Like past episodes of Get Fact Up, Chris has been inspired by his recent trip to Sydney's Search Marketing Summit. One of the speakers Chris met with was Tim Ash, author of the bestselling book Landing Page Optimisation, and CEO of SiteTuners. Conversion Rate Optimisation may sound super techy and boring, but let us tell you....it's far from boring. It's what online business is all about. Optimising your website to encourage conversions, who isn't on board for that?
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GET FACT UP #34 TRANSCRIPT
- Good day Australia. I'm Chris Hogan, Founder and CEO of MeMedia. It is time to get Fact Up.
Today, I want to cover up some of the stuff I learnt at the search marketing summit 2016. Yeah we've been through that, but there's some awesome content that I still have to share.
Today it's going to be about conversion rate optimisation. Conversion what? Of course it's a cool name that we've created in agency land for some of that technical stuff that we do. So what's it all about? Conversions right.
Really quickly what is cost as a conversion? Well of course a sale class is a conversion, a contact form is, but maybe just getting people to navigate to where you want them to go on the website could also be classed as a conversion. Conversions rock.
So, today I wanted to share with you, who I met there was keynote speaker, Tim Ash. He is also the author of the best-selling book, Landing Page Optimisation and CEO of SiteTuners. Tim presented bundles of awesome information on how to improve your website so that it, ideally, converts more people or guides people better throughout your site. He had some great content, I'm only going to share one little piece and I hope I do it some justice. So, let's dive right in.
One of the most important takeaways that I got from Tim's presentation was that choice kills. Reduce complexity with a series of simple selections. Tim shared an overview of strategies which will assist you in guiding your visitor to either buy on your website or to land on those pages where you want them to go. So, let's have a look at those. We need to limit choice.
According to Tim, we can only keep up to four items in our non-rehearsed memory, which means that you need to limit the amount of choices available to your users when they're visiting your page. This could apply to absolutely anything on your website. From selecting the right section of your website to navigate to, or selecting which product category you should choose, and maybe even which price package might best suit you amongst what seems like a sea of pricing packages. Cutting the selections down on your website to be no more than four will help funnel those users into the areas you want them and create more conversions.
Which brings us to our second point, where we want to make those choices absolutely obvious. This can be done by adding a sash to one of the four pricing options or even increasing the height of the one you wish the customer to choose. Alternatively, for navigation through to parts of your website or shopping cart, you might have all black and white descriptive photos and one full colour promoting visual bias.
So now, let's take another look at the price packaging options and show how manipulating context and order can help increase conversions for what you want your visitors to click on. So, if we take a look at your four package options all priced up, then changing the order of them from highest on the left to lowest on the right, this can give your middle or basic packages a psychological edge.
Similarly, if we look at category and navigation structure pushing your most popular on page visual buttons around so that they are visible in one view without scrolling, and not exceeding four options, you can once again, assist the visitor.
The last point we wanted to cover is that we need to understand that prices are pain for our website visitors. If we look at our price packaging options, simply removing the dollar figure from your price packages, but maybe include the currency you're trading in could give those packages another psychological edge.
Well, if Tim Ash is listening, I hope we did his presentation or at least a small part of it, some justice. Absolutely, we would recommend, getting Tim's second book, Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, which we've included in our blog.
Thanks for listening, Australia, we will see you next week, so that we can get you all Fact Up. I'm converted, I believe, praise it, praise it, baby.