Ta kontakt med oss


4 Simple UX Practices Proven To Increase Conversions


4 Simple UX Practices Proven To Increase Conversions

One of the first things I tell prospective customers is that I can send them millions of visitors each month.

I have some hacker friends that can bring in the traffic for us.

The problem is, none of that traffic will convert.

In fact, all that traffic will merely act as a bandwidth drain.

Bottom line – if the SEO traffic we send to our client’s sites doesn’t convert, we get fired.

I don’t like getting fired and am willing to bet you don’t, either.

Let’s take a look at a few proven conversion rate optimization (CRO) tactics you can use to move the needle in the right direction.


Conversion Rate Optimization Can Get Expensive

I am a huge fan of CRO.

But true CRO requires significant testing.

Significant testing requires high-level tools, personnel, and a lot of time.

If you want to have statistically significant proof that your landing page is going to work, you’ll have to spend some significant time and money.

But most people can improve their conversion rates by double-digit percentages simply by following the best practices in this column.

1. A Form On Every Page

Having a form on every page increases conversion rates.

One of the most popular questions I get is, “By how much?”

And the answer is, truly, “It depends.”


But I’ve never seen a site that implemented forms on every page that didn’t see a significant increase in conversion rates.

The reason that forms work is simple.

Consumers typically visit several sites that meet the criteria they have set for a vendor.

In the B2B world, this could be an intern tasked with finding the best solution for a CEO’s problem.

On the B2C side, it could be a list of top sellers of a hot product.

Granted, in an ecommerce situation, the top vendors of a hot product will simply see their ecommerce sales rise.

However, in the case of a product sell-off, vendors with forms collect far more customers to follow up with once stock is replenished.

These customers are also amazing to re-connect with when your company is having a sale, getting rid of overstocked inventory, looking to boost sales during slow times, or merely adding to mailing lists promoting targeted offers.


2. Unique Selling Proposition Is The Best Bait

First, if you don’t have a unique selling proposition (USP), it’s probably a good idea to go and create one.

For those not familiar, a USP is simply a reason that people should buy from you instead of somewhere else.

Your USP not only helps you make the initial sale or get the contact, but it should also serve as one of the reasons your customers keep coming back.

Think of your USP as the extra bait on your hook.

Consumers, whether they are looking to buy a physical product or provide their contact information to become a lead, need something to move them from being a prospect to being a customer.

The USP is frequently the gravity that moves a consumer through the sales process.

A good USP is frequently the difference between a sale and a skunk.

However, a well-crafted USP will not appeal to everyone.


By definition, it can’t.

A USP is meant to appeal specifically to the customers you want for your product or services.

In fact, in some cases, your USP will be specifically formulated to appeal to certain customers, and not appeal to others.

For instance, if you have a high-end product, your product is probably not going to be right for a customer that is budget-conscious.

In order to write a proper USP, you’ll need to understand your customer base and create a message that appeals to them.

Don’t be afraid to give them a specific message that will appeal directly to them.

It’s ok to lose a customer that wasn’t that into you.

But it’s a crime to lose a customer that is ready to pull out their wallet and purchase directly from you.


3. Chat – Front And Center

You can work to answer every question that has come before, but that doesn’t mean that your new customer doesn’t have a question you haven’t thought of.

Having chat on your site is a game-changer when it comes to conversion rate optimization.

In my experience, chat alone on a site can increase the rate of conversion by up to 30%.

And you don’t even have to have full chat on the site.

What do I mean by that?

On our site, we have chat, but it acts more like another form than an actual chat.

Our chat is not monitored.

It acts as an answering machine.


When a customer visits our site after they have interacted with a couple of pages, a chatbox pops up saying, “Have a question about our price, our services? Want to see more? Chat with me now!”

Once the visitor starts a chat, they are met with a dialogue stating we aren’t available right now but if they leave a message we will get back to them.

I come into the office at least five to seven times a week where someone has filled out that form.

