54 Conversion Rate Optimization Tips To Improve Your PPC Campaigns
For the final installment of our conversion rate optimization and landing page series we’ve tried to bring together as many tips and tricks as we can!
This is what people used to say to you, before you implemented all these tips.
测试方法论
1. 不要为测试而测试！总是假设你可以提升转化率。有上百万不同的东西可以改变，你专注在一个最大的不同点时会获得最大的剧变跳跃
2. 可以在谷歌分析中分析内容体验并且这是免费的，利用它们来做着陆页分开测试
3. 进行可用性测试！这是第一步可以确保你知道什么样的变化将使得你的着陆页面收获最多的奖励。这里有一个快速指南：
- 自己动手 – 最简单快速的方法测试你网站就是你自己来测试转化，写下你喜欢和不喜欢的。确保一直跟踪那些你正在寻找但是又不知道在哪里的东西。
- 找一个朋友或者家庭成员试用。一个不熟悉你网站的人是用来做可用性测试的试纸。我经常喜欢把这个叫做“妈妈”测试 – 如果这个网站让我母亲感到迷惑，那么她可能会使得大部分母亲也困扰在哪里（这是美国母亲通病）
- 合作伙伴
- 点击跟踪
- 眼球轨迹追踪
4. 进行一些在线调查，邀请人们到SurveyMonkey网站来告诉你他们对你网站的看法
5. 如果你有一个非常流行的网站 看看评论吧！人们会告诉你他们不喜欢的地方
6. 当你测试的时候，确保你有足够的数据。谷歌分析师内容体验Analytics Content Experiment会帮你做到统计的重要性，更多手工测试可能需要使用到A/B测试模拟器。
7. 不要总是测试同一个，决定一个时间使用有用的数据吧
Testing Methodology
1. Don’t test for testing’s sake! Always have a hypothesis about what you think will improve your conversion rate and why. There are a million different things you can change – you’ll make the biggest leaps if you focus in on the ones that will make the biggest difference.
2. Analytics Content Experiments are available in Analytics and are free – make use of them to do your landing page split tests.
3. Conduct usability testing! This is the first step to making sure you know what changes will reap the most rewards with your landing pages. Here’s a quick guide to how:
- Do it yourself– the easiest and quickest way to test your site is to do a test conversion yourself. Note down what you like and don’t like. Make sure to keep track of where you aren’t finding what you are looking for.
- Get a friend or family member to try it– someone unfamiliar with your site is a much better litmus test for usability issues. I always like to do what I call the ‘mum’ test – if this website is confusing to my mum, it’s probably confusing to a lot of other mums out there too (that’s mom for Americans!)
- Coworkers– another source that’s readily available for testing. Ask them to pick 3 things they like and 3 things they hate to save time.
- Click tracking– In-page Analytics should give you a decent feel for this as a free option, but there are some good paid alternatives out there for those of you with bigger budgets – try clicktale or crazyegg as a starting point.
- Eye tracking – doesn’t have to be expensive! Pay a few people to look at your website and tell you where they are looking and what is catching their eye etc. Try eyetracking.com for a more expensive alternative.
4. Conduct some online surveys – ask people on SurveyMonkey.comwhat they think about your site.
5. If you have a popular site – read reviews! People are normally pretty vocal about what they don’t like.
6. Make sure you have enough data when you’re testing! Statistical significance is the name of the game – Analytics Content Experiments will do this for you, more manual testing might require the use of an A/B calculator like this.
