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Conversion Optimization: Our New Series

Of all the topics that bloggers ask me about, conversion optimization is among those at the top of the list.

Sale sign in a shop

Image courtesy stock.xchng user linder6580

All of us have conversion goals of some sort. It doesn’t matter whether you’re aiming to make money blogging, or you’re in it purely for pleasure, you’ll probably want to grow a subscriber list at the very least! Some of the blogger’s most common conversion goals include:

  • grow signups to an email subscription list
  • attract Facebook fans and Twitter followers
  • boost downloads of free products, whitepapers, and samples
  • increase sales of products and services.

These days, competition within the blogosphere is only getting stronger, and readers are only getting more savvy. Most of us have  good data on our blog usage, but of course boosting conversions isn’t just a matter of statistics.

From your audience to your offer—and everything in between—there’s a lot to consider. So we’re dedicating ProBlogger to the challenge of boosting conversions, with a series that’s been put together by some of your favorite experts.

This series assumes that you have some kind of conversion goal, and some tools in place to make that happen—even something as simple as a Sign Up form in your sidebar. We’ll take you through five steps to improving those conversions, as we look at:

  1. Reviewing your offer.
  2. Revisiting your conversion funnel.
  3. Revamping your communications.
  4. Running A/B tests, then tweaking and refining your marketing.
  5. Reaching all of your audience segments using this process.

Before that, I’d like to hear from you. How are your conversions looking right now? What tactics have you used to improve them? What’s worked—and what hasn’t? Share your experiences with us in the comments.

About Darren Rowse

Darren Rowse is the founder and editor of ProBlogger Blog Tips and Digital Photography School. Learn more about him here and connect with him on Twitter, Facebook, Google+ and LinkedIn.

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Comments

  1. Shayna says:

    I’m excited for this series! My conversions currently stand at 2.5%. They’ve crept up to that point after I added a drop-down subscribe form (attention-getting without being irritating like a pop-up) and a free e-book bonus. However, I’m having trouble converting subscribers to sales – first product was pretty much a flop. About to launch my 2nd paid product next month, and I think it’s much more in line with my readers’ desires… guess I’ll find out!

  2. Andy says:

    Very cool. I’ve heard it said (though it’s oversimplified) that having a conversion goal is the difference between a blog (for the sake of blogging) and a business.

    In some ways, too much thinking about conversion can bring out our thirst for tweaking, and we end up spending too much time fussing over the colors of buttons and split testing a bunch of low-impact details when we could get better results by improving our offers or going out and engaging with the community. But if you’re sure you have a great product and are connecting with your audience, improving conversions is an important element.

    Looking forward to the articles.

  3. I’m having a subscription rate on my Landing Page of 15.22%

    And a sales conversion of 1.56%

    I have a Success Mind training course at $127

    Awesome iniciative! Looking forward to read the whole series

  4. I am very excited about this series. I am going to write about this post in my blog and also going to alert my list. Looking forward to series. My conversion rate is rather low, less than 1%. Hope to benefit from this series.

  5. Chirag says:

    It would be of great help to me..
    I write articles but I dont get the comments which are required.

  6. Liane C says:

    Noob question: what’s the formula for determining conversation rate? I’m assuming sign-ups/sales over traffic? If that’s the case, my conversation rates are relatively low. But I guess having high conversation rates is rarely heard of unless it’s launch day.

    • Bob Smith says:

      As it’s been said many times on this site, it’s very important to have products / offers in the body of a post…conversions will increase well just doing that…

      • Carlie says:

        Hi Bob, just wondering where the links are for these articles would love to read about them. Thanks.

  7. Really looking forward to your new series of articles on conversion. Having just started my website I have several conversion goals I’m looking to achieve.

  8. Melissa says:

    This is great! I’m looking forward to going through this series. My conversion rates on my personal blog are pretty low, but I haven’t spent much time for awhile working on it. I’m wanting to get back into it though and I’m hoping to get some great ideas here! I’m also wanting to start a blog for my web design business so it would be nice to jump in on the right foot! Thanks!

  9. hardy says:

    I guess conversation is most effect when you give your readers space and allow them to interact with you openly…I do follow many of ur tips…But most of the time I like interacting with the comments on my blog..I find it interesting how people have so many views :P

  10. DrAbdur says:

    Thanks Darren for starting A very vital part!
    I am have started my first blog yesterday. My Goal is to give my readers a System of ” Improving Sleep” after they sign up on my a email list.I will give access to the system immediately they opt in.( After they finish the reading of the system i want keep the hooked to my sales letter of eBook on Cure of insomnia and getting good sleep.
    Here are some of my confusion on my Goal:
    Should i put Only email Option box or with name field?
    Should i give the free content as PDF instead of web page form?
    I want take them directly to the sells page from the web page of free content!
    would it be OK if i make my home page as Opt in page?( My site is on 2nd position on Google with a keyword of Global Search value 12,000)
    Lately i spend lots of time to decide over this stuff and couldn’t figure out well.

  11. Conversation optimization is a fairly new term for me. I just read this blog and bookmarked it. Thanks for the great post!

  12. Amazon Nick says:

    Test test test, i change the calls to action, change the headlines etc but using social media to attract buyers instead of selling to customers, is working now. I also use free reports to show the benefits to the customer and stay away from emailing a link to every damn WSO that appears, only promote quality. In any business it’s numbers + conversions = profit. So work more on the first two.

  13. I’m excited for this series! My conversions currently stand at 2.5%. They’ve crept up to that point after I added a drop-down subscribe form (attention-getting without being irritating like a pop-up) and a free e-book bonus. However, I’m having trouble converting subscribers to sales – first product was pretty much a flop. About to launch my 2nd paid product next month, and I think it’s much more in line with my readers’ desires… guess I’ll find out!

  14. Dhruv Bhagat says:

    Thanks for this information. Really it is a next level of blogging. Soon, I will be launching an ebook about SEO after getting some extra knowledge.. And your blog is helping me out. You are awesome :)
    Thanks for this wonderful post !!!

  15. Daniel Cana says:

    I’m excited for this series! I’m having a subscription rate on my Landing Page of 15.22%

    Looking forward to the articles.

  16. Sourabh Jain says:

    conversion optimization name is tooo good , nd this article is also good , is there any new trick available?

  17. Carlie says:

    This is definitely going to be a great series and can’t wait to learn more! Would definitely love to make more sales.

  18. Interesting series coming :)

    I published a new blog subscription landing page yesterday. I decided test how well a direct response sales letter type page will work. And I’m running (just one so far) A/B test there. (You can check out the page here: http://affectselling.com/subscribe)

    I’m also working on another similar page to test against the one I mentioned. The other one will have video and less text. And I’m considering a third one with more graphics, maybe a short video, and text…