How to increase conversion from your

website

Nilesh Patel @LeadSquared

Land More Leads, Close More Deals

Acquisition vs Conversion Budget

Increase website conversion• Why to increase conversion?

• Strategies and tactics to improve conversion?

• How to measure conversion performance?

Why to increase conversion?• Businesses that are able to discover and engage the buyers

early in their buying process have a better chance of winning deals

• Because you can; there is a lot of room for improvement and improving conversion is very likely to improve business performance

• Paid search, social ads and organic search will keep getting more competitive and increasing your bids and budget is not the answer

• Split testing tools are not expensive

Factors which affect conversions?• Page Load

• Message and Positioning

• Layout and Navigation

• Credibility and Testimonials

• Offers & Call to action

Page Load

• Tools to test page load time• www.webpagetest.org • Google PageSpeed Insights

• These test results come with recommendations on how to go about improving the performance

Sample Insights

Messaging, Positioning

Best Practices• The value proposition should be simple to understand, a

benefit statement – what’s in it for the visitor

• Focus on the visitor – “you”

• If you are focusing on solving a challenge then your message should communicate that you understand their challenge

• Don’t overdo the SEO – whatever you do should be invisible or appear natural

• Remove the fluff, visitors have short attention span

Layout, Navigation

Layout

- Tried multiple tests on the layout- The winner gave 8% increase in job application rates

Navigation

- Tried multiple tests on the wording of navigation menu- The winner showed 224% increase in click through rate

Best Practices

• Avoid clutter

• Responsive

Best Practice• Ample white spaces

• Brief copy

• Have fewer navigation items

• Avoid generic navigation labels

• Avoid drop-downs as much as possible

Credibility Factors

Credibility Factors

Best Practices• Customer logos

• Customer testimonials in text format

• Customer testimonials in video

• Money back guarantee

• Verified by some authority/independent party

Calls to action

Offers

Offers

Best Practices• Text on the CTA buttons should drive an action

• White space around CTA button to make it visible

• Offers should have high perceived value – think Godfather

• Herd effect – if you got thousand download of the offer mention it on the landing page of the offer

• Testimonial for the offer – write what others are saying about your offer

Tactics

Throw a pop up after somebody has been on our website for few minutes with an offer

Tactics

- Website top bars- Relevant offer CTAs on the blog

Tactics

Pop up when a visitor is about to leave/close the browser

Tactics

Live Chat

Tactics

Website Survey

Tools to measure conversion• Heatmap – CrazyEgg, ClickTale

• Setup Goals in Google Analytics• Paditrack

• With tools like Visual Website Optimizer, Optimizely

• For Landing Pages – LeadSquared, Unbounce

Quick Recap• Why is conversion important?

• Strategies and Tactics to improve conversions

• Tools to measure and improve conversions

Nilesh Patel @LeadSquared

Thank You!