know that keyword research has everything to do with S e O. But keyword research is also very important to conversion rate optimization usto average always begin with the cured research process and knowing your conversion goals at this point, the process is really vital as it helps you to drive the right kind of traffic to your site . So when you're doing your keyword research is the couple of things that you should be keeping in mind in terms of conversion rate optimization. The 1st 1 is a good guideline for you when you're looking on your keywords and you have so many different ideas and you're struggling to figure out which ones are the best. Of course you're doing your homework. Your figuring out the competition you're seeing which ones are gonna be the easiest for you to rank for. But then you can start separating your keywords by goal. Which of these keywords is gonna help push people into certain parts of the funnel? So that way you can prioritize your keyword list by the ones that are going to best help you meet your goals. You also want to be able to list out good content cube words. Studies have shown that the websites with more index pages are able to convert more. Is your sharing more knowledge? You're giving away mawr to your potential visitors, your building that trust with them. And when there's trust, there's higher conversion. You can also compare your keywords to your goals into your specific conversion goals. So whenever you're looking at the key words, make sure that you are linking them to specific goals. Whether that's an overall business goal, a specific conversion goal. Make sure that you know why you are choosing that particular keyword. Now something a lot of us don't consider is that these days so many people can do a voice search. So if they get on their phone, they go to Google. They can speak the key word that they want. They can speak their search, so this is voice search. So you also want to be considering conversational keywords. So what you might type may be different than what you actually speak. So think about how people might speak the search query a little bit differently, and that may help you find some additional keywords that you can go after a swell but really targeting the wrong key words. It's going to decrease your conversion rate again. You must solve the visitors problem and help move them towards their goal. When you're doing that, you're going to be moving more towards your goal as well. So if you are ranking for keywords that just aren't quite relevant enough, or don't do enough to move the visitor toward circle, that you are going to experience a higher bounce rate, which we looked at, and of course, you want that, too, BIA's lowest possible as well. So your keyword research, of course, it ties into SQL but also ties into your conversion rate. So really, make sure that you are looking at all of these things in the big picture. 6. The Importance of Search snippets: Sir Sniff, it's play very important role in S CEO and CR. Oh, and if you are not optimizing your search snippets, you are likely losing out on a lot of traffic. And this is a really easy fix. And you really shouldn't overlook this where you're gonna lose out on all that valuable traffic leads and sales that a back up for a second. If you're not familiar with the term search snippets, if you go to a search engine, take Google, for example. You type in a search query. You'll then be presented with a list of results and you're going to see the title you are l and description of each Web page that has listed, and that is a search snippet. So as a website owner, you have the ability to change that search snippet. Now why is this important is because it is going to influence how many people actually click through to your site. And on top of that, Google actually looks at user behavior, So they're looking at the number of impressions versus click throughs. They're looking at how many times your site appears and search results and how many times people actually click on it. So if you have a Google search console or Google Webmaster tools account, for example, you can go in and actually see the number of impressions versus click. So that's definitely something that Google is looking at. And of course, the more clicks on your content, the higher your rankings are going to be because potential visitors see that it's important . So Google is going to rate it as more important. So this really has to do with how compelling your snippet is. And that means the title in the description and you in the URL can play a role as well. So when you are creating your search snippets, there's a couple of considerations that you can take. The 1st 1 is when you know the key words here, going after, look at your competitors snippets. Put in your keyword into Google and see what other people are using for their title for their description, and then think about how you can make yours even more compelling than them. How can you stand out among what is already there now? Most importantly, your title should match the search query, so you want to be able to put that keyword in there that's gonna draw their attention, it's gonna be molded. And you just want to make sure that you are really matching the user intent. Why would they be searching for that keyword and make sure that your title and your description are written around the users intent. Now, of course, you want to be helpful and compelling. That is what is going to draw them in, and it just gives them an idea of what to expect. So if they know what they can get out of clicking through, they're gonna be more likely to click on it. Now, when you have created your title, you've created your description. You also want to think about the length of them, because after a certain point, Google actually cut it off. So you don't want your search number to be too long and have some of the valuable information, the end, and then people don't actually see it. So a title. You don't want to go to more than 60 characters, but you obviously don't want to be on the low end either. You don't have 20. It's gonna look really funny, will be too short. So anywhere. Usually in that 50 to 55 is a very safe range to be. It means your whole title is going to be displayed and it's gonna be a full title. It's gonna give you enough toe work with you have enough words, and for the description that you'll be looking at about 150 to 160 characters again any longer, you will be cut off. So make sure there's a lot of tools out there that you can use. Just make sure that you are actually previewing the snippet. You can put in your tile description and see what it would actually look like on Google, and that will show you approximately where your title description will be cut off so you can determine if you need to rework them at all. 7. Why search traffic doesn't result in customers: if you're ever analyzing your search traffic and you realize that you are getting more more search traffic, but it is just not converting for you, then there may be a lot of common reasons why it's not actually converted. And the good news can be that there are some quick adjustments that you can review and fix on. It can quickly increase your conversion re and boost it back up, so hopefully this will never happen to you. But in case it does, let's look at some of the most common reasons that this can happen. The first is the wrong content. So we've talked a lot about getting to know your visitors know the types of people that will be coming to your site that we've invest. Target them. But if your constant isn't targeting their problems, their pain points in the issues are really helping them achieve their goals. Then people are not going to stick around, so that is going to be a big reason why profit does not convert, and that is very closely related to the wrong key words selection that we've talked about. If your key words don't match your user intent, then It's just not gonna be relevant enough for them. It's going to send them elsewhere. Could also be that you have an uncompelling offer, so they are interested. You brought the men with the right keywords, but you're offered just isn't enticing enough. So maybe needing to switch your offer or do something to make it more from pounding now. Poor user experience. We talked a lot about user experience. How toe how to make a better user experience on your website. But if those elements aren't adding up on your site again, there's not gonna be a lot of trust there. They're not going to feel much emotional connection to your site, your business, your brand, and that can cause them to leave as well. Now, of course, if they can't find what they're looking for. So it's not necessarily the wrong content where the wrong key words, but it's just doesn't exist, that they cannot find what they actually came for. So again, user intent. Now, if you have an overall just poor visual design or images that can really play into it because people really look at images, images bring an emotional response out of visitors so if you have a poorly designed site or just really needs an update, that can really increase your conversions. The same with images really showing that connection, showing people having professional, well done images, something it doesn't look like an amateur took the images that can make a much bigger impact. So images, for example, are quick fixes. Now, too many distractions. If there's just so much going on, you may have the perfect content that brought visitors in with the perfect keywords, and you have a very compelling offer. But people don't know what to do because there's so many distractions. You're asking them to pull their attention over here, toe left, where your tone them. This that over on the side bar, you're telling them something else. There's a forum here, but in there there's too much going on, and you haven't made it clear. They just got overwhelmed and leave because people want something that's simple. They want to be guided to the answer. You're also not speaking to your audience, so this could be you have the right type of content, but it's just doesn't really speak to them again. This this ties back into the content of it. But you have to understand what words are really going to pull your audiences attention. That's about again getting to know who your visitors are and what is going to really hold their attention. And you may have to test this. You may not know the answer right away. So trying a couple of different versions that you think they work and see which one converts better now something that I see that's pretty common is something just broken or something is just not working. I've reviewed websites where there's been a form in a perfect place in the site. It's a well optimized form. It's very compelling. But come to find out, it just wasn't working. People would click on the submit button and it didn't work. So they were losing all those leads over just a broken form. Or this could be you have a compelling offer. Something clicks through and it takes them to a 404 air. It was just a broken link that is so simple to fix. I've even seen the wrong phone number being displayed. Two numbers were just reversed, so it's just something simple like that. So just making sure that you review in your sight for some of these common issues can help . And there's so many other factors that really can lead to this. We're gonna talk about some others that you may not be thinking of a bit later, but these were some of the most common ones. So make sure that when you were planning your website that you're also planning s CEO and conversion rate optimization all together as a all tied in together. 8. Conversion Trends: Understanding Specific Webpage Elements Introduction': in this section of the course, we're gonna focus on conversion rate optimization. That is how many of your site visitors turn into paying customers or otherwise take the action that you'd like them to on your website. Then we'll look at how to set up a sales funnel to increase your sales. And then we'll talk about how to prioritize your efforts so that you know exactly where to start while also tie in S E o A bit in this section as the two are closely related and will cover a number of valuable tips that will help you improve your conversion rate with search engine traffic. 9. Web forms That Lead to Conversions: Most websites have some type of form, and forms are often very closely tied with conversions as they mark a very specific goal that is being completed by the site visitor. So there's lots of different types of forms that are on a website. You have your contact forms, of course, registration forms check out forms, get a quote form and other lead generation forms. And because of this, optimizing Web forms can have a huge impact. Of course, the more people that you have completing your form, the more leads of more revenue and so on that you will have. Now the challenge is getting visitors to complete those forms. So I want to talk about some optimization tips that you can use to get a higher conversion rate on your Web forms. Now the 1st 1 is placement where you place your form on your website. Is going toe, have an impact. So, for example, look at Dropbox. They have their Web form above the fold, which simply means the visitor does not have to scroll down in order to be able to see the form. So it's right there. It's obvious that there's something that they can do, and they can fill out that form. So this draws more attention to the form and is going to get more engagement now the same here with Airbnb right away they have the form to fill out. Where does the person wanna go? When do they want to go there? And then they will be presented with their options. So that is how Airbnb is able to convert immediately when a visitor lands on the home page . Now, if these forms were hidden, if they were lower on the page, the conversion rate will go down. But it's very obvious on these sites what should be done now. Of course, you want to use the right type of form and, as I mentioned there, seven types of forms. But you also have contest forms, lead generation forms, surveys, event registration and this year's amimour likely to felt certain forms than others. So, for example, when we think about forms on a website are mine immediately goes to contact forms as a standard form everybody has on their site. But the conversion rate overall for contact forms is very, very low. So if you're trying to drive traffic to your contact page that typically has a low conversion rate. So it's worthwhile to think of some other types of forms that you can use to increase your conversion re. So contests and surveys, for example, have a higher conversion rate than just typical contact forms. Now, how many fields you actually use in the form, meaning If you use three fields being named email and message, you want to try to keep those fields to a minimum. The more feels you have typically, the less that converge array is going to be. So a general of thumb that I like to use is to use the least number of fields that you need to request to the actual visitor. So, for example, don't ask for the visitors phone number if you don't ever plan on calling them. So don't ask him to give you more information up front than you actually need right away. Now, of course, there certain types of forms that are gonna allow you to ask for more information, So if you need more information, you can think about what other types of forms you can use, and you could also get a little bit creative. So For example, some websites use multi step forms, and these show users that there are number of steps that they can go through, and it allows them to answer a limited number of questions before continuing on. So it helps make it more likely that there were two complete the form because they have already invested time and they've pressed the continue button and there continuing to work their way through your form. You can also add a progress bar to show visitors how close they are to actually completed it. And if you have longer forms, you consider having the forms go horizontal versus completely vertical, so that's gonna help the form appear shorter than it actually is. Now on a side note about the field, it's very common for us to mark required fields. So, for example, if you want to require that a visitor enders or phone number before submitting the form, you would typically put an Asterix next to the form field, or you would write somewhere that that form is required and that actually discourages people from completing the form. But if you mark optional fields as option also for exam, if you don't need the phone number, but it would be helpful tohave. You could mark that as optional, and then visitors are more likely to fill out the form because they don't feel that they have to fill out the entire thing. That means last time for them now set in form out at the right time is very important. There was actually a study done about when certain types of forms should be promoted. So if you're promoting your form, you're trying to drive traffic to a let's say contest or a survey or to get more event registrations, then this is a good guideline to use about when you should actually be sending these types of email promotions. Now, of course, this can vary by your audience by your niche, so you can always test this to make sure that this is going to be the best for you. But this is a good guideline to start with now. Smart forms. The nice thing about smart forms is that they don't require users to fill out the same information, will perform more than once. So let's say someone has already gone to your contact form and filled out their name and email address. Now, if they find another form on your website at another time, the name an email would already be filled out for them because they've already sent you that information. They would only have to fill out new fields, so that is going to appear to be a shorter form for them because half the work is already done, so that's a great thing to set up. Then there's tools like form stock, for example, that have a Social Auto fill feature that pulls in details from users social media profiles . So the form is partially filled out for them again, less for the user to dio. Now, an enticing offer is always going