subject: How To Interpret And Improve Your Traffic And Conversion Data [print this page] While using the different Google Analytic tools in addition to checking your conversion rates for each traffic source, check how long your visitors are spending on each part of your site. This is particularly important if you're using a sales process with a lot of text, information or videos. You want to try to encourage them to spend more time on your pages.
You should also track conversions over time and note the trends you see. Are their parts of the year that are more successful than others? It depends on your product and its uses, but generally, August and September are the worst two months of the year. So if you notice a dip in your sales during this period, it doesn't necessarily mean there is a problem with a part of your site. If you notice some days are busier than others, it will help you know when to send email blasts that will be most effective.
The most important place to improve is your capture page. The capture page is the most important, because if you lose people there, they probably won't come back.
Creating a split test is just a matter of putting up two separate pages for each element that you want to test. A typical A-B split test is when you have two pages to test with one variable, say a headline. Your existing headline is the control, and your new one is your test. Whichever one wins between those two will be the control in the future. You can perform this test with all the variables you can think of in your sales process. You need at least 500 hits on the variable being tested before you'll have a statistically valid sample.
Using Multimedia will definitely improve your Conversions. The rules for creating good copy apply to creating good video. It's particularly good for delivering testimonials. Video on your order page can tell people exactly what to do. Video on your thank-you page can give people instructions on what to do next and prepare them for any additional offers you're going to give them.
When making a video, make yourself presentable and well groomed. Unless you're very good on the fly, prepare a transcript in advance. You don't want to sound like you're reading something, so try to memorize the transcript. Adlibbing is good, but you want to make sure you get all your points across. Use cue-cards. There's also free teleprompter software available. Make sure there's plenty of light. Give a specific call to action directing them to where you want them to go or what you want them to do.
