There are many great search-experts out there. We decided we wanted to give some extra attention to some of them. Therefore we will be interviewing some of these experts. During the entire summer you will be served with short interviews with influential people in the industry. You will be seeing interviews with the likes of Joost de Valk, Marcus Tandler, Chris Sherman, Mike Grehan and Danny Sullivan, and off course our bloggers! Be aware that some interviews will be published in the newsletter!
Today: a conversion expert, he who knows what we all want, conversion: Stephen Pavlovich
My company Conversion Factory helps people make more money from their website. We’ve helped clients add well over £10m to their annual revenue, both in the UK and internationally. We specialise in gaming, finance, travel and ecommerce.
I’m focusing on client work this summer, before getting back on the conference circuit in the autumn.
Behavioural targeting is becoming increasingly popular, especially as Facebook looks to use it to increase conversion.
But for most websites, behavioural targeting would be overkill. The biggest opportunities are understanding and persuading the majority of your website’s visitors. There are plenty of big wins available, without needing to invest the time and resources in behavioural targeting.
Conversion rate optimisation is getting increasingly popular, which is great. That said, the bigger it gets, the more some misconceptions get spread.
Here are two of my favourites:
Websites like abtests.com are great at giving people ideas for tests – but don’t assume that because it worked for someone else, it’ll work for you too. There’s a lot more affecting the conversion rate than what’s on the page.
The thing is – so much is dependent on the qualification of the traffic, which means comparing conversion rates isn’t too helpful.
There are two times when it’s ok to compare conversion rates. The first is when you’re split-testing traffic and have statistically significant results. The second is if you’re an affiliate and are alternating traffic between two possible merchants.
Like SEO, some of the most interesting sites in conversion rate optimisation are in what some people perceive to be “shady” industries – areas of weightloss, gaming and finance. Sites in these niches can get huge volumes of traffic – and revenue – but that also means there’s a large amount of competition. That means that these sites need a very sophisticated conversion strategy to gain marketshare.
[Not sure I can answer this one!]
I often talk about “bridging the gap” – it’s a key concept in conversion rate optimisation.
Not all traffic is ready to convert on your website immediately. While some visitors might convert in their first session, others will take a lot longer. They might need to discuss the purchase with a partner or friend (eg for a holiday or a new kitchen), they might be interrupted or short on time, or they just might not be convinced that your product or service is right for them.
Successful websites are ones that bridge the gap: they ensure that the visitor has a reason to come back when they’re ready to convert. There are two main ways to do this:
Stephen Pavlovich runs Conversion Factory, an agency specialising in effective conversion rate optimisation.
15 hours ago