to get a higher conversion rate, so this usually means you're giving something of value to the visitor. This could be access to useful content, access to a tool list of tools at discount off. This is often seen as a free report or e book, for example. So take crazy egg, for example, what they've done in using a form as they are giving value instead of just saying Hey, give me your email address. I'll send you more great information about your visitors. They're allowing people to put in their website your URL, and then they will receive a heat map of their website that tells them about their visitors that is very valuable and not has a good conversion rate for them. Now the copy of your website. You have tohave justus with anything else compelling copy on the good thing about copy is this is the easiest to change and the easiest to test, and the more you can do to make your copy more compelling, it's going to encourage more submissions, but also be thinking about the button that you use. You want to limit the text to one or two words and really include a strong call to action. On top of that, removing distractions is extremely important. That means what is around your form is very important because usually making it very obvious. What the visitor should be doing and that is filling out the form so surrounding the form with as much white spaces possible is very, very helpful. You can see here Base camp is telling their visitors to use the form. They have an arrow pointing directly to the form. There's plenty of space around it. It's above the fold. It's very obvious. Google, for example. Very simple. There's a form, that's it. It's obvious that's what you should be doing. And lastly, get creative. You don't have to use where the ideas here think about your users. What could be the easiest for them? Take you harmony, for example. Look at how unique this form is. This is just like a sentence, and all the user has to do is fill in the blank, and they have a couple of drop down menus here and make it extremely easy. That's all the visitor has to do to get started, so this will have a higher conversion rate. So overall, you really just want to keep your end user in mind and at the end of the day, test different form Louds and see which one converts the highest for you. 10. Buttons & Call to actions That Attract Clicks: buttons on a website are typically used for called action, so they're very, very important in your overall conversion rate. They hope site visitors identify what it is that you would like them to do on your site, and also to help them find what they came to your site in the first place. For so optimizing the buttons on your site. It's gonna home, guide your visitors and increase your conversion rate because you're helping visitors make decisions on what they should be doing next. And that's what conversion rate optimization is really all about. So there are some general principles you can use when designing your buttons. But what may work for once, I it may not necessarily work for the next, so that's why you should always be testing, and that includes your buttons. So let's talk about some general principles for buttons and called the actions that you can use. The first is to think about the color. You really want to use a color that stands out. You wanted to contrast from the background. You want it to pop so that visitors no, that's what they should be clicking now. Also, there's a lot of information out there about the size of the button. You really want to make the button of decent size. You don't want to make it so small that it's not really noticeable. It doesn't grab attention, but you want to be so overwhelmingly big that it's borderline obnoxious, either. So you just want to make it a decent size so that it does stand out. But it's not overly big. And again, that's something that you can play around with in your tests as well. Now, when you are designing the button, typically you'll have like a more of a circular button or you have a square button. But regardless, you just want to make sure the design is simple. You don't need to do anything that's a really unique at a lot of different shapes around it , and you just want to keep the text simple, a swell so you don't really want the visitor to take any longer than just a second to be able to read the button. So think about this in terms of traffic signs. If you're driving down the road, you need to be able to read and know what a traffic sign means in a split second. When you see it, it's the same thing with the button. So use action words like get C give use. Those are all good action words, and you don't want to just go with that. The standard Submit word. And you could also add urgency, words like today or now that a really gonna encourage action on the user. And you also want to limit the buttons to two options. So if you ever come across websites and you see two buttons, really, that's as many as you want to use. You don't want to give the visitor too many options where they don't know what to do, and they go look elsewhere. So if you do choose to use two options, you could make one a good option and one of bad options. So making one that is very compelling and one that is not compelling it all. Or you can make one that's really compelling, and the other one could be something that the visitor absolutely doesn't want or they would almost I feel silly to choose. So there's really no specific set of criteria that is gonna work for all sites or everyone would really just be out there doing it and benefiting it. So every business, industry and website or different. So you really have to choose what works for best for your audience and, of course, always be testing it. 11. Page Length Video DONE: importance of your page length does play a big role in terms of conversion. So which is better? Sure were long form. Now, as much of this, it depends on what you're trying to accomplish. So while short, maybe better, for one business long may be better for the next. But to give you an idea, there are certain times when short, maybe better than long and vice versa. Show a short length page is good when visitors already know why they're there or if they're getting something for free. And there's really no objections that need to be overcome. That's when you can get away with using a short length site. Now a longer length, on the other hand, is good for when you need time to explain a product or a service where you need to be able to show videos or images that really help tell the story behind a product or service. This could also be when you need time to really build trust with a visitor and also be able to give prove which, of course, helps build trust, and you'll need a lot more room to do that. So if you're not sure whether to you short or long term. Think about what the purpose of your actual page is now. Whether you're using short or long form, it's really imperative that your biggest message and your biggest called Action are above the fold. So we had talked about above the fold recently. Think about what is it that you want your visitors to do? And that message and that called action to be first. And visitors should not have to scroll to see what you want them to dio and what they should be getting out of that page. And if you don't include your strongest message up top, this is not gonna be compelled to continue scrolling down. That's why you really gotta put your best effort way up high on your page. 12. Call Tracking and Lead Generation Conversion DONE: if your business operates both online in offline, even if all that means is accepting phone calls. Not necessarily. That visitor has actually come to a physical location. Offline leads really tie into your online conversions, and so they are very important to track as well. So some businesses air gonna do better selling over the phone. Then they're going to online. So if you think about certain industries, like mechanics, doctors, plumbers, for example, those are all going to convert better over the phone Now. Studies have also showed that phone numbers also convert higher than forms. We talked about forms a little bit ago, but if your business would do well by listing a phone number and taking calls than those do , convert higher than forms had something definitely worth taking into consideration. It's definitely often easier to sell to a person when you can get them on the phone. So one easy way to track causes to use call tracking services. There's some like call rail drew NBI, for example, and they're basically forward, the call to your business and then they will track the number of calls, and some of these services will even record the conversations. So if you need to go back and really see which ones air converting and what conversations air leading to the most sales, that could be helpful as well. Now, another time that is helpful to use. Call tracking is if you're gonna be doing some paid advertisements or even just promoting on social media with different ads, you can use different phone numbers with different ads. So that way you can determine which add is really generating and the most calls. So you can also use the click to call Gmail ads where put your phone number right in Gmail with the advertisement and the person came click to call if they want to speak with you. So it's really good way to know when you're marketing is working. And that could be more difficult to track if you're using the same number across different ads. So a good way to really help, even with forms, is to put a phone number in a lead generation form together. So that way you're giving options. If the person likes to fill out a form where they like to call, they'll have both of those options there, and it's very important that you are also giving expectations. You want to make sure the visitor knows what to expect when they are calling. So if you think about letting somebody know that the phone conversation will take five minutes or by the end of the call, they will know X, Y and Z that's helpful for them to way, whether or not they should actually call in no of your local business. Local numbers do convert better than, let's say, 800 numbers or numbers that are non local. So if you are trying to try local leads, use a local number in that area. Now. One thing that a lot of websites that I work with Miss Out On is not making their phone number on their website clickable for mobile visitors. So if you have a mobile visitor on your site and they want to call you, they should just be able to touch the button, and it will start calling your business. If you haven't set that up correctly, this is the code that you would need. It would be very simple toe. Add this in, and it can also really increase your conversion rate. So these are definitely some things that you want to think about when you're time both your online and offline efforts together so you can see what is working and what is not working . 13. Pricing pages designed to convert: pricing pages are obviously very important for conversion and learning. How your pricing structure can affect your conversion rates and how to guide site visitors towards making the right choice is going to make a big difference for you, of course, so some pricing can sell better than others, so split testing your pricing is very important. So, for example, if you offer a $97 product $97 service, you may want to split. Test that with $67 see what the difference is. You be surprised at how just a split test in pricing can make a really big difference in revenue, even if that means selling at a lower price point. Now, you also want to consider who you're selling to. So, for example, if you are selling products in the U. S and U. S, only then you may want to offer only obviously us dollars. But if you are selling in multiple countries or your audience is from all over the world, you may wanna consider offering a conversion rate into different currencies or selling in different currencies. So it's very easy for other visitors to see exactly what they would be spending one of the most important principles is really just keeping your pricing very simple, very easy to understand. So when you insert multiple options and you make you very complex with the details of each individual price, it can be very overwhelming, and it can cause visitors and not make any decision. So just make sure that is very simple, and it's very easy to understand now. You may be familiar with price and tables, and one feature that you see a lot with pricing tables is a highlighted option saying, Hey, I'm the best choice Pick me and that's the one that really stands out sometime since the different color. Sometimes there's a road going to it where it's identified in some way as being the best choice. So this works while when you have limited options and you really just trying to point people to the best option. So oftentimes you'll see that as being the middle option. If you have three packages being offered, for example, and some companies have also tried making the highlighted choice the most expensive option . That way, when the visitor looks to some of the lower priced options they see that it's less expensive, and that may be a better deal for them, so that encourages them to choose one of the packages. We also want to make sure on your pricing page that you know some of the objections that your audience has, why they may be hesitant to actually purchase the product, the service, and you want to be addressing some of those questions there, and that is again all about getting to know your audience, and that can take some time. But you can also do different things, such as offering guarantees you could offer free trials. You can add testimonials or other forms of social proof to your pricing page and even other frequently asked questions, so that could be very helpful as well in converting visitors on your pricing page. But at the end, you really want to make sure that you have a very, very strong, compelling call to action. So consider using the what, when, how and why. So the more of these you can include in your call to action, the better. So what is it that the users getting? When will they be getting it? How are they beginning it and why should they be getting it? And the more you could make that clear in a quick, strong, caught of action, the more people you are going to be able to convert on your pricing page. 14. How your website speed could be effecting business: the speed of your website effects, not Onley your conversion, but other important factors as well. So, for instance, a better website speed is going to give your visitors a better user experience, and you can even have higher rankings because of you. Faster website. So if you're say, is too slow, visitors leave. You have a higher bounce rate. You lose sales and revenue, of course, so you can check your site load time using Google Webmaster tools and look for the details there. And that's going to tell you what Google sees and how fast they see your site is actually loading, and Google also has a test that allows you to put in your website your all and get a page speed back. So that's definitely good feedback for you. Now this can't get a little bit technical, but I'll try to make it easy here. And if you have any questions at all, do ask. But here are some of the things that you can do to speed up your website. The first is to use Jesup compression, and the first thing that you could dio for this is to go to your Web host. Go to whoever's hosting your Web site and ask them if they use Jesup compression and deflation, Jesus compression and inflation on their servers. And if they do, that can reduce the file size of your site up to 70% which is huge. That could really make a big difference for your site speed. So this is really one of the reasons why it's important to choose the best weather host that you can. So there's obviously so many different options out there. So you want to choose the best one that is going to meet your needs, and that also fits within your budget and just do the best that you can now. You can also do a Jesup test to see if this is currently happening on your website as well . Now, next, you can have your scripts and CSS load and external files, and this basically means instead of the actual code loaded with each individual Web page and taking the time for toe load every single time and new pages loaded, it will rely on an external file, which speeds up the time. This way, the browser on Lee has toe load that foul one time rather than each and every time someone visits it a page on your website. Now optimizing your images is an easy one. So if you're using programs like Photoshopped, for example, they have a saved for Web option, and that allows you to check the quality you can look at saving as a. J. Paige PNG GIF, etcetera. And compare that to the download time. Now you can also use smush it, for example, to compress the images and that you don't lose and equality. Now re sizing the images is a great way to help speed up the site as well. So, for example, if you have an image that is 1200 pixels wide, but you only need it to appear at 400 pixels, you should be re sizing that image before you uploaded to the site. So reduce it to the size you actually are gonna have it appear on your site because regardless of how you size it in the code or you set it up in WordPress, the browser still has to download that entire image of files. You want to make that as fast as possible. Now you can also use cashing if your website is on WordPress, for example, you can use plug ins like WP super cash, and this is lost browsers to save the latest version of your website and display that would have visited returns to your site instead of dynamically having to reload every page every time. So that is definitely a speed booster as well. You know, if you have a large site, you have a lot going on on your website. You have a lot of traffic going to it. Using the content delivery network is really useful. So basically what a cdn does is it serves pages based on the user's location. So if you have a user in Asia, it will deliver that content using a server in Asia. Or if you have a user in South America, it will then again use a server more local to them. So basically, this just allows them to get access to your site from a server closer to them. Now, you can also look for different sites in your area, so let's say you are local business or you predominantly serve a particular area. Then you can look for host that have different server locations and ask for your site to be on a specific server so that could help your page speed as well. Now you may or may not be familiar with 301 redirects, but you do want to try to keep them to a minimum. But if you're not familiar with what a redirect is, that is if let's say you have an old Web, u R l. And you no longer want visitors to go to that page. But let's say you have a good ranking in Google with that page, or you have other people linking to that page so you don't want to just delete it. You can create a 301 redirect, which will send anybody going to that old your all to a new U R l of your choosing. Now you don't want to use too many of them because again, it takes time for search engines to see that forward and said users to that new site. So if you have your site has a whole lot of girls ah, whole lot of 301 rejects that can slow down the site. So implementing even some of these changes can really have a big impact on your site speed , and always go back to the Google test and see how the changes are improving your site speed . 