Hello and welcome to part 3 of the Ultimate Conversion Webpage Review webinar.
The first part was delivered to convert.com as part of an exclusive webinar which you
can access if you go to convert.com slash ultimate dash conversion dash web page dash
review dash webinar or you can go at the bottom of the footer links and just look for convert
academy you'll need to put in your information to register to get access to the video it's
about an over an hour long we had so many responses that we had to break this up into
three parts the second part is also on convert.com's website and this third part here is what
you're watching now so in this webinar review we're going to be looking at sites that were
submitted looking for feedback on how they can improve conversion rate and before we
get started like just put a small disclaimer out there anything that I go over here is
completely in my opinion based on years of conversion rate optimization research learning
and testing everything that I say here hopefully will be actionable and you can start implementing
the test on your site right away even if your site is not reviewed here you hopefully get
something out of watching this to learn sort of the secret sauce behind a little bit of
how I think about conversion and apply those techniques to your own website you'll see
a lot of the same things come up in a lot of the different sites we're going to be looking
at today and all of my feedback again is not to put anyone down so please take it with
a grain of salt I'm not looking to stroke my ego here I'm just looking to help and provide
some ideas on what you can test immediately so the first website we'll be looking at is
DC design tech knowledge now this site is a website about I believe engineering and
you can see within the first couple seconds here that we've had some animation going on
here in this gigantic image which scrolls through automatically and has these beautiful
background images and doesn't really tell us much about what they do it asks for harnessing
the power of new technology to increase the return on investment but I'm not sure what
that exactly means so I'm gonna scroll down here to try and get a sense of what this website
is about and this is actually what most of your users will be doing to come to the site
if they don't already know who you are so I know it's an engineering site but I don't
know how it can help me the value proposition on the site is is missing it doesn't really
tell me what you do and how you do it it uses this gigantic space here very inefficiently
with these beautiful animations and giant movie like images but it's not really telling
me why I should work with you and what exactly you do what exactly I'm going to get what's
the value I'm going to get from working with you so the first thing I would test is try
changing your value proposition up here you're asking me to sign up for a free newsletter
but again I don't exactly know what's in that newsletter how often I'm going to get it what
you guys do so let's go a little bit deeper into the about section trying to get a sense
of who they are okay there's not much here so again you're not really helping your users
understand who you are what you do when you look at the services section this is very
brief sort of copy and you're linking out your LinkedIn profile you're immediately asking
to hire you again I think what can really be tested here is on the homepage just deciding
on what the primary goal is what you want users to do and to convey that in a really
clear and precise way moving on to the second site we're going to be looking at today lens
cart this is India's largest optical store one thing I do like about the site is that
they have several sister sites as you can see up here in the top navigation watch cart
calm bags cart calm jewels cart calm when you roll over them they give you really a lot
of information about each one like the effective use of the space that they've done here it's
not just a link out to another website but it really tells you a little bit about what
you're going to get from each one of those sites so let's first take a look at what
we're going to have going on here on lens cart now on lens cart there's a lot of sort
of distracting elements here it is a e-commerce site for glasses and our first distract the
element here is this animated first frame free that's a great value proposition and
animating it is a great way to get your eye to it let's see what happens when we click
on it okay so we have our our offer right here in this box use this code to get your
first frame free and then we take a look at some some frames the first question that comes
to mind is I'm assuming that these are the only frames that I can get for free so am
I limited to my selection here or is it every single frame on the site let's jump back to
the home page and take further look this little element here is is actually the same video
here if I click on it it's going to open up a window and show me the video it's a little
bit distracting and unclear about what it actually does you can see some of the things
on the bottom here this buy more for less is pretty impactful call to action right so
you're giving me three separate distinct codes that I could use right now you know to get
money off on my purchase but they're a bit a bit sort of cryptic and and I need to sort
of I need to understand them not only understand but decode them so RS 100 off on RS 599 so
I don't yet exactly know what RS 599 is or how do I find it nothing in here is clickable
on this buy less for now I could just minimize it it would be better if you can test putting
this this buy more for less element specifically on that product detail page now it is a pretty
valuable value proposition here to get you know get money off right now on my purchase
but it's it's sort of in the wrong place and like I said it makes it difficult to find
so if you can take that element and move it I would move it out of there and I would test
it somewhere up here in the header section perhaps create another another section where
you list all three of those offers on how I can get money off and you also see that
once I minimize it there's there's no way for me to get it back so that could be a problem
as well I don't exactly know how to get it back to see how I can get get that discount
once we click further through to the eyeglasses section do a pretty good job of segregating
