How One Word Or Even One Letter Can Boost Conversion Rates By Over 400%!

Written by Eric Graham

Recently I was reviewingrepparttar keyword specific conversion rate data of a consulting client of mine. I have been working with this client for a few months now, helping her improverepparttar 149178 sales conversion rate of her website and we have had very good results, taking average conversion rates at her site from below 1% to just over 4.3%.

(Your sales conversion rate is simplyrepparttar 149179 number of unique visitors your site receives vs.repparttar 149180 number of sales you make. If you have 3 sales for every 100 visits your conversion rate is 3%.)

Now, one ofrepparttar 149181 keys to improving conversion rates is to continually test and measure every detail of your website, marketing and traffic. While reviewingrepparttar 149182 data from one of her Google Adwords campaigns I stumbled across a few hard to explain results that perfectly illustraterepparttar 149183 very large effect small differences can have on conversion rates.

The keyword “piano lessons” had a conversion rate overrepparttar 149184 last 30 days of 5.09%. The keyword “piano lesson” had a conversion rate of only 1.64%. Both of these keywords hadrepparttar 149185 exact same Adwords title and description,repparttar 149186 same average position inrepparttar 149187 search results andrepparttar 149188 exact same landing page on my clients website. The only variable is one letter inrepparttar 149189 keyword… an “s”. Lesson vs. Lessons. That’s it! Yetrepparttar 149190 plural version ofrepparttar 149191 keyword (piano lessons) out soldrepparttar 149192 singular version (piano lesson) by over 300%!

Another key phrase that had an even larger variation was “how to playrepparttar 149193 piano” vs. “how to play a piano”. Common sense would say that these two phrases would convert almost identically… Wrong.

Again, with identical titles, descriptions and landing pages, “How to playrepparttar 149194 piano” converted at 5.92%, while “How to play a piano” only converted at 1.42%. That is a whopping 417% difference between “a” and “the”!

Short-term variations and fluctuations inrepparttar 149195 conversion rates of individual keywords or landing pages are common. However,repparttar 149196 data on both of these keyword pairs was measured over a full 30 days and several thousand clicks for each keyword. I don’t have any easy answers why adding an “s” to a key phrase or changing an “a” to “the” caused such a difference in conversion rates.

Web Coach Tip: The Single Most Important and CRUCIAL Element of Your Web Site

Written by Donna Payne

Copyright 2005 Donna Payne

Here’srepparttar single most important part of your website: YOUR WEB COPY! And remember: Your website isn’t about YOU, it’s about THEM!

Again, it's NOT about you, it's about THEM!

*Note: May I add, this is an area where most of my clients get stuck…If you find yourself at a total loss when it comes to writing, please let me know. ______________________________________________

Write/gather/compile; prepare copy for your main pages:

• Answer questions. Frequently asked questions woven into your copy will give your visitor confidence in you because you answered their concerns right away. Think of questions you’ve been asked and document them providingrepparttar 149046 most detailed and complete answer you can. This will save you lots of time inrepparttar 149047 future.

• Focus onrepparttar 149048 ~pain~ your prospect is experiencing. Your client is looking for someone to take away their pain or help solve their problem. What’s bugging them? What keeps them up at night? Why are they looking for you? If you don’t get in touch with your prospect’s emotions they are not going to connect with you, or hire you. Give a positive outcome for each pain they have.

• Your copy needs to be as specific and clear as possible torepparttar 149049 kind of client you want to attract. Why? TO WEED OUT THE WRONG TYPE OF CLIENTS, that’s why! (what an amazing idea... eliminaterepparttar 149050 tire kickers immediately!) Why waste your valuable time on a comp session with a ambitious college grad who wants a career coach when you're a parenting coach? If parents with potty training issues are who you seek... make your home page’s message crystal clear, prospects will determine right away if you are right for them before they contact you.

• Remember to be personable and approachable. Even go as far as to write down 10 characteristics of your perfect client and make up a fictitious individual who has all these characteristics and write your copy as if that person were sitting right next to you.

Your prospects want to learn more, and be closer to you. They will love reading about your human side. People do business with folks they like as your business is built on relationships!

Cont'd on page 2 ==> © 2005
Terms of Use