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17th February 2010 |  Written by Dave Ashworth

21 Secrets of Top-Converting Websites

Down at SES London, we just took in a very interesting keynote session with Bryan Eisenberg, also known as @TheGrok in Twitter circles, on tips on how to increase the conversion rate on your website.

He started off by informing the average conversion rate was 3% but then showed a list of the top converting websites with the no.1 (don’t remember what it actually was) with a rate of around 45%. How? By following these 21 “secrets”. I won’t be expanding on them, I can’t write as quick as Bryan can speak, plus, there has to be some advantage to attending SES London:

1) Communicate UVPs and UCPs
2) Make persuasive and relevants offers
3) Reinforce offers site wide
4) Maintain scent
5) Make a strong first impression
6) Appeal to multiple personas/segments
7) Don’t do slice and dice optimisation
8 ) Leverage social commerce – use the voice of the customer
9) Use it for navigation
10) Use it for promotion
11) Use it for credibility
12) Use it for feedback and research
13) Use persuasion principles like scarcity
14) Make forms engaging
15) Provide Point Of Action assurances
16) Keep you in the process
17) Consider email preview
18) Budget for user experience
19) Utilise a system for prioritisation
20) Make data driven decisions
21) Know how to execute rapidly – Amazon had Micheal Jackson promos and links to his albums etc on their site within 2 hours of his death – they also account for 25% of all ecommerce sales in the USA.

As with any good presentation, he stuck in a quote from some knowledgeable bod or other:

“Execution is not an event – a one time push toward acheiving goals. It is a way of life”

Following on from this – 5 steps to getting great conversion rates next week:

1) ID the problems, review analytics, check for high bounce rates on key landing pages.
2) Create a do to list on what you’d like to improve
3) Document hypothesis
4) Prioritise
5) Test

And that’s your lot, there’ll be a video update at the end of they day, for a round up of yesterday, follow this link.

Your Comments

  1. Couldnt agree more, One thing i am a pushing the boundarys on is the Video aspect of my sites. whether i am targeting private individuals or corporates, they all seem to comment on the video! i know its been around for years but not a lot of people are doing it. You can use it for the first 12 of the options above if not more (thats as far as i have got) and it really works.

  2. Dave, good 21 but they need more explanation to be useful for most. For this week find the best CRO page on your site is easy use this ‘total visitors of page x bouncerate’ the page with the highest number is the page where your CRO changes will have the biggest impact.

    Good luck!

    Dennis

  3. Hi Dennis,

    Thanks for the tip – the original post itself was pretty much a transcription of a talk at SES London.

    It is s a good starting point though and each point can explored further by anyone looking into CRO on their site.

    Thanks for the input

    Dave

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