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Conversion Optimization is about getting more customers & repeat sales from the same online reach. In order to accomplish that every step your potential customer takes towards sales need to be optimized. It starts from users viewing the first communication about your organization and goes up to the stage when they are ready to have sales conversation. This course will give you in-depth understanding of online user behavior. In this course, you will learn the latest persuasive techniques to design online communication to get better results.
Online Conversion Optimization might target a number of different aspects of your website. Some of the areas that usually require the maximum attention are:
1. Clear Call-to-Actions via buttons, links and forms.
2. Concise custom developed landing pages for PPC optimization.
3. Improved website copy and overall content structure.
4. Better usage of imagery and graphic elements.
5. Easy to find contact information.
6. Enhanced, intuitive website navigation.
Overall, in this course you will explore case studies involving significant conversion rate improvements, greater role of conversion optimization in sales, patterns for engaging website visitors and designing user flows to move people from entry points (ads, email, landing page) to goals (sale, lead, trial etc.)
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|Section 1: Role of Conversion|
Introduction to the course
In this session we will see the role of Conversion optimization in sales. We will also talk about conversion optimization and the online conversion or the digital conversion through the digital media.
|Section 2: Undestanding Customer Psyche|
To be able to convert yourpotential customers into your paying customers, you need to understand a few things about customer psyche. These things are important to be able to design the right user flows and to persuade people online.
|Section 3: Conversion Optimization User Flow And Persuasion|
Now let’s talk about Online Persuasion.
So While one thing is saying that I want users to come to my blog and from my blog I want them to sign up for my mailing list and then when they are on to mailing list I am going to send them my blogs as well as the links to my landing pages and when they finally land upon my landing page, I will make them buy my stuff that they want to buy. One thing is designing the user flow and the second thing is persuading people to go through that flow. This is because by default people are not interested in reading your email or reading your blog, being on your mailing list, receiving emails from you and coming to your landing pages. That’s where the online persuasion comes into the picture.
How Do you persuade people or the visitors of your site or your potential customers to move from stage 1 to stage 2.
Now the point is that every page on your website is a landing page. Not just every page on your website, but also the emails that you send out to your customers, even those emails are the landing pages. It’s not that people are landing there that’s why they are termed as landing page. But in the sense that they have got a fierce focus on conversion from being one stage of their customers or users to another stage. When you design user flows, earlier the approach was that you show an ad to people and then they click on the ad. This will bring them to a landing page from where they cannot go anywhere. If they further interested, they will fill up the form on the landing page and then you get a lead from there. However, now in the user flow paradigm, the primary difference is that you continue to have landing pages till in the traditional the sense of the word, but now you also break down the entire sequence of converting people into multiple stages.
User Flow and Online Persuasion.
This session is about how people flow through a particular journey when they start interacting with you online. How you can design those flows and how you can persuade them to go through that flow in an online environment.
|Section 4: Conversion Optimization Patterns for Engaging website Visitors|
So you get a lot of traffic on your website. It could be the SEO traffic or traffic coming from social media because somebody shared your link or it could be somebody that came to know about you through the word of mouth and is interested in checking you out. On the websites, there are a few patterns for engaging these casual visitors and moving them to the next stage. We will go through some of these patterns.
Popups are another mechanisms to collect people’s information. You would have seen these irritating popups all over the web. Before you even land on a website or can even read anything, This popup will come and it will say “why don’t you subscribe to us?”
The second pattern which is a variation of the popups is the pop-under. These guys rather then poping up, they come from the under of the page. This is one example of pop-under on this yellow block on the right hand side its come out of no where and expands into this full blog as you have scrolled down more than some percentage of the page. When you land on the page, its not there and as you start reading the article and you keep scrolling it down, at some point of time this will expand from the bottom and using some animation. It’s good because now if you have scrolled down and you have read the article a bit that means you are interested in what this person is saying and you are more likely to fill up this form. At the same time, it doesn’t have usability issues.
So apart from the Pop-unders you can put call to actions in the articles. As you scroll down in article on unbounce, you get this form there. This is because if you have read the entire article, there are chance that you are likely to receive more updates from this blog.
|Section 5: Landing page|
Today, in this session we will be taking about landing page design. Additionally, we will also go through some common design patterns which are used while designing a landing page.
Now let’s move to the next point - what does it cost? So it’s not how much it costs but what does it cost?
So it’s not just about money, the cost comes in various phase.
Is it for me
What is it?
There are basically three things drop under this category. First is the value proposition, second is the product explanation and the third includes screenshots and videos of the product.
And next step has to be something for which people are ready to move on to. For example, as I mentioned earlier that if they are not ready to buy yet they are not ready to buy now. You have to decide what is it that you can offer them as a next thing so that they move to next step. Let me show you some examples here.
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