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+.

More Posts - Twitter - Facebook - Google Plus

{ 28 comments… read them below or add one }

seoteky February 8, 2012 at 9:36 pm

I’ve seen the subscribe call-to everywhere, from PointBlankSEO subscribe to comments to SkyrocketSEO newsletter….Geeez still looking though for a plugin that should work on my wp, I’m not that good with customization stuffs :)

Juicy pointers from one of the industry’s best – Neil Patel of KissMetrics

Awesomeness!

Reply

Kaiserthesage February 12, 2012 at 1:01 pm

Thanks for dropping by Jayson!!! :)

Reply

Jervis February 9, 2012 at 2:35 am

thank you for this useful pointers. I’m not that good in SEO Marketing but this post helps me to gain some information. Tnx…..

Reply

Chris@Webdesign Resources February 10, 2012 at 12:10 am

Thanks for this great overview. It’s stunning that page speed has such a big impact. I never realized that the google +1 button can slow down page load by 2 seconds! A bit ironic when you know that a slow page load can affect your google ranking…

Reply

Kaiserthesage February 12, 2012 at 1:03 pm

Yeah, but I think Google is finding ways to make that button of theirs to load faster. But I think page speed is just a small fraction of the hundreds of ranking factors that they use, but of course, it’s best to at least try to optimize that area for the users’ sake.

Reply

Venus February 10, 2012 at 2:22 am

An excellent post.You gave some fantastic dimensions to test my website on .I totally agree on all your points specially the one that slow loading speed kills the website performance.I recently redesigned my site, and due to addition of some images ,the loading speed is increased by 20%. On analysis I came to know this was the main reason of fall in our conversions.Lots of thanks.

Reply

Kaiserthesage February 12, 2012 at 1:04 pm

Thanks for the comment too Venus :)

Reply

Ryan February 10, 2012 at 11:12 am

Great suggestions here, Kaiser. These should certainly help with conversion rates!

Reply

Kaiserthesage February 12, 2012 at 1:04 pm

Thanks for dropping by Ryan :)

Reply

James February 11, 2012 at 7:50 pm

Hi,
Nice post. Really like the 404 error page tip, something that had never crossed my mind.
Ive been updating sites alot recently for speed, I think it plays a huge factor as you mentioned and I have seen some slight improvements with regards to bounce rate and also revenue generated.

Thanks

Reply

Kaiserthesage February 12, 2012 at 1:05 pm

That’s great to hear James :) Thanks for the comment!

Reply

Randall@software application development February 12, 2012 at 5:57 am

Hi there!
Good point about page speed. Some bloggers in search for maximum profit install and use too many apps and ads that make the page load slower. Personally I hate slow pages and I leave them very quickly. So it’s really a negative factor that influences your traffic.

Reply

mrvoltas February 14, 2012 at 11:51 am

I recently came across your blog and have been reading posts. I thought I would leave a comment. I don’t know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often

Reply

Amit February 14, 2012 at 1:47 pm

That is awesome ..Thanks for the post

Reply

Edgar@Link Blending February 14, 2012 at 8:35 pm

Awesome guest post. I actually follow Neil Patel, his kind of a big deal.

Its true, remove extra stuff from your side widget alone and it will increase your revenue as there’s less distraction.

Reply

Neil February 15, 2012 at 1:10 am

Thanks for this post. I changed my sales copy at the start of this year (following similar advice from Pat Flynn) and it made a huge difference. There’s also a lot to be said for placing a call to action at the bottom of every blog post – this has seen my sales page receive about 50% more hits.

For keeping people on the blog, think about cross-referencing your own stuff. I write a lot of “how to” posts, and they always link around the topic to other pages on my site. My bounce rate has dropped into the single digits since I started this.

Reply

Henry February 15, 2012 at 1:10 pm

Collecting email addresses with free reports is an excellent way to caputure leads. Another thing that people need to be aware of is the social proof of your website. It has to be connected with social networking sites such as google plus, facebook and twitter.

