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Interview with Stephen Pavlovich at Conversion Conference London

23 October 2013 BY

Stephen PavlovichJo Turnbull interviews Stephen Pavlovich, Director of the Conversion Factory to find out how best to to increase conversions for clients. Stephen is speaking on both days at the Conversion Conference which takes place on 23rd and 24th of October.

What are the 3 best ways to optimise conversions for non tangible products on a site (eg insurance)?

1: Find out what’s stopping people converting. It sounds simple, but it’s easy to make the mistake of coming up with test ideas without first knowing the reasons why visitors aren’t buying.
2: Products like insurance often have a more complicated checkout process than physical products. So it’s crucial to focus on the usability of the sales funnel. (And don’t forget to check it on mobile and tablet devices too.)
3: Techniques like abandoned cart optimisation can be particularly effective. Identify the reasons why users abandon the sales funnel, then address key objections in follow-up email marketing (and consider testing discounting to add a degree of urgency).

How best do you use attribution models for tracking sales?

Our primary focus is attributing sales to specific variations of pages or elements that we’re testing, rather than attribution to traffic sources. Tools like Optimizely and Visual Website Optimizer make it easy to identify the variation that generates the highest lift. (And don’t forget to include call tracking if users can convert offline too.)
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[inlinetweet prefix="" tweeter="" suffix=""]Tools tips by Stephen Pavlovich: Optimizely and Visual Website Optimizer[/inlinetweet]

How can you guarantee to improve conversions of a site without spending more budget?

Conversion optimisation is one of the most effective ways to increase the effectiveness of every marketing channel: from organic and paid to affiliate and display. As your conversion rate increases, the profitability of these campaigns increases in parallel. It can often make sense to invest in conversion optimisation rather than doing it in-house – the speed of testing and size of the results can be significantly improved.
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[inlinetweet prefix="" tweeter="" suffix=""]Conversion optimisation is one of the most effective ways to increase the effectiveness of every marketing channel[/inlinetweet]

What are the 5 common reasons why conversions drop on a website?

It depends on whether the website is performing less effectively, or whether it’s just that the conversion rate itself is lower (even though the site is still performing well).
If the website is performing less effectively, it may be because of reasons like:
1. Competitors have focused more on conversion optimisation, so visitors are more likely to convert elsewhere.
2. Technical issues are affecting your website, making it harder for users to convert.
3. Mobile traffic is increasing, and your website is underperforming on those devices.
If it’s just a lower conversion rate, without a corresponding drop in sales, it may be because:
4. Social traffic has increased, sending a significant amount of low-quality traffic to the website.
5. PPC budgets have been reduced, meaning there’s less high-quality traffic coming to the site.
Thank you Stephen for taking part in the interview. If you would like to find out more about conversions, register for the Conversion Conference in London and meet Stephen.
AUTHORED BY:
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Jo Turnbull is the organiser of Search London and the founder of SEO Jo Blogs, which provides practical advice and tips for those in SEO.
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