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he everyone my name is Philip pces and welcome to Marketing in a minute today we're going to discuss conversion rate optimization so what is conversion rate optimization it's about bringing your visitors in and converting them into a customer or a lead so how does conversion rate optimization actually work it's very easy people come into your website as visitors they look at a few pages and engage with your website they move through become a lead or a customer and at the end of course you can see your return on investment on everything else you're doing you'll probably using your sales tool one of the key components to conversion rate optimization a call to action a call to action could be a button saying book an appointment contact us now or even purchase so how do you use core to actions on your website you use them always above the fold so what is the fold the fold is the first part of the website that you open that you can see so on a desktop site it's the first Square I guess rectangle that you actually see when you open on a mobile phone it's exactly the same thing depending how you have your mobile device another component to conversion rate optimization is trust so how do you build a a trust on a website so let's think about it how do you build um trust in day-to-day life you meet people you shake their hands and you tell them what you're about and you build aort on a website it's a little bit different you actually show need to show elements of trust and how you show elements of trust is using symbols or testimonials possibly so imagine a trust symbol from a bank on your website when people are completing their purchase and you always have the symbol there you build trust that you're aligned with this bank and they know their transaction will be safe with you another example of trust is to show credibility if you're part of a chamber or any other industry um if you're a doctor and you're part of Medical Association don't forget to use those site symbols on your website too it builds up trust another component of a conversion rate optimization is social proof showing people that there's others have taken the the steps before you you can have a Facebook widget our social feed showing other people that have liked your page or other customers or past clients on Twitter or on LinkedIn for example so if you have a Facebook page a LinkedIn page or a Twitter feed I highly recommend that you actually showcase that somewhere on your website especially when people are about to contact you or buy your product because that actually shows that someone else has taken a step before them another thing I wanted to mention today is your forms your forms are super important element cuz that's the way that people connect with you on your website right so how does that relate to conversion rate optimization well let's think about it the more barriers you put up to a client or a visitor to on your website the less likely they are to contact you short forms work a lot better than any other form if you don't need particular details about when they are born what country they are born in the name of their first child don't put it in there I'm sure you wouldn't like to fill out forms that long anyway you're not submitting a thesis you're actually just want the quickest um amount of information so people can contact you depending what they need if you need to provide if you need all that information I highly recommend that you you change your forms and use multiple pages to submit the forms and not just have everything on the same page now let's get on to buttons please don't use submit buttons they mean absolutely nothing they actually they probably a negative effect on the client or visitor on your website about to complete that form use something like book an appointment contact us now or even something logical like checkout and a add to cart when to an e-commerce site in short keep them short some other things you might want to consider is content keep it short and Punchy and to the point heat Maps using heat Maps is an excellent way to see what visitors is actually doing on your website analytics in an Google analytics especially you can set up goals to see how far your clients or visitors have gone on your website before they get confused and uh leave architecture I mentioned before about the fold if you have something important to say keep it above the fold if that's what's going to make the visitor convert into a client for you load speeds it's very important especially in this day and age we're all add we don't have time to wait for a website to load and I highly recommend that you keep it as fast as possible think about your web hosting provider now that you've learned all these elements of conversion rate optimization I highly recommend you put them in place go look at your website go look at what it's doing on multiple devices and it will give you a very good idea on what sort of Journey someone may take and where you should move content remember use your Google analytics as a guide to your success I'm Philip PES thank you for joining for another Marketing in a minute