This document provides a systematic approach to website conversion optimization through research, testing, and removing friction. It discusses understanding user personas, phases, and motivations. Key factors that improve conversion rates are clarity on the website purpose and calls to action, creating a strong value proposition, generating a sense of urgency while minimizing distractions, and testing different design and content options. The goal is to use a scientific, data-driven approach rather than personal opinions to optimize the user experience and marketing effectiveness of a website.

1. Building a website that converts
A systematic approach to conversion
optimization
Peep Laja, ConversionXL

2. Introduction
• Peep Laja – ConversionXL, Markitekt
• Real estate in Dubai, TV in UK,
SEO in Panama, niche sites, SaaS
• How to get business results from your site

9. • Design is not art
• Designer is an engineer
• Function over aesthetics

10. GOAL?

12. Conversion optimization
is the science of doing
marketing better

13. Scientific approach,
not personal opinions

14. It all starts with
research.
What’s working right now?
What’s not working?
What do the users want
and how do they want it?

15. Web analytics
Heat maps
User surveys
Usability tests
Funnel analysis

16. Which factors make
a site convert better?

17. Customer personas

18. Motivation and relevancy
• Target relevant people
• Join the conversation in the customers’ mind
• Ads and landing pages need the same message
• Does your offer solve a problem the customer has?

19. Understand buying
phases
• Don’t ask for the sale too soon
• Create paths for people in different phases

21. Engagement
• Join the newsletter
• Subscribe via email
• Follow us on Facebook
• Take part
• Win!

23. Value proposition
• What exactly are you offering?
• How is it better or different from
other similar offers out there?
• How do I benefit?
• Who is it meant for?

26. Clarity
• Where am I?
• What can I do here?
• How is this useful?
• How exactly does this work?

27. Our Point of Sale Systems Integrate Hardware,
Software and Internet Social Media Marketing Into
One Giant Revenue Super System.

29. Friction
• Too long or complicated process
• Don’t understand what to do
• Ugly website
• Complicated language
• Lack of information
• Insufficient evidence
• Fears, doubts, uncertainties

30. 4 main reasons
why people don’t
buy

34. Urgency
• Time limitations
• Quantity limitations
• Contextual urgency (Christmas, Mother’s Day)

36. Distraction and noise
• Every single page should have a single
Most Wanted Action
• Is it clear what the user should do next?
• Does the page have something that is not related
to the action we want users to take?
• What can we remove?

39. Checklist
• Customer personas
• Clarity
• Friction
• Motivation and relevancy
• Urgency
• Distraction and noise
• Value proposition
• Engagement

40. We can’t know (100%) in advance
which design, copy or layout will
work the best.
WE HAVE TO TEST IT

41. A/B testing
vs
multivariate testing

44. Main things to test

45. Offer

46. Headline

47. Button size and text

49. Principles
• Clarity trumps persuasion
• People don’t care about you. They care
about themselves.
• Less is more
• The best sales copy is the one that
provides full information.

50. Thank you
• Follow me @peeplaja
• Visit http://conversionxl.com