Bryan Eisenberg

We’re at a search conference, but search has no point if customers come to your site and can’t find what they’re looking for. If your site is badly constructed or not designed with conversion in mind, you might as well give up.

Traffic means little if you’re not working to have your visitors take an action – place an order, sign up for a news letter, navigate well and keep digging for more information.

In Bryan Eisenberg’s keynote just now, he gave us a mammoth 21 Secrets of Top Converting Websites.

Take one of these tips a day and make a change and in less than a month……..

1 – Communicate unique value proposition – you have 7 seconds to persuade

2 – Make persuasive & relevant offers – like free shipping

3 – Reinforce the offer site-wide – don’t let them forget

4 – They maintain the scent – give people triggers to let them know they are following the right path

5 – Make a strong 1st impression

6 – They appeal to multiple personas or segments

7 – They don’t do slice and dice optimisation

8 – Use the voice of the customer – Social Commerce – people need to hear from people like them

9 – They use Social Commerce for navigation – helps people figure out what product is right for them

10 – They use Social Commerce for promoting – using reviews to sell stuff

11 – And for credibility!

12 – And for feedback and research – cheaper than usability labs

13 – Use persuasion principles like scarcity - “Low Stock!”

14 – Make your forms engaging – all about the details

15 – Provide point of action assurances - “Guaranteed response within 2 hours!”

16 – They keep customers in the process – hand hold through to the thankyou page

17 – Consider email previews

18 – Budget for experience – keep focussing on continuous improvement

19 – Utilize a system for prioritization – there is never enough time so work out what resources you need or just change little by little

20 – Make data driven decisions! Do web analytics correctly by making a to-do lists regularly!

21 – Know how to execute rapidly – have contingency to act fast if the opportunity arises

More soon….

Mel

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