Building a website that converts

A systematic approach to conversion optimization

Peep Laja, ConversionXL

Introduction

• Peep Laja – ConversionXL, Markitekt

• Real estate in Dubai, TV in UK,

SEO in Panama, niche sites, SaaS

• How to get business results from your site

• Design is not art

• Designer is an engineer

• Function over aesthetics

GOAL?

Conversion optimization

is the science of doing

marketing better

Scientific approach, not personal opinions

It all starts withresearch.What’s working right now?

What’s not working?

What do the users want

and how do they want it?

Web analyticsHeat mapsUser surveysUsability testsFunnel analysis

Which factors make a site convert better?

Customer personas

Motivation and relevancy

• Target relevant people

• Join the conversation in the customers’ mind

• Ads and landing pages need the same message

• Does your offer solve a problem the customer has?

Understand buying phases

• Don’t ask for the sale too soon

• Create paths for people in different phases

Engagement

• Join the newsletter

• Subscribe via email

• Follow us on Facebook

• Take part

• Win!

Value proposition• What exactly are you offering?

• How is it better or different from other similar offers out there?

• How do I benefit?

• Who is it meant for?

Clarity• Where am I?

• What can I do here?

• How is this useful?

• How exactly does this work?

Our Point of Sale Systems Integrate Hardware,Software and Internet Social Media Marketing IntoOne Giant Revenue Super System.

Friction• Too long or complicated process

• Don’t understand what to do

• Ugly website

• Complicated language

• Lack of information

• Insufficient evidence

• Fears, doubts, uncertainties

4 main reasons why people don’t

buy

Urgency

• Time limitations

• Quantity limitations

• Contextual urgency (Christmas, Mother’s Day)

Distraction and noise

• Every single page should have a single Most Wanted Action

• Is it clear what the user should do next?

• Does the page have something that is not relatedto the action we want users to take?

• What can we remove?

Checklist

• Customer personas

• Clarity

• Friction

• Motivation and relevancy

• Urgency

• Distraction and noise

• Value proposition

• Engagement

We can’t know (100%) in advance which design, copy or layout will

work the best.

WE HAVE TO TEST IT

A/B testing

vsmultivariate testing

Main things to test

Offer

Headline

Button size and text

Principles

• Clarity trumps persuasion

• People don’t care about you. They careabout themselves.

• Less is more

• The best sales copy is the one that provides full information.

Thank you

• Follow me @peeplaja

• Visit http://conversionxl.com