You've got a website (it's the 21st century, after all). But if your site isn't optimized to the umpteenth degree, you're leaving money, action, and impact on the table. This See3 slideshare reviews best practices and covers some great tips for turning your website into a conversion machine — turning bystanders into advocates, and window shoppers into donors. Included are tricks for making better forms, effective page design, mobile optimization, personalization, and more — a new toolbox for making your website a more engaging and impactful experience for your supporters.

1. Optimizing
Conversions
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2. Presented By
&
Mark Roth
Director of Web Services
Megan Lee
Web Project Manager
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3. See3 Communications
video
web design + development
online engagement
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4. Today’s Webinar
• Introduction to Conversion Optimization
• Setting the Baseline & Building the Case
• Approaches to Optimization
• Tips & Ideas
• Questions and Answers
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5. Shifting Paradigm = New Realities
YESTERDAY:
TODAY:
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6. What Are Your Goals?
Image source: walldime.com
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7. What is “Conversion Optimization” ?
Image source: Visualwebsiteoptimizer.com
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8. Discover the Rate of Conversion
Image source: vikrampawar.wordpress.com
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9. Discover the Rate of Conversion
Conversion
Rate
=
total actions
unique visitors
X 100
1%
1.5%
1000 visitors
10 donors
15 donors
5000 visitors
50 donors
75 donors
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10. Discover the Rate of Conversion
Image source: lakebiblechurch.com
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11. What Is Impacting Your
Conversions?
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12. 6 Key Factors
1. Value proposition
2. Relevance
3. Clarity
4. Anxiety
5. Distraction
6. Urgency
Image source: widerfunnel.com & Qualaroo.com
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13. Create a Listening Culture
Image source: erinsumm.com
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14. Create a Testing Culture
Image source: enjoylifefoodsblog.com
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15. Create a Testing Culture





Email Subject Lines
Page Design & Usability
Value Proposition - Copy Writing
Headline Copy
Points of “Friction”
Image source: maxymiser.com
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16. Culture + Process
Tame the
H.I.P.P.O.
Be BOLD =
No Meak Tweak
Make Decisions
Based On Merit
Image source: Unbounce.com
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17. CAUTION
Image source: keepcalmstudio.com
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18. Common Methods
Image source: unbounce.com 2012 Report
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19. Common Methods
In order of popularity:
1.
A/B Testing
2.
Copy Optimization
3.
Customer Journey Analysis
4.
Online Survey/Customer Feedback
5.
Usability Testing
6.
Competitor Benchmarking
7.
Segmentation
8.
Event-Triggered Email
9.
Multivariate Testing
10.
Expert Usability Reviews
Image source: unbounce.com 2012 Report
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20. S.M.A.R.T. Goals
Image source: breakingmuscle.com
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21. KPIs / Measurement / Analytics
Not everything that can be counted counts, and
not everything that counts can be counted.
- William Bruce Cameron
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22. KPIs / Measurement / Analytics
Image source: wearesocialmedia.gr
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23. Know Your Target Audience
Image source: 12manage.com
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24. Customer Feedback / Surveys
Image source: Qualaroo.com
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25. Browser & Device Testing
Image source: Qualaroo.com
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26. Two Approaches
• Persuasion
• Usability
Not a path where
you chose one or
the other. You need
to train both to see
improvements.
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27. Persuasion
•
Understand the visitors
•
Find where your goals
meet your audiences
interests to be able to
add value.
•
Can be helped by
creating urgency,
providing social proof,
building trust and
credibility.
Image source: ccintertactica.org via newtactics.org
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28. Usability
•
Again, start by understanding the visitors
•
Remove distractions and “friction”
•
Can be helped by testing the “happy path” to find any
usability issues in the core functionality.
Image source: designermag.org
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29. The Drunk Test
Video notes:
Blurry Vision – website
should be clear even
without words
Attention Poor – guide
them and say it twice!
Emotional – they will
abandon quickly so
make the process easy
to avoid.
