How to test the conversion rate of your website…

Increase your New Websites Conversion rate

Designing a website can be very subjective – everybody seems to have an opinion, even the mail boy. Through years on the job I have developed this fail-safe methodology which makes things a whole lot easier. Firstly, set an objective. Most simply, your objective with each page should be to persuade the user to take “Action”. Your job is to determine the role of your website and the desired action that users should perform.

Whilst this process is best performed on a new site design, it can also be applied to existing sites. Follow these 9 basic steps to analyse the performance of your website and design it right.

9 Quick Questions to test your website design

Take a close, fresh look at your homepage. Here’s how: Pretend you are a new visitor to your website. Make your website is full screen (Press F11 on your keyboard). Look away from your screen and pause for a second. Look back at your screen and ask yourself the following questions.
The ideal answer follows each question. If your website does not match these descriptions then its time to get to work!

  1. What is the first thing you look at? – The attention grabber is a picture or a strong headline at page centre. It should be something which immediately engages, enticing the user to want more.
  2. What did you immediately think the company did? – Your users should be able to see immediately what your company does and how it can help them. State your products’/services’ core benefit up front.
  3. What is the second thing you look at? – Offering support to the headline (generally subheads or product thumbnails) these statements should now be leading the user towards the desired action. Often they will be entry points into your major product/service categories.
  4. What is the last thing you look at on the page? – This last item catches the user’s eye before they click and is often found in the side columns. Use these takeaways to start building trust and credibility.
  5. Where is the first and second place you would click? – These optimal click-points should be taking the user one step closer to the ultimate desired action on your website – whether to call, engage, make an appointment or buy. The role of your website will determine which of these actions is most appropriate. For instance: is the site a brand-building exercise (engage), an online shop (buy) or an information portal helping build your sales channels (call, make an appointment). Every website will suit one, perhaps even all, of these options and a successful site will drive appropriate user actions.
  6. What would you expect to be behind those links? – Take a look at your sitemap before you ask this question and look at what page sits behind each of the clicks. Then look back at your design and ask, “If I landed at the page, would the content satisfy me?” i.e. has the promise in the call to action been lived up to? E.g. If you sent a user to a page that said “Free whitepaper” can they get the free whitepaper? Secondly “Does this page help convert the user to a customer?” i.e. Is it continuing the user along the buying process?
  7. What did you spend the most amount of your time looking at? – Whatever it was that kept catching your eye, make sure that has a strong invitation to interact. Thousands of visitors are going to be doing what you do so try and persuade as many of them as you can to take the action you require. Don’t make your users search all over the page for ways to get into your site. If its too hard they’ll give up before they get started.
  8. What did you expect to be behind each of the navigation buttons? – Do a sanity check and make sure that there is relevant content behind each navigational link. Don’t use obscure language or untitled imagery as click-throughs. Time is precious and few users want to waste theirs trying to second guess your creative interpretation of content.
  9. Did all of the questions match your answers? – If yes then you are on your way to internet marketing success, but beware, there are going to be more tests when you actually launch the site! If no, note the changes required and chat with your online marketing agency to create a results-driven website.

Make your opinion count. Post a comment.

This article was also features in SmartCompany Website


How to improve your conversion rate from Google?

I try to improve all my clients website conversion rates all the time. I thought these Google articles might be of interest to you if you are trying to improve your conversion rate.

Google Conversion University

3 quick tips to improve conversion

1. Add security logos – Your SSL provider will normally provide a logo you can use to show that you are using their SSL certificate. If you use Verisign then you can use their logo.
2. Provide a telephone number – Providing the phone number is good but making sure it is answered within the first 3 rings is even better!
3. Keep your website up to date – Add something fresh and new to your website all the time because you never know when that one client you have been looking for is browsing your website.

What has been your best tactic to improve conversion?


Online Marketing Strategy – Email List Creation #2

Welcome to the second instalment of Creating an Email List. To recap: you have a little website and some channels pointing to it, sending you web traffic. Converting website visitors into database signups is the key now.

First let me flag 1 thing: although I have written about acquisition channels it is advisable to setup your conversion pages before you start sending traffic to your website. Traffic is expensive and although the internet is still the wild, wild west right now, it is going to get more expensive. In the good old days late night TV advertising spots were FREE. But not now. It is currently the big gun. One day the web will be too. And then it will cost you. So let’s get our practice in while we can..

What is Conversion?

Website Conversion is getting your website visitors to give you their email address and allowing you to contact them. In these days of heavy spamming, that sounds like a pretty tall order but if you give people the content they want, they’ll be begging you for more.

