Conversion Killers: How to Plug Website Holes That Leak Money

by Jason Acidre on February 8, 2012 · 34 comments · Conversion


This entry is a guest post by Neil Patel, co-founder of KISSmetrics – a custom analytics platform. You can follow him on Twitter @neilpatel.

If you are like most marketing bloggers, then you are after one thing…making money online.

That’s why you crank out content, work the social web and optimize your site. You want higher and higher amounts of traffic flowing to your site.

The only problem is…if you are making one of the following conversion mistakes…then you are losing serious revenue.

Fortunately, it’s pretty easy to correct any one of these mistakes and plug up any holes in your blog or website.  Your first step is to find the holes. Let’s take a look.

Reduce the clutter on your sidebar

In a Which Test One case study, Anne Holland demonstrated that sidebars without clutter outperformed sidebars with clutter by 26%.

I’ve seen this evidence bear out in tests on my own blog.

But you can’t strip everything off of your sidebar and expect to keep revenue coming into your site. You do need about three things:

  • Popular post links – Options to drive them deeper through your site. The longer they stay on your site, the more likely they will buy.

  • Opt-in form – An option to subscribe to your email newsletter or download a free report can boost conversions as high as 100%.

  • Promotion box – And don’t forget to drive them to the flagship product you are promoting.

Anything more than that and your conversions will plummet.

And keep in mind, if you run ads on your website, it’s important that you limit the real estate you give to ads…otherwise you will erode your credibility, mess with your SEO efforts and kill conversions.

Improve your page speed

Slow page speed is another conversion killer. If you have a hard time believing that, check out this page speed chart:

According to web performance optimization company Strange Loop, just a one-second delay in page speed can cost you 7% percent of sales!

What’s interesting are the sort of things that can reduce page speed.

Matthew Ogborne tested his site speed to see how much his Facebook Like button impacted the page load…and he was stunned.

He discovered that that button on the right side of his website was downloading 83.4Kb of data…which amounted to 1.340 seconds of load time.

As you can imagine, he pulled that button immediately.

Last year Joshua Bixby wrote Are Third-Party Apps Conversion Killers? He wrote the article in response to the +1 button when it was new…explaining that it was taking 2 seconds to download.

Two seconds!

Google has since optimized the button so it’s not such a drag on page speed, but it’s a great reminder of how much you need to worry about all the things you are loading on to your site, which includes ads. Slow loading ads are a major cause of high-bounce rates.

There are also applications and browsers that are not compatible. Take Chrome and Shockwave Flash:

Every time I go to Tim Ferriss’ blog using Chrome it stalls and eventually freezes. That is a sure conversion killer. The lesson is to test your site’s performance across browsers.

Your first step to improving your page load is to measure it. Run your site through Google Analytics Site Speed Analytics Report and then follow the recommendations that it spits out.

Create a cool 404 error page

You can do everything in your power to keep from serving up a 404 server error page…but it will eventually happen…

And when it does, it needs to make the user trust you.

A bad 404 error page will drive people away from your site. This is what you want to avoid:

A good error page will reward your user for actually having “broke” something. Think creatively like this:

Or this:

It’s almost like they’ve discovered something cool and now want to share it with others. And this will also encourage them to continue on their site in spite of having landed on an error page.

If they are getting too many 404 error pages, however, and no matter how cool the page is…people will get sick of it and leave.

Increase your site’s social proof

You can also kill conversions by failing to show potential customers that you are a credible expert. This is where social proof comes in.

For instance, Ramit Sethi lets you know that big media endorses him:

His credibility is not in question, is it?

The same is true for Hugh MacLeod, especially when you see he’s done work for TechCrunch, Purina and Microsoft:

Adding social proof to your site can be as easy as embedding the logos for all of the organizations that have endorsed you.

Here is Men with Pens footer:

Social proof is also seen when you display the number of shares your content has gotten across the social web and the number of subscribers you have

I’d say Michael Hyatt is doing pretty good, wouldn’t you?

And finally, providing testimonials is another way to improve conversions on your website. Here’s a sample from Tim Ferriss’ blog:

Not too shabby, eh?

Up your persuasion game

In the end, you might have a fast-loading site, a clutter-free side-bar, a great 404 error page and decent social proof…but if you don’t have persuasive sales copy…you will not convert.

Words are what will convince your potential customer to buy from you. You do that by getting them into a position where they can’t resist.

Here are the three most powerful ways to do that.

Scarcity

This principle works on the idea that there is a limited amount of something left. If used right, it’s one of the most potent copy techniques out there.

How should you use it?

  • Advertise that you have 14 seats left for your conference.
  • Or it could mean that you are running a two day sale…or an intro price. What’s scarce there is time…namely how little time the customer has to buy at a discount.

  • If you are a consultant, you could promote that you are only taking on 4 clients.
  • You are only creating 100 Bentley’s in this model this year.

The point is to weave a sense of limited supply in what you are selling that motivates people to pull the trigger now.

Urgency

Often people want what you have to sell and have the money…but they simply don’t want to spend the money at that moment.

Use urgency to get them to act. Here are some examples:

  • Black Friday – You can get crazy good deals on products the day after Christmas if you are willing to wake up at 3 in the morning. Or earlier.
  • Somebody is going to die – You see this with non-profits fighting starvation and malnutrition. They’ll put a malnourished child on the landing page with the title, “Every X seconds a child dies from starvation.”

Exclusivity

This copywriting persuasion technique is also known as the ”velvet rope,” which is used to keep “average” people from entering a certain club or restaurant.

What’s nice about using exclusivity is you don’t have to have a great product. Just build that sense of exclusion…and you can sell out.

Here are some examples:

  • The club that is only open to movie stars.
  • The golf course that is by invitation only.
  • The credit card that is only for people in a certain high-income bracket.

One last thing on persuasion: like good blog post writing, your sales copy must be clear and concise. It must also be easy to read.

For example, when you use white space between paragraphs and margins appropriately, you can increase reader comprehension by nearly 20%.

Spacing also allows the reader to fly through the copy. This guides the reader through the copy to the call to action.

Create a compelling call to action button

In the end, it should be really clear what you want your reader to do. Give them too many options and you will drive them away.

In the e-commerce world, this is known as “choice paralysis.” Tests have actually been shown that if a consumer is given 24 choices of a product…only 3% will buy.

But if you reduced that count to 6 items…30% of consumers bought!

So, make your call-to-action simple. And use these other best practices.

  • Your call-to-action button should be larger than other elements on the page:
  • Use white space to separate call to action:
  • Float important call-to-action above the page elements:
  • And don’t forget to put it at the top of the page:

By the way, don’t just settle on one call-to-action button. Test the heck out of different variations of it like Optimizely did to boost conversions.

Conclusion

Listen: if making money from your blog is important to you, then you can never stop trying to improve your conversion rate. See, the highest converting blogs got there because they relentlessly tested and tweaked their sites.

Fortunately, with just a little time and skill you can turn any leaky site into a high-powered revenue generating machine. You just have to be willing to find and plug the holes.

What other critical conversion-killing mistakes do you see blogs making?

If you liked this guest post, you should subscribe to my feed and follow me on Twitter @jasonacidre.

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

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