Conversion Optimization Course
Many people still don’t realize that getting users to click to your site is only half the battle. Getting them to purchase, to register, to fill out your form… these are the true goals, and are often overlooked. Our conversion optimization course will provide a comprehensive overview of landing page optimization, and take you through some real-world examples of what works, and what doesn’t. In this course, we’ll be using both video training modules as well as conversion expert Bryan Eisenberg’s book “Always Be Testing” to create a multi-pronged approach to the material.Conversion Optimization Course Curriculum
INTRODUCTION TO CONVERSION OPTIMIZATION In this introductory overview, you’ll get a good feel for what it means to embrace an “always be testing” culture, including a series of short training videos from Google on Website Optimizer that will enable you to easily add a variety of critical tests on your site. DEVELOPING AN OPTIMIZATION FRAMEWORK We’ll walk you through the process of calculating the sales potential in your existing traffic, how to discern visitor intent, and how to prioritize your marketing efforts to satisfy your most qualified visitors. You will learn:- How to calculate your traffic’s sales potential.
- How to tell which keywords reveal a lot about visitor intent.
- How to save time by disqualifying certain visitors.
- What A/B testing can do for you.
- The differences between conversion and persuasion.
UNDERSTANDING YOUR CUSTOMERS: THE FOUR PERSONAS
We’ll show you how to recognize the Competitive, Spontaneous, Humanistic, and Methodical users coming to your site, and how to give each of them exactly what they need to make them stay… and buy. You’ll learn how to create personas, turn them into working narratives, and use the narratives to build scenarios that will convert your site visitors into customers. You will learn:- The 4 basic personas and their customer behavior.
- How to model customer behavior.
- How to associate pictures with your customer personas.
- How to map out the structure of your website to fit your personas.
- How to tell a story that sells.
- To prioritize the potential changes to your website.
- Why your conversion rate is fundamental to the testing process.
- The three main factors to consider before you begin testing.
- How to properly set up a test.
- What to test first.
- What motivates and influences people to buy.
- The 3 types of action pages.
- 9 variables to include in your landing page and 5 dimensions to rate them.
- How to get your customers’ attention — and keep them engaged.
- 30 key optimization factors broken into 4 main categories.
- Why trust is so hard to develop on the internet.
- The top reasons consumers leave a retailer.
- How to use contact information to increase confidence levels.
- The need for caution when using stock photography.
- How to create a great ‘about us’ page that establishes trust with your customers.
- Where the biggest opportunities are to improve conversion rates.
- Why design is as important for maintaining scent as copy and content.
- Which metrics are good tools for measuring the strength of scent.
- Why keywords are never to blame for low conversion rates.
- How to effectively insert keywords into a landing page dynamically.
- How to ensure you are satisfying each stage of AIDAS.
- Which little things matter the most to conversion.
- Why it’s critical to ensure your “add to cart” button is above the fold.
- How coupon codes can cause conversion problems.
- Why your return policy should be prominently featured in the checkout process.
- 10 steps to improve your copy.
- Why headlines are so important to conversion.
- How the first mental image of your website affects the mindset of visitors.
- Why words are the most effective means of persuading on the web.
- How to change adjectives to verbs and increase your persuasive copy.
- What makes customers want to talk about your product.
- Three triggers for word of mouth stories.
- How to leverage word of mouth reviews.
- How to correctly implement customer reviews on your site.
- How to help visitors find the right products.
- Our favorite basic tools.
- Tools for testing site load time.
- Tools for image optimization to enhance load time.
- Our personal “Battleship Grid”.
- Tools for quick and effective usability testing.