Map out your sales funnel to see where the weaknesses is: it could be your checkout page rather than the landing page itself
Survey your customers to ask them why they are leaving the website (tools like Qualaroo allow you to do this, or use email surveys to ask people why they purchased not just why they didn’t purchase)
Usertesting.com allows you to test your website in a low cost way
Landing page optimisation doesn’t just start with the landing page, it starts with what they saw before it eg what they searched for and if the PPC ad fits with the landing page
Don’t have too many elements competing for the users attention, just have one focus and ask them to do only one thing
Speaker: Russell Sutton, Managing Director, Webexpectations and ConversionWorks
Test everything before you apply it because there can be unforeseen negative consequences even if you think you’re improving the page
Make sure you’re PPC account is sending mobile traffic to your mobile site
Define success and your business objectives (quantifiable business success metrics) before you start any landing page optimisation
Use weighted sort on bounce rate within Google Analytics and prioritise those pages
Sometimes the smallest changes have the biggest impact eg having form instructions in the box where the user enters data or above the box
There we have it! Another great conference with plenty to take away, think about and implement. We hope you enjoyed our round up of #SESLON, and do let us know of any additional tips you picked up if you were there with us.
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22nd Jul 2021 Digital PR Blog
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