me and wanting me to choose a brand first but if I just want to sort of browse by style
I have all that information here on the right side that's actually pretty good I love the
home try-on method you have here this is a very strong offer and a lot of this really
could be brought over to the home page as your unique differentiator of why I should
buy from you and that's kind of lost you see I sort of stumbled upon it just by looking
on just really because I was curious as to what home try-on was was unclear what it was
so that's why I clicked on it but if you take that that element that value proposition bring
up to the home page perhaps don't use as much space here in this video says video doesn't
really add much to to your your home page here then I can understand in a glance why
I should shop here and what what that means to me the next site we're going to be looking
at is fityourwit.com now you can see there's a lot of animation going on here on this site
a lot of things competing for my attention I'm not exactly sure what type of site this
is they don't really tell me they just kind of have these quirky witty sort of sayings
fit your wit show your side of it and I can tell by the third animation here that idea
design grow that there's more to it than simply just buying t-shirts but I don't get any of
that from the home page in fact this doesn't even sort of take me to these different elements
here it just sort of stops the animation I would love to learn more about what idea
design and grow it or I don't like my own t-shirts it does not look that way it looks
like the t-shirts already right here for me and I need to choose which one I want to purchase
so again this site is lacking like we saw in the previous two a strong value proposition
of explaining what I can do here why I should do it next site we'll be taking a look at
is pronounced it's difficult to pronounce it's below health system sorry if I butchered
that pronunciation but on this site the first thing that strikes me is all the different
colors that are going on we've got a red orange yellow green and then a whole bunch of gray
tabs presumably the color tabs are the most important but they're sort of making an assumption
of what what I want to do here so looking to segregate people into patients or visitors
or find doctor well if I'm looking to find a doctor aren't aren't I a patient or perhaps
I'm looking to find a doctor for a loved one not sure what the difference is between these
two tabs or visitors for that matter so one thing is that you can test this is making
these a bit more clear as to what you're going to get to find doctors very clear but none
of the others know the other color color ones except for classes and events are pretty clear
at all visitors and patients I didn't know what that means again we have a rotating image
over here that's sort of distracting me and drawing my eye to it and again it's not really
telling me what the site is about it's sort of three distinct call to action to donate
send an e-card and something called family first which doesn't really tell me anything
other than there's a lot of skilled nurses here so is this an organization for nurses
am I looking to find a nurse if I scroll down here this red box find a doctor which is congruent
with this top tab over here find a doctor so that makes me assume or leads me to the
assumption that this site is to help me find a doctor and if that's the primary conversion
goal here then why not have this find a doctor section moved up higher just flip it out with
this animated rotator this animated rotator is not really getting you anywhere sending
an e-card at this point in the process is doesn't really help me like is this site a
site where I could send e-cards is that what this site is about no the site is about finding
a doctor perhaps connecting with a patient perhaps it's a nurse site what exactly is
is very unclear and some things you can test there are bringing into this top header here
a little tagline that explains in one sentence what what it is you do and how you're different
than some of your competition this next site is a Russian site that I put into Google translate
and some of it didn't translate well but I needed to translate it in order to to provide
some opinions on it so this site seems to me to be a site about a theater play or musical
and it would seem that this site is showing me the dates in which this is occurring and
I would need to either decide from this page if I wanted to buy or not there's not much
on this site to base my buying decision so if it is a page to get me to decide to buy
is not doing a very good job there if this is a site that is trying to segment me to
get me to sort of look at all of the performances and choose which one I want to attend it's
also not doing a very good job there because it's just giving me the titles and unless
the title of the event is a very well-known title it's not going to be enough for me
to make a choice and because all of them are text links here you see that there's really
no distinction for me to choose one over the other like at least with this top one here
I have an image to make a choice so I would test larger images for all of these called
action buttons telling me exactly what I'm going to get the word more doesn't really
explain what I'm going to be viewing if I click on more is it more information is it
see all dates it's just learn to learn what the play or musical is about so again there's
a lot here that can be tested the next site here in our review today is called boom train
now this site has a very very interesting implied value proposition implied value proposition
is that I can watch movies on my iPad tablet and if that is indeed the value proposition
then what they want me to do here is enter my email to begin before we do that let's
sort of scroll down and take a look at the rest of the page now underneath here it sort
of shows me what the value proposition is funny that they kind of they kind of buried it here
and depending on where the fold line is I may completely miss it so sit back and enjoy
the best mini shows online only the best shows all your devices so the first question I have
is wall what kind of shows and it gives me a little bit of the shows I'm not exactly
sure you know from Seinfeld's comedies cars getting coffee to Tom Hanks electric city
