A4UExpo Amsterdam: Conversion Optimization
The first day at A4U Expo Amsterdam starts off interesting for me with an excellent presentation from Ton Wesseling (Orange Valley). He has 50 tips to improve conversion on your website. The (fast moving!) presentation is divided into strategy tips, conversion tips and best practices for multi-variate testing (MVT).
Optimizing for conversion is a two way process – you need to optimize for conversion and persuasion. He kicks off with strategy. What defines a conversion goal? Is that money? No it’s lifetime value, creating value from returning customers.
The way to create lifetime value is to focus improvements on all the micro conversions that turn prospects into customers.
Start by optimizing usability – to help users move from one step to the next. Going forward from usability you must develop personas with which the target group can identify. Your audience needs to be motivated, and you can help the audience by being clear on how goals can be achieved.
The decision-making process goes through three phases and psychological behavior affects decision-making. Is the potential customer just browsing, is he moderately interested or does he know what he wants? The four persona archetypes are analytical, driving, amiable and expressive. Each archetype is influenced in different ways. For example, give an analytical person extra details to base his or her decision on.
The important tip from the strategy section of the presentation is: build on user data. Each persona interacts with the site in a unique way. Define and optimize these steps and functionality so that different kinds of users can reach the conversion goal.
Ton has more tips on measuring the results. When you follow trends and filter your analytics, you can see different behavior in time the time of day, weekdays or weekends and intent. By identifying differences you can find out where your users drop out of your online sales funnel.
Some other conversion improving tips that Ton mentions are:
Ton finishes off the session with some 5 interesting insights from multivariate testing.
See more of Ton's great tips on SlideShare, his presentation is here:
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