Every company we work with comes to us wanting to learn about and improve their conversions. We all spend a lot of time and resources bringing in new customers. When they don’t convert, we want to know why and what we can do about it.
In collaboration with our friends at LeadPages, we’ve put together a quick video and recap outlining what you need to know to get your potential customers to take action and convert.
Optimize Landing Pages
LeadPages has helped tens of thousands of customers optimize their landing pages.
One of the key takeaways they’ve learned is the importance of creating many opt-in opportunities and putting them front and center. For example, LeadPages has seen a 32% increase in opt-in conversions by replacing sidebar opt-in boxes with pop-up opt-in boxes.
LeadPages has also found that small changes in the language you use can lead to big improvements in conversion rates. For example, using the word “my” led to 90% more conversions than the word “your”.
Let Analytics Guide You
As they say, you can’t improve what you don’t measure. Understanding your data is the only way to find your weak spots, improve them, and measure your results. When it comes to conversions, there’s nothing that will help you achieve this better than Funnels.
Funnels show you where customers drop off on the path to conversion. Analyzing your Funnel can be done in three steps.
Step 1: Define Conversion Process
This may seem simple at first, but it is the most critical part of funnel analysis. Users interact with you in many ways, so it can be difficult to cut out the noise when choosing the exact interactions you want to measure as part of your conversion process.
The best way to think about this is to consider the actions that are required for a user to convert, while leaving out the rest.
Step 2: Build Funnel
Now that you have defined your conversion process, it’s time to build your Funnel. Once it’s set up in your analytics tool, you will see something like this:
This report helps immediately identify where we are losing the most customers during our conversion process.
Step 3: Find Out “Why?”
Now that we know the “where”, it’s time to address the “why”.
Often times, the “why” will jump out at you. For example, it may be a step that requires effort, commitment, or has some sort of confusing UX/UI.
Other times, the reason won’t be so obvious. At this point, you will need to dig deeper into your Funnel by adding the smaller steps that happen in between the large steps. Keep in mind that each conversion is made up of smaller conversions, and the deeper you go, the more precisely you will be able to pinpoint your problem areas.
For instructions on how to set up your Funnels in Woopra, check out our Funnel Tutorial.
Right Message, Right Customer, Right Time
Getting the right message to the right customer at the right time is one of the foundations of good marketing. So how do you achieve this? Simple: with data.
Data and analytics enable you to target specific customers in the moment when they need to hear from you. This is precisely why joining your analytics with your other tools, such as your email automation or help desk, is so powerful.
When your data and analytics drive your customer interactions, your communications become exponentially more effective. We have seen this ourselves at Woopra, when we had a single email improve our conversions by 20% in just one week. The reason this email was so effective is because it was sent to exactly the right users, at the right time, thanks to our data.
For a more step-by-step explanation of these concepts, along with real world examples, check out the video below.