the selection is going to make or break my choice whether to use this or not I have no
idea what mini shows is it's very unclear are those web episodes are these full are
these full 30 30 minute length TV shows what exactly am I looking to watch here where's
the library of information you're asking me to give you my email email address to begin
before I understand what it is I'm getting and I see this bottom section here is is just
to segment other types of visitors content creators and licenses licenseeers so if those
are secondary or tertiary goals of the page it's okay to have them on the bottom here
but you're asking sort of quite a bit of me to put in my email address let's just put
it in I can spell right let's just put in your address and see what happens where we
go next okay let's create a password or connect Facebook why not connect why not offer that
connect with Facebook upfront so now I'm taking to trending shows have series sorry about
that a series of different categories I could choose from this is the information I was
looking for on the home page you put that behind the sort of the email wall right because
you wanted to get my email first before you give me that information it would be nice
to get a little even a little taste of what what was available before that so one of the
things I would test is take some of these trending shows and bring them on over into
the into the home page to show me what what it is I'm gonna I'm gonna view here we won't
go through this now but I can see that these are a little two minute episodes seven minute
episodes they're very short and that probably explains what what mini shows are but then
down here we have stuff like Dexter which is a very popular cable television show which
I wouldn't consider a mini episode so again I think you should test some explanation around
that that word mini I think you should bring over some of these some of these shows into
the into the front to show me a little bit of peek at what I'm gonna get before I enter
my email address let's move on to the next site in review here this site is mountainriders.com
this is a site that does tours in Hawaii to mountain ride to mountain bike down the volcano
and different different areas of Hawaii so there should be two things going on on this
page first you know it's showing me what what tours are available and now we sunrise and
now we day by the self-paced tour and then it seems over here in the right column that
you know I have delayed date selection and price and a check availability of that date
of price to see if I can go on the tour now there seems to be a little disconnect between
these two first by having them in two separate columns and different background color visually
mental you're disconnecting them together but this one up here the sunrise tour is connected
to this and this middle one here is connected to this one and you could see they're kind
of off they're not they're not lined up properly and that visual break is sort of disconnecting
as well I would test bringing this whole check availability over into each each individual
bucket here maybe even opening that up and spreading it wider and just adding it so that
it spans across another thing that is a little bit missed here is all the way down here at
the bottom I see you've been here for 21 years and it tells me a little bit about you and
I get a 20% discount and this this is all great copy that sort of builds trust of this
is the length of time that you've been in business all that's kind of missed because
on the bottom so when I first come to the site I know what you do and I know you know
how much it costs and that's great and if I'm going to to Maui I can choose a tour but
you've done nothing to sort of build that trust with me yet I don't know why I should
trust you other than you're a bike tour in Maui and then maybe there's not a lot of them
I would test bringing bringing some of this copy maybe not all of it but some of this
copy from the bottom up to the top and again aligning these or making them not so much
aligning but making them part of part of that one element so it's kind of like there's
two conversations going on here there's this conversation on the left what the bike tour
is what you get a brief description and then there's this check availability conversation
on the right that's disconnected so two things I would test here is connect that and bring
up the trust elements to the top of the page how long you've been in business what makes
your bike tour different than someone else's bike tour I like that you have the phone number
in the top header that shows credibility it shows it's a real company there I can give
you a call those are two very big things I would test here that will probably increase
conversions now this particular page was sent over specifically to review and it's further
down into the funnel and this page is really part of the new member registration process
for a website called covers let's open that link just check it out to give you a sense
of what it is covers.com it looks to be a sports site with scores and information and
news about various different sports and sporting events so on this page of the goal here is
to get them to register now one of the things that's missing on this page is that you should
try testing is there's there's no reason to register right there's no value proposition
of why I should register and perhaps that's missed because I'm coming in the middle of
the funnel not seeing the previous page that's coming before this but even still even if
that value was expressed on the previous page you you have to remember that once you get
to a new page once you click a button and load it like similar to what we did here when
we backed out to look at the top site there was a moment of orientation to understand
where we were and how we got there and wherever you're coming from there's again that moment
of orientation when you come here and that moment of orientation uncovers a few questions
first is where am I what can I do here and why I should do it so it's not clear that
this is a registration page you've got new member registration at the same size and font
and treatment does all your your other text on this page display name is unclear is that
the name that is going to be my username my member name is our other members going to
see this name since it says display name is it going to be displayed to other people so
