User Experience & Persuasive Design

You’re working to increase your online profits, and you perform conversion optimization. That’s great. But it’s not enough. Even the terminology is off.

I’m not alone in this. Most optimizers I know dislike the term ‘conversion optimization’ and want to replace it with something else. Even the guys who invented the term are dissatisfied.

The reason being true optimization is not just about conversions. It’s way more than that.

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Guest post by Pratik Dholakiya. 

Long-form landing pages (500+ words of copy) tend to convert better for high-consideration, high-price, or complex offers, while short-form landing pages (under 100–150 words) tend to convert better for simple, low-commitment, or intuitively understood offers. Neither format is universally “best”: the right length depends on the product being sold and on whether the visitor reading the page wants more information before deciding or less.

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Managing shopper experience for mid-sized eCommerce businesses presents a lot of opportunities for conversion testing, and the ability to see real and immediate revenue results when tests are successful…

My favorite conversion tests are those that can be abstracted from the specific website audience and applied to larger populations of online shoppers.

In this post I will review 5 changes, ranging in difficulty from easy to hard (hard means it will require some programming), but each of which can have a large and immediate impact on increasing conversions and generating more revenue.

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