A easy information to funnel optimization

You created a funnel, but it doesn't work. What now? If you thought you could set it and forget, something else is coming. This is where funnel optimization comes into play.

Maximizing your conversion funnels can only be done by experimenting with every element of customer interaction, delving deep into the analysis, and then tweaking the design.

Fortunately, you don't have to test everything at once, but where do you start?

In this article, I'm going to walk you through funnel optimization, including:

• Where should you start
• The most important interaction points to be tested
• The essential elements at these interaction points must be tested
• Different tests that you can run.

Let's start.

1. Create Google Analytics goals

The first step in building a well-developed online conversion funnel is to set a goal in Google Analytics.

If you don't have this setup, stop and set it up right away. The data you collect shows where your users are exiting the conversion funnel. You can use a template goal, a smart goal, or create your own.

The requirements are simple:

• Target name: Give the destination a name that will help you identify your data reports. For example "Whitepaper One Download" or "Free Trial Subscription".
• Define the funnel: With Google Analytics you can add up to ten pages in a conversion funnel. Here you can find out where users descend before reaching the “destination”. So get this path right.
• Give the goal a value: To calculate the ROI and other metrics in Google Analytics, you need to find out what the value of an achieved goal is. For example, if 10% of the people who download a report spend $ 500 on you, the download value might be $ 50 (10% of $ 500).

This tracking can help you determine when and where people left your website during the conversion funnel.

For example, you can see visitors bouncing off a page on the conversion path. You discover that the price is listed on this page.

Can you improve conversions by moving the price further down? Would adding trust items on this page help?

Asking these kinds of questions as you go through the data can fix the leaking parts of your online conversion funnel.

For more information on setting up funnels in Google Analytics, see our article on Getting Actionable Data from Google Analytics.

2. Analyze your landing pages

Once you've set up the funnel visualization, your first round of testing should focus on your landing page. Here are the items that you should test:

• Headlines: Test different headlines to see which one attracts and retains the most visitors.
• Copy: The copy should be full of benefits to the reader, starting with the most promising. This post provides tips on how to write a convertible copy.
• colour: Try different background and text colors to improve the conversion. I ran extensive color tests on my own blog to determine the current color scheme.
• Font style and size: Try different font sizes to see which size will keep readers on the page longer. Also, test different font styles to see how they affect the conversion.
• Buying path: Test the way to buy to eliminate the revealed friction. Tip: Slowing down page loading speeds can be your biggest culprit when it comes to abandonment rates. Use Google's PageSpeed ​​Insight tool to test your conversion funnel. You can also uncover the impact of slow page loading on conversion during a usability test. Use both in combination to get the optimal buying path.

To better understand what elements to test on your landing pages, click this image below:

The final final element in creating a high conversion landing page is limiting distractions. Anything not related to the focus of this page should be cut immediately.

3. Analyze your registration forms

The next funnel optimization step to test is your registration forms. The following elements must be tested:

• Headlines: Try out different headings in your registration form and test their effect on registration pages. Don't take this lightly. It can dramatically increase traffic and conversions!
• Text field words: Make sure the words you use are not confusing. Otherwise, you could drive away visitors.
• Placement of text boxes: Test how you position the text boxes on the form to see which arrangement produces the best conversion.
• Text fields per page: Analyze your conversion rate to see if fewer fields are increasing conversion rates. Keep in mind; Fewer text fields don't necessarily mean more conversions. You can actually increase backend conversion by collecting more information.
• Captcha: These filters are great for keeping spammers away. However, if they're too difficult to read, conversions can drop.

4. Test your trust elements

The confidence in the internet is enormous – especially when you're trying to get people to give you their money. Because of this, you need to build trust in your landing page and in your overall online conversion funnel.

At a minimum, you will need these elements:

• warranty: Will you give them their money back if they are not satisfied? Are you going to do this in 30 days? 60 days? 90 days? Test different variations to see which one pulls the best.
• Better Business Bureau Logo: Applying for a BBB logo for your website is pretty easy. You must be a member of your local chapter and pay around $ 400 a year. However, it is inexpensive when it comes to reassuring your customers.
• VeriSign logo: The VeriSign logo is an internationally recognized symbol that your online check-out process is secure. That’s huge. Try to do business without this seal and your online conversion rates will go down. You can get a VeriSign seal for less than $ 300 a year.