Think about the kind of content that you would like when you signup for emails. I already do this. I am a big fan of internet marketing and so I signup to some really niche specialists: some on blogging, some on affiliate and some on adsense. These emails keep me enthused. They keep me passionate and help me to keep learning. I challenge myself and subscribe to the theory of always learning and these emails are my tool to do that. So, when I visit others’ websites and see that I can signup to their email list I do it. Because I know it will help me to develop.

Now I also like other things – like music – and I signup to this cool Music Review website which sends me a newsletter all the time and keeps me up to date with the latest music. I subscribed to a lot of others but The Elevenmagazine crowd just have this raw energy about them that just keeps me reading each week.

Lets have a closer look at this website: uses calls to action to entice users to subscribe to their database.

2 calls to action are on the ElevenMagazine homepage which entice users in. The basic “Subscribe here” call to action on the right hand side is the ever present call to action to get the user to subscribe. The second call to action is the current promotion that is running in the header where you can win a CD just for subscribing. So not only do you get great content but also a chance to win. These are 2 great ways to get subscribers in and not just let them click off from your website.

Get them in before they leave

The key idea here is: that when users visit your website they are looking for something. The worst thing you can have them do is click on and click off – what I call, “go to the moon” (the little blue moon in the previous diagram.) I always suggest putting things in place that convert these users into signups. The more compelling and enticing your offers, the better you will convert.

Next post I will give you some tips on that conversion page and what increases and decreases conversion.

If you enjoyed this content and want to be reminded of more just signup below. I will also throw in a reminder of my up coming in-person seminar I am holding in Sydney.

Online Marketing Sydney Email Reminder

Don’t miss this chance to improve your online marketing. For a limited time I’m offering you:
* FREE online marketing tactics. Free is always good isn’t it? 😉
* Early bird ticket offers to my seminars to save you money
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Your privacy is 100% secure. I personally hate SPAM and will never spam you.

Fred Schebesta
15 Barr Street, Balmain, NSW, 2041. Call me anytime 02 9818 7300

P.S. If you have any problems or want to discuss something just post a comment and myself and the other readers will help out.

Previous Post
Online Marketing Strategy – Email Listing Building #1


Online Marketing Strategy – Email List Creation #1

The following post is all about building an email list. I am going to do a few posts on this topic and give you examples of how to build a list up.

Laying the Online Marketing Platform

The Online Marketing Strategy for this email list building needs a solid platform to start with. Key elements of this include:

1. Website – You need a website to online market. Its really tough to get list signups without a website. Key things here are a reliable hosting platform to server your websites content and a content management system to enable you to manage your content. Or better you have a great Agency on retainer and you just get them to do all the work! 😉

2. Database (eCRM) – A database can be as simple as a signup form or a little more complex like an eCRM to capture customer details. We use a simple system for our clients that can capture any detail from any type of form and store it in a database. It also allows you to easily export the list out of the eCRM into Excel. I love playing around with data in Excel because it makes it really easy to see whats going on. Complex online database queiries leave me personally confused and I much prefer the good old Excel.

3. Email Sending platform – When it comes to sending bulk emails I cringe at Outlook BCC’ng. Any professional marketer needs a decent piece of software. We use quite a few different platforms and it all depends on what you are looking for. You get variation in: Deliverability, reporting, cost of send, ease of use and Technical support. To some degree each of these elements comes at a different cost, I personally go for the low cost solution because I know what I am doing and I just need a bulk mailer.

The Online Marketing Strategy

At first this diagram seems a little bit too simple. But on closer inspection and throughout the next few blog entries I will go into a lot more detail about each box. For now I am going to talk through the whole strategy and discuss the flows.

Acquisition Channels

The first thing that is required is to acquire traffic through to your website. The channels I have flagged here are very low cost and effective for trialing any online marketing. Lets look at each one:

Email – Email here refers to email lists that you have already compiled, Other peoples email lists and purchased email lists.

WOM – Word of mouth is always a key element of any marketing and happens naturally when after you get enough buzz around something. A great way to spread WOM is through email as it travels really fast. I also bundle Website blogs, forum posts and articles written about you in this category as someone else is spreading the word of mouth through the online medium.

PR – Public Relations is all about getting into the press and building your profile. You need to get your articles into the media and ensure you have a link in the articles pointing through to your website. Article PR is a great way of doing this and I will go into more detail about this in a later post.

