Guide to Optimizing Your Funnels for Maximum Conversions

Maximizing your conversion funnels can only happen when you experiment with each element of customer interaction, dig deep into the analytics and then optimize the design.

Fortunately, you don’t have to test everything at once. But where should you start?

In this article I’ll tell you:

• Where you should start
• The most important interaction points to test
• The essential elements at those interaction points to test
• And different tests you can run.

Let’s get started.

1. Create Google Analytics Funnels

Your first step to building a well-built online conversion funnel is to set up a funnel visualization in Google Analytics.

If you don’t have this set up…stop right now and go set it up. The data you will collect will reveal where your users are abandoning the conversion funnel.

The requirements are simple:

• Goal Name – Give the goal a name that will help you recognize when looking at your data reports. For example, “white paper A download” or “free trial subscription.”
• Define The Funnel – Google Analytics allows you to add up to ten pages in a conversion funnel. This is where you will find out where users are dropping off before completing the “goal”…so get this path right.
• Give The Goal A Value – To calculate ROI and other metrics in Google Analytics, you need to figure out what a completed goal is worth. For example, if 10% of people who download a report spend $500 with you, the download value might be $50 (10% of $500).

This tracking will help you discover when and where people are leaving your site during the conversion funnel.

For example, you may see that visitors are bouncing off of one page in the conversion path. You discover this page is where you have the price listed. Can you improve conversions by moving the price further down the sales path? Would adding trust elements on that page help?

If you ask these kinds of questions as you work through the data you’ll be able to fix the leakiest parts of your online conversion funnel.

To learn more about how to set up funnels in Google Analytics, please read our articled called How to Get Actionable Data Out of Google Analytics.

2. Analyze Your Landing Pages

Once you’ve got funnel visualization set up, your first round of testing should focus on your landing page. Here are the elements you should test:

• Headlines – Test different headlines to see which ones attract and keep the most visitors.
• Copy – The copy should be full of benefits to the reader…leading off with the most promising. The PAS copywriting formula is the best way I’ve found to write sales copy.
• Color – Test different background and text color to improve conversion. I’ve done extensive testing of color on my own blog to come up with the current color scheme.
• Font Size – Try different font sizes to see which size keeps readers on the page longer. Also test different font styles to see how they impact conversion.
• Purchase Path – Test the path to purchase to eliminate any friction you uncover. Tip: lowering the page loading speed may be your biggest culprit when it comes to abandonment rates. Use Google’s Page Speed Report to test your conversion funnel. You can also uncover the impact slow page load has on conversion during a usability test. Use both in combination to get the optimal purchase path.

Click on this image below to get an even better understanding of what elements you can test on your landing pages:

The one final piece to creating a high-converting landing page is to limit distractions. Anything that is unrelated to the focus of that page should be cut immediately.

3. Analyze Your Sign Up Forms

The next interaction step to test is your sign up forms. The common elements to test are as follow:

• Headlines – Try out different headlines on your sign-up form and test their effect on sign up pages. Don’t take this lightly. You can boost conversion rates by 29% alone by testing different call-to-action headlines.
• Text Box Words – Make sure the words you use are not confusing…otherwise you could drive away visitors.
• Text Box Placement – Test how you position the text boxes on the form to see which arrangement produces the best conversion.
• Text Boxes Per Page – Analyze your completion rate to see if fewer boxes will boost conversion rates. Keep in mind, fewer text boxes don’t necessarily mean more conversions. You can actually increase back-end conversion by collecting more information.
• Captcha – These filters are great for keeping spammers out, but when they are too difficult to read…conversions can drop.

4. Test Your Trust Elements

Trust on the web is huge…especially when you are trying to get people to give you their money. This is why you have to build trust into your landing page and throughout your online conversion funnel.

At minimum, you need these elements:

• Guarantee – Will you give them their money back if they are not satisfied? Will you do this in 30 days? 60 days? 90 days? Test different variations to see which pulls the best.
• Better Business Bureau Logo – Applying for a BBB logo for your site is pretty straight forward. You have to be a member of your local chapter and pay somewhere around $400/year…but that’s inexpensive when it comes to putting your customer at ease.
• VeriSign Logo – The VeriSign logo is an internationally-recognized symbol that your online check-out process is safe and secure. That’s huge. Try to do business without that seal and your online conversion rates will plummet. You can get a VeriSign seal for less than $300 a year.