Those were leads that most likely would never come through the door without online chat.

4. Phone Number In The Upper-Right-Hand Corner

More and more, I run into prospects that don’t think it’s necessary to provide their phone number on their site.

In fact, for many, a success metric includes cutting down the amount of time on the phone.

I think this is a mistake.

Not only should you be happy when your customers call you, but you should also be recording their phone calls and looking for things you can make better or more efficient.


If your business is technical in nature – say you sell a SAAS product or other item that requires some training for the customer – then cutting down on tech support phone calls is a legitimate goal.

But if you are selling a product or service, you want your potential customers to pick up the phone when they have a question.

In fact, you may learn something from those customers that pick up the phone that is keeping your shy customers from entering their credit card number in the first place.

Having your phone number buried on your site is almost like an admission of guilt to some consumers.

These consumers figure if you are scared to talk on the phone you don’t have confidence in your product or service.

In reality, most website owners simply look at a phone call as the failure of their masterful communication on their website.

But Web consumers are trained to look for a site’s phone number in the upper-right corner of the site.

Place it there and put call tracking analytics on it to see how many calls you get.


Record the calls and have an operations person regularly listen.

You’ll be surprised at the insights you can gain.

Bottom Line

You don’t have to spend a million dollars to increase your conversion rates.

There are simple things you can do.

Rely on your USP, your chat, and your phone number, and I suspect you’ll see your numbers increase in a short period of time.

Fler resurser: 

Featured Image: Vectorideas/Shutterstock

!function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(fönster,dokument,'script', 'https://connect.facebook.net/en_US/fbevents.js');

if( typ av sopp !== "odefinierad" && sopp === 'ja' ){ fbq('dataProcessingOptions', ['LDU'], 1, 1000); }else{ fbq('dataProcessingOptions', []); }

fbq('init', '1321385257908563');

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'ux-practices-increase-conversions', content_category: 'digital-experience seo ' });



Step-By-Step Guide To Earning Your Google Ads Certification


Step-By-Step Guide To Earning Your Google Ads Certification

In a world where many people offer services like SEO och Google Ads management, it is important to stand out and be as educated as possible.

Seasoned veterans and new professionals alike can both benefit from Google Ads Certification.

As an industry standard with content tied directly to the Google Ads platform, it is the most trusted credential and source for training in the industry.

What Is Google Ads Certification?

Google Ads certification is a process by which Google recognizes marketers as experts in online reklam-.

After passing Ads certification exams, individuals get a personalized certificate and – if affiliated with a company – can contribute to the company’s Google Partner credentials.

Like many Google products, properties, and initiatives, the program has evolved over the years.

The certification program was standalone and had a cost attached to taking exams.


That changed with the creation of the Google Partners program and has further evolved with the migration to the Google Academy for Ads in 2018 and, more recently, a rebrand to Skillshop.

Individual certification still works the same way it has for the past several years with training content and exams.

Over the years, the certification has become a minimum or expected requirement for entry-level search marketing roles for agencies and corporations.

Even when I hire someone who will go through our training program, I know that they are willing to invest time and see the importance of taking the step of getting certified is crucial.

Having that base level of subject matter exposure from Google is much more specific than what a school textbook can provide on how Google Ads works.

On top of that, there’s value in being able to affiliate with an individual who is already certified with my agency’s Google Partner account.

This step-by-step guide provides a walkthrough of how to get Ads certified, as it can be a confusing process when doing it for the first time or when coming back only annually or occasionally for recertification.

Step 1: Get Started In Skillshop

Navigate to the Google Ads Certification platform within Skillshop.


In the top right corner, click “Log In.”

Now, we’re at a critical step right away. We want to ensure that the account you get certified through is the specific one you want to be certified.

If you work for an agency or a company, you’re likely to be required to use your work email address.

Regardless of agency, corporate, or whatever status, you likely want to link your certification to the address you manage Google Ads to keep things simple and clean.

If you haven’t managed Google Ads yet and don’t have an account, you can easily create a new account här to get started.

