How to optimize the conversion rate of Web pages? (previous): Conversion rate optimization in the station

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Summary: Do not take all the advice to the full collection, make a Sibuxiang website. You should think of this as a tool-kit for testing your Web site, understanding the pros and cons of using these techniques for your products and users, and how to align them with your macro product vision.

The topic of "Optimizing the registration conversion rate" can be used to pull out an encyclopedia. So I will spend a lot of text to explain. Let me remind you that this will be a long article. (Translator note: Almost equal to a chapter book, so split into the next three)

I think the method of optimizing the registration conversion rate is summed up in two main categories:

The first major category, station optimization. including Web design/copywriting/layout, etc. This is a topic worthy of further discussion, which is the basis of a later kind of method.

The second class, Access source optimization. There are a number of ways to improve the transformation of access sources (such as SEO, email, social networking, etc.), and I'm not going to do much about it. But the process optimization from the "access source → user final conversion page" is also important. It is impossible to throw away the access source in the discussion of the optimization of conversion rate. Because before the user entered the landing page has to start to optimize the conversion rate.

Optimization of conversion rate in station

Definition: Improve the design and functionality of Web pages and improve the likelihood of users performing key actions on the page.

Transformation nodes: The most common transformation nodes include: registration, login, purchase, subscription, sharing, etc. (results of social media growth). There are other more refined transformation nodes, but I focus on these core metrics because the optimized approach can be applied to other transformation nodes.

1. Button vs. Text link

Buttons can get more clicks than text links because they are "more conspicuous". When you need a text link, try replacing it with a button. Because there have been countless tests to show that less text links can allow Ctr to ascend 20%-200%.

Here's an interesting digression: do not expect a A/b test effect to remain smooth for several weeks, especially email marketing. Because you are usually sending emails to a more fixed group (such as a news alert), and buttons are prone to "click fatigue"-users are accustomed to your design and may be aware that the text and buttons in the message can be linked to the same place. Because click on any text or button hyperlinks, can reach the destination. (Extended reading article: Button vs. text link http://www.aweber.com/blog/case-studies/buttons-vs-text-links.htm)

In general, however, the button is still stronger than the text link, because despite a few weeks later the CTR growth slowed down, the button still promoted Ctr. The absolute value of CTR growth does not always remain at 30%, but at least you can expect the growth trend to last for weeks or even months.

This is not to say that the same button is unlikely to lead to CTR growth. Because the button click behavior on the Web page and the performance of the message may be very different. The buttons on the Web page are not easy to produce click fatigue. If you find data growth when you do a A/b test on a Web button, the growth is usually stable.

2. Button position

The first screen is better positioned than the other. Chitika, for example, made a comparison of the ads in the first screen and below the CTR of the study, found that ads in the first screen can achieve 36% CTR growth. The same applies to any clickable action on the first screen. Some market researchers have also done an interesting study, showing less information on the first screen, encouraging users to flip the page to find more content, and to produce the effect of converting clicks. What they found is that you can encourage users to turn pages and click on the content below the first screen.

Take a look at the eye-focus map of the Bristol Airport website. This picture shows that the first screen only shows a small amount of content can guide more users to browse and click.

From the user's point of view, the easy way is kingly. If you are confident that you can deliver enough information and value to allow users to click on the button on the first screen, you should do so instead of deliberately reducing the page header and piling the information underneath the page.

3. Operation button size, color, contrast

Action buttons should be conspicuous and unobtrusive. Square is doing well in this area. The color of the button contrasts well with the background image of the full screen bleed and other page elements. The buttons are big, but not scary, and there are a lot of elements that call for user clicks.

If you want to see more behavioral calling styles and types, please poke here http://www.webanddesigners.com/35-creative-call-to-action-buttons-for-inspiration/

4. Increase the speed of Web page loading

The speed of landing pages is usually an easily overlooked but very important part of the conversion rate optimization. Many test data show that Web site speed is critical. For example, a study published in 2007 by Amazon showed that a 100ms load delay in the site would result in a 1% drop in sales. Poke here to see more research on website speed: http://www.conversionmedic.com/website-performance-optimization/. Find ways to reduce load times, especially for critical pages, such as reducing picture/css/javascript and so on. Or find ways to split the pages of different add-ons, so that key elements to load first. Through many of the tests I've taken on Facebook and Twitter, I've seen firsthand how speed increases can dramatically improve conversion rates. I really think that bad Web site speed is the cause of the decline of MySpace. Think about it, a slow web site means fewer friends, fewer status updates, fewer picture uploads, fewer ad clicks, fewer invitations to send, and so on. All of these operations are an accumulation of social networking effects. The speed of Web sites has prevented the rapid growth of the network effect, which has led to fewer and smaller increases, while the reduction in growth means that the risk of failure increases. Facebook is coming, it's faster, simpler, and has a better network effect. Facebook is the cornerstone of success by focusing on key elements such as improving the speed of the site.

