The importance of conversion rates and website effectiveness

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As we ease into December, and the busiest shopping time of the year, we do one last round of Flubit Life for 2012. To start this procession to the end of 2012, our Development Manager Victor is here to talk conversion rates and website effectiveness:



Conversion rate optimization (CRO) is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. It is also commonly referred to as CRO.” – Wikipedia, the free Encyclopaedia

A few days ago, Steph (yep, Flubit User Experience Manager) and myself went to Google Campus and attended a very interesting and entertaining seminar named Website conversion optimization Master class.

As there’s almost nothing more frustrating than an amazing website (and if it’s yours, I bet it is even more than amazing) that doesn’t convert as well as you expected it to.

Still there is also the good part in this -> conversion rate problems are incredibly common and they’re incredibly fixable.

Avinash Kaushik, Googler and author of Web Analytics: An Hour a Day, wrote in his Experimentation and Testing primer that “80% of the time you/we are wrong about what a customer wants.

What was the seminar all about?
Ivan Imhoff (our digital marketing expert host) presentation focused on how to increase the effectiveness of an website and skyrocket the conversion rates.

The purpose of the seminar was to discover the key principles of high conversion landing pages, to show how to review and improve the goals and objectives of a webpage, to explain the webpage construction principles and to review the mechanics of testing technology and the mistakes to avoid.

The Landing Page Optimization Process
The Landing Page Optimization Process

Main points in Ivan’s presentation:

  • The importance of the first 7 seconds on a webpage.
  • Cognitive principles, applied to webpage interpretation.
  • Dangers of usability: the good, the bad, the why.
  • How to steer and focus your webpage designs.

And these are the pinciples that Flubit integrated into the process of handling the conversion optimisation:

1. Be relevant
2. Have a clear call to action (CTA)
3. Evoke trust
4. Understand user intent
5. Remove Distractions
6. Use graphical calls to action (CTAs)
7. Experiment with CTA placement: side panel, top, bottom, etc.
8. Use textual CTAs (links) in body copy
9. Use A/B or multivariate testing for CTAs and landing pages

In Do It Wrong Quickly, Mike Moran wrote “Netflix considers 90% of what they try to be wrong.”

Do you have any idea for us to improve and test?
Drop a short comment here

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