7. Following from that… don’t leave tests running forever, decide a time frame to get useful data.
着陆页面
8. 测试按钮文字，他可以有很多变化。“Buy Now”立即购买，“More info”了解详情，“Go”,都会由不同的用户行为得到不同的结果，尝试寻找出哪一个最适合你把
9. 测试按钮大小，太小按钮吸引不到用户的研究，太大了会使得你的网站看上去很不专业，找到你的平衡点。
10. 按钮颜色！考虑不同按钮颜色的影响，这里有一篇非常好的文章色彩心理学
11. 按钮位置。确保你有多种行动按钮，如果你的页面实在是太长了，那么用户也不用滚动翻页回去了。测试折叠，侧边，内容空白等等
12. 大量内容！只要文章可读性强不用太在意内容太多。你看过一个Amazon的页面吗？他们比中国长城还要长，但是仍然很棒，因为他们提供了太多的细节，评论和规格说明。这些都非常有利于帮助人们转化
13. 测试直接响应的着陆页面。页面没有导航，那么会把所有注意力集中在交易/产品/服务上面。
14. 考虑过引导流量到你的主页？听起来很疯狂，但是当主页很强，信息量充足的时候，它的帮助作用巨大。我们最近有一个帐户提升了2被的阅读注册量，仅仅只是把旧的着陆页面换成了主页。
15. 参考你竞争对手着陆页的店子 – 他们做得好吗？或者他们那些做的很差？
16. 对于电子山谷我账户：你是如何划分产品范围的？价格？最佳销售？人们从便宜电视机广告来的也许喜欢最佳评价的电视。
17. 你目前提供什么样的团购交易？尝试最一笔大买卖吧，如果你喜欢并且能充足的提供，那么就能引起人们注意他们
18. 如果你卖服务，尝试使用一个页面，里面包含了3~4种不同的价格方案。就好像超市卖高端产品一样，如果你想抓住用户的话，那么你就应该尝试这么做。
19. 继续18的主题，尝试标记一个你认为最佳的价格选项。许多网站会高亮标记他们的银牌套餐做一个最热门销售。人们会转化如果他们喜欢最有价值的交易。著名的心理学Dan Ariely教授的介绍了这套理论，在这里查看2分钟视频。
Landing Pages:
8. Test button wording, it can make a big difference. ‘Buy Now’, ‘More info’ and ‘Go’ will all result in different user behaviors – work out which is best for you.
9. Test button size – too small and you won’t attract their eye, too large and your site risks looking unprofessional – find your sweet spot.
10. Button colors! Consider the impact of different button colors – here’s a good article on the psychology behind it.
11. Button positioning (I’ll shut up about buttons in a second). Make sure you have multiple action buttons if your page is really long so users don’t have to scroll back up. Test the effects of being above the fold, on the side of the page, in line with the rest of your material etc.
12. Lots of content! Don’t worry about too much content as long as it’s readable. Ever seen an Amazon page? They’re longer than the Great Wall of China but still great because they give so many details, reviews and specifications – all things that help people convert.
13. Test direct response landing pages against your existing ones. Pages with little to no navigation that are heavily focused on the deal/product/service you are selling from a keyword.
14. Ever considered sending traffic to your homepage? Sounds crazy we know, but when the homepage is really strong and informative it can definitely help. We recently had an account that doubled its monthly sign ups from 122 in June, to 243 in July just by switching the old landing page to the homepage.
15. Look at your competitors landing pages for ideas – what do they do well? What do they do badly?
16. For e-commerce accounts: How are you arranging your products? By price? By best selling? People coming from ‘Cheap Television’ ads might prefer one way and from ‘Top Rated Television’ the other.
17. What deals are you currently offering? Try making a big deal about them – if you like them enough to offer them, like them another to make people aware of them!
18. If you sell a service, try using a page with 3 or 4 different pricing models. Just like the supermarkets sell a value and a high-end line, so should you if you want to capture all users.
19. Continuing the theme from tip 18, try highlighting the one pricing option you think is best. A lot of sites will highlight their ‘silver’ package and include a ‘best selling’ star or something like that. People convert better if they feel like they’re getting the best value deal. Professor Dan Ariely is the master of the psychology here – I implore you to watch this 2-minute video.
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原创文章，作者：jessegold，如若转载，请注明出处：https://www.hero4u.cn/blog/2012/08/translate-54-conversion-rate-optimization-tips-to-improve-your-ppc-campaigns/
