Bryan gives a brief overview of the persuasion architecture process for improving conversion rates and shows how this same process can be used for testing and optimization before analyzing three websites live on the call.

Length: 1 hour 28 min.

You will learn:

• Why visitors are influenced by more than the page they are currently viewing
• Why you should be testing on a scenario basis rather than a page to page basis.
• How to help customers that don't know what they are looking for (and improve your conversion in the process)
• Why the content should be the interface
• How page load times affect conversion rates
• How subtle changes to webpage elements can greatly improve your conversion rates
• Why proper alignment is crucial for the perception of a professional website
• Why you should pay attention to the wording of form fields
• How your conversion rate may be a "fluke of statistics"
• How to arrange category listings to maximize conversion
• Why you should avoid generic HTML buttons
• Why you should replace pulldown menus with hyperlinks
• Why stock photos can hurt your conversion rate
• Why side-by-side form fields are difficult to fill out
• Why people lie when you ask them where they heard of your website
• How the rule of thirds affects good page design