15. To use FAQs or not to use: many site owners like to include a frequently asked questions page on their website. This helps keep customer service timeto a minimum. Hopefully, it helps answer people's questions and help make sales. But does having FAA cues page on your website really increase conversion? And should you actually be including an FAA cues page? Ideally, no. You shouldn't have an FAA cues page, because your aim should be to remove the need tohave it in the first place because your copy should be so compelling and so strong that it leaves people with no doubt that they should make a purchase or take action on what it is that you want them to dio. Now this is not a blanket statement. This is not the case for all businesses out there, but ideally, regardless of your business type, you should be aiming for the majority of questions to be able to be answered in your compelling copy. Now, if you do have f accuse, you should be addressing even the main objections. You don't want to just include as many F accuses possible, but you really want to be going after the main objections that you are hearing from your visitors from your customers or clients. Some instances, ever Hughes can increase conversions. So these are some of the things that you should be thinking about now. One thing that you can do to help visitors is always make everything easy for them. So if you have a lot of FAA cues, depending on the product or service that you're providing, trying to group your questions into different categories and this is gonna make it really easy for visitors to find their answer. So that way they can get back to taking action. Doing what? You want them to dio one thing. A lot of people, Mrs actually adding a call to action on the F A Q page. So somebody is actually happy with the answer. They want to go ahead, take action. A lot of the times they can't actually do that from the FAA cues page. So don't make your visitors search for that next step. Make sure you are showing them what they could do next. Once they found the answer that they're looking for. So do your best to make your copy as compelling as possible to remove the need for FAA cues . But if your business does require FAA cues. Keep these tips in mind for how you can make it as easy as possible for your visitors. 16. How to personalize your website to the visitor: personalization is a huge way to really convert more visitors on your site. And it's one that a lot of businesses did not really take advantage of because it really does take planning, and it does take time to put into place. But the impact could be really huge, and personalization is all about personalizing your site to the visitor on the site so that it can really have a positive effect on them. So here are some of the ways that you can actually go about personalizing your site. So this is all about having a great user experience. So anything that you couldn't do to tailor the experience to the actual visitor is really important. So, for instance, when you goto Amazon USC products that you have recently viewed others that are related to products that you have viewed products that you are likely interested in, and this is tailored to each individual user now dynamic pricing is also important. You have all different types of customers. You have customers who want to pay top price. They see the value in things. You have customers who want to get the latest deal out there. They want to get something just because it's an expensive for them. You have people in the middle, so there's different types of customers. So if you can have dynamic pricing to reflect the different types of visitors on your site , you are able to convert different types of visitors at different price points. Now, as I mentioned that Amazon has recommended and recently viewed products, if you have an e commerce site, this is something that you can also implement like them And again, this is tailoring the experience to your user. You can display different content based on the referral source or even the location of the visitor on your site. So, for example, if you have a visitor coming from Washington, D. C, you can show them images. Let's send them background of your site or just within the copy of your site. Images of the Lincoln Memorial, the U. S Capitol or images that are very relevant to the Washington D. C area. In another example, if you are referring traffic from social media, you may want to display a different message for them. Then the visitors coming to your site organically from search engines, so you just want to think about the different visitors and what may be helpful for them. So you can also use tools that will help you with personalization like there is optimized lease personalization product. And there's other tools out there that you can use to help you with implementing this on your website and these air definitely tools and tips that you definitely want to look into because they really can have a huge impact on your user experience and, of course, on your conversion re. 17. Using schema to get more clicks from less traffic: so I want to talk about schema. I want to talk about what scheme it is and how it can help you generate more leads and sales without having to generate any extra traffic from search engines. So let's start with what schema actually is. So schema is a set of HTML tags, and you add these tags to the HTML on your Web pages around specific pieces of content. And this give search engines a better idea of what your Web pages actually about. So instead of just telling search engines what your website says, it tell search and in what your website actually means, which in turn is gonna help them deliver better results to the users and can help boost your rankings can help get you more clicks, so this is going to help them also deliver richer search results, which means your search snippet, as we talked about in addition to the title that you are all the description. It could also have rating and reviews. It can have events and other data that gets displayed when you mark up your webpage using schema. Now, many businesses don't use schema or they just overlook it. They leave this opportunity on the table, which is yet another important reason for you to use it, because it really gives you another opportunity to stand out. And this is a great way to get more clicks without having to have the top ranking. So if your website and you rank number one years, you should be getting work clicks than anybody else in the top 10 results on the first page of Google. But if you are, let's say in the third or fourth spot in organic search results. But you have, schema added, and let's say you have reviews display in with your search snippet. You can get more clicks and even the first and second position, and Google because your listing stands out more than the others. And on top of this, it could even boost your ranking some. So there's all different types of scheme in that you can use from star ratings of reviews of ens images, videos and others. So if you're familiar with HTML code, you're going to be able to add schema. No problem to your website. But if you're not familiar, don't worry. Google has what they call a Google structure data markup helper, and you're able to insert your your URL, and you can simply highlight what you want to tell Google. So if you want to highlight your phone number, your address, your reviews, your ratings, you can simply select those and then select the schema type and save that so it's a very easy tool if you're not familiar with coating to be able to benefit from scheme. 18. Section Intro: Ecommerce Conversion: in this section of the course, we're going to talk about specific conversion issues that are unique to e commerce websites . So if you don't have any commerce site and you don't plan on working on one, you can go ahead and skip to the next section. Other ways. Here, we're going to look at the e commerce sales process and common issues that prevent customers from successfully completing a purchase. Resolving the issues that we discussed in this section will likely have a very positive impact on your stores conversion rate. 19. Reviewing the e-commerce process: I'd like to start by taking a look at some of the common e commerce Web pages that you really being to take into consideration during a conversion review. So there's several pages that are very important to the process. You typically will have your shop or catalogue page to put in what you would like to call it, where you feature several products that are all within one category. For example, you may have women's shoes, men's shoes and Children shoes, and then those each may have their own sub categories, while so there's potentially two sets of pages there. Then you have the individual product page to feature the individual product from a particular category. That's where a user can add a product, their cart and begin the check out process. So then you will also, of course, have your check out page, possibly a shipping page and, of course, a payment page. And when all is said and done, an order has been completed. You will typically send the user to a thank you page, so there are several pages that the visitor is going to participate, and you really need to make sure that these air optimized to convert as best as possible. So here I really like to start talking more specifically about the product pages and also the shopping car and payment process pages so that you can have better usability, which which, of course, is going to result in higher conversions for you. So let's start off looking at those pages now. 20. Important product page elements that help sell: product pages have many different elements, and each of those elements individually can help increase conversions. I want to take a look at how you can go about improving them, so as a quick review, some of those elements are the product title, the product image and description. And then you always have a by area, and there may be an other or additional detail section that has other elements, like up cells or attributes at a customer needs to select from. So there's many different elements that you really need to take into consideration by themselves to make sure each one is going to help you in the process. So starting with the title, you really want your title to be descriptive of the product. Of course, we also want it to be compelling. You want the title to make the visitor want to actually purchase it. And of course, the description works right alongside with the title as well. So your description is really going to get into hopefully a lot of detail about the product , and this is where you should really be spending time because this is going to help the visitor visualize having this product owning this product and making them want to purchase it. So you also want to think here and look at how much of your description is more logical and how much of it is more emotional because customers off to make emotional purchases. But when we list out our product details, we tend to be very logical about it. We put an information like sizes and dimensions and ingredients and some of the basic logical elements that you need to include in a description. However, you want to start pulling in some more emotional words into your description as well. So, for example, if you take a look at some of the reviews, reviews are always a great place to start, whether it's on your own site or if you have a new site looking at other competitors sites and seem what people listed in the description. Of course, you want to start with a positive description, but you can look here for some of emotional words. So here it's a can't beat price. You can say that it lasts forever, which is something that's very important. If someone is purchasing makeup, they want it to last a long time and not have to continually reapply. So, putting in a mix of both logical and emotional words, it's going to help increase conversions. You can also have some specific call outs, And Amazon is very good at this, where you can find different products that are listed here as best sellers. Hot new releases, the top of braided products, the ones that are most wished for or the ones that are most gifted. So it was on his really good at highlighting different products. You can see if you wanted to choose a vacuum. You could very easily be able to see these top three bestsellers here that they've easily identified for you. Same thing here when you're on this, J. C. Penney said, You can see they've identified several of these as a big by, so they're trying to highlight specific products for you Now, in addition, on your description, the longer that your description is the lengthier your description is the more opportunities that you have to put in your keywords. So that's very important for S. E. O that you have more room to put in your keywords. So if you're able to add in the keywords within the title within the U. R L. Within the description, you're going to be off to a much better start forgetting your individual product pages to pull up in Google search results. So that is another reason why it's a good idea to spend more time on your description and to make it a little bit lengthier. Now, images for a product are huge. There are sites that don't do a very good job of really representing just how beautiful their products are, how sharp their products are. And there's some that go to great lengths to really show off their products. And you can see here on this site, for example, you have the images that show the product and many different views. This one can really visualize what it would be like. Toe actually own that to be wearing that piece of clothing. You can take a look at this site here. You can see that they have very unique images, and this is also important, not just so that the visitor conversion allies them owning the product, wearing the product using the product, but also so that it represents your brand so you can see that these images are quite different than the JC Penny catalogue, so you can see how different they really are. So this really represents this brand, and this can work very well for the brand. If you click on any of the images here, it's going to pull up the actual image and then you'll see a user name here. And when you click on that user name, it's going to take you to the instagram page. So this is an actual user, someone who actually has purchased the product and has taken a great photo of their image. And then you can see here how Nikon is down here saying that they like the image and that they can reply if that it is okay for them to use this image in their marketing. So you can see now they use that right there on their site. And that's also a great way to engage visitors with your brand to engage customers and also to build some social proof toe. Let other potential new customers see the other people are purchasing your products and that they're using them. So don't be afraid to get creative now. Another thing that you can do with your product images is. You can also include a zoom feature so visitors can really zoom in and see what a product looks like. That's very important for them when they're trying to make a purchase to really, for example, right here, be able to see the texture makes a big difference when they're just looking at the individual image there as well. You can also use video if you want to be able to better explain a product. You can do that using video. If you want to give a demonstration, how something works. A video is a great way to do that and can increase conversions as well. So hopefully this gives you an idea of why your images are one of the most important elements on your product page. They can increase social engagement here. They can increase sharing if you'll be taking your own images. I'm going to include some links to some great resource is here for how you can get started taking some great product images, even if you don't have a lot of equipment. So if that's something you'll be doing, definitely keep an eye out for that, and I mentioned social proof a little bit, but adding in reviews, especially riel, user reviews or testimonials. Anything like that is really, really great for increasing conversions because people don't want to hear from us. The company they know you think your own product is great. They want to hear from others, while others are out there saying. 