How Conversion Optimisation Can Give You a Bigger Return on Your Marketing Investment

00:00 Lee Turner: Hi. Lee Turner here, and today, I'm going to talk to you about how conversion optimization can help you increase the return on your marketing investment. 00:08 LT: Now, there are two main parts to our business. The first one is lead generation, and this is where we get your class A prospects to your website via various traffic generation methods, SEO or PPC for example. But the second one is something most people don't really focus on or don't even know about and that is conversion optimization. Now, we think that most people view their websites in the wrong way. By that I mean that they get it delivered from their web agency, and it looks great and it reads really well and that's it. They think they're finished, all done, nothing more to do. Now the problem with that is we tend to be a little bit biased about our own websites and the copy that we've written for our website and the designs that we have helped make. And that means that while it may convert okay, it may not convert as well as it could do. But the real power comes when we get our prospects or the visitors to our website to tell us how well our website is converting. 01:10 LT: So conversion optimization allows us to define the goal's that we want for our website. Now this could be multiple goals on one website or it could be a simple as buying a product if you were an e-commerce store or signing up to your newsletter. Or even just simply submitting the contact form on your website. What we can than do is run some very simple tests, what we call A/B split tests or multivariate tests, to see what changes to your website make your visitors perform the goals that you want them to make at a higher rate. Basically makes your site convert at a higher percentage than it did before. Now, these can be a very simple tests. Such as what happens if we change the sign-up button from green to blue or they can be bigger tests as in what happens if we send half of visitors to one page and what happens if we send the other half to a different page of a different design. Which page converts at a higher rate? So making the most of your website isn't just about driving more and more and more traffic to your website. What we can do is make the most of that traffic once we actually get it to your website and this is what conversion optimization is all about. 02:21 LT: So there are two things that I invite you to do after watching this video. The first one is a little bit of a mind-shift change. By that I mean I'd like you to view your website a little bit differently to how you perhaps have done in the past. I'd like to see your website as an ever changing, ever revolving thing that you can make perform better and better over time. When you're considering making changes to your website don't just make the changes and hope for the best. Get some real data in your hands and test it first. The worst-case scenario isn't that everything stays the same. The worst-case scenario is that changes you make actually make your website convert at a lower percentage than it did before. 03:02 LT: And the second thing I'd like you to do is, I'd like you to go to the URL that's displayed on this video right now and download our 35-page ebook. Now, this ebook is free and it tells you about the five tools that we use in our business to help us improve the return that we get on our investment. Now, one of those tools will teach you all about conversion optimization and how to do these tests on your website to get a higher return. The ebook gives you step-by-step guides on each of the tools and if you implement these, actually take action and implement the tools and techniques that are in the ebook, I'm certain that you'll see benefits to your website and to your business. 03:43 LT: So, my name is Lee Turner. I'm the founder of fromsmallacorns.com, and I look forward to speaking to you in the next video.