Reply

thepinoyblogger February 16, 2012 at 8:14 pm

Hi Jason, just wanted to say you got great content. Thanks for all this information, Cheers!

Reply

Michael February 17, 2012 at 8:03 am

Thanks for the tips Kaiser! Hopefully this will help me to bring down our sky high bounce rate!

Reply

Eren February 17, 2012 at 6:06 pm

This post is right on. So many times we work on ranking and forget about conversion. It’s worth taking the time to tweak our websites for better conversions. Working smarter and not harder is the key. I’ve often though about the FB like button and how I might take it off if it means my pages load faster. I’m going to test it.
All the best,
Eren

Reply

Jason Lancaster@Denver SEO Consulting February 18, 2012 at 5:32 pm

Wow – lots of good advice here. I wanted to underline the point about 3rd-party elements slowing down load times. Earlier today, I found a site that loaded *61* external javascripts (61!) – nearly 500k of data. Most of these scripts were badges, affiliate links, and fancy features that really only serve to distract. They can add up.

So, my comment here is that a) pull your javascript affiliate links and replace them with HTML and b) use google’s javascript libraries as much as possible, as they have rules that will improve load times as well as a fantastic CDN.

Reply

iLeader February 21, 2012 at 10:33 pm

thanks Neil for this really comprehensive list of conversion killers. I work for an SEO company in South Africa (iLead) and we are pretty good at SEO, but the reality is that it does not matter how many people go to the site, if they don’t buy at the site then it was all for nothing. I NEVER realized how much of an impact 3rd party applications have on the download speed, I’ll definitely be looking at all the sites we manage to see where we can cut the download speed.
the tip on the side bar is also great, having an opt in section and a popular posts section is pretty important and amazingly enough i think that virtually none of the sites we manage actually has these sections. So once again I’ll be updating sites.
Actually you have so many good suggestions that i feel a bit embarrassed; in our focus on SEO we seem to have missed out on too many ways of improving conversions. Thank you for reminding me of the other side.

Reply

Tammy Everts February 27, 2012 at 12:39 pm

Thanks so much for the Strangeloop shout-out, Neil. Funny — I started reading this post because I guessed (rightly) that it would have some great tips. It was a very pleasant surprise to see our company show up. :)

If people are interested in more stats around the relationship between page speed and business metrics, our president, Joshua Bixby, has corralled a ton of numbers in this blog post:

http://www.webperformancetoday.com/2010/06/15/everything-you-wanted-to-know-about-web-performance/

We also have some great case studies on our site:

http://www.strangeloopnetworks.com/customers/

Thanks again — both for the mention and the great post!

Reply

Alam November 24, 2012 at 5:00 pm

Hey, it’s one interesting read!

I love how Neil present social proof as ways to increase conversion rate. One question though, if i don’t have huge metric to brag, then how can i use it for my conversion tools?

Still interesting article though, interesting site as well. Bookmarked it for future reference. :D

Reply

Kumar Gauraw March 13, 2013 at 10:09 am

I love Neil’s posts having known that some incredible message will definitely be there somewhere. This post is no exception. Wow! What an insightful information. Thank you for sharing Neil. It helps.
Regards,
Kumar

Reply

Todd@Victoria Real Estate Agent September 14, 2013 at 5:12 pm

Awesome guest post Neil and thanks to Jason for having you stop by for providing these great tips.

Getting people to a website is one thing. Converted them to customers or subscribers is another. These tips will help me greatly!

Reply

8 Track April 14, 2014 at 11:04 pm

Hello Neil Patel… I always confused about the placement of all these things, so please describe the position of all three things. You are providing a large number of key-points which are much helpful to make a quality blog.

Reply

Cerita Lucu April 29, 2014 at 6:20 am

thank you for this useful pointers. I’m not that good in SEO Marketing but this post helps me to gain some information. Thank yeu vary much

Reply

Leave a Comment

{ 6 trackbacks }

Previous post:

Next post: