conversion rate optimization

5 Components of a Conversions-Friendly Homepage

cartoon stick figure jumping from one group of people to another to represent conversion optimization


Conversion optimization is not only about the art and psychology of convincing website visitors to convert, it is also about increasing the usability of your site so that the route to conversion is shorter. So there we have it; conversion optimization has two goals:
1. Persuade the visitor to convert
2. Shorten the route/time to conversion point

Read this article: 5 Components of a Conversions-Friendly Homepage

Increasing the Conversion Rate: Critical Metrics for Ad-Driven Sites



Over the last week, I have been discussing which metrics are critical for analysis, depending upon the type of website. The last two posts covered: Critical Metrics for Lead Generation Sites and Critical Metrics for e-Commerce Sites. Both posts covered analytics you need to be paying attention to if you run an e-commerce or lead generation site, respectively, as well as common metrics for all types of websites.


The analytics you should devote your time to depends on what type of website you have. Here’s a quick classification of a few analytics:

Side Note: Relative importance of site metrics based on site type. Critical goals should be measured and improved. Trend indicators can tell you if your site is headed in the right direction. Good means that it's something to keep your eyes on but it's not a primary indicator. Don't waste your time with Not Important indicators.

The final main type of website is ad-driven, which is a different kind of animal than e-commerce or lead generation. Join me after the jump an intensive breakdown of critical metrics for ad-driven websites as well as some secondary metrics worth tracking.

Read this article: Increasing the Conversion Rate: Critical Metrics for Ad-Driven Sites

Why Conversion Testing is Needed

conversion testing

There is a common misconception that marketers ALWAYS know the exact answer for how to make your website or business successful. A good marketing team can implement or recommend strategies to improve your marketing campaign based on solid experience and research. However, there is no silver bullet, no clear answer for what works and what doesn’t work, and if anyone tells you otherwise, I suggest you proceed with caution.

Read this article: Why Conversion Testing is Needed

Increasing the Conversation Rate: Critical Metrics for Lead Generation Sites



Last week I dove into a topic very critical for nearly every website – metrics – in a post entitled: Increasing the Conversion Rate: Critical Metrics for e-Commerce Sites. The post covered analytics you need to be paying attention to if you run an e-commerce site, as well as common metrics for all types of websites.


The analytics you should devote your time to depends on what type of website you have. Here’s a quick classification of a few analytics:

Side Note: Relative importance of site metrics based on site type. Critical goals should be measured and improved. Trend indicators can tell you if your site is headed in the right direction. Good means that it's something to keep your eyes on but it's not a primary indicator. Don't waste your time with Not Important indicators.

Beyond these, there are certain internal numbers you may want to track, especially for a lead-generation site. For example, you may keep a log of web-leads after they go to the sales department. Wouldn't it be great to know if leads from a certain keyword or web site turn into deals more often than other types of leads? Integrating your web site with a good CRM (Customer Relationship Management) suite can show you these types of things. Examples of CRM include SalesForce.com, SugarCRM, and my personal favorite, ZohoCRM, which is free for the first few users.

Join me after the jump for critical metrics common to all sites, as well as an intensive breakdown of critical metrics for lead generation websites.

Read this article: Increasing the Conversation Rate: Critical Metrics for Lead Generation Sites

Increasing the Conversion Rate: Critical Metrics for e-Commerce Sites

The mantra of a great web site team should be 'measure everything'. Understanding what and why you're tracking certain things will help you make sound design improvements to your web site. Not all data is useful, though. The analytics you should be paying attention to will vary by the type of web site that you run. Here's a quick classification of a few analytics:

Side Note: Relative importance of site metrics based on site type. Critical goals should be measured and improved. Trend indicators can tell you if your site is headed in the right direction. Good means that it's something to keep your eyes on but it's not a primary indicator. Don't waste your time with Not Important indicators.

Beyond these, there are certain internal numbers you may want to track, especially for a lead-generation site (which I will cover in a later post). For example, you may keep a log of web-leads after they go to the sales department. Wouldn't it be great to know if leads from a certain keyword or web site turn into deals more often than other types of leads? Integrating your web site with a good CRM (Customer Relationship Management) suite can show you these types of things. Examples of CRM include SalesForce.com, SugarCRM, and my personal favorite, ZohoCRM, which is free for the first few users.

Join me after the jump for critical metrics common to all sites, as well as an intensive breakdown of critical e-commerce website metrics.

Read this article: Increasing the Conversion Rate: Critical Metrics for e-Commerce Sites

Strong Calls to Action for Drupal Websites



Well-written website copy is an art form. Laugh if you like. Giggle or guffaw. But consider this: a strong call to action on your website can not only increase your customer conversion rate, it will multiply it.

The average website is converting less than three percent of its current traffic. How well is your site converting? Do you know? If you have a website and you don’t know this answer, chances are not good that what ever the answer is, it will not please you. If you do know the answer to this and are still not pleased, read on.

Read this article: Strong Calls to Action for Drupal Websites

Social Web Analytics - Part 1



Social media has reached highly competitive heights and everyone wants to be on the top. It is the new, non-traditional platform for strategic messaging where consumers have the control, picking and choosing what marketing they subject themselves to. Do you feel like you are not in control of your social media efforts?

Recent research efforts have found that an overwhelming 86% of businesses will spend more money in 2010 on social media. Brands and businesses now battle with viral videos, sticky websites, and engaging content for the attention of socially optimistic and cautiously conversion-oriented consumers.

The biggest advantage any business running a social campaign can have this year is good old-fashioned data. Does your company’s CEO need definitive evidence for why he is paying a couple of Millennials to surf the web? Data gives you something to hold on to, and if you can start to control the numbers, its a win for everyone.

In terms of web-years, pageview tracking is no longer up to snuff when it comes to social media metrics. With companies like Facebook and Slide spending tons of their budget surpluses on building internal analytical tools, there are improved and evolving measurements that can help your businesses’ social life grow and improve while you take control.

Read this article: Social Web Analytics - Part 1

What Type of Conversion-Oriented Website Are You?

One of the most fundamental, yet overlooked, areas of SEO is conversions. Many folks dwell on the virtues of ranking at the top of Google but they ultimately miss the primary goal of a business web site – to get visitors to do what you want them to do. Conversion rates are not just for e-commerce sites; all web sites have conversion goals that can be measured, managed, and increased.


Conversions mean different things to different web sites. There are three main types of web sites, with three different main types of conversion goals. Let’s take a look at all three and then discuss how to you can decide which type your site should be.

Read this article: What Type of Conversion-Oriented Website Are You?

Conversion Rate Optimization: Do You Know Who Your Customers Are?

It is officially The Year of Conversions around the Volacci office for ourselves and our clients. Conversion Rate Optimization (CRO) is the new black as far as we are concerned. With the average website on the Internet (only) converting less than three percent of their traffic, CRO should be everyone’s focus.

As one of the first steps to optimizing your conversion rate, you need to know exactly who is buying your product: Mr. Bigshotlawyer, Mrs. Housewife, or Captain Crook? You don’t have to buy them coffee, meet their pets, or take them miniature golfing (though it wouldn’t hurt), but you should get to know who they are and what they do. Some business folk will even say that a business’ clients determine who a business really is... but without getting any “heavier on the cream”, let’s get to know your potential customer.

Read this article: Conversion Rate Optimization: Do You Know Who Your Customers Are?

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