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How to Improve Your Conversion Rate (A Case Study Approach)

by Paras Chopra  |  
October 31, 2011

In this article, you'll learn...

  • Three tips for boosting your website's conversion rate
  • Examples from case studies on how to get results

In my day job, I live and breathe A/B testing. Pouring through various case studies found on the Web (and some from our own customers), I have found a few patterns on what works. Based on those case studies, I am going to share three tips you can use on your own site to improve you conversion rates.

1. Use SEO Keywords in Headlines

Look for the search keywords that visitors are using to find your site, and create different versions of your headlines using those keywords. Use the Google AdWords Keyword Tool to find related keywords, and use those in the headlines of your page titles and in the body of your text. One effective strategy is to use low-competition keywords to improve search-engine rankings and generate traffic.

Using keywords strategically in headlines will improve your organic search-engine rankings and drive more visitors who are genuinely interested in your site—and, therefore, improve your conversions.

The best headlines combine compelling propositions to increase conversions and SEO keywords to increase search traffic. 37Signals wrote a case study on its experience testing headlines. And Copyblogger has a series of headline-writing articles that are well worth a look.

2. Answer Questions on Landing Pages

Find the top entry pages for your site, such as the homepage or landing pages, and improve their current elements and incorporate new elements. To improve your conversions on those pages, you will need to get creative to engage visitors.

Simplify those pages by removing elements that may cause friction to your visitors. If you have auto-playing videos or pop-ups, think of new ways to present the content they contain. Could a screenshot be more effective and less intrusive than a video?

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Paras Chopra is director of Wingify, the company behind split-testing tool Visual Website Optimizer. For interesting tips on conversion rate optimization, follow @Wingify on Twitter.

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  • by Lea Cullen Boyer Tue Nov 22, 2011 via web

    Awesome! Wonderfully simple and to the point. I've got all the important content on our site pushed to the top of the fold. Feedback is it isn't user friendly. Reading this article Has me in the survey and question mode again. We aim to give our readers great content with an easy, engaging and exceptional visual experience. You are directing us towards how!
    Thank you.

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