you can try testing increase in the font size and bring a real headline on this page that
explains the value of why I should register you have all this white space over here on
the right where you can do that with a simple bullet list of the reasons why I should register
sometimes these captures are pretty bad and difficult to use but this one at least this
particular instance of it is actually looks pretty good is probably the best capture
I've seen so those are some big things that you can test here to try increasing the registrations
so let's move on to the next site in our list of sites to review it is to buy coal dot com
this site is a site that specializes in selling coal and it is not for I guess normal people
are probably not going to be using the site to buy coal for their houses this is a very
very distinct very select segment of the population and this homepage basically explains pretty
well the questions of orientation that we just went over the what where am I what can
I do here and why I should do it so you explain what you do we sell coal and we stock coal
and we deliver coal and finally are you buying coal so it does pretty good job exploring
that conversation between the visitor of what you should do why should do it what is a bit
unclear is what I should do next right so I know what you do where I am but what can
I do here is is not clear there's no call to action on the bottom here it sort of seems
like I'm in the middle of a conversation because there's a previous and next yet this is the
top homepage so I don't quite understand what previous means and over here in the left
hand column there's an email sign up so there's a conversion opportunity right there but it's
very understated and it's not really called out it's not separated visually from the
rest of the site it it doesn't really give me the value of the why I should sign up
occasionally we think we may be interested in receiving heating information then I'll
submit my name and state and email but it doesn't really tell me what I'm going to get
so if that's the primary conversion goal here you can do a better job of even just changing
the headline from email sign up to something more more related to the value that I'm going
to get from that newsletter I assume quote call is what the primary goal here is and
what you want me to do so I clicked on that and I'm taking to this page and again similar
to the previous registration page that we looked at there's no real value proposition
of why I should do this what what I'm going to get how I'm going to be contacted what
I should expect once I click this submit button and another thing you should seriously test
is the name of the buttons here submit is probably the worst type of verbage you can
use on a call to action button change the try testing the submit to something that is
related back to the value of what I'm going to get am I going to get a quote am I going
to get a hassle free sales call what exactly am I going to get from this also try testing
removing the reset button there's really no reason to have a button there that totally
nukes and eliminates all the information we've just spent typing in there especially if we
accidentally clicked it this is really something that goes back about 10 years ago from the
web and you really won't see that nowadays you won't really see recent buttons that
often moving on to the next site and review here we're looking at the proctor Honda site
so this is a site in Tallahassee Florida that is a car dealer so the main goal here I assume
is to get people to come down to your dealership and for this particular site you already
understand you know what what you're looking for you're going to understand that the cars
are really what's what's selling it if you're in the market for Honda you're in the right
place if you're looking for any other model you're not in the right place so you're self
selecting right there so for this particular case I think it would be okay to have this
welcome copy down here that we previously looked at an example where I mentioned bringing
that copy out to the top in this one I think we're fine having it down there because we're
really getting right to the action there's no real trust here that needs to be built
you know the trust all is conveyed in this Honda logo it's the official Honda logo it's
a Honda dealership I get it I get what they do I get what they want now it comes down
to selecting a model selecting a price so let's just sort of go through a little bit
here and see what we get so I've gone ahead and selected a model now the call to action
is to get me to request a sale price or review the car details so I like that you have the
watch video however when I clicked on that I expected to get to the video but instead
I was given this offer for a reward a little a little bait to come down to the dealership
to get a $25 gift card I would say that this is a little bit too premature a little bit
too earlier in in the process of having a reward there to get me down I've just chosen
a car to look at but I haven't committed to it yet and sort of getting in my way with
some other information I would put that reward further down the funnel so further down after
after I've made a choice or delaying the response when I'm on this page by a couple of minutes
and again you can look at your website analytics and see how long the average page time is
for this particular page and you can use that time to base when you're going to have that
that pop up occur there's no video I see it's hidden here but I clicked on the video button
and expected to get to it and it wasn't I wasn't taking the record to the video I was taken
to just the sales page what I expected to happen was to to see this video so there's
a lack of lack of continuity there so I would like to see sort of just bigger pictures here
I really want to sort of experience the car and that's kind of hidden under under these
sort of stock photos don't really understand what the difference between stock photos are
and regular photos I do what I do I don't think your your customers are going to want
to lump all these together into one photo section so the call to action here is to request
a sale price but yet you're already giving me a price total price and a price per month
so why should I really click on this request to sale price it is salesman gonna gonna jump
out and contact me am I gonna have to give up my personal information my phone number