21. Important product page elements that help sell - continued: now, depending on the type of store that you have, people like to be able to have some way to get in contact with the company's. There's different ways that you can go about doing that. So on this website, for example, you notice as you start to scroll, you'll notice that you have a chat box pop up, and here you can begin a new conversation with the team member, and you can type in the question you have and live. Chat is a really good way to keep users on your site and to also convert them. Because you can overcome any objections, you can make them a special offer. You can help them really see the benefits of your product or service. But there's other ways to go about that. If you don't have the time or where you're not able to offer a live chat, for instance, on this site you can ask a question about the product here. You actually have a phone number that's displayed on your shopping cart so you can always call in. If there's anything that goes wrong, you need any help. You have any questions? So think about how visitors can very easily reach out to you during the e commerce process if they need some help. Now, if you are selling internationally or you are selling to people in multiple countries, you also anything about currency conversion because it can be hard for visitors who are used to using one currency to be able to really know what the value is or what they're gonna be expected to pay if all the prices are listed in a different currency, especially if they're not familiar with it. So, for instance, on the Nike site here, you can see what the currency is going to be your able to click on this flag, and then it's gonna present visitors with their area so they can easily click on their country. And not only is it going to translate into the language in their area for this instance, when they actually go to shop, it is going to now display the prices in their local currency. Now, of course, when you are selling products or even services, you really want to be able to get as much revenue per customer as possible, and one way to do that is with up cells so you can add that later under their product description. Typically, that's where you're gonna find similar products where you'll find related products. Or it might have a section that's labeled. Others that purchase this product. Also viewed different karts display it differently, but in the end they're all a related products section, So Amazon is very good at doing that. If you go to any of their products and you click on it, you'll be able to scroll down in the display the related products down below here, for example, they have the frequently bought together products, so that's a great way to up sell and get more money per customer. And customers who bought this item also bought. They have sponsored products, so Amazon is really good at up selling on different products Now there may be depending on the products that you're offering different attributes that you need to add. So, for instance, with the shoes you have the option to select different colors, you have the option to select different sizes. And of course, one thing that's very nice is if you are offering different colors, for example, that your customers we're going to be able to see the product in those different colors so that they know exactly what they're going to be getting now. You also want to try to remove Aziz much distractions. It's possible we talked earlier on about white space, how important it is and the same care with your product pages when you can remove a lot of distraction. So on this site you see a lot of white space. The focus is completely on that product and on purchasing that product. And lastly, when you have your product pages, we talked about site speed before. Make sure that you are taking your product pages and you are running speed tests on those individual pages as well. You really want those pages to be Justus Fast is your informational page is your home page ? Because if your product pages air coming up in search results or your visitors are coming to your product pages through your shop on your website, you need them to load quickly. If they're not learning quickly, people were going to leave, and of course, that is hurting your conversion re in your revenue. So really overall, you want to make sure that you are looking at these different elements on your individual product pages, and you're also just thinking about what we've talked about so far in this course and really applying these important elements and, of course, justice with all of them. You need to be testing them and playing around with the different elements and what is going to have the highest conversion for you. 22. Understanding shopping cart abandonment and checkout pages: shopping cart. Abandonment is a huge problem for e commerce businesses, and this is basically when you have visitors that ad products to their shopping cart, but they don't actually complete the process for one reason or another, so the more that you can do better optimized this process. It can really make a very big difference in your sales at the end of the day. So let's look at some of the most common reasons that visitors abandoned their shopping cart. The first is if they experience a painful check out process, they don't like the process that hasn't been made easy for them. They'll just forget it and go elsewhere. If you require them to complete too many steps, they can feel too time consuming for them, so they can either forget it. They'll say they'll come back later, and then they just don't find the time, which will talk about a tactic for that in just a few minutes, or they'll just leave with no intention of coming back. And one big reason that shoppers abandoned part is because they are forced to create an account. So again, this goes back to be a very time consuming But some people just like to check out as a guest. They just want to make that order. They wanted to be fast. They don't want to have to deal with setting up an entire account. So there's a lot of things that you can do to improve and really help your visitors throughout the entire check out process. That could make a very big difference for you at the end of the day. So let's look at many tactics that you can use, and you can apply these to your own e commerce site as they apply. The first is to include a progress bar, so a progress bar lets visitors know how many steps they have to complete in this check out process and where they are in that process. So this helps move visitors through. They see that they're almost done. They see the process is about to be completed, and it helps guide them through that process. So that is a very big one that really helps with a lot of e commerce sites. Next is having clear calm actions. We've talked about that already in in the course, but also on your e commerce pages on your check out pages. It's still very important. You still need to be guiding your visitors to the next step. We may think that it's obvious, but keeping the bright colored buttons or using the right copy to really compel them to continue movie board continues to be very important even in the check out process. Now, when a visitor gets to the shopping heart, let's say they forgot to check a detail about the product or they just want to review something real quick. So if they can't find that link, it can make it very painful for them to have to go back through all the shop pages and find the product again just to get that information and then figure out how to return to the cart. Something is very easy to them. If you provide that actual shopping cart now, adding product images directly in the shopping cart can help us well, because again, you're just reminding them this is what they bought. So if they see a description or they see the title of the product and they've ordered several, let's say and they're not sure what that one product was, then they have to go back. They gotta try to figure it out rather than being able to see the image. Remember, they wanted it and just continue with the process. Now, a big pain point in many check out processes is how much is this gonna cost me to ship? So we see a lot of the free deals. If you order $50 or more than you get free shipping, for example, So shipping is very important. And any offers or round shipping are very helpful for current Verdean visitors. But more importantly, visitors just want to know what is it that they have to pay. So if let's say you have a process where they have to create an account, they have to add in all their details, their payment information and then they can find out how much it cost a ship. Ah, lot of people are not going to do that. They want to know everything up front, and then it will help them continue with the process. Now, trust badges is the one that is very important. And this is especially if you are a small site or you are unknown Brand. This is particularly important because if people stumble upon your site, you've directed them through marketing or any other means if they haven't already built that trust with you. So, for example, if a person goes to Amazon, they go to some of these other sites. We've looked at Nike, for example, those air huge brands, and they've already built that trust. But if you have that smaller site, they don't know you Wells. So, using different badges around security, your SSL certificate, Hayman's. All of that can help build that trust. Now, if you have created offers and a visitor has added a product to their shopping cart because they're getting the discount, Lillard's for shipping or temper set off the product, etcetera. Anything that you conduce to remind them of that offer in the shopping cart. So display in that offer making a different color something to let them know that there still receiving that offer and to help encourage them to continue and complete the check out process. Now, in the last section, we looked at adding the option to call or live chatter just general in general, being able to reach out and get support during the checkup process. So a lot of visitors don't necessarily need this, but it goes back to building trust with them that they feel that there's a company behind them that is going to be able to provide support if they need it or want it. And, of course, cross cells up sales are very important because again, you want to get as much revenue per customer as possible. But on top of that, with the UPS cells, it's easy to feel like you're just trying to, of course, get more money, another customer. But it's also helpful for the customer because they may have for gotten something. So if they meant to purchase two related products. Like, for instance, when you look on Amazon, it says, users who also purchased this product also purchased thes. Then it helps them to see Oh yes, also going to need X, y or Z product, and they were at all of those together. So it is helpful for you as a company also helpful for the customer as well. No, I also include social proof, and we do this often in the product pages throughout the site about pages. But for some reason, social proof falls off during a check out process. But that's a great time to reinforce that. Others are loving the product, that they're happy that they made the purchase. So anything that you can do to throw in a review Roman a testimonial build that social proof and continue displaying it throughout The check out process can help encourage the visitors as well to complete the process. And, of course, guarantees will say, If you offer refunds or anything that is going to guarantee the product or service that you have, it's gonna help the visitor feel more comfortable and making that purchase because they know you're backing your product or service. Now, in some sights, you'll see a buy now pay later. Option. There's different payment options that these sites work, Wisc. So that's something that you're able to offer that can entice someone who doesn't necessarily want to pay for the whole thing up front or if they just want to pay in 30 days like you would a credit card etcetera. Offering different payment options is helpful. Now, let's say visitor cents down with every intention of making a purchase. But their child starts screaming in the next room and they get distracted. They forgot they had an appointment at two oclock, and they have to leave right now. Allowing them to save the cart for later is going to help them come back and actually complete that purchase is gonna help you to remind them to complete that purchase. But if they've added all these, practice their cart and then have to come back and do it all again, they're likely not going to so that maybe a feature that you want to add to your website and also add toe wish list is similar. Whether let's say, they're not ready to make that purchase yet or they don't have enough money to make that purchase yet. They don't have the need for you, but they really like it. They can add it to a wish list. This is a really great way for you to be able to target customers down the road. But if you know people have products on their wish list to remind them that they do, you can remind them when there's a sale and it's gonna help you increase your sales as well and offering multiple payment options. So there's some sites that I've seen where they only offer PayPal. For example, on while PayPal's great not everybody wants to purchase via PayPal. So offering the options PayPal, Visa, MasterCard discover possibly other options. It gives your visitors options so they can pay in the way that is most comfortable for them . And we talked about the trust badges so you can use pavement matches during the payment process as well. And some sites offer sample. So, for instance, if you have products like this, one is a makeup store. If you have a makeup store and visitors are not able to test the products in store, they don't know if the colors is is going to be exactly right for them. You can give them the option. Teoh receive a sample, so that way there's not as much risk. They haven't spent so much money on the different products. They can make sure that they're getting the color that works best for them before they purchase a larger order. No one's the customers actually made a purchase. There's some things that you can do to continue improving the check out process and making them feel that they had an overall good user experience, and the first is to provide a follow up sales email right away. Send them an email letting them letting them know what products or services they've ordered when they can expect to receive them. How things work. If there's a tracking number and anything that might be helpful to them, you can include in that follow up sales or thank you email. They can also send promotional or follow up emails, especially for an abandoned car. So someone has added products to their cart. You can notify them via email and let them know, Let's say, a day later, three days later Hey, we noticed that you added these products to the cart. Did you want to finish that purchase? Sometimes we will just need a reminder. They got distracted, had to stop, and now they will act on it because they were reminded. Now another good one is to follow up with customers in a few months if they've had no new purchase, so you might want to offer them an incentive to come back and make a purchase. Let's a 10% discount code free shipping, etcetera, or you could just follow up and shared new products or news about the company. Anything that you think may be interesting to them. Many companies that I've worked with, especially who have e commerce stores, don't spend enough time following up with with previous customers. They put all their efforts into funny new customers, so really, just making sure that you're not working harder than you need to be and following up with the current customers that you already have. So as you can see, there's so much that goes into the check out process. But there is a lot that you can do to have to keep your abandoned cart rate down as much as possible and really provide a great user experience for your potential customers. 23. A review of a top e-commerce site: Let's take a look at the Dollar Shave Club Web site. This website converts very well for a number of reasons. They have really great ads. They have a free trial offer. Their website is very simplistic. It really sells all the benefits of what they have, the different products that they offer. But I want to take note of the check out process that they have. So let's just add a product. Are card for an example Here, I'm gonna goto products and then we're taken to their blades. So let's click through and see, hear what they have. So here we can see that we have the different products here, So I'm just gonna add this shave butter to the cart and notice here how this is different. How many do you need? 12 Okay, click through now it's gonna present us with the total price here. What we're getting it has tax, shipping, everything here, and then we can check out. We can continue shopping now has an up sell forest. We want to go ahead and add a razor for this. No, thanks. And here we can go ahead and insert the information where we would like to have the product shipped. So you see how different that WAAS because it just walked the user step by step through, and it just encourage them to keep going because they had already started the process Very , very simple. So don't be afraid to get a little bit creative and do something a little bit different as well with your check out process. 24. Conversion Research: Getting Feedback From Site Visitors: didn't be back from your site. Visitors is one of the best ways that you can gain some of the most valuable information about your site. It will often tell you more about your site than even Web analytics can. That's why in this section we're going to look at different strategies that you can use to gain feedbacks on your site business. We'll start with some easier to test tactics or what I like to call quick winds, and then we'll also look at some other strategies you can use to get inside the mind of your site business. 