Killer Conversion:
101 Techniques to Optimize Your Website
Presented by: Gabe Wahhab
President – Savvy Panda, Master Inbound
Co-Founder - jInbound
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Conversion
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101 Tips
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Strategy
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Know Your User
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Understand Why People Buy
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Determine What Makes People Not Buy
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Align Customer Intent and Page Purpose
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Copy
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You don’t sell features. You sell solutions to
problems.
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Bring out your users “Pain Points”
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Remind your Prospect of Pain
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“Why should I buy from you instead of a
competitor?”
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Is your sales copy addressing the
customer’s most important objections up
front?
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Pre-qualify your users with questions up
front
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Make copy concrete and emotional
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Use Long Copy?
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Make sure your subheadline flows smoothly
into your body copy.
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Make sure your subheadline flows smoothly
into your body copy.
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Test your sales copy as more personalized
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Take out every instance of “I” in your copy
and rewrite it so that the emphasis is on
“You”/”Your”
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Use P.S.
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Put the most important information you
want visitors to read at the top and bottom
of your page.
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Make your first paragraph short, no more
than 1-2 lines
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Use active language alongside text that
creates urgency
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Break up long paragraphs into small,
easily scanned “chunks”
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Cut Down Your Text
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SERPS
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Microdata
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Video Site Maps
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Indexable Images
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Clear Copy in Meta
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General
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How Long is This Going to Take?
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Draw attention to important information
with hand-drawn arrows, underlines and
asterisks.
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Check your error pages
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Use real photos instead of corny stock
pictures
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Include video testimonials or audio along
with a customer’s photo
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Let visitors participate in your page
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Validate your forms so that they give
real guidance
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Your reputation can’t be bought
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Can the visitor get to where they want to
go on your site in 3 clicks or less?
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Put the most important information
“above the fold” on your website
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A more personal approach breeds
comfort and familiarity.
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Your privacy policy link should not open
a new page
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Home Page
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Have you tested adding credibility
indicators to your website?
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Provide results-oriented testimonials
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Has your site been featured in the news
or on industry-leading sites?
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Blog
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Call to Actions at Bottom of Blog
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Side Bar CTAs
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Make sure they are for all parts of funnel
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CTAs
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Make it Clear What the Offer Is
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Make It Action Oriented
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Keep it Above the Fold
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Match Landing Page Headline
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Test the shape, color, size and wording
of your Call to Action Button.
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Use whitespace effectively in your design
so that it draws the eye in toward the
call to action
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Landing
Pages
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Kill captcha
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Utilize a Thank You Page
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Ecommerce
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Summarize Benefits
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Be Careful with Urgency
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Sorting & Filters are Important
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Social Acceptance
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Reviews Are Important
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Give Clear and Plentiful Product Info
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Make Recommendations
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Use Pro-Tips
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Make Prices Clear & Easy to Read
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Test Action Language for Buttons
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Use Testimonials Along Side the Product
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Put Popular Products Above Fold
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Finished Product Image
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Add a Video Demonstration
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Product Image Zoom
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Add Live Chat
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Test Freebies
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No Surprises
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Simplify Your TOS & Policies
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Don’t Require an Account
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Image Thumbs in Shopping Cart
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Free Shipping
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Include Shipping Prices
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Estimated Delivery Times
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Checkout Progress Bar
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Add Trust Seals
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Credit Card Format
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Disable Coupons
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Policies by Checkout Button
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How Else Can Orders Be Placed
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Less Steps
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Restate your Guarantee
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Test Guarantees
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Donations
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Set a Funding Goal
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Be very social
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The Most
Important Part
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In God We Trust.
All Others Bring Data.
~Deming
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Assume Nothing, Test Everything
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Don’t test something just because it’s
unique and different.
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Always experiment
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The smallest things can make all the
difference
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Questions
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Thank You
gabe@savvypanda.com
@gswahhab
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