Imagine you have a website with a lot of visits and a lot of page views, however, users are not taking the main desired action – be it buying, getting in touch or downloading your latest e-book. In other words, customers are not converting.
And this is where conversion optimization comes in.
But before we talk about optimization, it is necessary to explain some concepts.
What are Conversions
Por conversões pode-se entender qualquer tipo de ação ou objetivo pré-determinado que queremos que os nossos clientes ou possíveis clientes realizem.
What is defined as conversion depends on the business and the objectives established.
Numa loja online/e-commerce pode ser “Adicionar ao carrinho” e consequentemente efetuar a compra, num site de automóveis pode ser “Entrar em contacto” ou “Fazer um test-drive”, num website de um restaurante pode ser “Efetuar uma reserva”, num site de notícias pode ser a aquisição de leads such as “Subscription” to paid content, and so on.
Conversions are the main objective of a digital marketing campaign (across IF THE, Adwords, Facebook Ad, etc.) and its optimization is fundamental to the success of a business.
What is Conversion Optimization
The main objective of optimizing conversions is to facilitate or orientar o consumidor a efetuar a ação desejada on a website, taking into account the percentage of visitors to a website.
The person responsible for this process of conversion optimization or conversion rate optimization is known as CRO (Conversion Rate Optimization).
What is the Conversion Rate
The conversion rate is one of the most important metrics when analyzing digital marketing and online advertising campaigns and strategies. It is through this indicator that we try to understand the real success of the strategy.
How to measure conversion rate
To measure the conversion rate you only need to divide the number of conversions by the number of visits. In other words, if a website had 1000 conversions in 30,000 visits then the conversion rate will be 3.3%.
Feitas as introduções, avancemos agora para a otimização.
How to Optimize Conversions
To optimize conversions you need to:
- Identificar os objetivos da empresa
- Understanding customer motivation
- Develop a unique value proposition
- Create additional incentive for decision making
- Eliminate friction elements
- Remove elements of anxiety
- Do A/B testing
Identificar os objetivos da empresa
Before starting any conversion optimization, it is essential to try to understand the reality and context of the company.
Esta tarefa inicial é mais fácil quando a otimização das conversões é realizada internamente, isto devido ao conhecimento de causa, mas como na maior parte das situações esta otimização é executada por alguém externo à empresa torna esta fase um pouco mais exaustiva mas não menos importante que as restantes.
To better understand the company's universe, it is necessary to explore all the references made to the company, whether in news, forums, interviews, etc.
The next steps in conversion optimization were based on a formula that still inspires me today.
A fórmula resulta do estudo e pesquisa de vários anos de testes sobre produtos e serviços oferecidos ao consumidor em situações reais e como estes reagem. É uma fórmula heurística desenvolvida e patenteada pelo instituto MECLABS – este instituto foca-se no estudo e na investigação da compreensão dos motivos que levam os consumidores a comprar.
Conversion Formula
C = 4m + 3v + 2(if) – 2a ©
- C = Probability of conversion;
- m = motivation;
- v = conversion value;
- i = incentive;
- f = friction;
- a = anxiety.
Probability of conversion
C is the conversion probability of using. The general idea is that through small changes it is possible to increase the probability of conversions. It represents the interaction between all other variables.
Understanding customer motivation
After understanding the company, it is necessary to know the customer and their motivations.
By knowing the company and the customer, the path to optimization becomes clearer.
Compreender a motivação do utilizador é dos fatores mais importantes que afetam a conversão e possuem uma força tal que é o único elementos da otimização das conversões que é impossível mudar – não é possível incentivar um cliente a converter se ele/a não tem interesse no produto que estamos a vender.
Pay attention to testimonials, feedbacks, forums, social networks and all material that helps to understand the customer's feelings and needs.
It is also important to understand the dynamics of the website – visits, behavior, conversions, demographic data, geographic data, etc., etc. To do this, simply access website analysis platforms, such as Google Analytics.
Therefore, it is essential to understand the motivation of consumption and try to address this aspect in the best way.
Develop a Unique Value Proposition
Having a unique value proposition is essential to capture consumer attention.
Develop a Unique Value Proposition is, create and describe the benefits of your product, or expose the problems that your company can solve taking into account consumer needs.
Saliente algo que o distinga da concorrência. Escrever simplesmente “qualidade” em todo o site não resulta!
The value of the proposal is the answer to the question “If I am your ideal customer, why should I buy here and not from your competitors?”.