25. Customer, Web & Exit Surveys: I know you haven't mentioned many times how important it is to know your site busines and really understand who your target audience is, what problems they are, and knowing all of this helps you set. You couldn't provide the right solution for them. I wonder. Really good way to get direct. The natural likely some your site visitors is to offer services. Surveys a really good way to know your customer better for your site user Better. And there's also different types of surveys that you've been used. So, for instance, if you're using on page surveys, you can ask about what is the purpose of the visit. Were they able to complete a task or why they weren't able to complete the talents? And this allows them to tell you exactly what they're experiencing in their own words to you don't have to get all of your data directly. Some your analytics so surveys a really good way to help discover problems. It helps you identify what visitors are actually looking for in the land of your site, and if you offer products or services, it can also give you ideas for new opportunities for products or services. that you may not already offer, but your customers are looking boy and credit in a survey on your site is actually very easy. You can create when yourself or those lots of tools that you can use like there is hot jar , for example, or Qala Rule, for example, is another one. And if you're using work rosters, even some blood hands that you can use to gain a few blocks from your site visitors. So there's a lot of different options that are out there. So it's just matter figured out what type of survey that you want to actually offer and think about what is the most important questions? So I know it's very easy to think about surveys and how they're very long. They don't have to. You can have surveys that are just one question that could be multiple. Choice it could you fill in the blank, and as with anything else, you can always test. Now, what gives you the most responses? So before you get start with surveys, you wanna set a goal and then ask questions around your gold. Why do you wanna have a survey? What information are you trying to get so natural. Ask questions around that goal and then use a few back that you get to, of course, and pose. 26. Site walkthroughs, screen resolutions, browsers & devices: some easy to fix. Technical issues can result in a low conversion rate if they're not addressed. But luckily, these are often easy to identify in to fix and what I'm talking about. Here are screen resolutions, browsers in devices. So if any of your site visitors run into any issues on your site, your site does not display correctly with the screen resolution that they're using the browser or the device that they're using. It can definitely decrease your conversion rate. And if you're using Google Analytics or other analytics programs, these are often very easy toe. Identify if there's any issues going on. So if you're in Google analytics over here on the left hand side, under the audience menu, you have technology and browser and operating system here, seeing click through on Browser and OS here, and this is going to give you a list of all the browsers that site users are using when they come to your site. So here on this site, for example, the vast majority 65% are using chrome, followed by safari. So what you can do here is you can take a look at this list and then you can take a look at the bounce rate, and you can see if any of these numbers jump outs. You can see opera, for example, only has a 45% bounce rate. But if you go to Internet Explorer, that jumps up to 70% and you can just take a look at the different numbers here. And if you are seeing low bounce rates, uncertain browsers. But it's much higher and others then you want to go take a look at your site using that browser and see if there's just a incompatibility issue that you can have resolved so that your site displays correctly. Now you also have a whole list here that you can look at you also operating system that you could break it down by how many are using Windows versus Mac, for example, In the balance right here, it's relatively the same. We also have screen resolution. You can see what the screen resolution is of the different site visitors and again taking a look at the bounce rate. You can have screen colors. You can really break it down, get very specific and really see what your visitors are using now, another thing you can do is use browser shots, and what this website does is it allows you to enter your you're all here and when you click, submit. Actually, before you click submit. You can go through this list of all the different browsers and even the different browser version. So actually, a very specific, and it's gonna pull a screenshot of your site on all of these different browsers and browser versions. So that way it's gonna give you all the different images and let you see how it shows for your site. Visitors. You can also go to what is my screen resolution dot net, and this side again allows you put in your URL click on test, and then you're gonna be able to see your website on different devices desktop mobile tablet TV so you can see again how it appears now, depending on what theme you use. Some of the themes are very mobile friendly. They even allow you to customize your mobile setting. So, for instance, here with this divvy theme you can select from the desktop you can select from a tablet you can select from a mobile device, and then you can go in and you can make adjustments to the actual page settings right there live on the site. So that way you can see how visitors are viewing your site on the different devices. So do make sure you are taking the time to look at screen resolutions, browsers and devices to make sure that all of your site visitors can see your website and use it equally. 27. How to use live chat to improve conversions: human. Your thought about adding live chat to your website. If not, I'm sure you've at least come across other websites at use live chat and you've seen papa boxes asking for you to get in touch with them, to ask questions using as a resource. So here want to talk about the benefits of using live chat because they really can help you increase conversion and especially if you're using it, right. So one of the best benefits of using large eyes that you can not only increase the number of sales that you get, you can also increase the amount that is actually purchase. So, for instance, if you have a local products of multiple services, if you're able toe really caught to someone to get to know what it is that you need, you can often suggest more than they may have thought about or knew that you even have. So we can not only did the sale easier from the client, you can also increase. They know that they purchased and lunch had actually works really well when you have higher price products or services because people are less likely to go to a site has a very high price mark and then immediately make that purchase. It usually involves reading words used. It involves a little bit more research, and so when you're there to help answer their questions, to help them did over any objections that they have taken work really well for those higher price products and services. And on top of that live child is really good way to keep leads on a website. So if they're there, they're learning about, let's say, the software, for example, then it's helpful for them. Feel the jump ball in to ask questions, and it increases the amount of time that this is their staying the site. Which, of course, as you already know by now that is a really good thing. Now, from a visitor's perspective, having a live chat option is really great because there's no sales pressure and it's completely anonymous. The personal together and doesn't know who you are as a visitor, and they can't pressure you make a sale. You can since the exit of the chat reasons, No, again, they don't know who you are. There's no pressure behind it, and it's also very quick. You don't have to do a lot of research to get your questions. Answer. Go through the epic you section, sending email or support ticket and wait for P. Beth. Everything is instantaneous, and most importantly, it's going boom. Her visitors. It's just convenient and then often gets in sale, he says. People just want answers quickly. They need something that is just going to help them right when they needed, and that really helps so and that even plays into the offline. Well, I know I was doing the whole improvement project. Someone spat, and there was two hardware stores in my town, and one was actually the farther than the others. But I usually wouldn't the one that was a little bit farther away because they were always employees their whole readily available ends. My questions point me in the right direction. Hold me, find what I need quickly. And since I was certainly no expert at all and home improvement, I could go in, I could ask my silly questions and then get Parents are immediately from the experts. There are the others. On the other hand, it was harder to find employees to help me that I could find them I had to go up and down several aisles looking for someone, and then they always seem to be with someone else. I had to stand there and wait. So for convenience sake, I drove guard because in the end, it took last time. I get everything I needed in one spot, which means I don't have purchasing more instead of not finding everything I needed and having to go elsewhere. Fourth, So convenience played a huge role there, and it is the same with online. People want to go somewhere, get their questions answered, and they did not have to wait. So that's what issued benefit of live chatting on my world Now, depending on the tool that you views or the service that you views for live chats, you're able to initiate chat at certain intervals and said having the weight could user to initiate. So if you don't want to just sit back and you want to take a more active approach, you can have the live chat automatically. Ask a question on amount of the papa for the site visitor on that, of course, you'll be notified if they starters on to you, so live trapped with a lot of these tools that it's very easy to implement, and it almost always pays for itself many times over. So there's a lot of different tools out there like there's Opal, smart stuff and your chat and many, many more. And then you have the chat systems out there can also integrate with Google analytics and someone other tools as well. So it's just a matter of finding out which ones work best for. You know, a lot of these services have a free trial, so signed up for them. Put him on the site, try them out, see what you like and don't like, so you can find the one that works best for you. 28. User testing to get inside the mind of the site visitors: here's they're testing. It is a really good way to get real feedback from actually users. And it allows you to really get into the mind of what sort of user, which is, of course, crucial the having a higher conversion. So if user testing users are asked on a date certain tax, and then you can observe them actually completing those house So this is gonna help you to identify in problems or any areas of confusions, it's really simplify the classes and make it easier for future business. So, depending on user testing tool that you use, you can have users actually court spring passing audio. Or you can just sit back and observe their behavior. There's also different tools that allow you to just take a look at all of your actual site visitors and what they're doing. So, for example, of mousetrap fee, which helps you as you can probably just track mouse movements and clicks on their site, thinking of heat maps where it shows you where your visitors ashton clicking and then, of course, not clicking on your website. He didn't feel what areas attract most attention. What's the most important to majority of your site business. You also have squirrel maps to help you see how far down visitors are actually school it on your site. You can see what information you to push up, and you need to make more readily available. They're no different types of user testing tools available to you out there, the user testing dot com and many other smaller sites to those as well. You have crazy egg, which has eaten that school not over rays, which is the largest citizen of clicks in different areas of their site. You have what they call confetti, and this allows you see which closer coming from which reporter Oh, or traffic source. And then you have hot jar, which again has heat maps, visitor recording, this conversion, funnel surveys and a lot like that. So using cool helps you to quickly improve your menu, remove any unready content or anything that's not really touching the eye of the visitors and help you simplify or really six any problem areas that users are running to. And of course, you can improve their copy based on information that getting that from riel users so again you can use these tools for really users on your site, and you can also get new users personal these user testing schools and ask them to go to the city. Passing Satan's how easy it is for no. 29. What you can learn about conversion from your site's search box: many sites have a search box to help visitors find what they're looking for and how useful that search box is really varies from site to site. So if you do have a site search box, there's really a lot that you can learn from it. And it's also a really good idea to segment visit by site search. So this is going to help you see what happens when different users actually use their search box and compare that to the visitors who don't actually use a search box. And also, one of my favorite things about looking into visits with the site search is to get new keyword ideas. So if you're working on S CEO, you're looking for some new keyword ideas. This helps tell you exactly what visitors are looking for who are already on your site specifically, so let's take a look how you can set this up and again. You can do this with different analytics programs, but if you're using Google Analytics under admin, you can pull over here to the view setting section and then scrolling all the way to the bottom. You can click on site search tracking. Now it's gonna pull up a box asking for the query parameter. So what you'll need to do is you need to go to your actual website and look for your search box. So I'm gonna just put in the word keyword. Now, what's gonna happen is you're gonna want to look at the u. R l hear that pops up, You're going to see the actual search term that you put in. And then the letter before the equal sign is the query parameter. So here it's the letter s. I'm gonna go back to my analytics program and I'm gonna put in the letter s and then down at the bottom here and click Save. So that's it. That's all I need to do in order to start tracking this. So now, once you have data, now you want to start looking at some different reports. So well, do you want to go back to reporting? And then we want to look at behavior and we'll scroll down to behavior flow and then site search. Now you'll notice here that you have four different reports under site search. Now, of course, you have to have the site search turned on. You'll want to have at least 30 days with the data to really come back here and see what's going on. But once you're back here like a mentioned, you have these four different areas you have overview, usage, search terms and pages. So overview here, this is going to allow you to look at the number of visits with the site, search how many of the visits actually left. So the search exits after they did a search. So that means they're not finding what they're looking for. And then you have search refinements. So if they search, they didn't quite find what they're looking for and they tweet their search of it. So you want that low? Because that also means that they're not funny what they're looking for. Now you have the usage report. This is gonna allow you to see how many pages per visit compared to people who actually use the search box and those that don't. So again, you always want to be comparing those that use a search box with those that don't You'll also be able to see the goal completions for each so you can see how many more people actually completing the goal that you want them to when they use the search box. Now, you also have search terms here, and search terms allows you. As I mentioned earlier on, you can see this top search terms along with all of their metrics. So it's really handy screen to be able to see everything right there. So these really good keywords that you might want to consider not only including in your S e o campaigns, but if you're also doing paperclip campaigns, you want to be able to use those as well. Now you have pages here Now, Pages is nice because this tells you which pages a user was on when they actually did this search. So you can see where people are on your site when they're not finding what they need to, and they start doing a search. So this helps you go back and figure out why they're not finding what they need on that particular page. Is that men you know, organized well enough? If there is there not enough information within that site within that page, could you add links in the content on that page to help direct them where they need to go or would want to go. It's really helps. You just know where to improve, and this helps you drill down to specific pages. Now you can also scroll down here, and you can add a secondary dimension so you can go and see what the previous page path waas, for example. So if you want to find out, where was the last page people were coming from? So this just helps you see how people are actually navigating the site so you can always add in the secondary dimension here and like all the different options and then, of course, select the one that matches your specific all. And you can, of course, always at the top. Here you can add in different segments, So if you want to sort by the traffic stores or returning or new visitors, mobile devices and someone, so whatever is important for you and really just drilled down and get specific so you can figure out the best way to improve 30. Gray scale webpage testing: grayscale webpage testing allows you to really look at your designs differently because, of course, as you can imagine, it's going to allow you to look at the Web page in grayscale. So the stripping all of the color, and this really helps you to look at the color contrast and, more importantly, the readability. So this is really allows you to make sure that your design has enough color contrast in it . And when you convert webpages to gray scale, it lets you see which parts of your site are hard to read. So, for example, there's not enough contrast between your menu background color and the text on menus or within images or other areas of your page. This is really helpful to see, so this is a way to visually test the page, and there's different sites out there that allow you to test the one of them is gray dash bit dot com and being on the side, just laja. Enter in your Web page morale and click on Make a Gray, and that is just going to display your site in gray scale so you can go in and again get an idea of the color contrasts and readability. Which course can improve the usability of your website 31. Section Intro: Conversion Testing & Evaluation: There are so many factors that can affect your conversion rate either positively or negatively, and that is why it is so important to spend time testing. So here I would like to talk about some of the different tests that you can run, as well as some of the tools that you can use to help you. I'd also like the share some factors that can negatively impact your conversion rate that you probably aren't even thinking about. But if you don't see them coming, taken definitely hurt your business in the negative way. 32. What should your conversion rate be: when it comes to conversion rate optimization. One of most popular questions is what is a good conversion rate, which my conversion rate you And as you certainly have learned by now, the whole goal of conversion optimization is toe. Have a higher percentage of your site visitors taking the right action on your site. And then, of course, you need to learn how to couch elite your conversion rate. You need to learn how to actually see your conversion. Racy, that know what you're doing is name. But when you look at that number, is that a good number? How do you know it's one person to person? 