20. Add testimonials! For services that require a great deal of trust these can be immensely powerful.
21. Test layout changes!
- Try getting rid of useless information
- Arrange your pages in a logical order
- Use a single column – see Amazon again, people are happier to scroll down than sideways – their eyes tend to get lost less easily.
22. People like large, high quality images. Adding zoom-in functionality and captions doesn’t hurt either. Make sure to test that this isn’t slowing your site speed down too much.
23. Give your customers as much information as you can. Don’t leave them wondering anything about your product, as that uncertainty will cause them to bail.
24. K.I.S.S.! Keep it simple stupid! Test using easy to understand language – don’t frighten users off by confusing them. Just because you know the industry jargon, doesn’t mean they do. You can still give a ton of information though – simple does not equal short.
25. Include videos! It’s pretty simple to set up a YouTube channel and embed videos into your site. If you have a product you like, show it off, explain why it’s worth the money you are charging, and reassure your customers about anything they are unsure of from the text.
26. Test bullet points in your content vs. blocks of text.
27. Landing page background colors can make a big difference – test white, grey, and your site’s main colors.
28. Form on landing page, vs. clicking a button to get to the form – test both if you are a lead generation site.
29. Test your H1s and H2s. Are you losing visitors because your headings are misleading / not telling them what they need to stay on the page?
30. Site navigation – too many options might be confusing, too few and people won’t be able to get where they need to.
31. Increase your site speed! Users begin to bail after 4 seconds – most will never come back if you take over 25. This article by Portent.comis excellent.
32. If you advertise on your pages (through Adsense or wherever) – test your conversion rate with and without ads – you might make more money with a higher C/R than with the extra ad revenue.
33. Is your logo in the top left? Don’t waste too much of the landing page branding all over it.
34. Have your key information above the fold! Some users are bounce-happy and need quick reassurance.
Ads:
35. New ads can have as big an impact on conversion rate as new landing pages. Make sure to be continually honing and improving your message.
36. Align ad messaging and landing pages – don’t promise what you can’t deliver. See this post for more details.
37. Give people a reason to buy today – if you have a sale, mention it. If it ends tomorrow, make a big deal of it.
38. Offer additional discount codes in your remarketing ads – give people a reason to come back and convert!
39. Create a feature-benefit matrix when writing your ads – this will help you work out which messages really appeal to you. Seeing them side-by-side makes a comparison much easier. It also helps to refer back to for future testing.
Sign Up Process:
40. Test different forms. Sites like formstack.com and unbounce.comwill do this for you.
41. Reduce your number of required fields. People begin to bail when they feel they are giving more personal information than they should have to.
42. Make your sign up form buttons appealing. Change buttons from simply ‘submit’ to more of a call to action such as ‘get started today’. The word submit has negative connotations all of its own!
43. Make your form graphically appealing. Simple things like including arrows will help drive users towards where they need to be.
Checkout Process:
44. Set up goal paths in Analytics to see which of your pages are failing you.
45. Shipping prices – some people prefer higher cost items with free shipping, other prefer low costs and high shipping expenses. Either way, test test test!
46. Do you have a pay on finance option? If you sell high end electronics this will almost always improve your conversion rates.
47. Include trust symbols! Verified by Visa etc. remind customers that your site is trustworthy.
48. Remove excess navigation. Shopping carts with tons of links out of them distract users. You have your customer where you need them, don’t make them doubt their purchase.
49. Shorten your cart process if you can. People expect 3-4 steps, but any more and it starts to get wearisome.
50. Make your cart process clear! Have a navigation bar above or on the side telling users the exact steps they have to go through.
51. Accept multiple payment types – Visa, Mastercard, Paypal, Amazon, and Google Checkout are all good starting points. People generally have a preferred method.
52. Have a good order confirmation page – a user who worries if their order went through is less likely to buy from you again.
53. Offer other products on your user confirmation page. If someone just bought car parts from you, you might be able to make some money from advertising car insurance through an affiliate network.
Finally…
54. Don’t get lazy – one bad test shouldn’t get you down, and one improvement shouldn’t convince you that you’ve done all the testing you need to do.
As always, let us know if you have any favorite CRO/LP tips you want to share with us.
Sam is an Account Manager at Hanapin Marketing, a search engine marketing firm focused on generating results through pay-per-click advertising. Learn more about Hanapin Marketing’s PPC management services.
原文地址：http://www.ppchero.com/54-conversion-rate-optimization-tips-to-improve-your-ppc-campaigns
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/