I think for the best results you should use all three of those trust elements above, but that doesn’t mean you shouldn’t do a few rounds of A/B testing, experimenting to find out which logo is the most effective. You’ll especially want to find out the best position of each trust element on the page.

Zappos is a company that uses trust symbols and guarantees really well. On every page they have what we call “The Extreme Guarantee”:

The Zappos footer also has all the relevant trust symbols:

Be sure to read our article 10 Ways to “Guarantee” More Sales and Conversions for more information and examples on this topic.

5. Test Your Email Conversion

Building an email newsletter list is an essential part of your online conversion funnel. Test these elements in your emails:

• Open Rates – Your email newsletter will live or die based upon your subject lines. Make sure you are using the most compelling copy. Test different variations constantly to raise conversion rates.
• Copy – Test short or long copy in the email, preferably finding out if the bulk of your audience wants to click through and read everything on your site.
• Click Throughs – Open rates alone won’t tell you the whole story. Embed links throughout the copy to see if more or less links drives people to click. And test different anchor text copy.
• Plain Text vs. HTML – Find out if your audience prefers email in plain text or HTML based. A great way to find out is to use a simple survey.
• CTA – Test different calls to action to see which drives more traffic to your site. Also test the position of these CTAs on the page.

By the way, check out my article 5 Reasons Why You Can’t Make Your Email Marketing Work for more advice on this topic. Also, KISSmetrics provides the tools to measure all of these elements in your email campaign.

Let’s shift gears now and talk about how you can test these different conversion funnel elements.

6. Combine Usability And A/B Test Results

Talk to most people about metrics and they’ll either talk about user testing or A/B testing…but never both. That’s unfortunate because they work together perfectly.

Let me explain.

• Get qualitative feedback from users during a usability test – Your first step should be a usability test. This user test can be casual, but tightly-focused…as in just have them focus on the page where conversions matter the most (sign up form). You would be surprised how much insight you can get from feedback from a very small group.
• Analyze your user testing results – This user feedback should help guide your design of the page in question. You should walk away with three or more design alternatives.
• Run your A/B testing – Once you have those alternatives and insights from user testing, start you’re A/B testing. Your A/B testing should help you narrow down your choices between design alternatives and on-page elements, eventually landing on the most optimum performing page.

In the end, A/B testing will confirm your usability test insights…giving you more effective results than if either were used alone.

If you’re new to usability testing, here are some resources to check out:

• Usability 101: Introduction to Usability – By Jakob Neilson, godfather of usability.
• Seven Common Usability Testing Mistakes – By Jared Spool, easily one of the smartest guys doing usability work.
• Usertesting.com – For $39 you get a video of a user talking about your site as they work through it, and written summary of problems they encountered.

And if you’re new to A/B testing, check out our KISSmetrics A/B testing guide.

7. Run A Mom Test

Okay, so it doesn’t have to be your mom…but make sure it isn’t one of your internet savvy friends. In other words, it should be a normal web user.

Call this person and ask them to find your site on Google and complete the conversion process. Make sure you tell them what you expect users to do at your site.

Stay on the phone and ask them to talk out loud as they do their search. Record the phone call and take notes until they are finished.

Make tweaks to your conversion process and repeat the process until people can work through the process without abandoning the process.

8. Run An Online 5-Second Test

Finally, when it comes to creating a well-built conversion funnel, you need to keep things simple. Eliminate all distractions.

I’ve found that by running a simple visual presentation you can learn a lot about the simplicity of your funnel.

This is where the five-second test comes in.

Vinod Khosla originally created this test to show executives and VCs that slides thick with information would fail. The test involved nothing more than putting a slide in front of someone and then pulling it after 5 seconds. Khosla would then ask the tester to tell him what he remembered.

The lesson was always the same…less is more. The 5-second test has been adapted online to help you test web designs with a tool like fivesecondtest.com.

You can use this to test wire-frames, mock ups and call to actions. And it’s easy to get started:

1. Get a free account.
2. Upload a screenshot of the web page you want to test.
3. Let members test your web page.
4. See your results.

You can see in the red outline that in a quick glance what most users were seeing as the most important goal of the web page. In this case it was “download this.”

Is that what you want to be the main goal?