20% 50%? How do you know what number is driving? And that is in really hard question. Answer. Because it depends. I know everyone's favorite in, so I depends. That doesn't help. So the best conversion rate really is better than the number that you have right now, the highest number possible because, you see, there is no magic number out there. We often get sick stated with what is the best conversion, right? What should I be aiming for? So you should always be aiming for better than you have then models. And of course, you want be aiming for what is going to be making a profit. Because, of course, you're trying to improve your conversion rate so that you can improve your profit. So if the conversion rate that you're getting right now is not yielding U N profit, that's not a good conversion rate. So you need to be getting to at least where you on this improbable some that conversion rate. And then, of course, the more that you can do to improve that, of course, the better and better that is going to be. And it's really hard question to answer as well, because as being is different. Are you talking about getting Ingle subscribers from a block post or from a free E book that you have that is available to download? Or you talk now e commerce site and does his e commerce site. So $7 products where doesn't sell $700 products is this. A free product is a paper. There's so many different variables, and it also comes down to industry. Some industries are higher than others. We know that when we even look at no marking for example, there's no exact science, so the best thing to do is not try to coffee others or to fix eight on others have achieved . And look at your spaceship members when you need to achieve and where you're trying to go. So, for example, if you set a goal of 5% let's that your size only thing birdie and one or 2% you want to get to 5%. That's great. And let's say you're looking at an article. The article says You need to be 15% but let's say your site is already converting at 1%. Does that mean you're done? You have nowhere else to go. Your work is done. You can hang up your hat and forget about it. You know you should always be improving. Should always be testing because gas 20% of your visitors inverting what about the other 80%? Don't you want a piece of them? So, do you need to find more high, long traffic? Or do you just need to change something on your website? How are you going to include numbers? So don't spend all of your time looking for the right number look at the number didn't have now. And look how that number compares to your profit and where he wants to do and then focus on the task that you need to do to get there and once you reach other than you bring value what you've been setting goals and then you can re create to do lists and the task that view me to do to get towards your new goal. 33. When conversions are up & then they go down: you log in to check your conversion rate one day and you see that your conversion is up your thrill. But then for some unforeseen reason, when you go back the next time you see that your numbers have taken the gun to drop and you have no idea one and no matter what, you look into nothing since, yeah, ordinary you cannot return why the numbers are down. So there are some more things that you can consider, and these are marking factors that can make a difference in the conversion rate that you can specifically test for. So they're worth considering. Now, depending on the type of business that you're in with the tide of industry that you're in, these can vary, so you have to think about the ones are the new relevance and you So let me give you a few examples Now, whether, for example, sometimes whether recorder could you warmer and those changes in the temperature can make a difference on sales, it can make a difference for your conversion. So I worked with a company that helped offenders who had been arrested for theft. We noticed that they had high seasons. One of those was during the summer. That is when they received most leaves because it was warmer where people were spending time outside more people out now in during the day. But during the night, so there were more arrests, more work for them, how the other was around seasonality. And that was the other high season during the holiday time. Why? Because there was more gifts giving and people didn't have money to spend on gifts. The word didn't want to spend money on. Just they had more or less put that during the holiday season, so weather in seasonality both center needs to the time of the year when they had more deeds. So that's something taken with consideration as you watch of your conversion numbers now, weather can also be more of a determining factor when it is unexpected. So if you have cold weather suddenly later in the year than expected, where there's a tropical storm dust storm hurricane in all of this, of course, varies depending on the businesses location or, more importantly, where the bits site busy was location is now. This could also be seasonality, as in holidays as I mentioned, or the weather where, Let's say, if you have a landscaping company and they're in a location that has very cold winters, but they don't really provide anyone their services in mostly lawns, breaks and needs that, of course, inversion is going to be very different for them during those cold months. Now, another thing to consider is your sales spinal. And if your sales funnel flows into the offline world, you also need to check in the offline panel pieces. So this could be Is your phone system set up properly? Is your supposes them have the options? Is it actually get the visitor to where they need to go? Who's answering all of it on the other end, doing a good job with receiving good customer service? So all of these are fools to consider, so not everything will be able to find in her analytic. So if you notice that your numbers are going up and down, check the offline, see what else is going on and consider things like brother seasonality or phone calls that simple are affecting your conversion 34. How the offline can affect the online: of any portion of your business operates online. This could be you through those phone calls, having actual physical score friends someone then you need to include off. I'm functions in your converge in testing. So this means you're going to need to look at things like your sales. To how well are they converting as a team? How well they can bring individually. How does a site this or go from the online sales funnel and trickle into the offline sales funnel and where do they fall off of there? Any issues there, as you also need to take a look at customer service if you're online? Customer service is excellent, but you're offering customer service doesn't match that. That can definitely create a problem. So you really need to pay attention to how your offline world incorporates. What's the online world? To make sure that everything is consistent and everything slows very nicely. The offline world understands on my world and vice versa. How Another thing to consider, as I mentioned previously see as well is the phone calls really making sure that everything is set up. If you have a phone number that you are doing, call tracking that you are looking at Who's answering the phone? You're looking at making sure that that system is working. No nothing. Teoh. Consider as well. And of course, this goes back two. Known your site visitor. Are you tired of you saying that? Yet? It's so important. So with anything that think about is culture thinking about who you are serving? So if you are targeting a particular culture or your particular country, does your site represent that country? Do they see their colors? Do they see their values to? The image is reflected that cultures roles of men versus women because, of course, that vary from different countries. What about the design? Is it designed to attract what is most important to them? Isn't designed around the community, for example, or is the war designed around sharing on impulse? Is it more fun, or is it more serious? So thinking about the culture is also very important. Selecting the best design, the best layout, definitely the best images and then colors can make an impact. So these are all things in the offline world. Do you need to consider when you think about your conversion right 35. Different types of conversion tests: they're different types of conversion, testy and run. And there's all different types of tools that are out there that can help you test exactly what you want to test. So the different types of testing, of course, is going to get you different results. So knowing what information you're after is vital. Now there's many different tools to help you find these results, and using the right tool is really going to help you get the most results or feeling the best results and possibly can. So we talked about some of these already having to do with knowing your customer. Your site. Visitors, by using tools of surveys, live chatting on poles. And there's many different live chat software out there. There's core Lou for helping you with surveys or small pop ups. You can even use tools like Surveymonkey that even has a be split testing, which means you contest two different types of questions and see the results that you get. We also, of course, talked in depth about knowing what percent visitors are doing. We looked at all the different analytics programs that you can use and get feedback, and we talked a little bit about user testing as well, using tools like crazy egg or user testing. Teoh. Get feedback either directly or indirectly from your site visitors. And there's lots of tools like Optimize Lee that help you select a particular page and one a target. Make modifications on that page, grabbed one line of code to put on your website and instantly is going to argue to track and know what your results are. And if anything throws off the results, anything stands out that's going to tell you that. So that's a very family tool that a lot of conversion rate optimizers like to use. But don't be afraid to only use 1/4 of just getting started pickle tool that you can get started with. And then you can add in different tools that target different areas so you don't want to overwhelm yourself. You don't want started all different type of testing. You want to pick one specific goal that you're after, so you couldn't really work hard on more in specific away. And then you can add to that as you go. As you get some test done and make some improvements, it's much better to hone in on one or two specific tests rather than trying to tackle to money at one time. So really take advantage of all the tools out there again. Using the right tool out there is really going to help you get the most out of this and really help me to get the best results. 36. Section Intro: Psychology, Usability & Conversion: psychology and a sites conversion rate are very closely related. And when you take the time to learn about how people think and how they view and use a website, you can make better decisions for your online business, and I bet by the end of this section you'll have a whole new way of thinking about your site visitors. 37. How people view websites: Let's take a look at how people view websites, because when you understand how visitors see a love site, it is going to help you. Not only better design a website, but it's going to help you better structure your conversion test when you set it up. I would important reason that you should be doing this is because principles are going change. They're going to come and go One minute. One thing is going to be the best thing to do. The next minute, somebody's then tell you why it's not and what you should be doing instead. But typically, people and people's behavior does not change. So this is why it's a good idea to understand how people view websites and how their behaviour and how they behave. You could design a site for that, so let's get right to it. The first point is that the top left corner of a website gets the most attention and what typically is in the top left hand corner your logo, and that's what represents your brand. That's what people get toe recognize. So if there's something that you want tohave the most attention, you need to put it up there closer to your logo. That's where most people are going to pain than most attention. Next, people read in F shaped pattern, so this is often seen when you're looking at heat maps. You can see how people scan. They tend you skin straight down the page and then across in a couple of areas. That makes that F pattern. So, of course, that's why you want tohave prominent information in those locations. So, for instance, this is why. Typically, navigation is either straight down on the left hand side of the page or it's across the top of the website now. Another thing that's important is people like seeing other people. They like seeing happy people. They like seeing creative people. They like seeing people that look at them and it really engages with them. It gets to their emotions, so they want to see real people for the most part. So we don't want to just take us stop photo with the prettiest person out there. You want to show riel people. But of course, as we've already talked about having that image very high quality, of course. So as I mentioned having the person look directly at the visitor is very good, and another thing you can do is have the personal on the website facing the call toe action . And that encourages the visitors to look there, too, because they are looking at somebody who's looking in different directions. They want to see what they're looking at in its roles there I to the call to action. So those images you very powerful now as where you talked about what the athlete shaped patterns people scan the beginning of lines and sections of text. So if, for instance, you have a Web page that has a list of different articles in a small summary of them, feel noticed that people start to scan the beginning of the headlines. So what this means is you want to make sure that you are putting your most compelling words or the keywords that you won't notice more than grab additional attention towards the beginning of the headlines. If you don't really get to your point so the middle towards the end, the person may miss it as they scan down the page. Now, people's eyes are also attracted to the most heavily visual weight on the page, so This is why we talked about keeping everything simple of moving distractions. Because if you have an element on a Web page that you really want to pop, you want people to be aware of something, but they can't click on. It doesn't take them to an action, and it draws there. I away from that the actual called action because let's say it's brighter. It's bigger, then that is going to detract from your conversion rate because people's eyes are drawn to the long place. So maybe important information. But it may not be whether I should go first. So it's all about designing your page around what is most important. So this is where heat maps really come in. This is going to be able to show you how people are using your websites and you'll be able to change the elements around based on the data from your own site. But these air definitely factors to take indifferent separation when you are designing or even redesigning your website 38. Persuasion Techniques That Work: There are many ways to persuade site visitors to take an action that you'd like them to and from a C R O perspective from a conversion rate perspective. You want to convert more visitors, of course, but what it's really about is profit. You want to make the most profit possible. So when you throw in a bit of psychology into your strategy, you can really help persuade visitors to take the action that you want them to. So let's look at some persuasion techniques that can work for your website. The versus Reciprocation. Think about all the free trials that are out there when websites give away something for free. It's very helpful, however, in this case, you're giving away something for free, so the visitor is willing to give something in return. So we see this in a couple of different ways, so let me give you a couple of examples. You've likely come across a Web page where someone is giving away, Let's say free checklist. A free download free. Additional information on what they ask for you is to share that webpage on social media, and in return they will give you that checklist that download or whatever it may be. Dropbox is another example of this. They offer free trials, and they offer to give you additional free space when you bring in other users. When you