TURNAPROFITINTRODUCTIONTOCONVERSIONOPTIMIZATIONWORKBOOK
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This document provides steps for learning conversion optimization: Step 1 asks the learner to identify their goals and problems they want to address. Step 2 provides a quick analysis form to identify potential issues on a website like distracting elements or poor loading speed. Step 3 instructs the learner to create testable hypotheses based on the analysis, outline what needs to be learned to test them, and identify the next immediate step to get started.
TURNAPROFITINTRODUCTIONTOCONVERSIONOPTIMIZATIONWORKBOOK
- 1. scaleup.com.au TURN A PROFIT: INTRODUCTION TO CONVERSION OPTIMIZATION
- 2. scaleup.com.au Step 1: Why do you want to learn conversion optimization? Do you have a particular website or project in mind for today? __________________________________________________________________________ __________________________________________________________________________ Which particular problems do you want to apply conversion optimization to address? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ Which specific goals do you have? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
- 3. scaleup.com.au Step 2: Quick Conversion Analysis Form Website: ____________________________________ Date of analysis: ______________ Potential problem Present on the site? Newsletter or blog distracting sales options? No clear call to action which could make it harder for visitors to act No clear value proposition could make it hard to differentiate Unclear sales funnel with distracting elements and links Does the site load slower than 2 seconds? (use gtmetrix.com) Social media buttons could distract primary action buttons Lack of testimonials could reduce credibility Lack of trust symbols and evidence could reduce credibility Unclear or complicated menu structure Not being mobile responsive could reduce sales (check with responsivedesignchecker.com) Total Yes Key learnings: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
- 4. scaleup.com.au Step 3: Create a testing plan Based on step 2 create a few hypothesis you can test. “Conversion will go up if: 1. ____________________________________________________________________ 2. ____________________________________________________________________ 3. ____________________________________________________________________ What do you need to learn in order to do the test: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ Which resources or people do you need access to? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ Which one thing will you do right after you leave today to get started? __________________________________________________________________________ __________________________________________________________________________