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.

 

THE TESTING CYCLE

Testing and optimization aren’t just for the Amazon’s of the world; all companies with a website should be continuously testing and refining to increase conversion rates. In this video, our instructors will show you how to apply the testing cycle to your website even if you lack the resources to test everything.

 

You will learn:

• 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.

 

WHY LANDING PAGES WORK

We’ll explain that testing is about understanding the customer’s motivation, and the critical issues that make people convert. Ultimately, it’s about more than just changing a color, or moving items around on your web pages. We’ll also show you proven methods that will make an impact and increase conversion rates.

 

You will learn:

• 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.

 

ESTABLISHING CREDIBILITY WITH YOUR USERS

Our instructors show you how to enhance the credibility of your website to increase conversions and build lasting relationships with your customers.

 

You will learn:

• 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.

 

MAINTAINING SCENT

“Scent” is the information trail your visitors are following when they come to your site. Mark that trail with consistent design and messaging that builds, invites, and guides, and they’ll follow it through your site and all the way to checkout. We provide a multitude of examples to help you understand when scent is working, and when it’s not. Learn your lessons from these success stories to keep scent alive in your own marketing campaigns and lead your visitors down the conversion path.

 

You will learn:

• 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.

 

ATTENTION INTEREST DECISION ACTION SATISFACTION (AIDAS)

It’s simply not enough to get the sale anymore. These days, it’s also necessary to ensure that whoever buys your products is satisfied with their purchase. In this workshop, we’ll teache you how to speak the language of your customers to attract customers, entice them with your offer, get the sale and keep them happy.

 

You will learn:

• 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.

 

OPTIMIZING WEB COPY

We reveal the tip of the copywriting iceberg as we walk you through a 10-step process for improving the copy on your website. Copy is the most persuasive element of any webpage but it’s more than just writing sexy copy. It’s about how to format text for readability, how to convey a good first impression, how to know when less is more, and much, much more.

 

You will learn:

• 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.

 

THE VOICE OF THE CUSTOMER

Customer reviews and testimonials are an extremely valuable asset to your website, yet many companies don’t offer them and those that do often don’t use them as effectively as possible. In this module, we’ll show you how to turn customer reviews into better converting copy, where to place reviews and testimonials, and what to look for in a good testimonial.

 

You will learn:

• 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.

 

CONVERSION OPTIMIZATION TOOLBOX

What are the must-have tools to keep your site primed for conversion? In this module, on instructor opens his bag of tricks and shares some of his online favorites as well as some personal techniques. Whether you need to test the speed of your site, want to know if you’re wasting valuable screen space, or have to find out just how customer-focused your content is, we’ve got the tools for you.

 

You will learn:

• 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.