If not, then you need to change the design and re-test. The tool is free so you can do this as many times as you want!

9. Take It To The Next Level By Tracking Individual People

In this post we talk about how to optimize your funnels in Google Analytics for maximizing conversion. You can take it a step further by using KISSmetrics to track individual people. With KISSmetrics you can dive deeper and witness more actionable data at a more granular level. This will allow you to make even greater gains towards improving your conversions.

As always we’re more than happy to educate you on how much further you can take your conversion optimization with KISSmetrics. Feel free to contact us to learn how you can do just that.

Conclusion

When it comes to creating a well-built conversion funnel, you should be testing all the time. You’ll get plenty of actionable data that will help you improve your conversion rates.

Listen, if you’re not testing, you’re leaving money on the table. And as I shared above, there are so many easy and inexpensive ways to test that you really don’t have any excuse. Besides, who wants to lose money? Not me!

What other elements in a conversion funnel should you be testing? And what other tools do you know about?

About the Author: Neil Patel is the VP of Marketing of KISSmetrics and blogs at Quick Sprout.

Source ; http://blog.kissmetrics.com/

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Strategies to Improve Conversion Rates

To many website owners, shopping cart abandonment and conversion rate drops on a checkout page may seem to be a bitter fact of e-commerce life.  But it doesn’t have to be that way.  In fact, you can increase conversion rates on your checkout page by helping to give your shopper everything they need to make an informed, confident decision.  Print out this helpful checklist and use it to optimize your checkout page for higher conversion rates.

Design and Layout

This is where much of the buyer’s decision to buy or not buy will rest – at first.  Best shopping cart design practices will factor in here, such as ample use of whitespace, clear delineation of different steps in the order process, and these vital checkout-boosting points:

1. Give users a visual checkout process – while it’s ideal if you can fit everything onto one page, plenty of conversion studies have shown that the less clicks to checkout there are, the higher your conversion rate will be.  If you need to spread things out across multiple pages, give the shopper a visual indicator of how far they’ve progressed.

2. Add checkout buttons to the top and bottom of the page – The less time that customers have to spend looking for them, the sooner they’ll take action

3. Include credit card logos and security seals – Let shoppers know your site is a secure, trusted place to do business.  Popular security seals include Verisign and BizRate.

4. Give users the option to continue shopping from the checkout page – They may have forgotten something, and there’s nothing worse than hitting the back button and finding that all your cart details have vanished.

5. Differentiate checkout/continue shopping button colors – If you have these two buttons side by side, consider changing the color of one of them to make it visually separate from the others and lessen the chance that the user will click the wrong one.  Add plenty of space in between them so there’s no mistaking where the user clicked.

6. Give visitors the option to create an account AFTER checking out – There’s nothing more aggravating than being presented with the “Register to Create an Account!” popup first before you can complete your order.  Removing it caused one online retailer’s sales to increase by $300 million!  People will gladly give their contact information in order to track their purchase after the order rather than stopping to fill everything in beforehand.

Everyone’s favorite usability study, Amazon.com has pre-checkout down to a fine art.  This cart page includes details on the item added, a financing offer, free shipping, protection plan and related accessories on one page.

7. Allow users to print or email their cart contents – In the case of certain purchases, they may be buying for someone else, need their manager or boss to sign off on the purchase or some other step that forces them to stop the checkout process.  Make sure that if there has to be an interruption, you give them the tools necessary to make it as smooth as possible.

8. Let buyers save their cart or add to wishlist – Many people use a shopping cart as a glorified wishlist, to save things for later.  Why not give them the opportunity to do just that by letting them save their cart or optionally add products to a wishlist for a future purchase?

9. Exit popups don’t always work – Oftentimes, antivirus or browser software will stop popups in their tracks, preventing you from surveying the customer as to why they left their shopping cart.  Instead, use email to follow-up and test adding a discount code or dollar value off if they complete their order.

10. Don’t forget to include links to your privacy policy, shipping details, FAQ and returns policy within easy reach of the checkout screen.  You may also want to consider testing a live chat option on the checkout page in case the customer has any pre-sales questions before placing their order.

11. Review one last time before it’s final – Give customers one last chance to make sure they ordered and entered everything correctly before they proceed with their order.

BassPro Shops deliver a $20 coupon in an email, toward items already in the user’s cart.  A clear call-to-action invites the user to click through, apply the coupon and continue shopping.