Here are some good examples for analysis and study.
Here there are 4 elements to take into consideration that can increase or decrease the Unique Value Proposition.
- Appeal – Do I really want this product?
- Exclusivity – Where can I find this product?
- Credibility – Can I trust this product?
- Clarity – What really is your offer?
É também importante criar e demonstrar credibilidade na empresa, seja por boas referencias feitas por outras empresas seja por testemunhos – Quem melhor para vender o nosso produto do que clientes satisfeitos?
In case the testimonials are not very satisfactory, then it is a good time to rethink the product or service.
The importance of testimonials nowadays is such that it has almost become mandatory to include them with products. It's because? Because they play an important role when the consumer analyzes the product or company.
Testimonials help to create trust and above all help to eliminate barriers between what is advertised and what consumers’ real experiences are.
The development of a unique value proposition is followed by motivation in its importance.
Create additional incentive for decision making
People buy for a variety of reasons. Whether emotional, financial, status quo, necessity or a matter of opportunity (price/quality).
And creating the opportunity is fundamental when it comes to optimizing conversions.
Trying to create a sense of urgency is essential to encourage action, whether digitally or offline.
Telling potential customers that there is limited time to take the action we want can give them the momentum they need to help them make the decision. Either because there are few items in stock or because the promotion ends within a few days. We have all seen examples of these very well applied, especially on online sales sites.
Who hasn't bought something because they thought it was a good opportunity?
O incentivo adicional envolve características que podem ser somadas à oferta e que têm como objetivo dar a ajuda necessária à conversão. Está representado na fórmula como “i” e o seu resultado deriva da subtração aos fatores de fricção que falarei no ponto a seguir.
However, all this is in vain without a good product to sell. Without good products, there are no marketing campaigns that can survive.
Eliminate friction elements
Friction is the various elements that can lead the consumer to abandon the conversion. It is represented in the conversion formula by “f” in subtraction with “i” as an incentive.
Examples of friction in the conversion process could be forms with too many fields to fill out, the need to create an account before purchasing a product, a very long purchase process, etc., ect.
Therefore, it is essential to remove unnecessary friction.
It is obvious that there will always be friction points, but the more that are removed, the greater the conversion success.
Remove elements of anxiety
Anxiety is another negative element that influences conversion.
Put yourself on the consumer's side and imagine that you are going to buy a product but for some reason you have doubts about what you are buying and what you are actually going to receive or if at the time of payment you feel that your data is not secure.
Elements like these can increase consumer anxiety levels and as such can increase the likelihood of abandonment at the time of conversion.
Here it is very important to introduce elements that help remove this anxiety, such as website security certificates (https://), testimonials, expert opinions, etc.
Do A/B Testing
Now that you know the company, the customers, the message to convey, the inclusion of incentives and the friction and anxiety aspects removed, it's time to work on the conversions page.
And what better way to know what works and what doesn't than to test?
At this stage the important thing is to test, test and test.
What are A/B tests
Testes A/B, também conhecidos por split testing or bucket testing, é o processo de testar duas ou mais páginas em simultâneo e através de análise estatística determinar qual das versões obtém melhores resultados.
To carry out these tests, there are several software available on the market, such as Optimizely or the Google Analytics – o google lançou recentemente uma beta version of page optimization which makes the process even simpler.
How to do tests
Create a control page (original) and several pages with just one variation. Don't comment on the mistake of having completely different versions of each other, as this way you will never be able to understand why some pages convert more than others.
Just change a small element from variation to variation. Only then can you determine the reason for success!
As for the tests you can perform, there are thousands of situations to explore, such as:
- Page Layout
- Titles and subtitle
- Element colors
- Buttons
- Text
- Call to action
- Navigation bar
Test everything you find relevant on your page.
Last words
Assim e resumindo, é fundamental compreender as motivações do nosso público-alvo, criar uma proposta de valor única, criar o incentivo necessário e remover elementos de fricção e ansiedade. Depois não se esqueça de testar.
Tips
If the goal is to optimize conversions then focus on conversion and not aesthetics.
Avoid listening to personal opinions and focus on concrete data.
Comece por otimizar as micro conversões mas não se esqueça das macro conversões. Ou seja, não otimize apenas para o clicar no botão mas concentre-se também na quantidade de pessoas que acabam por comprar a médio e longo prazo.
Define a good sales funnel and optimize taking this into account.
Agora é a sua vez! Teste até alcançar os resultados que deseja.