it's really all that anxiety exists around this button and I see that it's it's the primary
button on this page because you know it's orange and stands out from everything else
in its contrasting color but there's a lot of anxiety around what's gonna happen next
and why should click it if I already have the price and the monthly payment price so
one of the one of the things I would test is test the wording of that button something
that more softer I see when I click it that again it's just asking for my information
so I know you're gonna call me or email me and again we see the the word submit there
which can be tested and yeah I may not be ready in the sales cycle for that I I want
to be in control of of the sale and I want to come down to the dealership my terms I
don't want someone calling me and pestering me about that so we have to think in terms
of what what the visitor wants and what the website wants and that that's really conflicting
here so the buying process and the selling process are not aligned this is a very one
sided conversation and it's all about the selling process and not about the buying process
there's a lot of things that can be tested here if the goal is to get you to come into
the dealership if the goal is to get just get your information then why don't I have
that little carrot there that the $25 gift card here it's not it's not in the place
where you're asking for the most valuable information there's a lot that I can be tested
here throughout this site let's move on to the next site I'm sorry if we're going quickly
but there are a few sites that we just need to get to I don't want this to be very long
so the next next site here is mobile marketing site now it's very unclear as to what this
website does I think it's a website mobile marketing agency that builds mobile websites
but it doesn't really come across here in this top section is your website mobile is
your website mobile ready take your market to the next level contact us why should I
get a mobile website so it really doesn't do a good job of explaining why you get a
mobile website just that almost 50% of your traffic comes from a mobile device which may
or may not be true depending on your website you can easily find that in your analytics
so on the bottom here do the test go ahead and try your website or mobile device then
click demo at the top to see in action that that's really powerful demonstration but it's
buried here at the bottom I would bring that up to the top and test that as a single element
I would also test putting putting the reasons and the value why I should have a mobile site
in this scrolling animated thing here right now it's it's treated as a sort of a portfolio
if you will which is good and bad but it doesn't really tell me why I should work with you
let's move on to the final site for you today it's yogi chai dot com and this is a site
that sells tea a big fan of tea definitely should buy from this site I drink tea all
the time so just take me a look at this site real quickly I see there are a lot of elements
on the bottom that are important which is the thing we're seeing today throughout all
these sites it's getting to to the what I can do here what the site is about very instantly
with with these graphical pictures of the teas that I can choose from this coconut
Asian chai the rubious Malaysian chai so it's implying in a visual way what I can do here
and the why I should do it however is well it's someone in the top here this free shipping
with $50 purchase that the site is missing this 100% money bank guarantee offer really
powerful offer but it's all the way in the bottom I would test bringing that up into
the header or even using it in this top animated thing again one thing you could test is not
having this animate by having this animate we're really just sort of distracting the
eye and none of these animated elements here really have any call to action there's no
sort of button looking type things my mouse I've been turned into a pointer hand when
I roll over it is it really just a sort of a general what the site is about it's not
really needed that's already implied with these tea images down here I get I get what
I can do here so I would take some of that you know why why is this is this real chai
what makes this try better than others and that money back guarantee move it into sort
of a static image up here let's click through and see one of these tea pages as a detailed
page okay so I see got some reviews got some descriptions this is good there's a lot of
content here this is great because my decision based on tea is limited on the website I can't
you know I can't smell it I can't taste it I can't I have to basically just either guess
or I've tried it before so I'm gonna make my entire decision based on either what I
know about that particular type of tea the image or the price we click on the image we
get a nice detailed images very clear I would try testing some other images rather than just
the tea itself what does it look like when it's brewed the color of the tea itself perhaps
in a cup sort of set the stage for the anticipation or the desire to buy the tea now I see over
here I get to choose the size you get to choose the ounces that I like but what's unclear
to me is okay so I have two ounces I could choose two ounces for eight dollars or four
ounces for fourteen dollars or one ounce for four fifty so these are not in descending
order which makes it a little difficult let's see what happens here so if I take two am
I getting four ounces and if I'm if that's the case then that would be sixteen dollars
when I could just get one of the four ounces for fourteen dollars so that that's a little
bit unclear about how to use this this size check out this this really should be tested
with some users to really see how they think about this because I think there's a lot of
friction and anxiety around this right here and something like that you're not going to
get out of an A.B. test or a multivariate test something like that you're going to have
to actually watch visitors using your site but I think there's definitely conversion
opportunity that can be increased just with that alone and that I think brings us to our
last site to review today thank you for sticking around I hope you got some value out of this
I hope you got some actionable things that you could take away and test today happy converting.
