5 Ways to Increase your Website Conversion Rates: Part Five

In the final part of our Digital Marketing series, Senior Lecturer Tanya Hemphill identifies the best tools and resources to help you monitor and evaluate your website's performance.

Test, test and test again

Every website is different and to find the most effective approach, tools such as Google Analytics and Crazy Egg (eye tracking/ heat maps) are needed to identify the most important parts of the site and then A/B testing should be used to identify what layout and content generates the most conversions.

A/B testing is when two versions of the same page are designed and 50% of visitors are taken to one page, with the other half visiting the other. Conversion rates can then be analysed to find out which page generates the best conversion. This can be done with the help of Google Analytics Content Experience API (see http:/
analytics.blogspot.co.uk/2012/06/helpingto-create-better-websites.html).

Further Reading: http://econsultancy.com/blog/10922- eight-user-testing-case-studies-that-achieved-amazing-results

Eisenberg, B., Quarto-vonTivadar, J. and Davis, L., 2008. A/B Always Be Testing. Wiley.

Goward, C., 2012. You Should Test That: Conversion Optimization for More Leads,
Sales and Profit or The Art and Science of Optimized Marketing.

This series has been written by Tanya Hemphill, Senior Lecturer and Programme Leader in Marketing and Public Relations, based at the Warrington School of Management (University of Chester).

@DigitalTanya 

@WSofManagement

STOP PRESS:

The Warrington School of Management is launching an exciting new business service that will include networking events and ‘Master Classes’ to help small and medium sized businesses grow. If you are interested in registering for more information, please send your details to Beth Morris at b.morris@chester.ac.uk