How To Turn Website Traffic Into Sales

Do you see the effect of conversion rate optimization? ‌ In fact, you did not change anything in your business, you did not launch a new product, you did not lower your price, but after making your sales funnel more efficient , your sales are 1 million 250 One thousand tomans increased. This way, your sales funnel is now more efficient and you will earn more money as a result. Also, with the help of this new income, you can do more advertising and make more profit again. In essence, you are entering a constant cycle of success and profit.

A Case Study of Conversion Rates: Obama's 2008 Campaign

Obama 's 2008 campaign is a common example of conversion rate optimization that I want to explain in this article:

Dan Siroker, founder and CEO of Optimizely, was director of analytics during the Obama campaign. He suggested that different combinations of headlines and images / videos should be tested to determine which one has the greatest impact on attracting people to subscribe to the presidential newsletter. The campaign team knew that a high percentage of people who would sign up would eventually support the campaign financially, but the problem was that as many people as possible should be encouraged to sign up for the email newsletter.

Finally, Dan Siroker team produced 24 different combinations and versions for page buttons , three different images and three different videos .

What was the result of optimizing the Obama campaign?

After testing the versions on 310,382 people, who had seen about 13,000 copies each, the version with the image of the Obama family and the Learn More action button led to a conversion rate of 11.6. % Had the most successful performance. After using this version in the main campaign , the previous conversion rate, which was 8.26%, increased by 40.6%.

But more impressive than the increase in the campaign conversion rate was the fact that the new version eventually resulted in 2,880,000 more registrations, 2,880,000 more volunteers, and $ 60 million more in campaigning for Obama. Interestingly, most of the people on the team thought that videos would have the most impact on people subscribing to the newsletter.

Did you pay attention? Here, before the ad campaign runs with a series of preset images or videos, the ad team once tested it to see which conversion rate is higher. This  A / B test is essentially an integral part of conversion optimization campaigns.

Do you want to increase the revenue of your website ?!

We use many short-term and long-term solutions to help you find stability.
Contact us now for a free consultation.

New digital marketing packages.

 What exactly is an A / B test  ?

Well, we've talked about A / B testing in detail in an article before . However, it is not bad to look at it in this article:

A / B testing means getting two different copies of a web page (or landing page ) and sending the same traffic to each one on a trial basis. Then, measure the number of conversions per version and select the more successful version based on the higher conversion rate. Once the winning version is determined, you will convert your current page to that page so that other users can see it from now on and have a higher conversion rate.

Be sure to read: What is UX? What exactly does the UX designer do?

Note : The A / B test is different from the Before and After test . In the pre- and post-test, you measure the conversion rate of a website to have a benchmark for measuring subsequent changes. You then create a new version to see if it reduces the conversion rate. The problem with pre- and post-test is that it does not have a scientific approach to measuring results. For example, this week's conversion rate is different from next week, so you can not tell if the conversion rate was due to the new version or to a higher or lower quality of traffic that week.

Question: Is experimentation really necessary or can it be used to test others?

When it comes to conversion rate optimization, many people talk about running experiments, but ultimately very few get into the practice. Those who do not actually experiment usually copy the experiments performed on other websites. However, this imitation also has its problems.

First, if you are simply copying what others have done, it is not clear whether this copying will have the same effect on you. Just because the green color of the CTA button turns red has increased the conversion rate for Performable by 21% does not mean that the same thing will happen to you.
For example, red may complement the look of their website, or it may indicate a positive concept for the type of audience they have, but who knows that will be the case for you? nobody! You will never know the answer to this question unless you experiment.

Second, you cannot always rely on the success that other sites claim. Many people talk about the success of conversion rate optimization, but you do not know if they were really tested in a valid way and the success was due to the new version or if other factors were influential.

A quick conclusion

Before proceeding to the continuation of the article, let us have a conclusion and review of important issues: so far we have understood what the conversion rate is, what is conversion rate optimization and what is important. We also realized that there are really no fixed solutions to optimize the conversion rate; Instead, every website and business should experiment with their own circumstances to find out which page and details have more conversions. Well, here are some important questions you may have in mind, and then move on to the rest of the article.

How to test?

There are several different ways to test different pages of our website and find out which one has the highest conversion rate. First, you can do this with email marketing .

In this method, you create 2 or more pages of your desired page. This page can be a product sales sheet, training course, service or even a training article to receive users' emails. Each page is different in detail from the other page. For example, one has larger buttons, different colors, different text, etc. than the other.

Now you have to test the pages. Here's how it works: If your website's email list contains 10,000 people, you separate 500 people's emails. Then you send the first page ad to the first 250 people and the second page ad to the second 250 people. After a few days, you will see which page has the highest conversion rate and then send the ad to the next 9,500 people.

Tip 1 : In A / B TEST everything should be the same as possible. That is, the shape and text of the email sent, the speed of the pages, the domain under test, etc. should be selected exactly the same so that other factors do not affect the conversion rate.

Tip 2 : Instead of sending emails, you can use other solutions such as advertising on social networks, sites, etc., but certainly in this case, due to the different audiences of each page or site, the test does not have a very accurate result.

Are A / B tests only for site pages?

I said at the beginning of the article that the conversion rate is not something that can be limited to just the site. These tests can be used anywhere. For example, one of the most widely used types of A / B TEST is email marketing testing.

In this test, before sending an email to persuade the audience to buy or enter the site, etc., the business performed a test with several email pages that have different images, titles, buttons, etc., and finally the selected page. Sends to the rest of its audience.

 How often should we test?

An important question: How often should we experiment to review and optimize the site conversion rate? Well, as I said above, we are never going to get the best conversion rate on the site. This means that there is always room for improvement. For example, we are still reviewing and testing on the new site with more than 10 years of experience, and we will probably do so until the Day of Judgment.

Of course, when you go to the CRO a few times and see its feedback, you will probably get addicted like us :)

How much improvement should you expect from the test?

In answer to the above question: You should not always expect extraordinary and extraordinary recovery. Many blog posts talk about a 100% increase in conversion rates. Although you may get the same results from time to time, do not always expect great success.