If you’re a returning user, be careful to find your Skillshop profile and ensure your Google account is still properly linked, so you don’t accidentally take exams in a new account versus recertifying your current account.

The account management piece can be confusing and frustrating as there are separate profiles yet linked accounts between this system and Google’s accounts and Ad management systems.

If you’re interested in your certification counting toward a Google Partners badge, be sure to use your company email address that you use for managing ads for your Google Partner company to link things properly.


If you’re interested, I encourage you to learn more about the Google Partners program details, requirements, and logistics for getting set up.

Step 2: Select Your Exam

If needed, navigate back through Skillshop to the Google Ads Certifications again to arrive at the page with the list of exam topics.

Screenshot from skillshop.exceedlms.com, July 2022

Here you can find the specific certification you want to start with and click on it.

Within the specific certification, read the overview info.

When you’re ready to dive in, click the Get Started button.

Step 3: Prepare For Exams

Google provides both basic educational info and more extensive training content.

The specific Google Ads certifications include:

  • Sök.
  • Display.
  • Measurement.
  • Video.
  • Shopping Ads.
  • Apps.
  • Ads Creative.

If you’re brand new to Ads and the certification exams, I recommend starting with the Google Ads Search Certification first.

Search ads are typically the most common type of ads a company will run.

But if you are more focused on something like just shopping, then start there.

Google Ads Search CertificationScreenshot from skillshop.exceedlms.com, July 2022

Training content is tied to each of these specific certifications.

When you click on any of them, you’ll be presented with options to get started, including a quick knowledge assessment and other resources.

You’ll need to plan on investing at least a few hours to go through the training content specialization.

If you’ve been managing Ads campaigns or have deeper exposure, it’s still a good idea to go through the modules – even if you do it faster.

The sample questions are quite helpful; they are written in the same format as they appear on the actual exams.

Unless you have previously been certified and/or have a moderate level of Ads experience, don’t skip the training content!

Step 4: Pass The Assessment

To become certified, you are required to pass the assessment in any of the respective certification specialties.

Your certification will then be awarded for that specific product focus area.

You can stop with one specialization or continue by going through additional specializations until you have mastered and achieved all of those relevant to your desired credentials.


If you’re an overachiever or love standardized tests, there’s nothing that says you can’t take them all.

Note that if you fail to pass an exam, there’s a waiting period before you can retry. That’s the only real penalty for not passing.

When you have passed one or more assessments, I recommend downloading the digital certificate(s) and saving those, so you have proof of your certification.

Additionally, you can create a public profile page that showcases your mastery.

You can turn the public profile on (if you haven’t already) by clicking in the top right corner of the page and then on “My Account.” You’ll find a toggle switch for “Public” to turn on if you choose by following the prompts.


Google Ads Certification provides a base-level credential for new professionals managing ads.

It also provides an ongoing opportunity for industry veterans to maintain their status and show longevity by keeping certified and staying on top of the platform and best practices changes over time.

Whether seeking your first job in the industry out of school or leveraging the certification for a Google Partners designation, I recommend the program for learning and maintaining education and standard credentials.


There are other excellent training and education programs available from third parties.

However, the Google Ads Certification still holds weight in the industry and is a common expectation for paid search practitioners to have.

Fler resurser:

Utvald bild: Krakenimages.com/Shutterstock

!function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(fönster,dokument,'script', 'https://connect.facebook.net/en_US/fbevents.js');

if( typ av sopp !== "odefinierad" && sopp === 'ja' ){ fbq('dataProcessingOptions', ['LDU'], 1, 1000); }else{ fbq('dataProcessingOptions', []); }

fbq('init', '1321385257908563');

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'google-ads-certification-guide', content_category: 'pay-per-click seo' }); } });


Fortsätt läsa

Prenumerera på vårt nyhetsbrev
Vi lovar att inte spamma dig. Avsluta prenumerationen när som helst.
Ogiltig e-postadress