Optimizing Product Details

If your design and layout is as seamless as possible, the next aspect of the user’s attention is going to go directly to making sure they’ve ordered the right color/size and combination of items.  Here are some other factors to add in to make the shopping cart experience as pleasant as possible.

12. Include a product summary – having just a name and a number might be enough on the vendor’s end, but letting the customer know what size, color, and other customization options are available will help them ensure they’ve made the correct choice for their needs.

13. Detail shipping methods on the checkout page – Don’t wait until after they enter their shipping address to let them know which options you accept.

14. Let the user update quantity or remove from cart – while they’re still on the checkout page. Here again, the more times they have to hit the back button (or look for the cart icon) to go where they want, the more chances they’ll simply give up and drop the process altogether.

15. Recommend related products before checkout – This is another excellent shopping cart practice which is sorely under-used, particularly in the field of electronics, where shoppers want to be absolutely sure they have everything they need to get the most out of their purchase.  No one wants to find out too late that the item didn’t come with an adapter (or that one was recommended in the first place).

When purchasing high-end headphones, Bose.com’s website recommends helpful accessories plus offers several payment options, progress steps and the ability to update the cart while preparing to checkout

16. Include order number and contact info for any questions – Let customers know how they can reach you by phone and email. Not everyone wants to (or knows how to) use live chat functionality, and if for some reason it isn’t staffed, having email and phone contact details on the same page can prevent carts from being abandoned due to unanswered questions.

17. Show the final price before checkout – More and more e-commerce sites are incorporating this feature to help prevent orders from being lost due to the customer’s idea of a perceived price increase in the form of shipping/handling/tax fees.

18. Confirm that the item is in stock/available – No one wants to get all the way to the order page to find out the item is no longer available.  Thankfully, most carts have inventory tracking built-in to the ordering process.  If an item is on backorder, allow the user to enter their email address to be notified if/when it’s back in stock.

19. Show pre-order availability – If your customer is pre-ordering an item, let them know when it’s expected to be available. Although release dates can and do change often, Amazon takes the uncertainty out of the pre-order process by offering users a credit if the price drops between the time they pre-ordered, and the day the product launches.

20. Include product ratings and testimonials – Nothing helps instill confidence in an order more than customer reviews and ratings about a particular product. Shoppers want to know if the wires break easily, if the item is too long in the sleeves, or if it works exactly as advertised.  Don’t let them find out too late!

PetCareRX lets pet owners rate and review a product and have that review appear right on the product order page

21. Include gift wrap/message options – This tip is particularly valuable near different holiday shopping seasons, depending on what you’re selling.  Any “little things” which can add a personal touch while helping the shopper save time are highly valued and remembered when shopping online.

22. Include product video – Where possible, show the product in use, or ideas on how to use the product for best results.  Read this KISSmetrics article to learn how product videos help increase conversion rates.

Payment and Shipping

This is where most shopping carts are abandoned, and it’s usually because of the aforementioned failure to include shipping, handling and tax into the final order tally up front. There are also some points that can make this crucial moment even easier for buyers, such as:

23. Provide free shipping – Time and time again, shoppers say that this factor over all others compels them to order.  Not all merchants can realistically afford to always do this, as shipping costs can eat into their bottom line. If that fits your current situation, consider…

24. Offer free shipping when the customer spends $X  – You can set a dollar amount needed to reach the free shipping threshold, but the fewer requirements you set, the more likely people are to increase their order maximum order volume and come back to purchase again. If you do this, add in a progress bar or a total amount as the customer adds the items to their cart to show them how close they are to qualifying.

25. Provide multiple shipping and payment methods – Let the user decide how quickly they want to receive their order.  Likewise, not everyone wants to bother with dragging out their wallet (or purse) to find their credit card.  You’ll likely convert more online shoppers by using online payment services like Paypal or Google Checkout.

26. Put the latest promo codes directly on your website – There’s nothing worse than going off-site to a coupon directory to find a code and then returning to the site in question to use it.  Keep those shoppers on your site longer by including the promo code right on the checkout page, along with a field to use it.

American Eagle lets customers choose shipping options, showcases a promo code (and discount field) and provides the order total directly on the checkout page

27. Was $X, Now $Y – Everyone loves a good deal. If you can show the previous price of an item, you’ll encourage them to complete the order while the item is still on sale.

