Top Drivers of Success from Site Optimization

This article provides examples of the top drivers of success for your website and mobile presence for optimizing your site for the largest number of conversions.

TOP 5 DRIVERS OF SUCCESS

• Page Copy – refine with industry keywords and don’t use too much text.
• Important Links – use button links instead of text links.
• Sign Up Form – don’t feature on key pages; place only on contact page.
• Downloadable Item – reward customers for visiting the website with a free download.
• Personalization – ensure content is personalized based on behavior analytics.

WEBSITE DRIVERS OF SUCCESS

• Page Elements
  • Page Copy – refine with industry keywords and don’t use too much text.
  • Headlines – utilize headlines and sub-headlines to explain the value prop.
  • Imagery – use multivariate testing to determine most impactful images.
  • Home Page Hero Image – ensure the chosen image reflects what customers expect of the company.
• Navigation Elements
  • Important Links – use button links instead of text links.
  • Buttons – use multivariate testing on button location, label, size, and color.
• CTAs (calls to action)
  • Sign Up Form Location – don’t feature of highlight on key pages; place only on contact page.
  • Steps/Pages in Conversion Process – reduce where possible.
• Social Media In-Page
  • Social Sharing Icons – use multivariate testing to determine best location.
  • Social Pressure – use around calls to actions, i.e. “N of your friends have downloaded this ebook.”
• Free to the Customer
  • Downloadable Item – reward customers for visiting the site with free downloads.
  • Offers or Promotions – provide customers with a reason to stay on the website and buy something.
• Credibility Indicators
  • Customer Ratings or Reviews – utilize testimonials to provide product validation.
  • Third-party Security or Quality Seals – display on bottom of page if available.
• Technical
  • Personalization – ensure content is personalized based on behavior analytics.
  • Load Speed – ensure key pages are light with code to reduce lag.
  • Landing Page Intent – ensure clicks after landing page leads to relevant content.

MOBILE DRIVERS OF SUCCESS

• Mobile Optimized/Responsive Website – ensure key content, functionality, tools work on mobile devices.
• Location-Based Marketing – provide state-specific or regional content.
• Videos – include fast-loading videos in addition to text and static images.
• Social Sharing Icons – make it easy to share mobile content on “always connected” social networks.
• Mobile App – provide option to download an offline mobile app with a function useful for everyday use.

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