share Dropbox with your family and friends, the same with Airbnb, they give you money when you were for others who actually signed up and used their service as well. So they're giving you something in return for the action that you took as a visitor. Social proof. We've talked about social proof earlier on to You know how important it is, but social proof when it comes to persuading visitors to take action. So think about websites that display reviews ratings. Where there's even people feel sites where we'll actually show how many people have viewed the item in the past day or the number people currently looking at the item. It provides social proof that other people want that item to now authorities huge. We've seen this across many site when a website is endorsed by an authoritative third party . Somebody knows these huge in the industry, and they're saying that the product, the service, whatever it may be, is great than it. Build that trust. It builds that proof that it's okay to purchase from this company. So even celebrities work. We see this with a lot of big name products. You see this with makeups and lotions and different services. Clothing lines, for example. They get a lot of celebrities to endorse their products because it makes other people want to buy the products as well. Scarcity limited time offers. We've all seen it. There's only three days left to buy where there's limited qualities, anything that you can do to let other people know they may be missing out if they don't take action because somebody else is going to get to it first. That can increase your conversion rate. No emotions. This is a huge one when you were able to tap in to people's emotions. Play with the emotions. Of course, really, you don't want to make this cake. But when you can show videos, when you can tell a story about something that's emotional that plays the someone's emotions, it can help the brand be more likable. It can help the person want to take action and make a purchase. So, of course, your benefits and your features are needed to be listed. But is there way to add any emotion into them? It automatically makes your brand more likable Now, on the other hand, it doesn't have to be sad. It can also be funny. You complains that other motions. There's companies that have emotional type ads, but they're funny, and they work very well for them. So there's different types of emotions that you complain to fear. You complain to sadness, happiness belong in your community, love. So there's not just one emotion that you need to play into, so you can think about what works best for your brands now similar to emotions, desires, you can play into people's desires. What is it that they want? This could be success and improved life better. How the ability to to protect their family convenience so they have more time. There's many different desires that you can play into as well. So whether you're tapping into the visitors motions or desires, it really shows the users that you understand their needs and their attitudes and not helps them connect. And it helps, um, convert. Now, when you think about emotions and desires, you can often think about videos or a full story. But remember, they don't have to be. There could also just be a statement, you one line statement that plays into someone's emotions. So again, use what works for you now. Next, people like hard fax. This could be statistics, data numbers. People also like to see hard fax positive words, getting your visitors in a positive state of mind, making them want to say yes. That's why offering something free works so well people like, Hey, I don't have to pay for this. I can get it right now. This is the information I'm looking for. Absolutely. Yes, I want that. This is often why you also see pop ups that have two options, one with an action that says Yes, I want that and the other that's an obvious no for them. So you get them in that positive state of mind. You're giving them something that they want. So this also includes just using positive work. So, for example, create win enjoy versus some of the more negative words, even if you are using them to imply a positive statement like don't avoid stop. So when you create your statements, look at them from a positive standpoint and look at how you can take out some of those negative words and rephrase the statement with more positive words. Now people also like to have a choice they, like toe, have await out. Nobody likes to be trapped into a sales page with no way to exit out. No way to go back. They like having choices so you can give them obvious choices. You can allow them to exit out of an offer, but you could also just tell them this is a great offer. This is something you could really benefit from the hay. If it doesn't work for you, it's not a right time. Then say no. You can leave here and it encourages people to read on, and it's a little bit of reverse psychology almost, and getting them to say yes because you're allowing them to say no. So offer people a way out. So these air, so the persuasion techniques that you can use that really work and they persuade people toe act and persuasion is a way to make profit. And of course, that is what this is all about in the first place. 39. Fogg Behavior Model & Driving the Behavior We Want: the ball behavior model is a theory that explains what drives behavior varying go theory sounds boring, but let's talk about how you can use this. And we can break this down really easy so you can see exactly how you can apply this theory to the website that you're working on now. When we take the time to understand behavior, we can design our sights of bring out that behavior that we want now. The Fall of Behavior model was created by Dr B. J. Fogg, who founded the Persuasive Technology Lab at Stanford University. Now he's got a lot of research around behavioral design, and the great part is that we can use his theory to help us dry visitors that comes for, say, to complete. He desired a computer that we want to now. Now Doctor Bought has three elements for behavior that he says is absolutely required. So if you're missing, at least one of these elegance to behavior is not going to happen. So if you are finding you're not converting, you can go back to these three motivations and ask yourself which one of these are missing and then you can fix that and that can help increase your conversion. So let's look at these three required elements. The 1st 1 is motivation. The second is triggers, and the 3rd 1 is ability. So let's break these down now, fellas. Europol's uses this graph to explain how you can trigger the behavior you want. So when there is high motivation, as you see in the upper left hand corner, and it's easy to do as you see in the bottom right hand corner, that is where the most action is going to happen. So it seems rather obvious something someone comes to your site. They're highly motivated. You've made it very easy for them to do action. That's where it happens. So you have the motivation that motivated person who came to your site with a specific motivation. They see the triggers that you've given them to actually take the action, and then you've made it easy for them to do. So let's take a look at these specific elements, so the first thing you need to know is you need to know that behavior. You can't do any of this without knowing what behavior you want the visitor to take. So I'm sure By now you know what that behaviour is. So this could be buying products, filling out a form etcetera. Now the next step is the targeting of persons motivation. They're already coming to your site because something is motivating, and there was something that drove them to sir, so it's wider there in the first place. So this is where effective sales copy comes in because you're motivating a person even further. Now there's different types of motivation, and Dr Bog breaks use down into pain or pleasure. So this is a about what's happening at the very moment so you can think about site that really show a lot of pleasure or show a lot of hate. And that's what drives a person to take the action. Now. You also have hopes or fears of you think about wanting to buy insurance. That's out of fear. What if something happens? You want to be protected or this is about dating. If you're on an online, Dating said, you're very hopeful because you are signing up in hopes of meeting someone Now there's also social acceptance or rejection, so we do things because we want to win socially, want to be accepted by a community by our friends. Nobody wants to be rejected, so this could be out of fear of being rejected. Or you do something because you want to be accepted into a group so you can think about how these fit into your particular business. What would be the motivating factor for your site? Visitors? No. Next you have the trigger. This is your call to action, and your call to action needs to build up to the behavior. So this might be a series of steps. So prisons you can't expect high end sales on impulse. Do you have to think about what you're selling? So, for example, B. J. Fogg compares this to swimming here. Just throw a person who doesn't know to swim right into pool and tell him the swim. You have to slowly build up to that. You have to give them small step that they can take so a trigger is going to motivate a user to take action. This could be to subscribe to share some pool so on. Now there's hunger and cold triggers, their hot trade or something that you can do right now. You can do it immediately you can watch a video, you can download a free e book. Those are immediate actions now. Cold, on the other hand, is something that a person who wants to take action on but they can't at the moment. So think about offline advertising princes. They see it, but they can't necessarily just click and act on it right now. So this is all about using hot triggers where people are already motivated. So find the places where people are going to be most motivated and then use those hot triggers. Now, when it comes to motivation, don't try to create motivation where it doesn't already exist. Don't bring a new motivation or try to send somebody to do something else that you want them to do. Stay within the motivation that they're already in that there aren't using to continue taking action. If you stray off, it's not likely going to work for you. So think about triggers like e mails when it comes to holiday times or a company promoting into you around your birthday lets you get a free meal on your birthday or reminding someone to make a purchase because holidays are coming up and you need to get a jump start on buying gifts. Now, if you didn't put that trigger in front of them even though they handed motivation because they know the holiday season is coming up, they're not gonna take that action. You have to put that trigger in front of them. Then lastly, you have the ability. This is the ability to complete the tax. You have to make it easy. So let's say you want people to register for your site for your for your registration process is reading long. It takes too much hot. You're not gonna see a hybrid. Conversion is easier for you to implement on your site, then motivation. People have to come with motivation. You have tohave that motivating copy everything set up properly. You can make things easy. You can simplify a for and you can simplify a registration process. You can take steps out of whatever process it is that you have people going through so most well, they don't want to learn something new. They want it to be intuitive. They just want to be able to go in, and they will figure it out as they go and not have to think about it. So that's where your ability to design your sight and make it easy and to simplify it are really going to help. So what should that your action plan look like all this information Sounds great, but what do you do with the verses that you need to help your users do what they want to do ? So this again goes back to finding the motivation? What is their motivation? And are you helping them do that? Are you helping them ride that motivation? Waves of this speak now, then finding the right motivators. So you need to know. Of course, Like I just said what their motivation is on. Then you can help along this site. Continue to help motivate them either even further towards that behavior and then you want to make taking action is easy as possible. They're motivated your further motivating them. Now you're making it easy for them to take action and you're using hot triggers along the way. And at the end of the day, this comes down to implementation, implementation, implementation. So make sure that you were implementing this. And as I mentioned the beginning, if something is not converting for you Go back to these three elements that we talked about . The motivation, the ability in the trigger. Remember, all three of these have toe happen for behavior, tohave it. So if it's not, ask yourself which one of these businesses I'm work on fixed enough. 40. Section Intro: Selling Conversion Rate Optimization Services: if you currently offer Web design s CEO or even copyrighting services, adding Web analytics or conversion optimization services is not too far off and could be a huge benefit to your clients. So for those of you who are interested in offering these types of services, you're gonna look at the different types of services that you can offer had a manager clients expectations. And we'll also look at a workflow process that you can use to get the job done. 41. The types of conversion services you can offer: everything we've been talking about so far sounds really exciting. Your fund yourself very motivated actually provide this as a service for a solution to their new clients or existing clients that you have. I want to spend some time talking about the different services that you can offer, so they're both one time and ongoing services that you could potentially add to your list of services. So let's take a look at those. The 1st 1 is a Google Analytics Health checks this velocity called a conversion audit. There's different names that you can use. And, of course, this doesn't have to be Google analytics. Swap that out for other analytics programs as well. But basically, this health check or audit is for you to be able to check, see if the correct data is actually being corrected. If there's anything broken that there's any errors or problems that should be resolved. So, of course, by now you know how important Weather Analytics version are to the success of the business and really be able to scale of business. But if you don't start with tracking the correct data, making sure there's no errors, there's no problems. Then you're gonna be wasting a lot of time, you're not gonna have the same impact. So that's what this health check with this audit does. So there's a lot of different questions that you can look into going step by step to this set up process, making sure that all the data is being collected as you wish. Bactine, as you need it to be and also taking the time to understand the business what their goals are so that you can make sure that their analytics matches their goals. And this can be provided as a one time service. Or you could also include this as the beginning of an ongoing. So that's that you will be offering now. You can also offer analytics reporting and insight, and this can also be called conversion optimization. So this is really about understanding the site visitors understanding the current website and the business. So this is some give you information, like how visitors or crime using the site. What's working well, where are the problem areas on what focus should be put the business to help move them towards their goals. So this concludes past like mouse tracking, heat maps, user sessions sales or conversions, federal analysis, shopping, cart, abandonment, analysis and, of course, testing, testing and then more testing. So really, all of the things that we have talked about in the course now, when I provide this service, I like Teoh Cry award ties, the task and prioritized information that I'm giving to the client because I want to make this actionable for them. I really want help. Give them focused on this is really gonna help define our work so that we can hopefully continue working together month after month. And when you do, this is well, you can either offer this service on one specific page on a website or this be for a full website. So again it's This could depend, of course, on the client's goals that budget, and then on top of this, you can provide a full, comprehensive service. So this things and fuel already providing services like Web design. You can't high in an optimization plans that make sure the design with US design for the business, and you can track its success and see if there's anything that could be done on an ongoing basis to continually improve the design. As you see how this there's used the site of courses while if you are providing ASIO services, you want to tie that in with conversion rate optimization. That is how you get the most impact. So it's very easy as an SDO to want this drugs. Much traffic is possible to a website, but if you are not sitting in that high quality traffic, it's not gonna have the same impact. So this allows you to get more out of the traffic warden found than trying to go out there and work on even more traffic. So, really, this is about considering offering more of a holistic approach, looking at the full picture and not just one selective. This is also a great way to build recurring revenue from the same client. For this is really good for your business that you don't have to continually finding new clients at the end of every well project. So that's a good way for you to be able to feels the business, and you can continue to test and improve and help really impact other people's businesses. So these are few the different services that you can provide either on the one time ongoing basis for clients 42. How to manage client expectations for success: Managing your client's expectations is the best way to set yourself up for success in the clients. Know of text back. Both of you are going to be much happier in this process because everything has been communicated. There's gonna be no surprises for