28. You Saved $X – Like the above, if you can show the shopper how much they’ve saved on their order before the final price is displayed, they’ll feel much more comfortable pressing that Checkout button.

29. Include an Approximate Shipping Date – In exchange for their zip code, and with their shipping method selected, it’s a great idea to include an approximate shipping date (when the item leaves the warehouse) or an arrival date when they can expect to receive it.

30. Make Digital Download Instructions Clear – Most of this article has been devoted to best ecommerce practices for tangible items, but even if you’re selling digital goods, many of these points still apply.  At checkout, make it expressly clear how the customer can download their order. If they need special software to open it, show them how to download it.  And in the future, if they need to download it again, provide them with instructions on how to do so.  Don’t assume everyone knows where and how to get Adobe Reader!

31. If you need specific information, tell them why – Customers are more likely to share information (like date of birth or their phone number) if you tell them why you need it.  Just be sure that you truly DO need that information and it isn’t just a “nice to have” piece to bulk up your lead database.

Rewards and Special Offers

Everyone likes to feel rewarded.  And getting customers through the checkout process is just the first step. You also have to tailor your checkout page toward future orders – or remarketing to customers who have abandoned their order.  Follow these points to increase shopping cart conversions on future orders.

32. Promote reviews in exchange for coupons or discounts – Encourage customers to review a product in exchange for a discount or coupon by email.  More reviews could entitle the user to bigger savings or free samples.

33. Consider a loyalty program – Award customers with points in exchange for reviews, purchases, ratings or other actions that can help contribute to your website.  These points could be redeemed in exchange for samples, a coupon toward a future visit, or other rewards.

34. Give away complementary samples with each order – Depending on what you sell, this could become a serious factor in getting repeat orders. It works particularly well when bundling, such as including free sampler perfumes with a clothing order, or in the case of the Freeman Beauty sites, a sample travel beauty product with each item added to the cart.

The Freeman Beauty website lets customers add a sample to their basket for each full-size product they order

35. Provide 24/7 Customer Service, 365-Day Return Policy – Zappos is the poster child of great service, because they make it a part of every factor of their business – including a year-long return policy.  Countless studies have shown that the longer the guarantee/return policy is, the less the likelihood of returns or refund requests.  And, while not appropriate for every business, it has certainly earned them a loyal following.

36. Promote financing offers for higher-ticket items – Some stores use Paypal’s “Bill me Later” function while others offer payment in installments or a lower price for locking in a year’s worth of service (versus paying month to month). Consider some creative financing options to help move your more expensive merchandise.

37. Installation and Setup – Depending on what you sell, you can compel more shoppers to buy if they have some help with installation and setup. This is particularly advantageous for computers and other technical equipment and incredibly valuable to first-time customers.

Zappos includes a laundry list of best shopping cart practices, including: Paypal integration, free shipping, safe shopping seals and live chat

38. Let customers set up notification alerts – You’ll greatly increase the chance that they’ll return and make a purchase (or another purchase) if you let them create email or text message alerts on your site.  For instance, they may ask to be notified when a product is almost out of stock, or notified when similar products are added.  Let them choose how and when they want to receive alerts, and you can bank on having a customer for life.

39. Upsell with gift cards – This strategy is commonly used over the Christmas holiday season, but there’s no reason it couldn’t work on other types of sales.  The option to add a gift card to their cart or get $X off their purchase when they add a card can increase your total sales per customer considerably with no extra effort on your part if the cards are delivered digitally.

40. If No Upsell, then Downsell – Even if a customer declines the upsell offer, the order isn’t entirely lost.  Try a downsell of a “lite” version or a shorter subscription period to give the customer a taste of the upsell for less.  This lets you make money on an order regardless if it isn’t quite as much as you’d hoped.

Crutchfield displays a gift card upsell, free accessories, total savings, and free shipping plus an in stock notification on its cart page.

Test, Test, Test

Of course, with any list that includes techniques and tips to help increase conversions, you should remember that no matter how certain you are that one idea or the other will work for you – it’s ALWAYS worth testing. Your users may surprise you, and you won’t know how well a particular strategy will work unless you split test accordingly.

About the Author: Sherice Jacob

Source : http://blog.kissmetrics.com/

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