How to optimize the conversion rate of Web pages?

Facebook, Twitter and Quora user growth team products Daniel Andy Johns dedication to pure dry goods

e-Mail Marketing

Definition: Send a business message, or a mass mailing, to a subscribing user.

Conversion metrics: From the perspective of email marketing, the conversion metrics are usually defined by clicking on the target page of the message that contains the final transformation action. Here we talk about the best way to get the conversion funnel that optimizes the click. In other words, the conversion of the message is optimized to increase the percentage of clicks to jump to your site or to the recipient of mobile apps.

14. Header row and Sender address

To optimize your message conversion rate, it is recommended that you test these two items first. In the header row, you can try different heading lengths (long headings or short headings) and descriptive words like "unique". In this case, the client uses a long title that contains a detailed description and a compelling descriptor, which increases the rate of mail opening by 8.2%.

Other optimization methods include the use of social information. For example, Summify is famous for its excellent selection of messages. They integrate all of your social-networking headlines (LinkedIn + Twitter + Facebook) and send them to you in a daily selection of emails. In the header row, they list your social contact's name to increase the opening rate. The title can be "The following is the hot news from John Smith, Sally Jones, and Rob Johnson" (These people may be my friends or contacts on the Facebook/twitter/linkedin). It is worth mentioning that users acknowledge this experience because personalized information allows the user to perceive that the message is related to himself:

Also, you should avoid sending addresses like "no-response@company.com". Users have become accustomed to this kind of non personal send address as a spam account. You should use a header row that contains personalized information whenever possible, and test repeatedly to achieve a higher opening rate.

15. Test the length of the mail copy repeatedly

Less is more. Some studies have shown that too much text will result in low clicks and high bounce rates, especially for business-class mailings. Test your email copy length to see what's best.

16. Plain Text vs. HTML

Many designers and developers are caught in a vicious circle of trying to create perfectly designed emails. However, the same rules for Web page design do not apply to e-mail messages. In many cases, plain text e-mail is a lot better than HTML e-mail, because the HTML rendering of different e-mail clients can vary widely (from one client to another, your design can be completely destroyed), and business-class mail is usually done for one click (for example, Facebook Mail informs you that someone is giving you a message. You can try to see if plain text is better than HTML.

17. Choose the right time to send mail

It is extremely important to choose to send messages at the correct date and time, especially when sending daily/weekly/monthly Select messages. Below is a typical open/click attenuation curve after a message is sent.

Source: http://www.ryansolutions.com/blog/2012/three-core-principles-behind-successful-email-optimization/

In general, you can expect 90% of the clicks/open to occur within 48 hours of the email delivery, and 80% of the open/click will occur within 24 hours.

At the same time you have to consider sending the message within the day of the period. MailChimp did a surprising research on the best time to open/Click events for a day:

As shown in the picture, the best time to open/click is the local time of the afternoon 2-5. If you plan to send weekly or monthly featured emails to your users, make sure you don't send them to their inbox in the middle of the night. Take a look at this blog post about email optimization with more suggestions from MailChimp: http://kb.mailchimp.com/article/when-is-the-best-time-to-send-emails/

Facebook Ads

Definition: Facebook Promotion on Facebook pages/apps and external sites.

Conversion metrics: In most cases, advertisers want people to "praise" their Web pages or install their apps (such as Zynga-produced games). Sometimes advertisers will lead users to custom sections of their Facebook pages in order to get the first-served advantage of creating an e-mail database. Here are some of the first things to think about when optimizing the Facebook advertising conversion funnel.

18. National positioning

This is the most important factor to consider when creating Facebook ads so far. The cost of a transformation in the United States may be 5-10 times that of other countries, including other English markets such as the UK and Canada. This is mainly affected by suppliers, outside the United States to bid for less advertisers. However, as advertising demand in other countries increases, Facebook's international advertising inventory will continue to shrink and price volatility will fluctuate over time. Be sure to set up a separate ad campaign/market segment based on your country, so you can optimize for each area independently.

19. Advertising Creative (title, picture, Introduction) and picture rotation

Some pictures will get higher CTR, but the conversion rate is low, while other pictures will get low click High Conversion. The following is an example provided by a adparlor:

Left: Low CTR, High CVR right: High CTR, Low CVR

Please make sure the advertising text is relevant to your product and subsequent landing pages. You also need to rotate the image frequently, because Facebook's ad clicks tend to decay quickly because your ads tend to be presented to the same group of users over and over again, unlike Google, where the same user base can have more differentiation results (unless someone returns to the search results and searches the exact same keyword day after day). )。 Facebook ads are directed to your interests, so a user's data is relatively stable. That's why you may see the same ads many times. The regular conversion of images can optimize your advertising CTR, which means that the CPC (pay per click) is cheaper, that is, reducing the cost of conversion.

20. Accurate positioning of target groups

Generally speaking, women click More ads than men, and young people click more than the elderly. Think about the target customer base that your product attracts, and see which groups are more expensive or less costly to translate from the data.

21. Click to change the path

You also need to reduce the click as much as possible. Recently saw a Appsumo ad on Facebook. The ad is like this:

Advertising not only uses social backgrounds, it shows me that a friend likes it (this can improve CTR), and the landing page for conversion after the jump is fairly concise:

When I enter an email address and click on "Go see a discount", or sign in with Facebook Connect, you can achieve the conversion by clicking on it. Chlorotrifluoroethylene's Click conversion rate is not uncommon for Facebook ads, as long as the ads are highly targeted and simple enough to convert.