anyone. There's certain things that you're going to want to discuss with their clients to make sure that you are managing their expectations as you begin your work together. So as you're selling your service, your solution to their problem you want to be open, you will be honest. You wanna let them know what you can do, and you can do this by sharing your success, showing in what you can do. But you wanted balance your proven success with a bit of reality as well, because you don't want to sell them on huge results when there's may look much lower because their business is much different. Do you want to find a way to be able to sell them? Share your success, but balance that realistically with what you're going to be able to do with there was like with their business. Your goal and providing these services is to really help advise them. You're an adviser. Want to advise them on what their visitors want, so that when you can get the visitors to take action on with the business wants the visitors to Dio. So you are essentially conducting research for business, and each task that you conduct brings more insight. Whether that, of course, is positive or negative impacts that you've seen on conversion, it still brings. Born inside, you learn more from each test so that you can better advise them on what to dio. So here's what you need to do. Probably get go. You need to greet clear goals and that way throughout your work together, you can always were for back to your goals. Remember two months ago we started our work together. Here's what we said we're going to dio and here's what we've done to work towards those goals. Here's what we've achieved so far. Here's what we want citizens in you do to continue reaching those goals. So this gives you something to always refer back to and always to remind the clung why there continues to work with you and you want to tell them about your process. What did they expect from you and this is going to be different for everyone again, is your process. How do you work? So this can be things like telling them about what? Your response kindness? When can they actually expect to hear back from you? If they reach out, how do you want them to reach out to you? How do you work best? How often should they expect to hear from me? What deadlines, What time frames does the project have? And when you said these different types of expectations, they are expecting them, of course, the expectations. So that makes it so much easier. It's all really about this communication. You also need to be open about what you can and tend not do. So we often tell clients what we can do, and it's a client comes to us and asked for something specifically said, Oh, might be able to do that or your thinking in your mind while I don't know how to do that, but I'm gonna figure it out, I'll get somebody else to do it. I can outsource that nature that you're being honest. You're being clear about what you cannot do. That is the worst thing you could do is tell a client you can get something done. And really, you can't do that or you can achieve a goal. So again, it's okay to say no to a client because you need to be realistic. So if they're asking for something unrealistic, tell them why it's unrealistic and tell them what you left. And then they appreciate that knowledge. They appreciate that expertise that one there in front of because that is what I also recommend under promising and over delivery. I always recommend this regardless of what service you are providing. But if you give them certain expectations, you don't want to aim too high, and then you fall short of that. That never goes well. But if you've been under promise what you actually think you can achieve and you go above that, you look amazing. And that makes them a very, very happy client of yours. And that, of course, brings about all types of good things. And lastly, never stopped communicating. These expectations are all about communication. Just communicate frequent boys, let them know how you're gonna allow them to communicate with you. Be available. Answer questions on that communication is what is going to make this relationship between you and the client successful 43. What do to for clients that have no existing data: What do you do if you have a client who comes to you? They want help with conversion optimization, but they don't have any existing data. They have not been tracking their analytics first. And, of course, most obvious set up their trap. Did started tracking that data. The sooner you start tracking that data, the sooner you're gonna have somethingto work with. So you want to make sure you get that set up and he's up. Then once you've done that, then you can start to get to know the business, their goals, But leisure, that basic tracking going on. And then as you get to know the business, you get to know their gold. Then you want to go in and start customizing or analytics a bit more of you cover. So you that you make sure you were tracking the gold specific to that business. So that way you have that data. Now, if you don't have it together, you've gone ahead. You set up the tracking, all is going well. Gotta start to come in. You still don't want to actually do anything with that data. And so you have enough data to actually work with because if you start making changes too soon, you're not going to be able to have any data to revert back to, to compare your testing, to see if it was actually successful. So then that's where you want a week with these 30 days to be able to analyze any of the data. So what we dio during that time, this doesn't mean this is the last time. We just gotta sit back away. Nothing we could do. There's still work that could be done. You can do more of a manual on it without any traffic deaths. This is reviewing the website like we talked about earlier on as well. Things like doesn't have a clear value proposition. Are there clear action stuff? Great visitor to take through those action steps lead towards the businesses goals. Are there any distractions on the main landing pages? Are there any errors? Listen, site create any urgency is that applies. So you consider different things that you can do when looking at the website to make sure that everything is set up because you know that you have a lower conversion rate. If some of those steps are not already being taken. Now, another thing that you can do in terms of conversion of. Of course, you don't want to start with a D Testing right now won't make sense. You don't have enough data to really go off of what you can do is use or testing. You can start doing basic things like heat maps. For example, if the site hasn't exist in traffic, you can also and even better, go out and do user testing where you have really users. Get on the site and answer questions about the site that you want to know. And this it's real uses on your site right away and you start getting up feedback already. No need to wait for another 30 days. On top of this was a few s CEO tests that you can do. The 1st 1 is a site audit where you're looking for technical S CEO issues. This is going to help you discover any issues that are going on with site. We talked about some like page speed, for example. If there's any issues with your titles or descriptions, so many different errors I can pop up. That could hurt the sites ranking, but also as we talk about really playing to the user experience. So that is definitely a past that can take a bit of time. But it can have a big impact on the Web site in terms of SQL and see Haro. Now you can continue your rescue efforts with you. Were research starting to build valuable content for the site so that you can see this should not be an initial time, Very word. No work is being done. There's really a lot that you can do initially while you're waiting for that existing data to come in. 44. The conversion rate optimization workflow process: do you want to provide commercially optimization services? What is your workflow process? Actually, look what I like to keep things simple. I like to keep this in three main stages. The first stage is discovery. This is where you are spending time. Understanding with the company's gold are you understand not only their goals, but what are the companies customer's needs. So the site business. What is that? They're coming to the site for what solution are they looking at? This is where you can also look at the websites usability. You can take a look at the sales funnels that you get to know that process because you will certainly be analyzing that and working with that And if it hasn't been done, this is where you can set up the tracking. It has been done. This is where you want to make sure that there's tracked correctly, that it's matching their goals, all of the goals of being tracked, and you can also review the current metrics. That way you have a bit of understanding where the website currently is on. Then, of course, of you refer back to those metrics for later comparison as you make changes. And as you do your testing, which brings us right into this second stage, which is testing. So this is where you can start with an arm site audit, and you will be looking for the technical issues like the broken length cross browser compatibility, friendliness and so on. There so many different factors in an on site on it that her looked at. You can also create a task whether this is for specific elements of a Web page for a new design altogether. And this is where you will also be segmenting your traffic and your visitors being where they're coming from, seeing which ones are performing well and really getting to understand the data. So in that tasking phase, they're also analyzing that. Doubt it prove that last and then finally you have your review stage. So after you've done your test, you are reviewing the data and seeing if there was any significant improvement. Is that a test that you should implement permanently? And was the design or element changes that tested something that you should implement permanently because there was a significant improvement? If so, is there a way that you can scale this Yes, the pages or throughout the site if it was that much of improvement. And some of your tests are not going to necessarily be what you would call successful. They're not going to improve the conversion rate that you dropped the conversion rate. But you've been still getting insight from them. You can still understand what went wrong. You can. The house is yours interacted with that change, and that's gonna help you further improve. So you're looking at what didn't work? Why not? And what your next step should be, whether this was a successful test or not, And then you're gonna restart. That crossed us. So you're really just going through the testing and review stage continuously. And as you're going through this process, about half of your time is going to set really managing the project overall, managing the client, working with them directly on the other half is where you're going to be understanding of problems. For me, analyzing the data, designing and developing the different tasks. Movie knows results. So that's oftentimes how your time get split up. You're gonna find that those who have been the main that you'll find that that is going to be a general overview of your workflow process, discovery, testing and review and, of course, friends 45. Pricing your services: whenever you want to offer new service, The big question that always comes up is what should in charge. What should my pricing be Now everybody's my charge something department. Now I cannot tell you exactly what you should be charging, but I can tell you a lot of things about your pricing structure that different ways you can structure pricey on what it really matters when it comes too pricey so that you can take all of this in the consideration. Now there's several ways to price your service. You can price it by the test. You can have clients pay per hour for months or even do an equity share. So if you argue it and hate her test, you have to remember that there's a lot of research involved. When you run the test, you don't simply just little on the test. You have to know why you're ringing the test. You have to have specific data backing that up, and that takes a lot of time. And then one of the first test isn't successful. You because you didn't spend the time doing the research for use declines and pay for it, or increase the numbers as you thought. You should be doing another one, but no other client doesn't want to. There's a lot of things that I don't necessarily like about the paper past model, but it's an option now Early. This is when you really need to know your task. While this you need to know how long it's going to take you. Clients felt like the open ended hours possibility. They like to know how many hours that your workings they know what to expect, what they're going have to budget for. So that is an option as well. Now monthly, which is the only way that I currently work. The reason I like this is because this such a what? For ongoing relationships, this is designed to scale your business and honestly, this is designed to skill the business that you're working with, And I believe that when you can charge monthly, you're going to be working with serious businesses were admitted to their business, they're committed to seeing results are committed to working with you, and overall, this is really just going to be an easier way to scale your business. Now equity, not a big fan of that, either. that's tends to be driven on results. So whatever results that you are able to provide to a business, then you get a share of love up. So those are a few different ways that you can price their services. Now if you take in my Web design or SDO business courses before you know the easiest ways to come with a price, and here it's not really much different because you're pricing is gonna depend on two things. Of course, if you're not doing the whole race to the bottom, competing on the lowest price, so you're the two things that make the most of us. So first, the value of your so's the value of the service you're providing. This means How much money does your service make for your client? Because, really, your service should pay for itself. So if you are bringing a new revenue for that business, they have no problem consuming pay you, of course, as long as that revenue is more than what they're paying you now. The second piece and this is what a lot of people in this is the value of your clients customer, which means how much money does your client make her new customers that they received. The more money that they make her customer, the more that they can afford to pay you. So if their customers don't pay them much for the service that they're providing, you have to work a lot harder. Convert a lot more people than if they have a higher price product or service that they're offering. So the more they make, the more they can afford to pay you. So what is the value of this? What does this mean? Know who your ideal client is? Know who you're going to serve? No. You can also offer one time services, and this can be a really good way to Segway into recurring services or even higher priced services. You can think about a website or conversion audit as an example. So this gives clients away to try out your service for a lower price and really just build that relationship, build that trust and use that as a subway into those higher price services or your ongoing services. Now there's also different factors to consider industry, and that's what I was describing a few moments ago. The website size it been dealing with obviously feeling need optimize a couple of pages or you're actually working on a site. 500 pages is extremely different. Also the competition level. How much competition is there out there? Of course, the more competition, the harder you have to work, the more you have the work more that should cost, and you can also factoring. Are you providing this particular service in combination with other services? So are you providing a more comprehensive service that will cost a bit more now people, not companies and people who provide these services. I have seen prices all over the place from $500 a month of 10,004 months. You really confined everything out there, so it's really about finding your own value. There's really nothing worse than pricing your service as low as possible just to win on price. This gets a very frustrating very quick. It causes you to do less than a good job who, starting freshly with the client and you don't feel that all your time is really worth what is in paid to make sure that you are sticking to a price that makes it feel like it is actually worth your time so that you can enjoy your work and enjoy your work with clones as well. And just as with anything that we've been talking about here, you can also test your pricing. And if you choose to be Latin, just make sure that you have enough data to work with. Don't talk to three potential clients. Have them tell, you know, and then change your pricing. It could be something completely different. It's only three people, just those with with other data that we've been talking about here. That's not enough to go off. So make sure that you understand that all in your value but the value of your clients customers a swell when you determine your prices. 46. Your Next steps: Congratulations on completing this Web Analytics, usability and conversions Course. If you've gotten this far, you are dedicated to making a positive impact on your business. I really want to keep that impact going. So here's what you should be doing next. Schedule time, bi weekly or monthly so you can review your Web analytics and conversion test. It's important to give yourself enough data to work with after you make a change, so you don't decide to prematurely to make a change. The most important step you can take is to always continue testing. There is always something you contest, and even the smallest changes can surprise you and make a big impact. I've really enjoyed going through this process with you, and I hope you have Justus much again. I am always here to help, So if you have any questions at all, please don't hesitate to post into discussion, and I'll be happy to answer your questions.