Verification and the use of HTTPS can also build trust.

For best results, use all three of the above trust elements. However, that doesn't mean you shouldn't do a few rounds of A / B testing to find out which logo is most effective. In particular, you want to determine the best position of each trust element on the page.

Zappos uses trust symbols and guarantees very good. On each side they have what we call "The Extreme Guarantee":

The Zappos footer also contains all relevant trust symbols:

For more information and examples on this topic, see article 10 Ways To Guarantee More Sales And Conversions.

5. Test your email conversion

Building an email newsletter list is an essential part of your online conversion funnel. Test these elements in your emails:

• Open rates: Your email newsletter will live or die based on your subject lines. Make sure you use the most convincing copy. Constantly test different variations to increase conversion rates.
• Copy: Test a short or long copy in the email and preferably find out if the bulk of your audience wants to click through and read everything on your website.
• Click through: Open rates alone don't tell the whole story. Embed links in the copy to see if more or fewer links lead to clicks. And test different anchor text copies.
• Plain text vs. HTML: Find out whether your target audience prefers plain text or HTML-based email. A great way to find out is by using a simple survey.
• CTA: Test different calls-to-action to see which ones bring more traffic to your site. Also test the position of these CTAs on the page.

Now let's switch gears and talk about how you can test these different conversion funnel elements.

6. Combine usability and A / B test results

Talk to most people about metrics and they will talk about either user testing or A / B testing … but never both. It's unfortunate because they work perfectly together.

Here's how:

• Receive qualitative feedback from users during a usability test: Your first step should be a usability test. This user test can be casual but tightly focused. All you need to do is focus on the page where conversions matter most (sign up form). You'd be surprised how much insight you can get from feedback from a very small group.
• Analyze the test results of your users: This user feedback is intended to help you design the page in question. You should bring three or more design alternatives with you.
• Run your A / B tests: Once you have these alternatives and insights from user testing, start the A / B testing. Your A / B testing should help you narrow down your choices between design alternatives and on-page elements, and ultimately land you on the page with the best performance.

In the end, A / B tests will confirm your findings on usability tests and give you more effective results than if both were used alone.

If you are new to usability testing, check out the following resources:

• Usability 101: Introduction to Usability: By Jakob Neilson, the godfather of usability.
• Usertesting.com: Get a video of a user talking on your site as they edit and a written summary of the issues they encountered.

If you're new to A / B testing, check out our A / B testing guide.

7. Perform a mother test

Okay, it doesn't have to be your mom, but make sure it isn't one of your internet savvy friends. In other words, it should be a normal web user as you want to see most of the people navigate your funnel.

Call that person and ask them to find your website on Google and complete the conversion process. Make sure you let them know what users want from your site.

Stay on the phone and ask them to speak out loud as they search. Write down the call and take notes until you finish.

Make changes to your conversion process and repeat the funnel optimization process until users can work through the process without aborting the process.

8. Perform an online 5-second funnel optimization test

If you want to create a well-built conversion funnel, you need to keep things simple. Eliminate all distractions.

I've found that doing a simple visual presentation can teach you a lot about the simplicity of your funnel.

This is where the five-second test comes in.

Vinod Khosla originally created this test to show that executives and VCs cluttered with information would fail. The test consisted of nothing more than placing a sheet in front of someone and then pulling it after five seconds. Khosla then asked the tester to tell him what he remembered.

The lesson was always the same – less is more. The 5 second test has been customized online to help you test funnel optimization with a tool like fivesecondtest.com.

You can use this to test wireframes, models, and calls to action. And it's easy to get started:

1. Get a Free Account.
2. Upload a screenshot of the webpage you want to test.
3. Let members test your website.
4. See your results.

In the red outline you can see at a glance what most users have seen as the most important goal of the website. In this case it was "Download this".

Do you want to be the main target?

If not, you'll need to change the design and test again. The tool is free so you can do it as many times as you want!

Conclusion

When it comes to funnel optimization, test all the time. You will get a lot of actionable data that you can use to improve your conversion rates.

Listen, if you don't test you're leaving money on the table. And like I said above, there are so many easy and inexpensive ways to test that you really have no excuse. Besides, who wants to lose money? Not me!

What other elements in a conversion funnel should you test? And what other tools do you use?

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