Watch full video
Video Source: squareweave
Drunk but not Dumb
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30. Landing Pages
Start with your landings pages because they serve a specific
purpose and goal. They frequently are driving users to some
sort of conversion: Donation, sign up, etc.
Persuasion Tips:
Clear headlines, emphasis
on call to action & urgency,
supporting content to build
credibility.
Usability Tips:
Image Source – quicksprout.com
Reduce anxiety and
distraction. Allow users to
quickly orient themselves.
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31. Calls to Action
This is where you users says – “I intend to convert!” in the
CRO process so it is very important.
Persuasion Tips:
Use descriptive verbs, focus on the
visitors impact not the org. Test your
text. Avoid Click Here and Submit.
Usability Tips:
Buttons and contrasting or unique
colors. Make it pop for those who scan.
Leverage negative space around the
button.
Image Source – unicefusa.org
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32. Forms
Persuasion Tips:
Usability Tips:
Make your case beforehand. Use
optimistic language. In case of
donations, use an optimistic
default donor amount. Video is
very effective.
If the form is not on the
landing page, reduce the
# of steps to get to it.
Reduce # of fields
Make field sizes large
enough
Demonstrate security if
collecting sensitive info
(https, security badges)
Image Source - oxfamireland.org via unbounce.com
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33. A Cautionary Tale
The fact that
“badforms.com” exists is
indication enough that
forms are a big deal to
people. Some bonus
usability tips:
Avoid fields that don’t
work or don’t prepopulate
when they can.
Put fields in a logical
order for your users.
Image Source – badforms.com
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34. Site Speed
This is all usability but it is so you have OPPORTUNITY to
be persuasive. Don’t fail before you’ve even started.
Don’t just test from your
desk at work. Test mobile,
test different connection
speeds. Consider where
your users may log on
from and test there.
Optimize code, consider
faster servers/hosting
packages.
Image Source – developers.google.com
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35. So if they convert
Then what?
Thank them and give them a new action.
All of those distractions you wanted to show them before,
now is your chance!
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36. Okay, but what should
I do
Now?
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37. Pick One
What is your biggest pain
point? Landing pages,
calls to action, forms?
Brainstorm improvements
for that pain point.
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38. Then test!
Persuasion testing:
Test headlines with a subset of your list.
A/B test your calls to action.
Usability testing:
Jakob Nielsen says “The best results come from testing no
more than 5 users and running as many small tests as you
can afford.” Watch a small group of users on a regular basis
to uncover the majority of site usability issues.
Image Source – nngroup.com
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39. The biggest thing is to
start TRYING NOW.
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40. Resources
Recommended Reading - Examples, tips & ideas
–
http://unbounce.com/landing-page-examples/your-landing-page-sucks/
–
https://blog.kissmetrics.com/
–
http://www.marketingexperiments.com/blog
–
http://ssl.gstatic.com/think/docs/digital-non-profits-study_research-studies.pdf
Software Tools Mentioned
–
Google Analytics - http://google.com/analytics - free analytics for your site
–
CrazyEgg - http://crazyegg.com - popular heatmap software
–
Clicktale - http://clicktale.com - user heatmaps & visitor recordings
–
UserTesting.com - http://UserTesting.com - hire people to test your site
–
Feedback Army - http://feedbackarmy.com/ - cheap & simple user testing from real people
–
Ethnio - http://ethn.io - recruit testing participants via smart popup survey
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Qualaroo - http://qualaroo.com – smart popups/simple surveys
–
40 Nuggets - https://40nuggets.com - Smart Popups/behavior triggers
–
Optimizely – http://optimizely.com - simple UI testing
–
FoldTester - http://foldtester.com - view where the fold hits your page
–
Unbounce - http://unbounce.com - build, publish & A/B test landing pages
–
CallTracking Metrics - https://calltrackingmetrics.com - Call Tracking
–
Browser Shots - http://browsershots.org - browsers & mobile device testing
–
Sauce Labs - https://saucelabs.com - browser & mobile device testing
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41. Thank You!
Partner with us to help
optimize your web
experience
info@see3.com
www.See3.com
(773) 784-7333
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