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FutureNow Article
Thursday, Sep. 27, 2007

How to Double Your Conversion Rate

By Robert Gorell
September 27th, 2007

Most e-commerce sites only convert three out of every hundred people who visit their sites. What a shame! And the worst side-effect of this fact is apathy.

People often ask us, “What’s the average Conversion Rate in my industry?” Fair enough, but does it matter? If you’re converting less than 1/10th of your traffic, you should be concerned. If you’re converting more than that, you can do better. We all can. It’s even possible to double your conversion rate, if you ask bigger questions.

When JigsawHealth.com contacted us, they were converting three times better than the average. But they the didn’t just ask bigger questions, they put them to the test. Now, after testing some new verbiage and some design tweaks, they convert 1/5th of browsers into buyers.

Inc. Magazine explains…

If you’re ready to put big questions to the test, or if your business already demands big answers — and quickly — don’t assume the prognosis can’t improve just because you’ve “already tried everything” else.

Want to boost online conversions on landing pages and beyond? FutureNow can help.

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Comments (19)

  1. I love these examples, thanks Robert!
    B

  2. Great example Robert!

  3. When was this test conducted? I just checked out the site, and noticed that they are still changing the site and I am sure improving their conversion rate. I did notice that they did put back in the top navigation.

  4. BJ,

    If you follow the link I posted above, it takes you the landing page. While the top navigation seems to make sense elsewhere on the site, it was a conversion killer on the landing page.

  5. Thanks for sharing this conversion story. I think it give good pointer to some of things which everyone can test on their website like removing top navigation bar from final product pages.

  6. Removing the navigation bar could make sense for this website, which has fewer products. I like the idea to highlight key points. It helps you and customer a lot when scaning the website.

    But for Amazon.com or Newegg.com, will it work to remove navigation bar from product page? even though it will, we still need to keep some filtering function, recommendations for customers. Logical customers tend to compare and make a better choice~

    My point is to be careful when you copy advice or experiences to your own site. Testing and verifying your changes alawys have their places.

  7. UniqLooks,

    Double A said it best. Removing the navigation for this particular landing page was a great idea, but it’s not always advisable.

    Having a sound hypothesis and testing it is the key.

    (Thank you for clarifying this very important point, Double A!)

  8. Perhaps the best thing you can for your landing page is to make the headline include the Exact Keyword Phrase that the customer searched for. How to you do that with Adwords PPC campaign? Simple, use Dynamic Keyword Insertion to put the search term as querystring parameter on your Adwords Destination URL. Then you’ll have the exact phrase at your disposal.

  9. I find that the quickest way to impact conversion rates is to monitor and optimize forms involved in the sales/lead generation process. Small changes to the checkout process can yield much faster and permanent improvements since many clients lose over half their traffic through poorly designed forms.

  10. Good example.

  11. I thought about this concept very interesting.

  12. thanks you !! i like this

  13. [...] Hezká případová studie Jigsaw health [...]

  14. Your example made me think alot and the key to conversion rate is getting your brain thinking about every possible variation, so grwt article !

  15. the highest performing Landing Pages are those that match exactly the Motivation of the customer. After Motivation, The clarity with which you express the Value Proposition is the most important factor in determining whether a customer buys from you or not.

  16. Thanks for the great article on PPC techniques. I agree with you that increasing the traffic is not the key to increasing conversion. Can you provide other web analytic options with similar capacity to record in detail as ClickTale (still based on your personal experience in using the product)? Thanks, indeed a great help!

  17. Thanks for the great article on PPC techniques. I agree with you that increasing the traffic is not the key to increasing conversion. Can you provide other web analytic options with similar capacity to record in detail as ClickTale (still based on your personal experience in using the product)? Thanks, indeed a great help!

  18. Crafting well versed landing pages is an art form in itself. Some great advice in this piece.

  19. As I continue my education in internet marketing, I sometimes find something that amazes me.

    It is a remarkable thing that just a few tweaks here and there on a website can make all the difference in the world.

    That you can help your visitor to get the information that they need faster by rewording or reducing number stats.

    I can see how less really is more when it comes to conversions.

    No one wants to work so hard when they are looking for something on a website. It just ruins the joy of their surfing experience.

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