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Conversion tools and tips from the Performable guys

Did you know that load times affect conversion rates. Google has recently started penalizing your page quality score if you have slow load times. Pingdom Tools measure the performance of your Web site and help you diagnose the source of slow loading pages.

While good UX (User eXperience) does not always translate into higher conversion rates or revenue per visit (RPV), these trends point to excellent hypotheses for what MIGHT increase the performance of your site.

Single Page Sites: Simplicity is often a great way to increase conversion rates Infinite scrolling: Consider this for category pages. I haven't tested this yet. Persistent top nav: I am very curious to see if this increases CR and RPV. Let me know if you've tested it. Web 2.0 Aesthetics: I hope this includes the rotating banners at the top of so many sites. Typography Returns: Your message is the most important part of your conversion optimization plan. Typography can help... or hurt

 @TheGrok (Bryan Eisenberg) is one of the founders of the performance marketing movement -- we've called it conversion marketing. He has the cred to ask the hard questions. In this very impactful article, he asks "Really, is this so hard to do?" of the email marketers whom he sees as "broken."

These examples should leave you with a feeling of, "Oh yes. I get it now."

That can be a very valuable feeling.

We can detect pages with low scroll rates using click-tracking software like CrazyEgg. When we see a page with poor scroll performance, we have two options: Move key content higher on the pageAdd cues to increase scrollingHere are some ideas for how to increase scrolling.

WORD OF WARNING

Use of animations and parallax should be used with extreme caution. Test into these treatments as they may detract from your content, and introduce technical problems on certain devices and browsers.

I'll be presenting on Killer Conversion Copy at @convcon in Chicago, and one of my basic premises is "Killer copy comes from killer copywriters." If you are deciding how get your site to perform better, this list of copywriter attributes is spot on.

You can still save on Conversion Conference Chicago June 25-26. I hope to see you there.

Taking a conversion approach to your website comes with some new thinking. There are challenges, unknowns, things that can't be predicted. There are plenty of disappointments among the wins. I wish I could tell you differently.

This little video makes you ask the question, "Am I open to possibilities or am I one of the roadblocks that will kill a performance-oriented marketing effort before its grown wings?

I find myself falling into some of these traps myself. Thanks to Roy H. Williams and the Monday Morning Memo for this.

@peeplaja offers a great post on shopping cart abandonment

In my book I say that abandonment is like cholesterol: There is a good kind and a bad kind. For each there is a strategy for reducing the impact of abandonment on your business.

Good abandoners leave because they aren't done with their shopping process. The challenge is to get them to come back and buy when they are done. There are several strategies here for retargeting the visitor who abandons using email and ads.

Bad abandoners leave because you surprised them or didn't provide the information they were looking for. This kind of abandonment can be treated by improving the checkout process and by using pricing and shipping strategies.

Abandonment is the most heartbreaking of conversion killers. it is also a fertile place to increase the performance of your website.

Great summary of our panel at PubCon Las Vegas

Ready to take conversion seriously? Finally? If you want a great place to start, here are fifty bit-sized posts to get you started up the learning curve. I even got a mention. There are lots of ways to increase the performance of your website, and this list is organized into very helpful categories. Spend some time here.

Ready to take conversion seriously? Finally? If you want a great place to start, here are fifty bit-sized posts to get you started up the learning curve. I even got a mention. There are lots of ways to increase the performance of your website, and this list is organized into very helpful categories. Spend some time here.

 @CrazyEgg If you asked 14 conversion experts what they consider important for increasing the performance of a website, you would learn a great deal in a short time. This article delivers, with some very smart people (including me) weighing... for you.

When collecting data is so inexpensive and easy-to-do, we can no longer suffer old methods of becoming excellent at our jobs.

'A 2014 review of 88 previous studies found that "deliberate practice explained 26% of the variance in performance for games, 21% for music, 18% for sports, 4% for education, and less than 1% for professions. We conclude that deliberate practice is important, but not as important as has been argued." '

This is a great illustration of the tension between performance marketers and designers, data vs. intuition, left- vs. right-brain design. It doesn't settle anything, but some of these we can certainly agree on.

Why do I study writing so much? Because it is the most reliable way to improve the conversion performance of a page or website. Take some time with this article.

Whether you're willing to admit it or not, you ARE trying to persuade visitors to take action on your site. Here is a nice "visual" summary of Cialdini's six principles to draw from.

If it isn't measureable, it didn't happen.

What could be more important?