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While important for getting the right traffic, optimizing online marketing campaigns is only part of the challenge facing web marketers today. An often overlooked area of concentration is improving how a site drives customers to take action. While most often a sale or successful lead capture, there are many types of site conversions. These key performance indicators (KPIs) are critical to identifying conversion improvements. While increasing traffic often leads to more sales, increasing conversions can have a much larger impact on bottom-line revenue.
Lever Interactive’s Conversion Optimization solution encompasses all aspects of how a site drives a visitor to take action:
Site Conversion Analysis
Through a series of techniques, including internal questionnaires and site tests, Lever Interactive conducts a site conversion audit designed to identify areas of needed improvement. The result of this analysis is a prioritized list of site improvements designed to increase conversion. These recommendations include, but are not limited to, design, layout, navigation, copy, cart flow/abandonment, promotions, pricing and merchandising.
As part of the Site Conversion Analysis, Lever Interactive will provide a Key Performance Indicators (KPI) Review. In order to measure how a site is performing, and how changes are impacting site performance, clear metrics should be defined. Additionally, the method by which these metrics are calculated is critical to proper revenue attribution. Lever Interactive will help identify the best KPIs and the source/calculation method for each. Lever Interactive will then benchmark and measure these KPIs over time to show improvements.
Landing Page Testing/Optimization
Based on best practices and recommendations from the Site Conversion Analysis, Lever Interactive works with your team to develop landing page tests. Using Google Website Optimizer, Lever Interactive can set up, implement and analyze multi-variate testing that enables testing multiple changes at the same time – the most efficient way to test various changes.
Shopping Cart Optimization
Many sites make completing a purchase or lead form too complicated. Lever Interactive will identify the conversion funnel and look for areas of improvement. Through analytics and functional design, Lever Interactive helps remove the barriers often found in the “check out” process and helps turn more visitors into customers.
A properly configured web analytics tool can provide a wealth of information to a site owner. With years of web analytics experience, Lever Interactive will use web analytics to identify visitor trends, site deficiencies and areas of improvements. Web analytics is also instrumental in tracking marketing campaigns, identifying site “stickiness,” geographic trending, and more. For sites that do not have a web analytics package, Lever Interactive can recommend and help implement an appropriate solution. Finally, Lever Interactive can provide web analytics training to site owners.
One of the best ways to determine site effectiveness is to ask visitors to comment on their experience with the site. Lever Interactive can develop, execute and analyze a visitor survey that will provide insight into how actual site users interact with the site.
Conversion Optimization Blog Entries
- How to Create a Successful B2B PPC Campaign – March 7, 2012
- Case Study: Building Strong Non-Brand PPC Campaigns – January 13, 2012
- Our Case Study: ThePetStoreonline.com Switches to Miva Merchant – August 12, 2011
- Email from Company Admits Usability Problem – August 3, 2011