Google provides a good web speed testing tool that anyone can use: http://developers.google.com/speed/pagespeed/insights/. It can generate detailed reports and give specific speed recommendations. YSlow is also a good tool for discovering the speed problem.

If you are a WordPress website site owner, the network speed is a real problem (especially for the plug-in heavy users). You can try using plugin configured Profiler to find out how the plug-in affects the speed of your personal site. It can generate the following reports to help you diagnose the impact of each plug-in on latency.

Thank you unbounce.com provide the above website speed Analysis tool. (http://unbounce.com/conversion-rate-optimization/how-to-improve-conversions-by-increasing-page-speed-tips-tools/).

5. Title, sub title, Body copy

It is important to be able to convey the salient headings of core values to the user. I can imagine that if Square, Inc. removed the "start to bind credit card" on the registration form (start accepting cards today), the registration conversion rate would drop immediately.

Try using other copywriting in your headlines to see what the response is. If you haven't accumulated enough users to support a quick A/b test on your site, try using Google AdWords or Facebook Ads as a platform for test scripts to find the best user response (because you can get a large number of clicks relatively quickly, especially Facebook AD). Getting the top CTR Facebook AD headline may be the ideal copy of your homepage. When it comes to text, the principle is: less is more. Don't let the reader face the full screen-dense text.

I googled a "small business" site and clicked on a few ads to see what their landing pages looked like. One is the image below, with clear behavior calls, not too crowded, a small amount of reading text, and some user testimony, and even a video introduction to a product, is a good page:

Source: http://www.volusion.com/

But another ad made me see the landing page below. My first reaction was to leave at once, because it looked so complicated! When I see a blog or email with a text on my faces, or I don't see any valuable information, such as data, charts, or list of points, I have the same idea. This web page is very poorly contrasted. "Interview website" key Action link is not as above website "14 days free trial" yellow action button is obvious:

Source: http://www.webhostingfreereviews.com/

Of course, this page presents some behavioral calling elements. Because they are bidding on an expensive keyword, they certainly expect to get as high a return on investment as possible. But seeing such a dense text, I am sure that their conversion rate must be affected. In most cases, less is more for users. Remember, you should learn from fast-food brands (greasy) quickly and easily, showing a small amount of good value, rather than a lot of junk you can't digest.

Think about how color affects mood, mood and decision making

As Colm Tuite in the "color matching has a scientific basis, or purely subjective?" The answer to the question, the use of Web site color can be set to drive the transformation of the tone. The following are the meanings of colors in the eyes of Western countries:

Blue: safe, upright, or quiet, peaceful

Green: Fresh, environmental protection

Yellow: Energy, jolly, or warning

Purple: Spirituality, Luxury

Pink: Romantic, beautiful, love, sensitive

Look at these explanations and think about how your site color will affect the conversion rate and try to see if it works.

Original address: Http://www.quora.com/What-are-some-top-strategies-for-conversion-optimization

Follow-up notice

Medium)

7. Picture use

8. Providing cases/Testimonies

9. Play the role of video on product display and transformation driven by leverage

10. Matching landing page intent and content

11. Remove unnecessary form items

12. Automatically populate the form, each row validation

13. Provide social networking site account registration, use social drive

(next)

Mail Marketing

14. Header row and Sender address

15. Test the length of the mail copy repeatedly

16. Plain Text vs. HTML

17. Choose the right time to send mail

Facebook Marketing

18. Localized operation

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

20. Accurate positioning of target groups

21. Click to change the path

22. Product/Application Market saturation

23. Market Environment

Search engine Marketing (AdWords)

24. Optimize the quality of advertising and advertising effectiveness

Social sharing (like/Twitter button)

25. Like/push button position test

26. Intelligent dynamic Update and push Teven analysis

SEO (Search engine Optimization)

27. Page Meta data

28. Behavior Call Embed page metadata

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