Tuesday, April 13, 2010

Focus on the Positive to Improve Conversion

Last week we posted about how design influences conversion rates, but the question remains: Where do you start the process? You may have taken an honest look at yours or your client’s site and discovered an overwhelming number of things that need fixing. One way to get started is to do as blogger Robert Brady suggests and focus on the positive.

It may seem counter-intuitive at first; after all, you want to fix what’s wrong not pat yourself on the back for the good stuff. Although it’s important you learn from mistakes, don’t forget you can learn from successes as well! Brady suggests reviewing your analytics tracking to find out which keywords, referrers, or other traffic sources are working best, then comparing them to what isn’t working. Once you discover what the differences are, you can mold your other content against a working template. After making the first changes, you can again observe which rise above the others and make improvements based on the new information in an iterative process.

This is only a starting point. Eventually you will reach a ceiling, at which point you will need to look outside your site for further possible improvements. However, looking at what already works is an excellent way to begin your conversion improvements.

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