SEM – Search Engine Marketing (I have bundled SEO and SEM together here) is the bread and butter of any online marketing. If you want to drive targetted traffic to your website start with the search engines and work from there.

The key here is to drive these traffic acquisition channels into a website and get the user to take an action. The best actions are ones that result in that person signing up to the database.

Next post I will go into more detail about the website and converting that user into a database member.

Next Post about Website Conversion into Database

Did you find this useful? I am putting on an in-person seminar soon. You can signup below for early bird offers and updates to the online marketing tactics:

Online Marketing Sydney Email Reminder

Don’t miss chances to improve your online marketing. For a limited time I’m offering you:
* FREE online marketing tactics. Free is always good isn’t it? 😉
* Early bird ticket offers to my seminars to save you money
* Email reminders of online marketing strategies so you’re the most up to date



span style=”font-size:85%;”>Your privacy is 100% secure. I personally hate SPAM and will never spam you.

Fred Schebesta
15 Barr Street, Balmain, NSW, 2041. Call me anytime 02 9818 7300

Related Articles

How to Build an Email List Part 2


101 ways to convert more traffic into database signups

Here is a list of over 101 ideas that you can use:

1. Free eBook
2. Free Ezine
3. Free chapters
4. Free Print Newsletter
5. Free mini-course (7 part e-course)
6. Free articles
7. Free software
8. Free a list of directories
9. Free downloadable interview
10. Free (recorded presentation)
11. Free update on market trend info (stocks… etc)
12. Free tip sheet
14. Free analysis
15. Free phone consultations
16. Free email consultation
17. Free graphics
18. Free website templates
19. Free graphic buttons
20. Free banner ads
21. Free trail to membership site
22. Free tips
23. Free e-certificate to get discount on products
24. Free advertising space
25. Free CD-Rom
26. Free recipes
27. Free tests
28. Free game
29. Free business cards
30. Free coupons
31. Free catalogs
32. Free magazines
33. Free T-shirts
34. Free toothbrush
35. Free screensavers
36. Free photos
37. Free e-greeting cards
38. Free website backgrounds
39. Free clipart images
40. Free email accounts
41. Free dvds
42. Free ring tones
43. Free cell phones
44. Free video tutorials
45. Free wallpapers
46. Free hosting
47. Free fonts
48. Free desktop themes
49. Free animated graphics
50. Free cartoons
51. Free jokes
52. Free quotes
53. Free beauty samples
54. Free stickers
55. Free computers
56. Free Java scripts
57. Free internet access
58. Free music
59. Free songs
60. Free date reminder service
61. Free digital calendar
62. Free digital calculator
63. Free e-dictionary
64. Free I-pod
65. Free address labels
66. Free Horoscopes
67. Free razors
68. Free scholarships
69. Free poker cards
70. Free job search
71. Free poll
72. Free chat services
73. Free virus protection software
74. Free counters
75. Free trackers
76. Free CGI scripts
77. Free guestbook services
78. Free site monitoring services
79. Free web space
80. Free domain names
81. Free message boards
82. Free URL re-direction service
83. Free Blogging software
84. Free food sample
85. Free vitamins
86. Free tea or coffee or chocolate sample
87. Free recipes
88. Free pizza gift certificate
89. Free travel guides
90. Free Bible passage, daily prayer, daily affirmation
91. Free dating services
92. Free homework help
93. Free translation services
94. Free resume samples
95. Free dial up services
96. Free logos
97. Free tax filing
98. Free legal documents
99. Free messaging services
100. Free business referrals
101. Free weather, water reports, or travel reports

Got anymore ideas? Comments?


Prioritising your emarketing

There is no point in driving more people to a website that isnt converting people to customers in the first place.

1. Conversion – Get your website converting traffic into customers. Measure this with statistics. How many people visit your website versus how many people convert into customers is one of the simplest measures.

2. Merchandise – Package up your products to be more appealing to buy. Now that you have your site converting get your customers to buy more products per basket, cross sell, upsell, package products, bundle them and give specials, competitions, promotions.

3. Traffic – Increase it, since you know your website converts bolster it with a mountain of targetted traffic. Easiest and fastest way to do that is buy more keywords. Email market to current customers, offer incentives for referrals, run affiliate programs, content share, banner advertise and build traffic. Advertising in other mediums also boasts online traffic.

This order is critical. The worst thing you can do is send more people to a website that doesnt convert. Its like pouring money into a leaky funnel!

Convert, merchandise, traffic – monitor this continually, one break in the funnel can disturb the whole process.