22. Product/Application Market saturation

When you start a Facebook bid, you can define "exclude goals" to make sure that you don't put the ads on users who have contacted your ad page/app. But imagine that your business or product has a potential audience of 10,000 users, assuming you've reached 5000 of them in a few months, now as you continue to penetrate the market, your click-through rate will drop, and a drop in CTR may increase your CPC as you begin to target the semi-potential user market. According to Zynga's purchasing manager, John Marsland, "Once you've captured most of the early adopters, your single installation cost (CPI) can increase by 3 times to 5 times times in a particular market." The good news is that this change won't happen overnight. Renewing your ideas, creating compelling news, and refining your target audience is the best way to overcome market saturation. ”

23. Market Environment

As more and more advertisers enter the Facebook system, the number of ads continues to increase. We also have a problem with weak demand, and users may be tired of apps and discounts. A sudden change in market conditions can result in a huge change in your single installation cost between one months. During the Facebook campaign, you need to stay alert and adjust to market changes.

You can find more best practices for optimizing Facebook Ads from Facebook: http://ads.ak.facebook.com/ads/FacebookAds/OptimizationGuide_060611.pdf

Search engine Advertising (AdWords)

Definition: According to the user search keyword Google advertising bid, with a single click cost calculation.

Transformation Index: Google is a very good product to meet demand, from the click Ads to the downstream conversion rate is very high, because the searcher has a clear idea, know what to look for. The purpose of advertising is to provide things that meet the needs of users. Here are some best practices for optimizing Google advertising.

24. Optimize the advertising quality score and advertising effect

The AdWords advertising quality score is defined by Google scores and is "a dynamic metric assigned to each keyword." Its calculations combine a number of factors to measure how much your keywords relate to your ad group and to the search queries of your users. The higher the quality score of the keyword, the lower the cost of each click, the better the position of the advertisement. Factors that affect the quality score include the following: the number of clicks on the ads, the relevance of the keyword to the ad group, the quality of the target page, the relevance of the keyword to the creative (ad copy), the overall account performance history, and the loading time of the page.

Here are some tips for Ppchero to improve Google's advertising Ctr: (http://www.ppchero.com/how-to-increase-your-ppc-ctr-%E2%80%93-it%E2%80% 99s-staring-you-right-in-the-face/):

• Testing the use of Trademarks (TM) or registered trademark (®) Symbols

• Use statements for action calls or motivational actions (e.g., "Buy Now, Limited sale!")

• Good website links

• Use dynamic keyword insertion (DKI)

You can set the exclusion keyword to ensure that you do not have to pay for keywords that cannot be converted, thereby cutting back on unnecessary costs. You can also try a lot of landing page rotation to find the best keyword + match type + ad text + landing page combination.

Social sharing (like/Tweet button)

Definition: Optimize the layout and location of social functions on your site (for example, like and Tweet buttons) and the contributions of social media sites to add quality, targeted value to your site.

Conversion indicators: In this case, the transformation event is "like/tweet" such as button clicks, or by the status updates brought about by the interaction, or can bring the site traffic Twitter.

25. Like/tweet button position test

You can use products like kissmetrics to do a quick test and find out which social buttons are the most clicked on the site. In the case of button placement, this article is described earlier (see the previous article http://udc.weibo.com/2013/08/%e5%a6%82%e4%bd%95%e4%bc%98%e5%8c%96%e7%bd%91%e9%a1%b5%e

8%BD%AC%E5%8C%96%E7%8E%87%EF%BC%9F%EF%BC%88%E4%B8%8A%E7%AF%87%EF%BC%89/the general rules about button position also apply, because liking the/tweet button is also a transformation event. Generally for bloggers, like the/tweet button placed next to or below the title of the post, and close to the page of the comment box above, is the best position. If these buttons are placed in the sidebar of the site, usually you get less like/push feature hits. Here's an example of AllThingsD, which is a typical location for social buttons (they remove the "share" and "print" buttons, and I bet no one will use the two buttons).

26. Intelligent dynamic Update and push-text analysis

You can learn about the online time of your Twitter followers through Tweriod or timely products, and then you can schedule status updates and push times with products like Crowdbooster (which is equivalent to a timer), making your social media output consistent with your fans ' status. Moz's Rand Fishkin found that his short tweets had a higher interaction rate than the long Twitter.

Source: Http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate

If you want to play Twitter, there's a lot of data http://www.whitefireseo.com/infographics/twitter-psychology-for-marketers/to see. Thanks to white Fire seo team.

SEO (Search engine Optimization)

Definition: By improving the station and outside of the signal, so that the page in a specific keyword or keyword group search results in the top of the art and science.

Conversion metrics: Search is well known to satisfy the needs of the business (i.e. search engine results are often just satisfying the needs of searchers rather than making them produce demand). Not that there is no brand effect in search engines, because discovering a new brand can be accidental, but in general, users know what they want, and the search results are satisfying their needs. Therefore, from the point of view of conversion rate optimization, you are to optimize the search results through the source of SEO. Some of the best practices are listed below:

27. Page Meta data

The meta title (meta title) and meta description (meta description) pages use targeted keywords, as most search engines tend to highlight titles/descriptive keywords that match user search queries. So, if I search for "Adidas running Shoes", any natural or promotional results will display matching keywords in bold (Chinese search engines will float), as shown in the following figure. These highlighted keywords can easily attract attention, increase the user's chance to click on your search results, and then increase the conversion rate of users into your site. Using these keywords in metadata also improves your site's ranking, which in itself is the optimization of transformation.

28. Behavior Call Embed page metadata

Try to use words with action calls in the meta title and meta description, such as "Free Registration", "Free shipping for all orders!" Wait and see if the call for action will result in a higher conversion rate. Twitter has done a good job in this area, and their meta description uses the call of action called "sign up for Twitter and focus on XXX," as shown in figure:

(End of full text, Quora address http://www.quora.com/What-are-some-top-strategies-for-conversion-optimization)