July 24, 2014

3 High-Level Themes from Conversion Conference

Conversion Conference

Conversion ConferenceLast week I had the pleasure of attending Conversion Conference, a conference focusing entirely on conversion optimization. A big thanks to Tim Ash for putting the conference together (getting a conference going from scratch can’t be easy) and here are 3 high-level themes from the conference (also read Scott Brinker’s 3 big picture marketing themes post that inspired my post):

Conversion Conference Takeaways

  1. Conversion Optimization isn’t hard – Regardless of how complex your website may be, there are lots of tools out there to make testing easy. Google Website Optimizer is free, will auto-prune poor performing pages (in MVT tests) and generates PDF reports that you can deliver to execs or clients. And don’t think that because it’s free it can’t handle the load, GWO was used to test the homepage of YouTube, all 1024 possible page variations and the millions of visits.
  2. Conversion Optimization isn’t new – Brooks Bell talked about how she was helping AOL with split testing over 8 years ago. Direct mail has been doing it for years before that. Conversion optimization may be the hot topic in internet marketing, but it isn’t as new as some people think.
  3. If in doubt…test it – Each site is different, so most questions about what will work/won’t work on your site will start with “It depends…” and end with “…test it.” The key is to actually DO IT! Don’t get caught by decision paralysis. Don’t have meeting about it and talk about it and get stuck in the technical deployment of it. DO IT!

These were 3 themes that I pulled from the conference, but there was a lot more good stuff. Keep an eye on my blog this week for more, follow this Twitter list of Conversion Conference attendees, or read Daniel Sevitt’s first thoughts post.

Webinar Recap: Conversion Ninja Toolbox with Tim Ash

Yesterday I had the opportunity to tune in for a fantastic webinar featuring Tim Ash, author of the book Landing Page Optimization. With a title like “Conversion Ninja Toolbox” I couldn’t resist signing up and Tim didn’t disappoint me.

What’s in a Conversion Ninja’s Toolbox?

  1. CrazyEgg.com – Need to gain some insight into what your users are doing on the site? Have a pretty limited budget? CrazyEgg is dead simple to use and very affordable (as low as $9/month for up to 10,000 visitors across 10 pages).
  2. Clicktale.com – While they offer the same heatmaps that you get from CrazyEgg, you also get video replays of how user see and interact with your site. This allows you to see how long they look at content, when and if they scroll down, how long they spend filling out forms, and where their mouse pointer goes. This basically amounts to a poor man’s eye-tracking tool because some people point their mouse where they’re looking. They even have a free trial to give it a test run.
  3. UserTesting.com – Want to know how “real” people look at your site? What they’re thinking? UserTesting will put your site in front of users who will go about any task you assign, talking you through their thoughts the whole way. It’s a usability lab on the cheap.
  4. CrossBrowserTesting.com – This is exactly what the name implies. You can see what your site will look like on any combination of browser (Firefox, IE, Chrome, Safari, Opera) and OS (Windows, Apple, Linux), including different versions. An easy way to make sure your site functions and looks right to all your users.
  5. AttentionWizard.com – Be aware, this is one of Tim’s creations, so you could say this is a little self-promotional, but the value is undeniable. AttentionWizard is a software that analyzes a mockup or live page to tell you where the user attention will be directed. No more waiting until hundreds of people have actually looked at (and hated) your site before fixing it. You can get virtually instant analysis and make changes BEFORE putting it in front of hundreds of prospects.

Tim also showed demos of his AttentionWizard “attention heatmaps” that had guided landing page redesigns with significant improvements in performance. He also mentioned a new conference this year, Conversion Conference in San Jose this May 4-5. Sign up before Monday and get the double-early-bird rate!

Google+