There are many ways to input ideas and theory into your optimization efforts: analytics, expert review, experience, and of course a couple of pinches of conjecture for good measure. What’s missing from this list? User feedback.
User feedback at the point of conversion
Why aren’t people converting? Why not just ask them? You can embed some simple feedback widgets on your page to do exactly that. There are two main types: survey tools that pop a little question up from the bottom corner of the screen, and live chat which lets you engage in a conversation. Both can provide insight into points of confusion that you hadn’t thought of.
Conversion is all about reducing friction and barriers to entry, and every little improvement you make can make the experience better for the next visitor. As shown in the diagram, you can use the feedback to create an alternate version of your page for an A/B test.
NOOB TIP: Talk to your visitors
Add a survey widget (Olark, KISSinsights) or a live chat widget (SnapEngage) to your site or landing page and get some feedback. Then turn it off, build a new page that incorporates the feedback and run an A/B test.
Most marketers use many sources of inbound traffic – especially if you’re super smart and are reading a post like this 🙂 However, if you send your PPC, banner, social media, email and organic search all to the same place it can create the following issues:
- Harder to measure: you need to get pretty fancy with your analytics to understand how each source is performing
- Harder to test: you can’t optimize your page for one channel without affecting the others (which is a killer if your changes boost your email conversion rate but negatively impact your SEO ranking and PPC quality score)
The graphic below shows how using a separate landing page for each source of traffic allows you to tailor the content and message while simplifying testing and measurement.
The results from a segmented approach to marketing can help you decide which channels don’t work(and should be canned) or how much you should budget for each channel to maintain an appropriate ROI.